스포츠용품 기업의 사회적 책임활동과 기업평판, 행동의도의 관계

This study was designed to shed light on the relationship among social responsibility activities, corporate reputation and behavior intention of sports goods companies. To accomplish such research purpose, researcher identified the causal relationship through confirmatory factor analysis after having established relationship models among social responsibility activities, corporate reputation and behavior intention on precedent research works and hypothetical model. 432 participants were sampled from the members for the sports clubs located in Gyeonggido region by using convenient sampling method. Based on this, frequency analysis, reliability analysis, and correlation analysis were conducted with SPSS 21.0 program, and confirmatory factor analysis was carried out with AMOS 21.0 program in order to verify the construct validity. Then, the goodness of fit of the model was verified through covariance structural analysis, and based on which, the following conclusions have been drawn. First, in all variables such as economic, legal and ethical responsibilities, which are sub-factors of social responsibility activities, they had a significant impact on corporate reputation. Second, ethical responsibility, a sub-factor of social responsibility activities, had a significant effect on behavioral intention, but not on economic and legal responsibility. Third, corporate reputation had a significant effect on behavior intention.