프로야구단의 사회적 책임활동(CSR)이 모기업이미지 및 모기업제품 구매의도에 미치는 영향

The purpose of this study was to examine the relationships among pro baseball team's CSR activity, parent company image and parents company's product purchase intention. Toward this end, a total of 202 respondents was selected using a convenient sampling method and responded to the survey questionnaire. 202 usable data were utilized in data analysis procedure. Data were analyzed using frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation model with SPSS 23.0, AMOS 23.0. The results of this study were as follows. Firstly, pro baseball team's CSR activity had a positive influence on the parent company image. Secondly, pro baseball team's CSR activity had a positive influence on the parent company's product purchase intention. Thirdly. parent company image had a positive influence on the parents company's product purchase intention. Discussions and additional implications were also suggested.