프로축구 구단의 사회적책임(CSR) 활동이 구단이미지와 모기업 충성도에 미치는 영향 : FC서울구단을 중심으로

This study empirically examines corporate social responsibility in order to examine the effects of CSR activities on professional image and parental loyalty. The purpose is to provide information. Data were collected using the convenience sampling method for FC Seoul home fans in 2019, and the questionnaire response was collected 246 out of a total of 250 questionnaires. Proceeded. For data processing, frequency analysis, reliability analysis, and correlation analysis using SPSS 23.0 were conducted. AMOS 22.0 was used to verify the model's fit and the hypothesis of the study through confirmatory factor analysis and structural equation model analysis. First, as a result of verifying the CSR and image of professional soccer teams, social contribution activities and consumer protection activities have a significant effect on the formation of the team's image. Second, as a result of verifying the relationship between professional soccer team image and parent company loyalty, it was found that professional soccer team image had a significant effect on parent company loyalty. Third, as a result of verifying CSR and parental loyalty of professional football teams, economic responsibility and social contribution activities of social responsibility activities have a significant effect on parental loyalty.