사회공헌활동과 기금조성사업의 긍정적 이미지와의 관계: 국민체육진흥공단을 중심으로

The purpose of this study was to examine the relationships between corporate social responsibility activities and positive image of fund raising businesses (i.e., cycle racing, motorboat racing, and sports toto business) for Korea Sports Promotion Foundation (KSPO). This study analyzed a survey answered by a purposeful sample of 312 people who visited Olympic park located in KSPO. PASW 18.0 was utilized to test frequency analyses, reliability analyses, and correlation analyses. Moreover, AMOS 18.0 was performed to conduct confirmatory factor analyses (CFA) and structural equation model (SEM). The results of this study are as follows: (1) corporate social responsibility activities (i.e., public, charitable, and social activities) of KSPO influenced significantly and positively on the image of fund raising businesses. (2) social responsibility activities of KSPO contributed more significantly to the positive image of cycle racing business than charitable and public responsibility activities. (3) charitable responsibility activities of KSPO contributed more significantly to the positive image of motorboat racing business than public and social responsibility activities. (4) social responsibility activities of KSPO contributed more significantly to the positive image of sports toto business than public responsibility activities.