Purpose

This study examined how a US college athletic department’s corporate social responsibility (CSR) initiatives influenced fans’ online donation intentions.

Design/methodology/approach

Data were collected from 490 fans of a Division I intercollegiate athletic program and analyzed using structural equation modeling.

Findings

Results indicated that the quality of CSR information positively affected e-satisfaction with CSR initiatives, which, in turn, predicted fans’ online donation intentions, university attachment, and fan–athletic department identification. Moreover, the relationship between e-satisfaction with CSR initiatives and online donation intentions was mediated by fan–athletic department identification.

Research limitations/implications

This study has a limitation in terms of generalizability. The current focus on a single athletic department does not apply the results to athletic programs at other US universities and colleges. Future research should confirm the generalizability of the study’s findings by collecting data from fans of other athletic departments.

Originality/value

It is important to understand the impact of CSR activities on online donor intentions because marketing these activities could serve as an effective fundraising tool for athletic departments. The findings from this study inform athletic administrators of factors they might consider when promoting CSR initiatives through online media to encourage fans’ donations.

中文翻译：

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企业社会责任与大学体育迷在线捐赠

目的

这项研究调查了美国大学运动部门的企业社会责任（CSR）举措如何影响球迷的在线捐赠意图。

设计/方法/方法

数据是从I部门大学间体育计划的490名球迷中收集的，并使用结构方程模型进行了分析。

发现

结果表明，企业社会责任信息的质量对企业对企业社会责任倡议的满意度产生积极影响，进而反过来预测了球迷的在线捐赠意向，大学依恋以及球迷运动部门的识别。此外，电子竞技对企业社会责任倡议的满意程度与在线捐赠意图之间的关系是通过体育运动部门的身份鉴定来进行的。

研究局限/意义

这项研究在推广性方面有局限性。当前只关注一个体育系，并不将结果应用于其他美国大学和学院的体育课程。未来的研究应通过从其他运动部门的球迷那里收集数据来确认研究结果的普遍性。

创意/价值

了解CSR活动对在线捐赠者意图的影响非常重要，因为对这些活动进行营销可以作为体育部门的有效筹款工具。这项研究的发现告诉体育行政管理人员他们在通过在线媒体促进企业社会责任倡议以鼓励球迷捐款时可能考虑的因素。