프로야구 구단의 사회적 책임활동이 구단이미지, 동일시 및 충성도에 미치는 영향

Abstract

The purpose of this study was to examine the relationship among social responsibility, team image, identification and loyalty in professional baseball team. The subjects were customers from four professional baseball teams, and 400 data were collected and 378 of them were chosen as for final data analysis. For the data, SPSSWIN Ver. 18.0 and AMOS 18.0 were used and after verifying the suitability of a model, each theoretical situation was confirmed. The empirical analysis concludes as follows. First, social responsibility of professional baseball team had significant influence on team image. Second, team image had significant influence on identification and loyalty. Third, identification had significant influence on loyalty.