스포츠이벤트 적합성이 조직태도와 조직시민행동에 미치는 영향

Abstract

ABSTRACT

The Effects of Sports Event Fit on Organizational Attitude and Organizational Citizenship Behavior : Focused on the Hyundai Card Super Match

Kang, Dong-wan Adviser : Prof. Jeong Myeong-su Department of Physical Education Graduate School of Chosun University

The purpose of this study is to analyze the effects of sports marketing strategy fit on organizational attitude and organizational citizenship behavior and explore the internal effect of sports marketing strategy by diagnosing the business performance of organization fit in the Hyundai Card Super Match. Then, samples were selected from Hyundai Card employee in Seoul and Gwangju using the convenience sampling method and self administration method. A total of 350 questionnaires were distributed and 315 were used for the final analysis except data with insincere and unreliable answers because of omitted data. Statistical technique used for this study included frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, t-test, one-way ANOVA, and structural equation model(SEM). Finally, the results can be suggested from two perspectives. First of all, for the results of demographic characteristics, first, age showed statistically significant difference in organizational satisfaction(organizational attitude)(p<.01) and citizenship(organizational citizenship behavior)(p<.001). Second, age showed statistically significant difference in organizational performance(organizational attitude)(p<.05) and politeness(organizational citizenship behavior)(p<.05). Third, the length of the service showed statistically significant difference in person fit(sports event)(p<.05). Fourth, mean monthly income showed statistically significant difference in organizational commitment(p<.05) and organizational performance(p<.05)(organizational attitude) and citizenship(organizational citizenship behavior)(p<.001). Next, for the relationship among business-person fit of sports event, organizational attitude, and organizational citizenship behavior, first, business fit(p<.01) and person fit(p<.001) of sports event had a positive(+) effect on business trust. Second, organizational trust had a positive(+) effect on organizational satisfaction(p<.001), organizational committment(p<.001), and organizational performance(p<.001); organizational satisfaction had a positive(+) effect on organizational commitment (p<.001); and organizational commitment had a positive(+) effect on organizational performance(p<.001). Third, organizational performance had a positive(+) effect on altruism(p<.001), conscience (p<.001), politeness(p<.001), and citizenship(p<.001) (organizational citizenship behavior). Finally, organizational satisfaction that held a mediating position in this study showed the mediating effects on the relationship between organizational trust and organizational commitment, and organizational commitment showed the mediating effects on the relationship between organizational trust and organizational performance.