프로야구 구단의 사회적 책임활동이 구단이미지와 구매의도에 미치는 영향

The purpose of this study is to empirically verify how corporate social responsibility of professional baseball teams affects team image and purchase intention. To achieve the foregoing, this study selected baseball fans visiting 2professional baseball parks (Jamsil, Gocheok) located in Seoul from June through July 2019 as a population, and analyzed data of 263 persons. For the processing of collected data, this study conducted frequency analysis, reliability analysis(Cronbach’ α) and correlation analysis using SPSS 21.0 and derived following conclusions by carrying out goodness of fit test and verifying research hypotheses through confirmatory factor analysis and structure equation model analysis using AMOS 21.0. First, results show that ethical, charitable responsibility activities that are the sub-variables of CSR activities of professional baseball teams have a positive influence on the team image. Second, team image turned out to have a positive effect on purchase intention. Third, results also show that ethical, charitable and legal responsibility activities that are the sub-variables of CSR activities of professional baseball teams have a positive influence on purchase intention.