부산대학교 도서관

The purpose of this study is to investigate the relationship between the creating shared value(CSV) activities of professional sports teams and consumers' community spirit, relationship quality, and relationship continuity. In order to achieve the purpose of this study, samples were extracted using the convenience sampling method for those who have watched the four major professional sports, basketball, volleyball, baseball, and soccer games. A total of 398 copies were used for data analysis, and data analysis was conducted through SPSS 26.0 version and AMOS 26.0 version. Frequency analysis, descriptive statistics analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation model analysis were performed as data processing methods, and the results are as follows. First, among the components of professional sports teams creating shared value activities, economic value creation was found to affect satisfaction and solidarity, and environmental value creation was found to affect satisfaction. Second, it was found that creating shared value among professional sports teams creating shared value activities affects satisfaction, trust, and immersion. Third, satisfaction among community consciousness was found to have an effect on satisfaction, trust, and commitment, and fourth, economic value creation and environmental value creation were found to have an effect on relationship continuity intention. Fifth, among the sense of community, satisfaction and solidarity were found to affect the intention to continue the relationship, and finally, relationship quality was found to have no effect on the intention to continue the relationship.