職業團隊運動組織實踐企業社會責任歷程：多重方法檢驗價值共創機制
學年 113
學期 1
發表日期 2024-10-19
作品名稱 職業團隊運動組織實踐企業社會責任歷程：多重方法檢驗價值共創機制
作品名稱（其他語言）
著者 王豐家
作品所屬單位
出版者
會議名稱 國科會 113 年度體育學研究成果展示發表會
會議地點 臺中市，台灣
摘要 Within the unique context of professional team sports, corporate social responsibility (CSR) is a core organizational value. The topic of value co-creation has garnered significant attention from researchers and practitioners in sports management in recent years. This study involved systematic research conducted over two years. Purpose: Study 1 explored how employees' perceptions of CSR influence their intentions to stay with or leave professional team sports organizations. Study 2 assessed the effects of CSR interactivity on social media, particularly its role in value co-creation and its broader impact on business sustainability. Methods: Data from the first study, which involved 225 employees, were analyzed using partial least squares structural equation modeling (PLS-SEM). In the second study, a total of 223 sports fans completed our online survey, and we similarly analyzed the data using PLS-SEM. Results: In Study 1, the findings revealed that positive perceptions of CSR are linked to lower turnover intentions, primarily because these perceptions strengthen employees' identification with their organization. In addition, the process of co-production was found to modify how employee identification relates to perceived CSR, influencing the overall effect on turnover intentions. In Study 2, the findings indicate that perceived CSR interactivity on social media influences team identification and fan engagement through value-in-use. Moreover, value-in-use impacts behavioral loyalty via mechanisms of team identification and fan engagement. Conclusion: The research findings from the two-year project demonstrate the significant impact of CSR on organizational dynamics and business sustainability within professional team sports organizations. The first study revealed that positive perceptions of CSR are associated with lower turnover intentions, primarily due to the strengthening of employee identification with the organization. The second study emphasized the role of CSR interactivity on social media in enhancing team identification and fan engagement, leading to behavioral loyalty through value co-creation and value-in-use. Overall, the research underscores the critical role of CSR in strengthening employee identification, lowering turnover rates, and promoting fan engagement, ultimately contributing to the overall sustainability and success of professional team sports organizations.
關鍵字 value co-creation;team identification;fan engagement;value-in-use;PLS-SEM
語言 en_US
收錄於
會議性質 國內
校內研討會地點 無
研討會時間 20241019~20241019
通訊作者
國別 TWN
公開徵稿
出版型式
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