팀동일시의 이론적 정당성

권형일 국민체육진흥공단 한국스포츠정책과학원 2019 체육과학연구 Vol.30 No.3

[Purpose] Lock and Heere (2017) argued that two different theories of social identity theory(SIT) and role identity theory have been used in previous studies of team identification. However, they failed to provide why such phenomenon existed in the literature of team identification. Thus, the first purpose of the study is to provide the possible reasons why the two theories were used as the ground of team identification in the previous literature. In addition, the current study examined whether team identification was properly developed from SIT by incorporating the cases of organizational identification and consumer-company identification in business literature. [Results & Conclusion] There are two possible explanations on why the two theories have been used in team identification studies. First, in the initial studies of team identification, theoretical ground of team identification was lacking. Thus, without a firm theoretical guidelines, authors might have used the two theories as the ground of team identification. Second, as previous literature noted, the two theories are like the two different sides of a single theory. Thus, authors may have not recognized the need of differentiating the two theories and used the two theories as the ground of team identification. This study also examined whether team identification was properly developed from SIT. The social category in team identification includes two different social identities(team members and fans), which is quite different from a social category with single identity in it. The locus of social category of team was arbitrarily expanded to include fans in the same category. This case is quite similar with consumer-company identification in marketing literature. Future study needs to examine whether the locus of social category can be expanded to include two different social identities. [목적] Lock & Heere(2017)는 팀동일시 연구에서 사회정체성이론과 역할정체성이론이 비정상적으로 혼재되어 사용되었다고 주장을 하였다. 하지만 그들은 왜 그 두 개의 이론이 혼재되어서 사용되었는지에 대한 의견을 제시하지는 못하였다. 본 연구에서는 팀동일시 연구에서 왜 두 개의 이론이 혼재되어 사용되었는가에 대한 이유를 분석하여 제시하고자 한다. 또한 본 연구에서는 이 두 개의 이론이 어떻게 팀동일시와 팬의 행동을 설명하는데 적용이 될 수 있는 지를 알아보았다. 그리고 더 나아가 팀동일시라는 개념이 사회정체성이론을 정확하게 반영을 하고 있는 지를 조직동일시개념과 소비자-기업 동일시 개념을 차용하여 알아보았다. [결과 및 결론] 팀동일시 연구에서 왜 사회정체성이론과 역할정체성이론이 혼재되어 사용되었는지는 두 가지 설명이 가능하다. 첫째는 팀동일시 초기 연구에서 나타나고 있는 이론의 부재이다. 초기 연구에서 경험적인 결과들을 제시하는 것에 급급한 나머지 팀동일시라는 개념이 어떠한 이론적 근간을 갖고 있는 지에 대한 충분한 고찰이 이루어지지 않았고 이로 인해 연구자들이 이 두 개의 이론을 혼합하여 사용한 것으로 볼 수 있다. 둘째, 선행연구에서 제시하고 있듯이 이 두 개의 이론은 마치 한 이론의 양면이라고 할 정도로 유사한 부분이 존재한다. 그러다보니 사전연구에서 이 두 개의 이론을 굳이 구분하여 사용하지 않았고 이로 인해 두 이론이 팀동일시의 근간이 되는 이론으로 제시된 것으로 유추할 수 있다. 본 연구에서는 팀동일시라는 개념이 사회정체성이론을 정확하게 반영하고 있는 지를 점검하였다. 팀동일시 개념 안에 존재하는 사회적 범주는 팀이라는 범주와 팬이라는 범주 두 개가 존재하고 있어 일반적으로 사회정체성이론에서 제시하고 있는 사회적 범주와 상이한 면이 존재한다. 팀이라는 범주의 범위가 임의적으로 확장되어 그 범위 안에 팬이라는 집단이 포함된 상태로 볼 수 있으며 이러한 개념은 마케팅에서 사용하고 있는 소비자-기업 동일시와 같은 맥락으로 볼 수 있다.

