스포츠산업, 경영 : 프로야구 관람자의 관여도에 따른 라이센싱 제품의 구매의도와 구매행동

하지원(JiWonHa),김화영(HwaYoungKim),김수잔(SuSanKim) 한국체육학회 2002 한국체육학회지 Vol.41 No.2

The purpose of this study was to identify differences in professional baseball spectators' purchase behavior of licensed products according to their involvement. The study employed a questionnaire, where 'involvement' consisted of questions about spectators' level of interest in baseball, teams, players, media news, and information from the internet. 'Purchase behavior' consisted of questions about frequency, time, motivation, expenditure and place related to purchase, as well as the person for whom the product is being purchased. Also, 'purchase intention' consisted of questions about whether the purchase was an impulse buy and whether the subject has intentions to buy more products in the future. The questionnaire's validity was evaluated by licensing experts, and since the Cronbach value was .85, it was deemed to be reliable. Out of 242 spectators who have at least once purchased a licensing product, 200 persons responded. They were selected from 2 games held in Seoul Chamsil Stadium, and analyses consisted of employing descriptive statistics, one-way ANOVA, Chi-Square tests using SPSS/PC version 10.0. As a result, the following conclusions were drawn: First, expenditure, purchase place, and purchase influence does not differ statistically and significantly according to spectators' interest in baseball, teams, players, media news, and information from the internet. Second, purchase frequency differ statistically and significantly according to spectators' interest in players, and time of purchase differ statistically and significantly according to spectators' interest in both teams and players. Also, product receiver differ statistically and significantly according to interest in baseball, teams, and information from the internet. Third, buyers who seek information related to baseball are less likely to buy on impulse, and buyers who have high interest in baseball, teams, players and information from the internet are more likely to make future purchases

스포츠 산업, 경영 : 상업 스포츠센터의 환경변화에 따른 지역별 스포츠 마케팅믹스 전략 비교

하지원(JiWonHa),전호문(HoMunJun) 한국체육학회 2002 한국체육학회지 Vol.41 No.1

The purpose of this study is to investigate the changes of marketing strategies which were made by Korea commercial sport facilities to overcome economic downturn during the IMF economic crisis and to encourage the sport related companies and institutes to review and utilize some of the findings of this study for their everyday operations and help establish marketing strategy for challenging environment. The subjects for this study are 118 sport center managers from 8 cities such as Seoul, Inchon, Taegu, Taejun, Kwanju, Junju, Mokpo and Cheju. Survey and interview were used as the method of the data collection and collected data were analyzed using descriptive statistics and Chi-square for analysis of general characteristics of individual companies in sport industry and changes of their marketing strategy and verification of marketing mix based on their geography. The results are as follows : A Common changes of commercial sport facilities in Korea 1) the changes of commercial ski facilities during IMF were characterized as reduction of the number of employees, decrease of their wage, change of ownership and temporary closure of their operation 2) Most of the commercial sport facilities experienced the decrease of the number of their customers 3) Over all revenue decrease was common during this period of time. B. Marketing mix strategy based on geographical location 1) For product strategy, based on geographical location, there were changes and differences in product and programs, mainstream product strategy and its development purpose. 2) For place strategy, the distribution channel strategy and the level of inconvenience of location. 3) For price strategy, based on geographical location, there were changes and differences in price, price reduction method and objectives and relative price strategy 4) For promotion strategy, based on geographical location, there were changes and differences in public relation managers and, promotion managers as well as market promotion program contents.

스포츠산업, 경영 : 국가별 프로 축구구단의 VI(Visual Identity)가 구단상품의 구매의도에 미치는 영향

이지성(JiSungLee),하지원(JiWonHa) 한국체육학회 2002 한국체육학회지 Vol.41 No.2

This paper is written to show relation between the consumers' intention of purchase and their perception and evaluation on VI. The objects of study are VIs of professional soccer teams such as emblems and characters. This study shows the most dominant VI factor which affects the intention of purchase among familiarity, originality, meaning, diversity, and preference. The VIs which were examined in this paper are collected from 10 different domestic and foreign professional soccer teams and the results were drawn from a questionnaire. 10 emblems of 4 domestic teams, 3 Japanese and 3 British teams, and 10 characters of 5 domestic and 5 Japanese teams were used for the questionnaire. In this research, the sampled subjects are Seoul residents in their 10 to 40s. The number of the sample was 513 which includes both soccer fans and people who are not soccer fans. The questionnaire used for this study consists of i) evaluation of emblems, ii) characters (familiarity, originality, meaning, diversity, and preference), iii) the intention to purchase commercial product of the professional soccer teams. The statistics employed for data analysis were the correlation analysis and the multiple regression analysis. Through data and analysis, the following findings were obtained. First, the intention of purchase is affected by the emblem evaluation (familiarity, originality, meaning, diversity, and preference). Second, the intention of purchase is affected by he character evaluation (familiarity, originality, meaning, diversity, and preference).

스포츠 행정 경영 : 프로야구 경기의 여성 소비자 유입을 위한 마케팅 전략1 - 인구통계적 ( 연령세분화 중심 ) 접근 -

전호문(HoMunJun),나순복(SoonBokNa),하지원(JiWonHa),김양구(YanGooKim),조우정(WooJungCho) 한국체육학회 1998 한국체육학회지 Vol.37 No.4

The purpose of this study was to investigate and analyze obstructive factors and preference which can affect women’s participation in professional baseball game and to recommend the marketing strategies for increasing the female consumers in the game. Futhermore, the significance of this study was first trying study to segment female consumer market of professional baseball game and present marketing strategies in terms of demographical factors. Survey method was used for this study. Total of 323 subjects were selected randomly from 3 different baseball stadium. The questionnaire consisted of the total number of 50 questions based on 3 main areas; that is, demographical questions(9), obstructive factors(28), and preference(13). Data collected were analyzed using descriptive statistic method, ANOVA, Chi-square and Duncan test. The results of this study were as follows. First, 10’s have more dissatisfaction of baseball arena in temps of obstructive factors, which are specially complexity, facilities, other spectators and out of game-factors. Second, the most of the subjects wanted to recruit more celebrity, modify fan-service and facilities and discount ticket price, in order. Third, 10’s and 20’s prefered more fan-service and family discounting service as they wanted to receive, while 30’s service prefered were family discounting and fan-service, in order. Forth, 10’s and 20’s prefered especially inviting entertainers, while 30’s prefered fan-club supporting event and recreation program. Finally, the facilities the most of subjects wanted to modify were seats and toilet in the baseball arena. Especially, 30’s wanted to modify the toilet and parking lots, while 10’s and 20’s seats and toilet. Based on the practical data relating 117 factors, marketing strategies with 4 Ps (price, product, place, promotion) were suggested for increasing women’s participation in the professional baseball game.