Verification of the Structural Relationship between the Leader's Image as perceived by professional baseball consumers and Club Trust and Team Loyalty

This study aims to analyze the impact of professional baseball consumers' perceptions of managerial image on team trust and team loyalty and to verify the mediating effect of team trust. A survey was conducted with 459 spectators who attended the 2024 Shinhan SOL Bank KBO League games, and the research model was validated using Confirmatory Factor Analysis(CFA) and Structural Equation Modeling(SEM) via SPSS and AMOS. The results revealed that managerial image significantly influences both team trust and team loyalty, with team trust partially mediating the relationship between managerial image and team loyalty. Specifically, the ethical behavior, professionalism, and communication skills of managers were identified as critical factors that foster positive trust and emotional attachment among fans, thereby enhancing team loyalty. Furthermore, team trust served as a vital mediating variable that connects managerial image with team loyalty, emphasizing the importance of transparent operations and fair decision-making in building fan trust. This study provides empirical evidence of the relationships among managerial image, team trust, and team loyalty, offering strategic insights for professional baseball organizations to strengthen fan loyalty through effective manager management and trust-building strategies.