프로스포츠 선수의 비윤리적 사건과 사회공헌 활동의 효과
Immoral Behavior of Professional Athletes and the Effect of Social Responsibility Activities
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본 논문의 목적은 유명 프로스포츠 선수의 비윤리적인 사건 이후 행해지는 사회봉사 활동이 팬들에게 진정한 사회공헌 활동으로 인식되는지를 분석하는 데 있다. 이러한 연구의 목적을 달성하기 위해, 미국에 거주하고 있는 135명을 대상으로 설문지를 이용하여 자료를 수집하였다. 데이터는 유명 프로스포츠 선수의 비윤리적 행위를 제시하기 전과 후로 나누어 수집하였으며, 자료에 대한 분석은 대응표본 T-검증을 실시하였다. 연구결과, 응답자들은 프로스포츠 선수들의 비윤리적 행위를 인지하지 못했을 경우 그들의 사회공헌 활동에 대해 긍정적으로 인식하지만, 선수들의 비윤리적 행위를 알고 있을 경우에는 그들의 사회공헌 활동의 진정성에 의구심을 가지며 오히려 부정적인 인식을 갖고 있었다. 이 연구는 유명 프로스포츠 선수의 사회공헌활동이 비윤리적 행위에 따른 부정적인 이미지를 줄일 수 있는 도구로서의 기능은 미비하며, 지속적인 사회공헌 활동과 책임감 있는 행동이 선수의 긍정적인 이미지 관리에 도움이 된다는 것을 규명하였다.
Abstract
The purpose of this study is to examine whether sport fans perceive a celebrity athlete’s social responsibility activities after exposure to immoral behavior as an effective strategy to reduce the negative effects. A total of 135 participants were recruited through an online method in the U.S. Collected data were analyzed using a paired t-test. Findings show that a social responsibility activity after immoral behavior has a less positive attitude toward the athlete than before. Thus, this study reveals that social responsibility activities after immoral behavior are not an effective strategy as much as reducing the negative perceptions from sport fans.
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