사회적 책임활동 경험이 스캔들 경력 선수의 리그 복귀 시 소비자 태도에 미치는 영향

Purpose: The purpose of this study is to find out whether engaging isno cial responsibility activities can help alleviate consumers’ negative perceptions when players, who have previously been involved in a scandal, return to the league after participating in continuous social responsibility activities. Method: To achieve the research goal, a survey was conducted among 600 individuals, and the collected data were analyzed using the SPSS 24.0 program. Frequency analysis was performed, and exploratory factor analysis (EFA) was conducted to confirm the factor loadings. Additionally, correlation analysis was conducted to verify the relationship between factors, and multivariate analysis of variance (MANOVA) was used to identify differences among each group. Results: The results of this study are as follows. 1) It was found tht aplayers who engaged in devian t behavior related to overseas gambling had a positive effect onim proving both the player’s image and the parent company’s image, compared to players who did not engagein socially responsible activities in the past. 2) Athletes who involved in deviant behavior related to cshool violence did not have a significant e-f fect on improving consumers’ attitudes, even if they had contiunously performed social responsibility activities in the past. 3) It was confirmed that players who hav econtinuously engaged in socially responsible activities and then experienced deviant behavior related to drug use, but later returned to the league, found it more beneficial in improving their image compared to players who did not engage in such activities. Conclusion: In summary, this study reveals that continuous social responibsility activities have limitations in improving negative perceptions caused by deviant behavior. Since negative perceptions and images imprinted on consumers are difficult to improve through social contribution activities, clubs and players must sincerely reflect on their. It is judged that the most effecteiv approach to address this is to promptly issu e an apology.