ESG경영을 통한 프로야구구단의 IMC활동이 지각된 가치, 구단이미지에 미치는 영향

The purpose of the study is to find out the relationship between AD, PS, SP, events, and PR, which are factors of IMC activities of Korean professional baseball teams through ESG management, on consumers' perceived value, team image. In addition, we aim to present empirical basic data for revitalizing ESG activities of korean professional baseball teams as new management activities of sports companies. Accordingly, the population of the study was Korean professional baseball fans through ESG management. A total of 297 samples were collected for analysis using purposive sampling method. Frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis was performed using SPSS WIN 26.0 ver. The results are as follows. First, it was found that PS and AD during IMC activities of professional baseball teams through ESG had a significant effect on functional values among perceived values. Second, it was found that PS, AD, and PR during IMC activities of professional baseball teams through ESG had a significant effect on emotional values among perceived values. Third, it was found that PS, AD, and PR among the perceived values of Korean professional baseball teams' IMC activities through ESG had a significant effect on social values. Fourth, it was found that AD, PR, and event during IMC activities of professional baseball teams through ESG had a significant effect on altruistic values among perceived values. Finally, among the IMC activities of professional baseball teams through ESG, PS, AD, PR and events were found to have a significant effect on the team's image.