Gender differences on the effect of CSR engagement on team attitude and loyalty: a case study of a professional soccer club in Korea
Gender differences on the effect of CSR engagement on team attitude and loyalty: a case study of a professional soccer club in Korea
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企业社会责任参与对团队态度和忠诚度影响的性别差异：韩国职业足球俱乐部的案例研究
DOI：
10.1504/ijsmm.2015.074918
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发表时间：
2016
影响因子：
--
通讯作者：
Kathy Babiak
中科院分区：
文献类型：
--
作者：
Ki Tak Kim;D. Kwak;Kathy Babiak
本研究探讨了性别差异对感知企业社会责任投入对职业运动队态度和再参加意向的影响。韩国一场职业足球比赛(N=380)的观众参与了这项研究，并对男性和女性参与者进行了多组分析。研究结果显示，感知企业社会责任投入对团队态度中介的再参加意向有显著影响。有趣的是，性别调节了感知的企业社会责任投入对团队态度的影响，方向与现有文献相反。例如，男性的社会责任对态度的影响比女性更大，这表明一支运动队的社会责任感倡议与团队态度之间的联系对男性观众来说比女性观众更强。并对未来研究的意义和方向进行了讨论。
The current case study examines the gender differences on the effect of perceived CSR engagement on attitude and re-attendance intention toward a professional sport team. Spectators at a professional soccer game (N = 380) in Korea participated in the study and a multiple group analysis was conducted between male and female participants. Findings show that perceived CSR engagement had a significant effect on re-attendance intention mediated by team attitudes. Interestingly, gender moderated the effect of perceived CSR engagement on team attitude, in the opposite direction from existing literature. For instance, CSR effects on attitude was greater for males than females, indicating that the link between a sport team's socially responsible initiatives and team attitude would be stronger for male spectators than female counterparts. Implications and directions for future research are discussed.