스포츠기업을 통해 살펴본 소비자의 귀인과 공유가치창출(CSV) 활동의 성과

Purpose: This study investigates the role of authenticity in the effect of CSV activities of sports firms on corporate trust based on the attribution theory. Although many studies have been conducted on CSV, studies on the sports firms’ CSV activities and their authenticity are insufficient. Methods...

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Bibliographic Details
Published in品質經營學會誌 Vol. 52; no. 2; pp. 341 - 356
Main Authors 최승국, Choi Seung Kook, 노용휘, Noh Yonghwi
Format Journal Article
LanguageKorean
Published 한국품질경영학회 30.06.2024
Subjects
Authenticity
Corporate Trust
CSR
CSV
학제간연구
Authenticity
CSR
CSV
Corporate Trust
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Summary:Purpose: This study investigates the role of authenticity in the effect of CSV activities of sports firms on corporate trust based on the attribution theory. Although many studies have been conducted on CSV, studies on the sports firms’ CSV activities and their authenticity are insufficient. Methods: This study surveyed consumers who have experienced CSV activities of sports firms. The data were analyzed using structural equation model and hierarchical regression analysis. Results: The results showed that sports firms’ CSV activities significantly affected corporate trust and authenticity played an important role in regulating the impact of CSV activities on corporate trust. The more authenticity was recognized by customers, the higher the performance of sports firms' CSV activities. Conclusion: These results imply that it is important to establish authentic CSV strategy, as performance of CSV activities is mainly determined by authenticity.
Bibliography:The Korean Society for Quality Management
KISTI1.1003/JNL.JAKO202424672057268
ISSN:1229-1889
2287-9005
DOI:10.7469/JKSQM.2024.52.2.341