프로스포츠 구단의 사회적 책임활동이 팬이 지각하는 팀 감정, 팀 자긍심 및 팀 애착도에 미치는 영향

Abstract

The purpose of this study was to inquire into the relationship between a professional sports club’s Corporate social responsibility activity and fan-perceived team emotion, team pride and team attachment. To inquire into such a research purpose, this study selected professional baseball teams as the target professional sports club. As for the research subject, this study was aimed at 400 spectators who visited the stadium for baseball clubs(LG, DOOSAN, NEXEN, SK, and KT)which participated in the 2016 TIRE BANK KBO LEAGUE, and have connections in Seoul Metropolitan City, and metropolitan areas. This study selected a total of 367 copies as final effective samples after excluding 33 copies of questionnaires out of the overall sampled 400 copies, which seemed to give unfaithful answers, from statistical processing. With the data on these effective samples, this study conducted frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis and regression analysis using PASW 18.0 statistical program. The research results from these analyses are as follows: First, it was found that a professional sports club’s Corporate social responsibility activity had a significant influence on fan-perceived team emotion. Second, a professional sports club’s Corporate social responsibility activity was found to have a significant influence on (fan-perceived) team pride. Third, team emotion was found to have a significant influence on (fan-perceived) team attachment. Fourth, team pride was found to have a significant influence on (fan-perceived) team attachment.