스포츠 윤리경영에 대한 프로야구단과 모기업간의 유효성 검증

초록

The purpose of this study is to investigate the structural relationship among professional baseball team ethics management, team reputation, team identification, parent company identification, parent company image, and parent company trust. The subjects were spectators of 10 teams participating in the 2017 KBO league. The sampling was conducted using the objective sampling method, and a total of 1,000 samples were collected from each group. Of the questionnaires, 956 were used in the analysis except for 44 questions. The model and hypothesis test were conducted through AMOS 20.0. The analysis results are as follows. First, the professional baseball team’s ethics management had a positive impact on the club’s reputation. Second, the professional baseball team’s reputation had been positive in identifying the club. Third, the identification of the team of the professional baseball team had a positive effect on the identification of the parent company. Fourth, the parent company identification of the professional baseball team had a positive effect on the parent company image. Fifth, the identification of the parent company’s parent company had a positive impact on the parent company’s trust. Sixth, the parent company image of professional baseball team had a positive effect on parent company trust. These results show that the ethics management of the professional baseball team leads the team identification through the team reputation and affects the image of the parent company and the trust of the parent company through the team identification. Accordingly, the ethical management strategy should be strengthened so that the image of the parent company and the trust of the professional baseball team can be improved.

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