Analysis of Corporate Social Responsibility (CSR) Activity Types of Korean Professional Sports Team: Application of Coorientation Model

摘要

Background/Objectives: The objective of this study is to analyze the difference between professional sports clubs and sports fans in the recognition of the Corporate Social Responsibility (CSR) activity types performed by individual clubs of four professional sports (baseball, football, basketball, and volleyball) by applying the co-orientation model of McLeod and Chaffee (1973). Methods/Statistical Analysis: questionnaire survey was performed with 240 sports club staffs and 232 sports fans by biased sampling. In the analysis of the data, statistical software programs, SPSS 20.0 and AMOS 20.0 were employed to perform Confirmatory Factor Analysis (CFA), Cronbach's ɑ examination, frequency analysis, mean and standard deviation analysis, an independent sample t-test, and a matching sample t-test. The results of the survey are as follows. Findings: First, the objective agreement, representing the agreement in the recognition of the CSR types between the clubs and the fans, was high in the order of public interest connected marketing and protection of fans' rights and interests. Second, the subjective congruence: 1. representing the consistency between the clubs' recognition and the clubs' prediction about the fans' recognition, and the subjective congruence, 2. representing the consistency between the fans' recognition and the fans' prediction about the clubs' recognition were analyzed. The subjective congruence 1 was high in the order of social philanthropy, home culture project, public interest connected marketing, and protection of fans' rights and interests. The subjective congruence 2 was high in the order of protection of fans' rights and interests, social philanthropy, home culture project, public interest connected marketing. Third, the accuracy: 1. representing the consistency between the clubs' recognition and the fans' prediction about the clubs' recognition, and the accuracy, 2. representing the consistency between the fans' recognition and the clubs' prediction about the fans' recognition were analyzed. Application/Improvements: The accuracy 1 was high in the order of protection of fans' rights and interests, home culture project, and social philanthropy. The accuracy 2 was the highest in public interest connected marketing followed by social philanthropy and home culture project. Fourth, the co-orientation state of the professional sports clubs' CSR activity types was in the combination of 'Consensus-Dissensus-Dissensus-Dissensus-Dissensus.'