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, satisfaction, along with behavioral intention in context Korea Baseball Organization (KBO) league. utilized total 523 respondents who attended KBO league’s playoff games. result indicated CSR is positively related consumers’ satisfaction identification which turn affects sports fans’ consumer behavior. In addition, highlighted mediating effect customer between intention. This provided framework for further developing role activities industry. Finally, managers marketers should focus on specific social issues environmental causes community because deal these matters community.