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(서울대학교) (서울대학교) (수원대학교) (서울대학교)
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한국체육과학회 한국체육과학회지 한국체육과학회지 제33권 제6호 (인문사회과학 편)
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    초록·키워드

    This study explored how shared value creation (CSV) activities in a crisis caused by a negative incident in a sports organization affect the organization’s reputation. In addition, we tested whether an individual’s tendency for moral detachment plays a mediating role in the relationship between the type of transgression and the organization’s reputation. For this study, a quasi-experiment was conducted targeting adult men and women living in Korea. Participants were randomly assigned to one of four experimental groups in a 2x2 scenario consisting of CSV (presence/absence) and the type of transgression (injury/no injury). A total of 563 responses were analyzed using t-tests, ANOVA, and Baron and Kenny’s mediation effect test.According to the results, the transgression type involving injury was found to have a lower organizational reputation than the non-injury type. The performance of CSV activities had a more positive impact on organizational reputation. When a crisis occurred, organizations that had previously engaged in CSV activities had a higher reputation than those that had not. For the injury type, there was a significant difference in organizational reputation depending on the presence or absence of CSV activities, while no significant difference was found in the non-injury type. Lastly, it was found that moral detachment had a mediating effect on the impact of transgression types on an organization's reputation. Through this study, it is hoped that sport-related organizations will be able to establish effective communication strategies for responding to organizational crises.

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      UCI(KEPA) : I410-151-25-02-092108729