프로축구(K리그) 사회공헌활동이 팬의 인지도와 구단의 충성도에 미치는 영향

The purpose of this study is to investigate the effect of K League Classic Football Club’s corporate social responsibility on the Club awareness and loyalty of their fans through stadium game spectators of HHyundai Oilbank K League Classic 2015Hprofessional regular season play. The subjects of study are 390 football spectators from HHyundai Oilbank K League Classic 2015Hwho were selected by random sampling method. The data were analyzed by using Window SPSS ver. 21.0 program and by Pearson’s correlation analysis, Independent sample t-test, One-way ANOVA, multiple regression analysis and simple regression analysis. The results are follows: First, in the difference in fans’ corporate social responsibility awareness by their demographical characteristics, those who have watched the game directly in the stadium had higher degree of awareness of corporate social responsibility than those who haven’t. Second, in the effect of the types of corporate social responsibility on its awareness, community-based activities and volunteer activities were shown to have significant effect on corporate social responsibility awareness. Third, in the effect of the Club’s corporate social responsibility type on Club fan loyalty, it was shown that community-based activity and volunteer activity had significant effect on Club loyalty of the fans. Fourth, in the effect of the Club’s corporate social responsibility awareness on Club fan loyalty, the corporate social responsibility awareness was shown to have significant effect on Club fan loyalty.