상호지향성 모델을 적용한 프로스포츠 구단의 사회적 책임 차원 분석

The purpose of this study was to analyze the model by applying Co-orientation model(McLeod & Chaffee, 1973) of the differences of CSR awareness of professional sports team between team officials and sports fans. In order to achieve this purpose, a total of 472 people(team 240, fans 232) were selected as study using the cluster sampling and convenience sampling method. The instrument for data collection was a questionnaire, and frequence analysis, descriptive analysis, CFA, Cronbach’ α, independent t-test, paired t-test were conducted on the data using SPSS 20.0 and Amos 20.0. The followings are the results: First, in the case of awareness of the social responsibility, while the team is most importantly aware of the ethical responsibilities and the fans have the highest economic responsibility. Both the club and the fans showed that charitable responsibility and environmental responsibility awareness is low. Second, the results of Co-orientation, economic responsibility and legal responsibility was to 'inconsistency - inconsistency - inconsistency - inconsistency – inconsistency', ethical responsibility and charitable responsibility was to 'inconsistency - inconsistency - inconsistency - inconsistency – matching', and environmentally responsible was to 'match - inconsistency - inconsistency - inconsistency - inconsistency'.