PLOS ONE RESEARCH ARTICLE Persuasion effect of corporate social responsibility initiatives in professional sport franchise: Moderating effect analysis 1 2 Chen-Yueh Chen , Yi-Hsiu LinID * 1 Department of Recreation and Leisure Industry Management, National Taiwan Sport University, Guishan, Taoyuan, Taiwan, 2 Master Program of Sport Facility Management and Health Promotion, National Taiwan University, Guishan, Taoyuan, Taiwan a1111111111 *
[email protected] a1111111111 a1111111111 a1111111111 Abstract a1111111111 This study used the elaboration likelihood model as a theoretical basis to explore the effects of various persuasion strategies on consumer perception and attitude regarding the corpo- rate image of sports organizations that engage in corporate social responsibility (CSR) activ- OPEN ACCESS ities. The moderating effects of involvement, sports team identification, and sports fan curiosity were also examined. The multiple-study approach was employed to increase the Citation: Chen C-Y, Lin Y-H (2020) Persuasion effect of corporate social responsibility initiatives in external validity of the research. Two studies with cross-sectional between-subject pre±post professional sport franchise: Moderating effect experimental design were conducted with a total of 390 participants. The research setting analysis. PLoS ONE 15(12): e0243579. https://doi. was the Fubon Guardians baseball team of the Chinese Professional Baseball League in org/10.1371/journal.pone.0243579 Study I and the Taiwan Beer Basketball Team of the Super Basketball League in Study II. Editor: Ivan Barreda-Tarrazona, Universitat Jaume Communication through the central and peripheral routes improved consumers' CSR per- I, SPAIN ception. Furthermore, under low involvement, weak sports team identification, and low Received: August 16, 2020 sports fan curiosity conditions, communication through the central route and peripheral Accepted: November 23, 2020 route improved the participants' CSR perception.