공기업의 스포츠CSR활동과 기업성과의 관계분석: 한수원을 중심으로 (An Analysis of the Relationship between the Sports CSR Activities of Public Enterprise and Corporate Performance: Focusing on KHNP)

서지정보

· 발행기관 : 한국사회체육학회
· 수록지 정보 : 한국사회체육학회지 / 92호 / 181 ~ 191페이지
· 저자명 : 박상윤

초록

Purpose: The purpose of this study is to analyze the effects of sports CSR (Corporate Social Responsibility) of KHNP (Korea Hydro & Nuclear Power) on corporate image, corporate reputation, and acceptance.
Method: A total of 300 questionnaires were distributed, of which 286 were returned and usable. For data analysis, frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling analysis were performed using SPSS23.0 and AMOS 23.0 programs.
Results: First, sports CSR had a significant effect on corporate image. Second, sports CSR had no significant effect on corporate reputation. Third, sports CSR had a significant effect on acceptance. Fourth, corporate image had a significant effect on acceptance. Fifth, corporate reputation did not have a significant effect on acceptance. Sixth, corporate image had a significant effect on corporate reputation.
Conclusion: In conclusion, KHNP can expect a positive effect by forming a relationship with residents and enhancing corporate image through sports CSR strategy promotions.

영어초록

Purpose: The purpose of this study is to analyze the effects of sports CSR (Corporate Social Responsibility) of KHNP (Korea Hydro & Nuclear Power) on corporate image, corporate reputation, and acceptance.
Method: A total of 300 questionnaires were distributed, of which 286 were returned and usable. For data analysis, frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling analysis were performed using SPSS23.0 and AMOS 23.0 programs.
Results: First, sports CSR had a significant effect on corporate image. Second, sports CSR had no significant effect on corporate reputation. Third, sports CSR had a significant effect on acceptance. Fourth, corporate image had a significant effect on acceptance. Fifth, corporate reputation did not have a significant effect on acceptance. Sixth, corporate image had a significant effect on corporate reputation.
Conclusion: In conclusion, KHNP can expect a positive effect by forming a relationship with residents and enhancing corporate image through sports CSR strategy promotions.

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