Abstract
This study investigated the relationships among corporate social responsibility (CSR) activities within K-League(South Korea’s professional football league), team identification, spectator satisfaction, and team loyalty. To achieve this objective, a survey was conducted targeting individuals aged 20 and above, employing the primary data collection method of gathering a total of 251 questionnaires through non-probability convenience sampling. Data analysis was conducted using SPSS 27.0 and AMOS 20.0, involving techniques such as frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling. The key findings were summarized as follows: Firstly, CSR activities within K-League significantly influence team identification. Secondly, team identification significantly impacts spectator satisfaction. Thirdly, team identification influences team loyalty. Lastly, spectator satisfaction does not affect team loyalty. This research not only presented the directionality of CSR activities within the K-League but also provided valuable theoretical support and data for the K-League aiming to implement CSR activities.
Published Version
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