프레이밍에 따른 메시지 수용태도가 프로스포츠구단의 윤리경영에 미치는 영향

Abstract

Purpose: The purpose of this study is to investigate the effect of message acceptance attitudes according to positive and negative framing on the perception of ethical management of professional teams.BR Method: The subjects of this study were 500 male & female college students. Experimental stimuli were in the form of general internet newspaper articles, and were composed of positive and negative framing. Message acceptance attitude and perception of ethical management were measured with a questionnaire that consisted of a total of 8 factors and 38 questions. In order to analyze the validity of the questionnaire, which is a measuring tool, a confirmation factor analysis was performed, and Cronbach’s α coefficient was calculated to verify the internal consistency of the item. Correlation analysis was conducted to analyze the relationship between the research variables. Multiple regression analysis was conducted to analyze the causal relationship between message acceptance attitude and sports ethical management according to set framing. The significance level was set to α.05.BR Results: In the positive framing group, the message attitude and imagination factor showed an effective influence on ethical management. In the negative framing group, message attitudes and personal pain factors had an effective influence on ethical management.BR Conclusion: Message attitude is an effective variable that affects the ethical management of professional teams in both positive & negative framing, and positive framing is effective for changing the professional team’s perception of ethical management. Research to verify the framing effect related to sports should be continued.