프로축구단의 공유가치창출(CSV) 활동과 구단이미지, 구단신뢰, 구단평판, 소비자 행동의도의 관계 = The Relationship between the Creating Shared Value (CSV) Activities of Professional Soccer Clubs' and the Club Image, Club Trust, Club Reputation, and Consumer Behavioral Intentions

다국어 초록 (Multilingual Abstract)

The purpose of this study is to empirically examine the impact of professional football clubs’ Creating Shared Value (CSV) activities on the structural relationships among club image, club trust, club reputation, and consumer behavioral intentions. To achieve this, data from 365 fans of five professional football clubs were utilized, and the data was analyzed using SPSS 29.0 and AMOS 29.0 statistical programs in accordance with the objectives of this study. first, it was found that the shared value creation activities of professional soccer teams had a significant effect on the team image. Second, it was found that the shared value creation activity of professional soccer teams had a significant effect on the trust of the club. Third, the team image was found to have a significant effect on the team's reputation. Fourth, it was found that the trust of the club had a significant effect on the club's reputation. Fifth, the team image was found to have a significant effect on the intention of action. Sixth, it was found that the trust of the club had a significant effect on the intention of action.