스포츠행정 경영 : 여성 에어로빅 프로그램 참가자의 관여도프로파일과 마케팅전략

박세혁(SeHyukPark) 한국체육학회 1999 한국체육학회지 Vol.38 No.1

There has long been interest among leisure and sport researchers regarding the continued participation of individuals in recreational sport activities. Level of involvement has emerged as a key variable in understanding an individual`s continued participation in sport and leisure activities. This study investigated whether meaningful market segments could be achieved using the involvement profile scale in the context of aerobic activity. Using the purposive sampling method, participants of aerobics were surveyed in a non-profit sport center in Seoul, Korea. Questionnaires were handed out on-site by the researcher. A total of 194 questionnaires were distributed and 174 usable questionnaires were included in the analyses. Factor analysis revealed similar involvement profiles factor structures to those reported in previous sport and leisure research. Factor 1 is named importance-pleasure and made up of a mixture of items which refer to the importance and pleasure of aerobic program, accounting for 36% of the variance. Factor 2, self-expression, comprised items that reflect desires to express self-image. It accounted for 10% of the variance. The third factor, risk, was comprised of those items emphasizing the risk probability and risk consequence, accounting for 8% of the variance. That is, an individual`s involvement with aerobic activities is best represented as an involvement profile consisting of three subdimensions; importance-pleasure, self-expression, and risk. Cluster analysis of involvement factor scores revealed three distinctive involvement markets. However, it was found that socio-demographic variables were not useful for differentiating among involvement-based clusters of aerobic participants surveyed in this study. Consumer involvement clearly has implications relative to the consumer decision-making process and marketing strategies developed based on this process. Differentiated marketing strategies must be developed and provided in a different manner to customers who vary in the levels and types of involvement. This study provides insight into both the nature of the involvement construct and how it might be used in future marketing research.

스포츠산업,경영 : 상업 스포츠센터의 서비스품질, 소비자만족, 재구매의도 및 경영성과간의 인과관계

박세혁(SeHyukPark),이승철(SeungChulLee) 한국체육학회 2004 한국체육학회지 Vol.43 No.3

Service quality and business performance have long been the focus of research within the management field, primarily related to organizational behavior. The present research applies this line of inquiry to experiential consumers and employees in commercial sport organizations. The purpose of this study was to examine the relationship among service quality, customer satisfaction, repurchase intention, and business performance in commercial sport centers in Korea. Data for this study were obtained by using convenience sampling method from samples of customers (n=307) and employee (n=102). Using a structural modeling technique, the hypothesized model was assessed and found to fit the data more accurately if service quality, customer satisfaction, and repurchasing intention were included as an indicator of business performance. Testing the causal model using AMOS revealed that service quality was positively and significantly related to their customer satisfaction and repurchasing intention and customer satisfaction was positively and significantly related to the repurchasing intention. The relationship between customer satisfaction and business performance was found not to be significant. Findings from the study were used to provide sport management professionals with a heuristic model for understanding and predicting consumers’ behavior.

국가대표 장애인 선수들의 진지한여가, 생활만족, 행복감의 관계

박세혁(SeHyukPark),김선정(SunJungKim),한아름(AReumHan) 한국체육학회 2015 한국체육학회지 Vol.54 No.5

Engagement in leisure activities is one of the core variables in regard to increasing overall well-being and happiness for the handicapped. The purpose of this study was to identify the relationships among serious leisure, life satisfaction, and happiness for the handicapped athletes. By using convenience sampling method, Korea national handicapped athletic representatives were drawn from the Korean sport training center organized by Korea Paralympic Committee. The serious leisure construct was first subjected to exploratory principal components analysis with varimax rotation. Four subcomponents of serious leisure had eigenvalues greater than 1.00 and accounted for 69.3% of the extracted variance. Regression analyses were performed to identify the relationships among study variables. Results indicated that the four serious leisure subdimensions predicted 30% of the variation of the life satisfaction. It was found that the four serious leisure subdimensions predicted 35% of the variation of the happiness. Life satisfaction was also found to be the statistically significant predictor of life happiness. The findings in this study provided further evidence that positive experiences of serious leisure not only help the handicapped cope with various stresses, but also facilitate growth-related changes.

