프로스포츠 구단의 ESG 경영활동이 소비자의 심리적거리, 가격공정성, 팀 충성도 및 추가비용 지불의사에 미치는 영향

The purpose of study is on investigating the relationship between psychological distance, perceived price fairness, team loyalty, and willingness to pay additional fees based on fans' perceptions of ESG management activities of professional sports clubs, to determine the effectiveness of ESG management activities and practical plans. The purpose is to provide basic data. To this end, a survey was conducted on 369 professional sports fans to collect data, and the causal relationship was identified using SPSS 24.0. The results are as follows. First, ESG activities of professional sports clubs Among them, all three sub-factors of society, environment, and governance were found to have a significant effect on psychological distance in order. Second, the psychological distance of professional sports fans was found to have a significant effect on perceived price fairness. Third, perceived price fairness was found to have a positive effect on team loyalty. Fourth, it was found that the price fairness perceived by professional sports fans had a significant effect on their willingness to pay additional costs. From a comprehensive point of view, it was found that professional sports fans had a positive perception of clubs' ESG activities, and through this, they valued the value of products and services provided by clubs as well as building a friendly relationship between clubs and fans. It was also found to have a positive effect on consumption intention. Therefore, clubs need a management strategy to make fans aware that they are practicing ESG management and to create a lot of events to practice with fans to win both the environment and fans.