International Journal of Human Movement and Sports Sciences Vol. 11(4), pp. 872 - 877
DOI: 10.13189/saj.2023.110422
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Does the Social Contribution of a Professional Sports Club Influence Team Loyalty among Child Participants?


Takeshi Nakayama *
School of Health and Sport Sciences, Osaka University of Health and Sport Sciences, Japan

ABSTRACT

Research on the effects of social contribution activities of commercial entities on consumers' attitudes and behaviours has been conducted in business fields including sport fields. While there were numerous documentations between CSR and consumers' attitudes and behaviours, some researches have claimed that there were less significant relationships between CSR and consumers' attitudes and behaviours. This study aims to clarify the influence of social contribution activities of a professional sports club on team loyalty among child participants. This study focused on ‘Soccer otodoketai', the original coaching method used for JEF United Ichihara Chiba, which belongs to the J League. This activity, which was intended for infants, kindergartners, and pupils, was characterised as an educational activity that accompanied football coaching. A questionnaire survey was conducted for elementary school and junior high school students who have previously participated in the ‘Soccer otodoketai' class. A total of 789 questionnaires were distributed. Out of 636 (80.6%) responses, 634 (80.4%) were valid. Four research questions, derived from the results of previous studies, were examined. As a result of A one-way analysis of variance, participants who remembered participating in the ‘Soccer otodoketai' class scored significantly higher in all the team loyalty items related to the experience of watching games and intentions at home stadiums than those who did not. Furthermore, the sum score of team loyalty showed a significant correlation coefficient with watching intentions at home stadiums. The results of this study quantitatively clarified the relationship between the social contribution of a professional sports club and the formation of team loyalty among children. Those who remembered their past activities with the staff of a professional sports club could become loyal fans in their community. These results might provide evidence for grassroots activities implemented by professional sports clubs.

KEYWORDS
Professional Sports Club, Social Contribution, Team Loyalty, Children Participation

Cite This Paper in IEEE or APA Citation Styles
(a). IEEE Format:
[1] Takeshi Nakayama , "Does the Social Contribution of a Professional Sports Club Influence Team Loyalty among Child Participants?," International Journal of Human Movement and Sports Sciences, Vol. 11, No. 4, pp. 872 - 877, 2023. DOI: 10.13189/saj.2023.110422.

(b). APA Format:
Takeshi Nakayama (2023). Does the Social Contribution of a Professional Sports Club Influence Team Loyalty among Child Participants?. International Journal of Human Movement and Sports Sciences, 11(4), 872 - 877. DOI: 10.13189/saj.2023.110422.