Understanding the Relationship between Corporate Social Responsibility, Team Identification, and Behavioral Intention with the Mediating Effect of Satisfaction in Korean Professional Baseball League

The purpose of this study was to propose and test a theoretical model that explored the relationship among perceived CSR, team identification, and satisfaction, along with behavioral intention in the context of the Korea Baseball Organization (KBO) league. The study utilized a total of 523 respondents who attended the KBO league’s playoff games. The result of this study indicated that perceived CSR is positively related to consumers’ satisfaction and team identification which in turn affects sports fans’ consumer behavior. In addition, this study highlighted the mediating effect of customer satisfaction in the relationship between perceived CSR, team identification, and behavioral intention. This study provided a theoretical framework for further developing the role of CSR activities in the sports industry. Finally, sports managers and marketers should focus on specific social issues and environmental causes in the community because CSR activities should deal with these matters for developing the community.