프로야구단의 사회공헌활동이 팀 자긍심과 연고지애착도, 팬 확충에 미치는 영향

The This study analyzed relationship between behavior intention and team pride & loyalty in professionalbaseball fans. Research subjects were 1600 baseball fan swho visited Seoul(Jamsil 2team, Mokdong) ,Incheon(Munhak), Daejeon(Hanbat), Daegu(Citizen), Busan(Sajik) and Gwangju(Mudeung) Baseball Stadium. Totally 1578 copies were used as the final data. Analysis of efrquency, exploratory factor analysis, reliabilityanalysis, correlation were carried out by using SPSS 18.0 and Analysis Confirmatory Factor Path Analysis werecarried out by using AMOS 18.0. The analytical results are as follows. First, in the influence of corporate socialresponsibility in professional baseball teams upon team pride, loyalty, even the result through path analysis wasindicated to have positive(+) significant influence. Second, ni the influence of corporate social responsib-ility in professional baseball teams upon fan expansion(fans’ behavioral intention), even the result through pathanalysis was indicated to have positive(+) significant influence. Third, in the influence of team pride, loyalty, inprofessional baseball teams upon fan expansion(fans’ behaviora lintention), the result through path analysis i sexplaining negative(-) significance.