Abstract
The purpose of this study was to identify the relationship among type and subject of professional baseballteams` social contribution activities, perceived fit and team image. In order to achieve this goal, 302 basketball spectators were selected by the convenience sampling method in 2010 CJ season. The instrument for data collection was a questionnaire that was previously inspected by experts and later found to have Cronbach`s alpha values ranging from .683 to .938. The data were analyzed by using PASW Statistics 18.0 by conducting a descriptive analysis, EFA, one-way ANOVA, and standard regression analysis. The results were as follows: first, amateur baseball competition differed statistically with respect to gender and donation differed significantly with respect to age and education in type. Gender differed statistically from amateur baseball player in subject. Second, donation by record, holding amateur baseball competition, and community contribution significantly influenced fit perception on type, and amateur baseball player and public influenced team fit with a magnitude in the listed order. Third, donation by record and holding amateur baseball competition significantly influenced fit perception on type and neglected people and amateur baseball players impacted on team image in the listed order. Forth, perceived team fit influenced significantly team image contribution.
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