The Effect of CSR Activities of the Citizens Professional Football Club on Regional Attachment and Expansion of Fans: Focused on Seongnam Football Club, Korea

• 발행기관: 한국스포츠과학회
• 저자명: Sam Kwon JUNG Ki Hyun KWON Hyuk Jin LEE
• 간행물 정보: 『The Journal of Sport and Applied Science』Vol.5 No.4, 9~14쪽, 전체 6쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2021.12.30

영문 초록

Purpose: This study aims to empirically analyze fans responses to the types of Corporate Social Responsibility (CSR) activities implemented by the citizens professional football club and seek strategic measures for the continuous growth of the club and the formation of long-term relationships with fans. The purpose of this study is to investigate the relationship between regional attachment and expansion of fans according to the type of CSR activities of the club, and to examine influencing relationships among the types of CSR activities, regional attachment, and expansion of fans. Research design, data, and methodology: To achieve the purpose of the study, the survey was conducted on 150 home spectators of Seongnam Football Club, and the analysis of the data was conducted using SPSS Window Version 21.0. Correlation analysis, simple regression analysis, and multiple regression analysis were conducted to analyze the relationship between regional attachment and expansion of fans according to the types of CSR activities performed by the Seongnam Citizens Football Club. Results: As a result of the analysis, it was found that CSR activities had a statistically significant effect on regional attachment. In addition, CSR activities were found to have a statistically significant effect on expansion of fans. Finally, it was found that regional attachment had a statistically significant effect on the expansion of fans. Conclusions: Based on these results, CSR activities of the professional football club are considered an opportunity to build regional attachment. In addition, it is thought that the expansion of fans can be achieved through CSR activities.

목차

1. Introduction

2. Research Method

3. Results

4. Conclusion

키워드

Citizens Football Club CSR Activity Regional Attachment Expansion of Fans