The Effect of Corporate Social Responsibility in the Korean Professional Sports Clubs on Employees’ Happiness and Implementation Intentions

This study aims to analyze the effect of CSR in professional sports clubs on employees’ happiness and implementation intentions and to examine the role of happiness as a mediator variable. The participants of this study were 250 employees working for professional sports clubs in South Korea. The data were collected using a questionnaire, and frequency, confirmatory factor, reliability, correlation, and structural equation model analyses were conducted using SPSS PASW Statistics 20.0 and AMOS 20.0. Activities to protect the rights of fans as well as cultural activities in hometown had positive effect on employees’ happiness and implementation intentions, respectively. Employees’ happiness had a positive effect on implementation intentions. Employees’ happiness has been shown to fully mediate the relationship between activity to protect the rights of fans and implementation intentions. These results demonstrate that the club should strive to make an organizational culture that can foster internal CSR by creating an atmosphere that strengthens creativity, innovation, and autonomy for the happiness of employees.