본 연구는 프로축구단의 공유가치창출(CSV) 활동이 구단이미지, 구단신뢰, 구단평판, 소비자 행동의도 간의 구조적 관계에 미치는 영향을 실증적으로 규명하는 데 목적이 있다. 이를 위해 국내 프로축구 5개 구단의 팬 365명의 자료를 활용하였으며, 자료처리는 SPSS 29.0 및 AMOS 29.0 통계프로그램을 이용하여 본 연구의 목적에 맞게 검증하였다. 첫째, 프로축구단의 공유가치창출 활동은 구단이미지에 유의한 영향을 미치는 것으로 나타났다. 둘째, 프로축구단의 공유가치창출 활동은 구단신뢰에 유의한 영향을 미치는 것으로 나타났다. 셋째, 구단이미지는 구단 평판에 유의한 영향을 미치는 것으로 나타났다. 넷째, 구단신뢰는 구단 평판에 유의한 영향을 미치는 것으로 나타났다. 다섯째, 구단이미지는 행동의도에 유의한 영향을 미치는 것으로 나타났다. 여섯째, 구단신뢰는 행동의도에 유의한 영향을 미치는 것으로 나타났다.

The purpose of this study is to empirically examine the impact of professional football clubs’ Creating Shared Value (CSV) activities on the structural relationships among club image, club trust, club reputation, and consumer behavioral intentions. To achieve this, data from 365 fans of five professional football clubs were utilized, and the data was analyzed using SPSS 29.0 and AMOS 29.0 statistical programs in accordance with the objectives of this study. first, it was found that the shared value creation activities of professional soccer teams had a significant effect on the team image. Second, it was found that the shared value creation activity of professional soccer teams had a significant effect on the trust of the club. Third, the team image was found to have a significant effect on the team's reputation. Fourth, it was found that the trust of the club had a significant effect on the club's reputation. Fifth, the team image was found to have a significant effect on the intention of action. Sixth, it was found that the trust of the club had a significant effect on the intention of action.