스포츠마케팅에 있어 팀 동일시에 대한 재해석 및 효과에 관한 연구

옥정원 한국마케팅관리학회 2012 마케팅관리연구 Vol.17 No.1

The purpose of this study was to measure specific Team Identification' effect in Professional Sport. Many previous researches studied about Team Identification effect on Team loyalty, Sponsor loyalty, and Region image. But researches have limitation to measure specific Team Identification effect. Therefore, this study is classified into specific Team Identification to Team Member Identification, Team Game Identification and Team Culture Identification. The respondents were spectators who had attended professional sports games. This study utilized convenience sampling method. 350 questionnaires were distributed on site and a total of 287 questionnaires were collected. 228 samples were used for data analysis. The data were recorded and analyzed using the SPSS 14.0 and Lisrel 8.30. The results of the study were as follows: First, Team Member Identification had significant effect on the Team loyalty and Team Culture Identification also had significant effect on the Region Image. Second, Team Game Identification and Team Culture Identification were found to have significant effect upon the Team attachment. Third, Team attachment was noted to have a significant effect upon Region Image, Team loyalty, and Sponsor loyalty. Finally, the Team loyalty was found to have significant effect on the Sponsor loyalty. 본 연구는 보다 정교한 차원의 팀 동일시의 스포츠 마케팅 효과를 검증하고자 하여 팀 동일시를 세부적인 팀 경기 동일시, 팀 구성원 동일시, 팀 문화 동일시로 구분하여 연구모형을 설계하였다. 또 팀 동일시의 효과를 측정하기 위하여 기존의 팀 충성도와 스폰서 태도와 같은 팀과 스폰서 자산에 영향을 미치는 요소 뿐 아니라 지역이미지 효과도 포함하는 통합적인 스포츠 마케팅 효과를 검증하였다. 분석결과 첫째, 팀 구성원 동일시는 팀 애착에 유의한 의미가 존재하지 않지만, 팀 경기 동일시와 팀 문화 동일시는 팀 애착에 긍정적인 영향을 주는 것으로 나타났다. 둘째, 팀 구성원 동일시는 팀 충성도에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 세부적인 팀 동일시들이 보다 스포츠 마케팅 효과와 유의한 관계를 유지하기 위해서는 팀 애착이 중요한 역할을 한다는 것을 알 수 있었다. 마지막으로 팀에 대한 충성도가 높으면 그 팀을 후원하는 스폰서에 대한 충성도 또한 높아지는 것으로 나타났다. 하지만 이러한 팀 충성도는 팀이 연고지로 하고 있는 지역의 이미지에는 영향을 미치지 않는 것으로 나타났으며, 스폰서에 대한 태도 또한 지역이미지로 전이 되지 않는 것으로 나타났다. 이러한 본 연구의 결과는 기존의 스포츠 마케팅 효과에서 중요한 변수로 여겨져 왔던 팀 동일시에 대한 새로운 접근을 통해, 스포츠 팀을 운영하는 구단, 스포츠 구단을 후원하는 스폰서 기업, 그리고 스포츠 구단의 연고지 등 스포츠 마케팅 효과를 얻는 주체들에게 보다 통합적인 관점에서 효과적인 시사점을 줄 수 있을 것이라 생각된다.

