ScholarWorks@숙명여자대학교

초록

The purpose of this research is to investigate the effect of athlete’s CSR on athlete’s image, attitude and loyalty, and to enhance athlete’s image by constructing systematic and professional system of CSR of athlete and foundations as well as provide the basic data to find ways to vitalize CSR. To accomplish the research, I distributed internet questionnaires using Google Form to collect total of 457 samples. The collected data were analyzed in frequency analysis, exploratory factor analysis, Cronbach's α coefficient, Correlation Relation Analysis, and Multiple Regression Analysis by using SPSS. 23.0 statistical program. The results using the above method and analysis are as follows. First, CSR had significant effect on athlete’s image. Second, CSR had significant effect on trust and attitude of athlete. Third, CSR had significant effect on loyal of athlete. Fourth, Athlete’s image had partially significant effect on athlete’s trust and attitude. Fifth, Athlete’s image had partially significant effect on athlete’s loyalty. Sixth, Athlete’s trust and attitude had significant effect on athlete’s loyalty. In addition, if athletes establish and practice CSR based on this research, they would be able to make their way up once again after their retirement. Through the positive effects of CSR, they would be able to develop the sports programs, support research fund, develop the human resources, and support disadvantaged. Furthermore, it would expand the sport culture, such as the athletes’ contribution to CSR and establishing donation culture.

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