프로야구구단의 CSR활동과 스포츠팬의 호혜성 지각 및팬 행동의 인과관계 분석

This study aims to identify the causal relationships between CSR activity of professional baseball team, sports fan’s perception of reciprocity and fan behaviors(team loyalty, revisit intention). For this purpose of this study,the data of 241 people visiting of professional baseball game were collected and used in study analysis, where confirmatory factor analysis, measurement model analysis and srtuctural equation modeling were performed by LISREL 8.5. Based on our data analysis, this study found th efollowing results. First, team CSR activity ha s positive effect on fan’s perception of reciprocity. Second, team CSR activity has positive effect on team loyalty but the same is not true for the revisit intention. Third, sports fan’s perception of reciprocity has positive effect on both of team loyalty and revisit intention. Fourth, sprots fan’s team loyalty has positive effect on revisit intention.