국민체육진흥공단의 사회적 책임활동과 기업이미지 및 소비자태도의 관계 분석

The purpose of this study was to examine the Relationship among Korea Sports Promotion Foundation’s Corporate Social Responsibility(CSR), Corporate Image, Consumer Attitude. The participants of this study consisted of 300 people selected from stadium for cycle racing in Kwang-Myung. Samples were extracted by purpose sampling method. 340 surveys were collected, and removing those that have no or insufficient answers, total 271 surveys were used as data in actual analysis. Through exploratory factor analysis, four factors were extracted by corporate social responsibility. Using SPSS 18.0 version for Window, frequence analysis, exploratory factor analysis, Cronbach’s α, Pearson’s correlation analysis. Also, the statistical methods such as confirmatory factor analysis and structural equation modeling by using AMOS 7.0 were utilized. The results of this study are as follows; First, financial responsibility and ethical responsibility out of corporate social responsibilities have been proven to give a statistically careful effect on professional corporate image. Also, all factor of corporate social responsibilities have been proven to give a statistically careful effect on confidential corporate image. Second, professional corporate image has a careful effect on consumer emotion, and all factor of corporate image has a careful effect on consumer attitude.