프로축구 구단속성과 구단동일시, 스폰서적합성, 스폰서동일시 및 스폰서십결과와의 구조적 관계

김용만 ( Kim Yong-man ) 한국스포츠산업경영학회 2017 한국스포츠산업경영학회지 Vol.22 No.6

이 연구의 목적은 프로축구 구단속성과 구단동일시, 스폰서적합성, 스폰서동일시, 스폰서십결과와의 구조적 관계를 규명하는 것이다. 이를 위해 K리그 클래식에 참여하는 12개 구단 중 설문조사를 허락한 9구단의 고등학생 이상 홈 관중을 조사대상으로 선정하였다. 표집은 편의표본추출법을 활용하였으며, 각 경기장별로 100명씩 총 900명을 표집하였다. 표집된 설문지 중 1문항이라도 응답하지 않았거나 부적절한 응답이라 판단되는 설문지를 제거한 810부를 최종유효표본으로 선정하였다. 모형과 가설 검증은 AMOS 18.0을 활용하여 처리하였는데, 그 결과는 다음과 같다. 첫째, 구단속성은 구단동일시에 긍정적인 영향을 미쳤다. 둘째, 구단동일시는 스폰서적합성에 긍정적인 영향을 미쳤다. 셋째, 구단동일시는 스폰서동일시에 긍정적인 영향을 미쳤다. 넷째, 스폰서적합성은 스폰서이미지에 긍정적인 영향을 미쳤다. 다섯째, 스폰서동일시는 스폰서이미지에 긍정적인 영향을 미쳤다. 여섯째, 스폰서이미지는 스폰서제품구전의도에 긍정적인 영향을 미쳤다. 이러한 결과를 통해서 관중의 구단속성이 스폰서이미지와 스폰서제품구전의도에 미치는 영향에 동일시요인과 스폰서적합성이 중요하게 작용함을 알 수 있었다. 따라서 스폰서십 효과를 높이기 위해서는 동일시를 유발하고 프로축구-스폰서적합성을 높일 수 있도록 구단속성의 가치를 강화해야 할 것이다. The purpose of this study was to investigate the structural relationship between team attribute and team identification, professional soccer-sponsor fit, sponsor identification, sponsorship outcomes(sponsor image, and word-of-mouth of sponsor). The subjects were home spectators of 9 participating teams in K-league classic who had at least completed secondary education. The sample was obtained using the convenient sampling method, sampling 100 home spectators per stadium, with a total of 900 samples. The final sample used in the study includes 810 samples, excluding samples from inappropriate answers. The model and hypothesis are tested using AMOS 18.0 statistical package, and the results are as follows: First, team attribute has a positive impact on team identification. Second, team identification has a positive impact on professional soccer-sponsor fit. Third, team identification has a positive impact on sponsor identification. Fourth, professional soccer-sponsor fit has a positive impact on sponsor image. Fifth, sponsor identification has a positive impact on sponsor image. Sixth, sponsor image has a positive impact on intention of word-of-mouth for sponsor product. Findings of the current study indicate that team attribute is influenced by team identification and sponsor fit, resulting in positive sponsor image and intention of word of mouth for sponsor product. Accordingly, it is important for sport marketers to intrigue fans' team identification to enhance sponsorship effect, and to reinforce the value of team attribute to increase professional soccer-sponsor fit.

한국 여자 프로농구팀 운영이 기업 동일시에 미치는 영향

신희준(Shin Hee-Joon),이영주(Lee Young-Ju) 한국체육과학회 2006 한국체육과학회지 Vol.15 No.3

In this study, in order to identify effects operation of women's professional basket ball team has on corporate identification, a survey was conducted with study subjects of 334 spectators who were selected through the random sampling method who came to the arenas in Chuncheon, Ansan, Yongin, Guri, in December of 2005 Through the survey, first, "effects of preference for women's professional basketball, team image, and regional connection on team identification", second, "effects preference for women's professional basketball, team image, and regional connection on corporate identification", third, "the effects of team identification on corporate identification", and fourth, "the difference in preference for women's professional basketball, team image, regional connection, team identification, and corporate identification based on women's professional basketball related groups" were measured. The measurement tool used for this study is a questionnaire that had been used by Han Dong-Cheol and colleagues (1999) that had been modified and supplemented to conform to the purpose of this study. SPSS 11.5 version for Windows was used for statistical analysis, and the reliability analysis, frequency analysis, t-test, simple linear regression analysis, and multiple regression analysis were applied. The results of analyzing the hypothesis of this study through the above process produced the following results. First, preference for women's professional basketball, team image, and regional connection have statistically significant effects on team identification. Second, preference for women's professional basketball and regional connection have statistically significant effects on corporate identification but team image does not have statistically significant effect on corporate identification. Third, team identification has statistically significant effect on corporate identification. Fourth, there are statistically significant differences in preference for women's professional basketball, team image, regional connection, team identification, and corporate identification based on women's professional basketball related groups. Conclusively, it was found that corporate operations of women's professional basketball team have significant effect on corporate identification.

스포츠 윤리경영에 대한 프로야구단과 모기업간의 유효성 검증

유원용,권영문,김영욱 한국사회체육학회 2018 한국사회체육학회지 Vol.0 No.74

The purpose of this study is to investigate the structural relationship among professional baseball team ethics management, team reputation, team identification, parent company identification, parent company image, and parent company trust. The subjects were spectators of 10 teams participating in the 2017 KBO league. The sampling was conducted using the objective sampling method, and a total of 1,000 samples were collected from each group. Of the questionnaires, 956 were used in the analysis except for 44 questions. The model and hypothesis test were conducted through AMOS 20.0. The analysis results are as follows. First, the professional baseball team’s ethics management had a positive impact on the club’s reputation. Second, the professional baseball team’s reputation had been positive in identifying the club. Third, the identification of the team of the professional baseball team had a positive effect on the identification of the parent company. Fourth, the parent company identification of the professional baseball team had a positive effect on the parent company image. Fifth, the identification of the parent company’s parent company had a positive impact on the parent company’s trust. Sixth, the parent company image of professional baseball team had a positive effect on parent company trust. These results show that the ethics management of the professional baseball team leads the team identification through the team reputation and affects the image of the parent company and the trust of the parent company through the team identification. Accordingly, the ethical management strategy should be strengthened so that the image of the parent company and the trust of the professional baseball team can be improved.

