사회적책임활동을 수행하는 스캔들 경력 프로야구선수의 이미지가 모기업이미지, 재방문의도 및 충성도에 미치는 영향

Purpose: The purpose of this study is to verify the relationship between the image of the player and the parent company image, intention to revisit, and loyalty to the team when the players with socially controversial scandals among domestic professional baseball players continue to engage in socially responsible activities. Methods: To verify the hypothesis, data were collected using a questionnaire through an online survey company, and the data on the 300 copies collected were used to derive results through structural equation modeling. Result: First, the player’s image was found to have a positive effect on the intention to revisit. Second, the player’s image was verified to have a positive effect on the parent company’s image. Third, the player’s image was found to have no statistically significant effect on the club’s loyalty. Fourth, the parent company’s image was found to have a positive effect on the intention to revisit. Fifth, the parent company’s image was found to have a positive effect on the team’s loyalty. Conclusion: Even if the players have a history of scandals, if they perform social responsibility activities, it was found to have a significant direct and indirect effect on the parent company image, team loyalty, and revisit intention factors. Therefore, it can be seen that it is important for the club and players to continue to strategically engage in social responsibility activities.