장애인스포츠 후원기업의 사회적 책임활동(CSR)이 소비자 감정 및 기업이미지에 미치는 영향

Abstract

The purpose of this study was to examine the influence of corporate social responsibility(CSR) of disability sports sponsor on consumer’s emotion and corporate image. This study aimed to utilize the result of study for a practical disability sports marketing strategy in operating nad promoting disability sports sponsorship. The participants of this study consisted of 340 university students selected from three districts(Seoul, Gyeinggi and Chungnam in Korea). Samples were extracted by snowball sampling method. 340 surveys were collected, and removing those that have no or insufficient answers, total 311 surveys were used as data in actual analysis. Through exploratory factor analysis, five factors were extracted by corporate social responsibility. Using SPSS 18.0 version for Window, frequence analysis, exploratory afctor analysis, Cronbach’s α, Pearson’s correlation analysis and multiple regression analysis were conducetd in order to study the relationships among disability sports sponsor’s corporate social responsibility, consumers’ emotion and corporate image. Based on the results, the following conclusion was obtained. First, disability sports sponsor’s corporate social responsibility had potent influence upon consumer’s emotion and corporate image. Second, consumer’s emtion had influence on corporate image.