여가스포츠 프로그램 참가자의 관여도와 조직동일시가 만족도 및 재참가 의도에 미치는 영향

한아름(AReumHan),박세혁(SeHyukPark) 한국체육학회 2008 한국체육학회지 Vol.47 No.3

The primary purpose of this study was to identify the impact of involvement and organizational identification on satisfaction and repurchasing intention for female participants of leisure sport program. Using the convenience sampling method, participants of aerobics were surveyed in five different sport centers located in Seoul, Korea. A total of 279 usable questionnaires were included in the analyses. The data were recorded and analyzed using the SPSS 12.0 statistical computer package. The statistical methods used in this study include frequency analysis, exploratory factor analysis, reliability analysis, one-way ANOVA, and multiple regression analysis. Findings indicated that involvement, organizational identification, satisfaction, and repurchasing intention were significantly different according to socio-demographic variables (p<.05). It was also found that involvement and organizational identification significantly impact upon satisfaction and repurchasing intention (p<.05).

인문,사회과학편 : 타이틀스폰서에 대한 프로스포츠팬의 관람동기-동일시-스폰서 십결과 모형

김용만(YongManKim),박세혁(SeHyukPark),전호문(HoMunJun),서희정(HeeJungSeo) 한국체육학회 2007 한국체육학회지 Vol.46 No.6

The purpose of this study was to construct framework that explains the relationships among the 'motives, identification, and sponsorship7 in spectatorship. The respondents were spectators who attended professional sports games. This study utilized cluster convenience sampling method. 3,100 questionnaires were distributed on site and a total of 2,617 questionnaires was collected and 2,507 samples were used for data analysis. The data were recorded and analyzed using the SPSSWIN and AMOS. The results of the study were as follows: First, of the motives in professional sport fans’ spectatorship, fulfillment, knowledge, aesthetics/ escape from everyday life, and social relationship had significant effect on the team identification. It was also found that dramatic situation had a negative impact on the team identification, and physical skills showed no significant effect on it. Second, the team identification was found to have significant effect upon the sponsor identification Third, it was revealed that the sponsor identification have a significant impact on corporate image. Fourth, the corporate image was noted to have a significant effect upon brand attitude. Finally, the brand attitude was found to have significant effect on the intention 切 purchase and word of mouth communication

청소년 여가활동의 정서표현성이 여가만족과 여가몰입에 미치는 영향

서희정(HeeJungSeo),박세혁(SeHyukPark),한아름(AReumHan),이윤정(YunJungLee) 한국체육학회 2012 한국체육학회지 Vol.51 No.5

The purpose of this study was to examine the relationships among emotional expressivity, leisure satisfaction, and flow for Korean adolescents. The sample consisted of 338 male and female adolescents from senior high schools located in Incheon and Jeonjoo, Korea. Data for this study were obtained by using convenience sampling technique. The data were recorded and analyzed using the SPSS Ver 19.0 statistical computer package and AMOS Ver 15.0. The questionnaire incorporated measures of emotional expressivity, leisure satisfaction, and flow as well as socio-demographic characteristics. Findings in the present study are as follows: First, the activity subcomponent in the emotional expressivity construct had positive and significant impact on all the leisure satisfaction subcomponents. Second, the expression subcomponent in the emotional expressivity construct had positive and significant impact on attention concentration, and time extortion in flow. Third, the educational satisfaction subcomponent in the leisure satisfaction construct had positive and significant impact on challenging spirit, expertise, and positive enjoyment. Implications for developing leisure program for adolescents were discussed in terms of leisure satisfaction, flow, and emotional expressivity.