기업 소유 스포츠 구단의 비대면 ESG 활동 효과

Abstract

There are studies on the effectiveness of face-to-face ESG activities. But studies on the effectiveness of non-face-to-face ESG activities in professional sports teams are insufficient. So, the purpose of this study is to investigate the impact of independent variables consisting of non-face-to-face ESG activity viewing frequency, table tennis exercise frequency, and social interaction related to non-face-to-face ESG activities on social capital through the parameter of authenticity. The subjects of this study were online surveyed by adults who are over 20s and 295 were used as valid samples. The confirmatory factor analysis results showed χ²/df=2.000, CFI=.973, TLI=.964, RMSEA=.058. As a result of the structural equation model, table tennis exercise frequency and social interaction related to non-face-to-face ESG activities showed a positive (+) relationship with social capital. Plus, social interaction related to non-face-to-face ESG activities showed a positive (+) relationship with authenticity. Furthermore, Authenticity showed a positive (+) relationship with social capital. This implies that when a company conducts non-face-to-face ESG activities through sports teams for the purpose of creating social values, the interaction of non-face-to-face ESG activity participants is effective to efficiently achieve value creation such as social capital.