국민체육진흥공단의 사회적 책임(CSR)활동과 CSR진정성, 기업이미지간의 구조적 관계

The purpose of this study is to identify the relationships among corporate social responsibility(CSR) activities, authenticity of CSR and corporate image of Korea Sports Promotion Foundation(KSPO). We are trying to improve the efficiency of the CSR, activities which KSPO is conducing at present. Data were drawn from 424 adults who participated in the CSR activities of KSPO and were analyzed using frequency analysis, reliability analysis, confirmatory factor analysis, correlation, and structural equation modeling techniques via SPSS and AMOS. The statistical significance level was set at α<.05. The results are as follows: First, financial responsibility activities and ethical responsibility activities of KSPO influenced significantly and positively the authenticity of CSR. Secondly, the authenticity of CSR had a significant influence on corporate image. Third, the ethical responsibility activities of KSPO had a positive effect on the corporate image. Forth, the authenticity of CSR fully mediated the relationship between the financial responsibility activities and the corporate image. Furthermore, the authenticity of CSR partially mediated the relationship between the ethical responsibility activities and the corporate image.