The structural relationship among professional baseball team s corporate social responsibility, team image and equity of professional baseball team s mother company Yeob Lee, Yong-Man Kim*, & Seyun Kim Dankook University [Purpose] [Methods] [Results] [Conclusions] Key words:
Fig 1. Research model
Table 1. Characteristics of participants Variable Category n % Gender Age Occupation Male 204 63.0 Female 120 37.0 10s 10 3.1 20s 209 64.5 30s 75 23.1 40s 21 6.5 50s and older 9 2.8 High school student 10 3.1 University student 92 28.4 Office worker 148 45.7 Self-employment 25 7.7 Average age Unemployed 7 2.2 Housewife 21 6.5 Etc. 21 6.5 About 29 years old χ χ χ α
Table 2. Confirmatory factor analysis result Factors Questions S.E M.E C.R. AVE Cronbach s α Economic responsibility Community cultural activity Consumer protection Social contribution activity Team image Mother company image Mother company trust Mother company attitude Mother company loyalty Planning success from a long-term point of view.745.273 Safe and sound fund management.835.170 Productivity improvement and production cost.838.174.927.761.883 Faithful tax payment and employment.824.210 Construction and operation of sports facilities.845.184 Eeducational and academic activities including programs.860.186 Community development of public facilities.813.209.933.777.901 Returning some of the profits to society.815.219 Not leaking customers information.808.238 Customers complaints or request for refund.794.281 Making effort to abide by laws.854.174.919.739.887 No false or exaggerated advertisement.807.247 Allocating some profits to contribution activity.846.194 Returning some of the profits to society.859.183 Donation to charity organizations.886.145.947.816.925 Active social contribution activities.886.160 It looks luxurious in general.773.226 Receiving favorable evaluation by others.752.288 I am proud to be able to show my dignity.850.203.932.734.900 It makes a positive feeling.813.241 What is good is its image is always the same.830.215 It looks luxurious in general.809.230 Receiving favorable evaluation by others.814.218 I am proud to be able to show my dignity.814.276.944.771.922 It makes a positive feeling.886.157 what is good is its image is always the same.878.168 Reliable company.886.138 Honest company.912.111 Sincere company.928.092.967.881.950 Trustworthy services of employees.913.105 Good / Bad.856.179 Positive / Negative.861.205 Be favorable / Be unfriendly.908.128.936.785.909 Like / Hate.761.276 I will tell other people about its merits.826.221 I will recommend it to other people.859.200 I will choose the product preferentially.846.247.931.772.913 I will use the product.877.191 χ 2 =1215.997(df=629, p=.000), χ 2 /df=1.933, TLI=.941, CFI=.947, RMSEA=.054
Table 3. Correlation analysis result Factors 1 2 3 4 5 6 7 8 9 Economic responsibility 1 Community cultural activity.727 ** 1 Consumer protection.715 **.715 ** 1 Social contribution activity.680 **.756 **.778 ** 1 Team image.703 **.692 **.746 **.692 ** 1 Mother company image.595 **.526 **.631 **.514 **.605 ** 1 Mother company attitude.499 **.444 **.525 **.410 **.499 **.739 ** 1 Mother company trust.505 **.452 **.457 **.392 **.498 **.652 **.718 ** 1 Mother company loyalty.517 **.477 **.519 **.460 **.517 **.699 **.706 **.663 ** 1 Table 4. Result of hypothesis test Hypothesis Estimate S.E. t adopt H 1-1 Economic responsibility Team image.215.091 2.363 * O H 1-2 Community cultural activity Team image.164.082 1.998 * O H 1-3 Consumer protection Team image.460.094 4.882 *** O H 1-4 Social contribution activity Team image -.016.081 -.193 X H 2 Team image Mother company image.801.070 11.414 *** O H 3 Mother company image Mother company trust.781.059 13.254 *** O H 4 Mother company image Mother company attitude.861.060 14.381 *** O H 5 Mother company image Mother company loyalty.392.099 3.960 *** O H 6 Mother company trust Mother company loyalty.222.059 3.759 *** O H 7 Mother company attitude Mother company loyalty.280.078 3.580 *** O χ 2 =1286.595 (df=644, p=.000), χ 2 /df=1.998, TLI=.937, CFI=.942, RMSEA=.056 α χ
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