프로야구 구단의 ESG 경영활동에 대한 팬의 평가와 구단 명성, 경기장 재방문의도와의 관계

This purpose of this study is to provide foundational data for ESG management in professional baseball clubs’ by determining the influence or explanatory power of variables related to fans’ evaluations of professional baseball clubs’ ESG management activities, reputation, and intent to revisit stadium. There is a purpose to doing this. For this purpose, a survey was conducted on 280 fans who watched the Suwon KT Wiz Park KIA vs. KT match, the Incheon SSG Landers Field Doosan vs. SSG match, the Jamsil Baseball Stadium LG vs. Doosan match, and the Jamsil Baseball Stadium KIA vs. LG match, focusing on the metropolitan area. did. A total of 241 questionnaires were used for empirical analysis using SPSS 26.0 and AMOS 21.0 programs. The results of this study are as follows. First, the sub-factors of ESG management activities, namely society and governance, had an influence on the club’s reputation, and the environment did not have a significant effect on the club’s reputation. Second, the sub-factors of ESG management activities, namely governance structure, society, and environment, had an influence on the intention to revisit the stadium. Third, club reputation was found to have a positive influence on the intention to revisit the stadium. As a result of these results, professional baseball clubs are required to make efforts for eco-friendly management activities, and professional baseball fans increase the club’s reputation for the club’s ESG management activities. Furthermore, the club’s reputation or reputation increases the fans’ intention to revisit the stadium. It was confirmed that it greatly helps the club’s financial stability as an important part of competitiveness that increases its competitiveness.