대학스포츠 팀 속성, 동일시, 충성도 및 라이센싱제품 구매 의도간의 관계

천은구(Chun, Eun-Gu),이종헌(Lee, Jong-Hun),홍진배(Hong, Jin-Bae) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.2

The purpose of the study was to identify causality between collegiate team attributes, team identification, team loyalty and purchase intention and to be help to establish marketing strategy for collegiate team vitalization. For this, 445 collegiate students who are attending Y and K university in Seoul were recruited with convenience sampling method. Data analysis was conducted using SPSS 18.0 and AMOS 18.0. The results via the above analysis are as follow. First, collegiate team attributes had a significant impact on team identification. Second, collegiate team identification significantly impacted on team loyalty, but not purchase intention. Third, collegiate team loyalty has a significant effect on purchase intention. Lastly, collegiate team attributes significantly impacted on team loyalty and purchase intention. To sum up, collegiate team attributes influenced significantly on team identification, team loyalty, and purchase intention. Although team identification had not significant on purchase intention, it has indirect effect mediated by team identification on team loyalty and purchase intention. This suggested that team identification was an important mediated variables. That is, it can be possible if team attributes is enhanced, team identification would be higher and has a significant impact on purchase intention.

스포츠산업,경영 : 프로스포츠제품 속성이 타이틀스폰서의 스폰서동일시에 미치는 영향

김용만(YongManKim) 한국체육학회 2004 한국체육학회지 Vol.43 No.3

The purpose of this study was to investigate the effect of attribute of professional sport product on corporate image and purchase intention of title sponsor through the identification theory. The survey target is professional football, baseball, and basketball spectators. We have collected data using convenient sampling method, come up with a total of 6,009 valid samples and utilized SPSSWIN Ver. 10.0 and AMCS 4.0, and conducted structural equation model analysis. First, through exploratory factor analysis, confirmatory factor analysis, and Cronbach’s α, we have examined the validity and reliability. After we have evaluated the goodness of fit of the research models, we have verified model of sponsorship-identification. And that we have examine the research hypotheses. The results are as follows;First, team record has a significant, positive effect on team identification Second, a team fame has a significant negative effect on team identification Third, star player has a significant, positive effect on team identification. Forth, team attractiveness has a significant, positive effect on team identification Forth, team similarity has a significant, positive effect on team identification Sixth, team identification has a significant, positive effect on sponsor identification Seventh, sponsor identification has a significant, positive effect on corporate image. Eighth, corporate image has a significant positive effect on purchase intention.

남자프로배구 관중이 지각하는 다차원적 팀동일시와 팀애착, 팀태도, 팀만족 및 관람만족의 구조적 관계

김용만 한국사회체육학회 2019 한국사회체육학회지 Vol.0 No.75

Purpose: The purpose of this study was to investigate the structurale rlationship among multidimensional team identification, team attachment, attitude toward team, team satisfaction and viewing satisfaction perceived by the professional volleyball game spectators. Method: The subjects of this study were the home spectators of six professional men’s volleyball teams. The sample was obtained using the convenience sampling method, and the questionnaire was designed using selfadministration method. A total of 500 samples were collected, nad 492 samples were used for analysis. Dat a analysis were performed by using SPSS 22.0 and AMOS 17.0 statistical softwares. Results: The results were as follows. First, team member identification and team culture identification had a significant effect on the team attachment, but team game idetnification had no effect on team attachment . Second, team attachment had a significant effect on attitude twoard team and team satisfaction. Third, attitude toward team had a positive effect on team satisfaction and viewing satisfaction. Fourth, team satisfaction had a positive effect on viewing satisfaction. Conclusion: The results of this study show that multidimensional identification affects the viewing satisfaction through the structural relationship with team attachment, attuitde toward team, and team satisfaction. In add-i tion, it is found that there is a need to identify the relatioshnip between the concept of causal relation and the multidimensional identification by continuous follow-up study.

