스포츠용품 기업의 전략적 CSR활동 속성과 CSR진정성, 사회적 신뢰의 관계

Abstract

The purpose of this study is to investigate the relationship among the strategic CSR activities attributes of sporting goods companies, CSR authenticity, and social trust. A survey was conducted using both online and offline methods using SNS for participants in sports in Seoul and Gyeonggi Province, and a total of 212 questionnaires were used as final data.. For data processing, frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis, and structural equation model verification were performed using SPSS 21.0 and AMOS 21.0 statistical programs. The conclusions based on the drawn results are as follows. First, all variables such as sustainability, suitability, and influence, which are sub-factors of strategic CSR activities attributes of sporting goods companies, have a significant effect on CSR authenticity, confirming that strategic CSR activities attributes have a significant effect on CSR authenticity. Second, suitability and influence, which are sub-factors of strategic CSR activities attributes of sporting goods companies, were found to have a significant effect on social trust, but sustainability did not have a significant effect on social trust. It was confirmed that the activity attribute had a significant effect on social trust. Third, it was confirmed that CSR authenticity of sports goods companies had a significant effect on social trust.