지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2024.4
- 수록면
- 81 - 95 (15page)
- DOI
- 10.51979/KSSLS.2024.04.96.81
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초록· 키워드
오류제보하기
Purpose: This study explores the impact of corporate social responsibility (CSR) perceptions (e.g., perception of CSR toward society, customers, and government) on the team image and the corporate image of an organization already characterized by a preexisting negative reputation, which is owned by a sport team.
Method: The subjects of this study were adult men and women aged 20 and above, who are domestic professional volleyball fans and have experience watching the home games of the OK volleyball team. From August 4th to August 20th, 2021, the research subjects (n=210) were recruited through a survey conducted in Korea’s largest online volleyball community. Descriptive statistics, confirmatory factor analysis (CFA), path analysis, and mediation analysis using structural equation modeling (SEM) were coducted with SPSS 26.0 and AMOS 26.0 statistical software.
Results: The results revealed that the perception of CSR by customers had a positive impact on both team image and corporate image. In contrast, neither the perception of CSR to society nor the perception of CSR to government exhibited a statistically significant impact on either team image or corporate image. Furthermore, the results underscored the positive influence of team image on corporate image. Notably, the perception of CSR to customers had a positive impact on corporate image, which was mediated through team image.
Conclusion: This study enriches the field of sport sponsorship by expanding the horizon of CSR investigation within the context of sport, with a particular focus on the stakeholder theory lens. Additionally, it carries practical relevance by offering invaluable insights that can inform the development of management strategies, guide the operational facets of professional sport teams, and facilitate the enhancement of relationships with various stakeholders.
Method: The subjects of this study were adult men and women aged 20 and above, who are domestic professional volleyball fans and have experience watching the home games of the OK volleyball team. From August 4th to August 20th, 2021, the research subjects (n=210) were recruited through a survey conducted in Korea’s largest online volleyball community. Descriptive statistics, confirmatory factor analysis (CFA), path analysis, and mediation analysis using structural equation modeling (SEM) were coducted with SPSS 26.0 and AMOS 26.0 statistical software.
Results: The results revealed that the perception of CSR by customers had a positive impact on both team image and corporate image. In contrast, neither the perception of CSR to society nor the perception of CSR to government exhibited a statistically significant impact on either team image or corporate image. Furthermore, the results underscored the positive influence of team image on corporate image. Notably, the perception of CSR to customers had a positive impact on corporate image, which was mediated through team image.
Conclusion: This study enriches the field of sport sponsorship by expanding the horizon of CSR investigation within the context of sport, with a particular focus on the stakeholder theory lens. Additionally, it carries practical relevance by offering invaluable insights that can inform the development of management strategies, guide the operational facets of professional sport teams, and facilitate the enhancement of relationships with various stakeholders.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경 및 가설
Ⅲ. 연구방법
Ⅳ. 결과
Ⅴ. 논의
Ⅵ. 결론 및 제언
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ABSTRACT
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