모터스포츠팀 속성과 팀동일시, 기업동일시, 브랜드 태도의 관계

허진영(Huh Jin-Young),임현묵(Lim Hyun-Mook) 한국체육과학회 2009 한국체육과학회지 Vol.18 No.1

The purpose of this study was to explore a relationship between attribution of motor sport team, team identification, company identification, and brand attitude. The sample of the study was spectators from motor sport ground in Yongin area. Subjects(N=408) were selected from spectators by using the convenience sampling technique. The data were recorded and analyzed using the SPSS 14.0 ver. and AMOS 7.0 statistical computer package to do a exploratory factor analysis. The results from Confirmatory Factor Analysis and Structural Equation Model are follows. First, only team image have influenced on team identification. Other factors, such as facilities, service, driver ability, and team ability have not influenced on team identification. Second, team identification has effect on company identification. Third, company identification have influenced on brand attitude of title sponsor. These results indicated that both good feeling and purchase intention for title sponsor company come from company identification through the team identification with a good motor sport team image.

프로구단-관중관계성이 동일시요인 및 기업 스폰서십결과에 미치는 영향

김용만 ( Yong-man Kim ) 한국스포츠산업경영학회 2016 한국스포츠산업경영학회지 Vol.21 No.3

이 연구의 목적은 구단-관중관계성이 동일시요인 및 스폰서십결과에 미치는 영향을 규명하는 것이다. 즉, 구단-관중관계성 →동일시요인→스폰서십결과로 연결되는 구조적 모형을 검증하는 것이다. 조사대상은 대한민국 4대 프로스포츠 구단 중 설문 조사에 협조한 31개 구단(프로축구 9팀, 프로야구 8팀, 프로농구 8팀 & 프로배구 6팀)의 홈 관중이다. 표본추출은 편의표본추 출법을 활용하였고, 설문지 작성은 응답자가 설문내용을 스스로 읽고 답하는 자기평가기입법을 사용하였다. 표집 후 설문에 불성실하게 응답하거나 작성 도중 중단하여 자료의 가치가 없다고 판단되는 설문지를 제외하고 최종유효표본 2,692개를 활용 하였다. 자료는 PASW 18.0을 활용해서 조사대상자의 기초자료를 분석하였고, AMOS 18.0을 활용해서 구조방정식모형분석 (SEM)을 하였다. 모형검증 결과 모형이 적합한 것을 확인하였으며, 가설을 검증하여 다음과 같은 결과를 얻었다. 첫째, 구단- 관중관계성(유대감, 커뮤니케이션 균형성, 공동체 관여)은 구단태도에 긍정적인 영향을 미쳤다. 둘째, 구단태도는 구단동일시에 긍정적인 영향을 미쳤다. 셋째, 구단동일시는 이미지일치성에 긍정적인 영향을 미쳤다. 넷째, 이미지일치성은 스폰서십동일시 에 긍정적인 영향을 미쳤다. 다섯째, 스폰서동일시는 스폰서십결과(스폰서태도, 스폰서만족도, 스폰서신뢰, 스폰서이미지)에 모 두 긍정적인 영향을 미쳤다. The purpose of this study was to analyze the effect of professional team-spectator relation on the factors associated with identification and the outcomes of corporate sponsorship; that is, we test the structural model of the following relationship: team-spectator relation → factors associated with identification → outcomes of corporate sponsorship. The subjects are home spectators of 31 teams (9 professional soccer teams, 8 professional baseball teams, 8 professional basketball teams, and 6 professional volleyball teams) excluding the teams that refused to participate in the survey. The sample was obtained using the convenience sampling method, and the questionnaire was designed using the self-administration method where the subjects read and answer the questionnaires on their own. We obtained a valid sample of 2,692 observations, excluding insincere or incomplete responses. The data are analyzed using PASW 18.0 and AMOS 18.0 statistical computer packages was used to analyze the structural equation model (SEM). We conclude from this study that the model is valid, and the results from the individual hypothesis testing are the following: First, the team-spectator relation(connectedness, balance of communication, and community involvement) had an impact on attitude toward team. Second, the attitude toward team had an impact on team identification. Third, the team identification had an impact on team-sponsor image congruity. Fourth, the image congruity had an impact on sponsor identification. Fifth, the sponsor identification had an impact on all outcomes of corporate sponsorship (attitude toward sponsor, satisfaction with sponsor, sponsor trust, and sponsor image).