스포츠 기업의 사회적 책임 활동이 기업 이미지 및 소비자 구매의도에 미치는 영향

Due to rapid economic development and fierce market competition, consumers are gradually concerned about corporate social responsibility (CSR). Stakeholders, represented by consumers, are demanding that companies take the lead in carrying out CSR activities. Recently, sales in the Chinese sportswear and sneakers market have continued to grow by double digits. By joining the rapidly growing Chinese sports fashion market and profitable overseas manufacturers, domestic and foreign sports fashion manufacturers have become more convinced of the possibility of major development in the Chinese market. First, this study aims to study whether the social responsibility activities of sports companies affect the image of sports companies and consumer purchase intention. Second, it is suggested that the promotional platform, self-consistency, and trust using the technology of the 4th Industrial Revolution verify the somewhat relaxed effect between the social responsibility of sports companies and the corporate image. Third, it aims to provide evidence and strategic implications that can be used to understand the social responsibility activities and corporate image of sports companies and to enhance consumer purchase intentions.