International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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The Structural Relationship among CSV, Club Identification, Club Emotion, Club Loyalty for Professional Volleyball Club

  • Jung, Sang-Ok (Department of Recreation and Leisure Sports, Dankook university) ;
  • Kim, Seyun (Department of Sport management, Dankook university) ;
  • Son, WonHo (Department of Physical Education, Dankook University)
  • Received : 2020.05.25
  • Accepted : 2020.06.05
  • Published : 2020.06.30
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Abstract

The ultimate goal of CSV activities is to increase consumer loyalty to the company, brand or organization concerned. Thus, for a professional sports club, CSV activities will ultimately aim to enhance the loyalty of spectators who are consumers of the club. Subjects of this study are the spectators of professional volleyball. We distributed 300 survey to people who were aware of the club's CSV activities among the home spectators of Hyundai Capital SkyWalkers. Data processing was performed using SPSS 23 and AMOS 18 for the analysis of confirmed factors, correlation analysis, reliability analysis, and structural equation model analysis. From these results, we were able to come up with the social problem resolution and long-term orientation among the CSV activities of professional volleyball clubs which affect the club identification. And the identification formed within the spectators of the clubs through CSV affects the club loyalty directly or through the medium of club emotion. Professional volleyball clubs need to identify the problems the community has in planning and proceeding with CSV activities and seek strategies to address them together, and approach them from a long-term oriented perspective.

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