프로야구 팬의 관여도에 따른 라이센싱 제품태도 및 타인추천의도에 미치는 영향

김욱기(Wook Ki Kim),이정학(Jeong Hak Lee) 한국사회체육학회 2008 한국사회체육학회지 Vol.0 No.34

The purpose of this study is to find out the relation among the professional baseball fan`s degree of participation, the attitude toward a licensing product, and the intention to recommend others. Subsequently, the research subject was the audience to professional baseball. In terms of sampling, the judgment sampling, which was one of non-probability sampling methods, was used. In terms of the research sample, the researcher visited a sports ground once and implemented the total 750 questionnaires for 250 persons. Among these, excluding 52 questionnaires(7%) of dual entry, no entry, and unfaithful response and 330 persons(44%), who did not have any experience of purchasing a licensing product, the researcher used the questionnaires of 368 persons(49%) for final analysis. As a measuring tool, the researcher used a questionnaire, which consisted of total 38 questions on the basis of the prior research of Namhee Han(2002), Yoonsook Kwon (1996), Yongseok Ham(1998), Heejung Suh(2000), and Miok Kang(1996). The value of confidence coefficient per variable of the questionnaire was .783~.976, showing a high level of confidence. For a data analysis, the researcher adopted SPSS WIN Ver. 12.0, utilizing technical statistics, factor analysis, correlation analysis, and multi-regression analysis, and obtaining the following result. First, the continuous degree of participation among the degree of participations by professional baseball fan had a significant effect on licensing product`s design and brand as well as a functional factor. Second, the factor of continuous degree of participation had a significant effect in respect of the relation between the professional baseball fan`s degree of participation and the intention to recommend others. Third, regarding the relation between the attitude toward a licensing product and the intention to recommend others, the significant effect was shown in design and price as well as functional factor among the factors of attitude toward a product.

프로야구 라이센싱 제품 구매자의 구매성향 및 제품에 대한 태도와 구전의도와의 관계

김욱기(Wook Ki Kim),이정학(Jeoung Hak Lee) 한국사회체육학회 2009 한국사회체육학회지 Vol.0 No.35

프로야구 타이틀 스폰서 기업의 스폰서십과 스폰서 공신력, 브랜드 감정, 브랜드 충성도간의 관계

김욱기(Kim, Wook-Ki),김기웅(Kim, Ki-Woong) 한국사회체육학회 2017 한국사회체육학회지 Vol.0 No.70

The purpose of this study is to evaluate the casual relationship among title sponsorship, sponsor credibility, brand affection and brand loyalty. And it is provide the referenced data for marketing strategy targeting professional baseball spectators. A survey was given out to people who were attending at four different baseball stadiums located in Seoul, Gyeong-gi and Incheon area. A Total of 440 questionnaires were given out by using a convenient sampling method. 396 questionnaires were used as final validity sample. For data analysis, SPSS 19.0 and Amos 20.0 were used for frequency analysis, reliability analysis, correlation analysis, confirmatory analysis and structural equating model. The results are as follows. First, title sponsorship influenced positively on sponsor credibility. Second, title sponsorship influenced positively on brand affection. Third, title sponsorship influenced positively on brand loyalty, Fourth, sponsor credibility has no effect on brand loyalty. Fifth brand affection influenced positively on brand loyalty.

국제학회지 주요기사(ASCE, JSCE)

김욱기(Wook Ki Kim) 대한토목학회 2014 대한토목학회지 Vol.62 No.12

2019 세계수영선수권대회의 컨버전스 마케팅에 따른 지역민의 행동체계 연구

김욱기(Kim, Wook-Ki),김기탁(Kim, Gi-Tak) 한국체육과학회 2019 한국체육과학회지 Vol.28 No.2

The purpose of this study is to examine the relationship between mega sport event convergence marketing and consumer behavior system VAB(value-attitude-behavior). Second, convergence marketing of mega sport event is approached from consumers` Third, we conducted the research to present the justification of convergence marketing strategy of mega sport event and to derive the theoretical and practical implications. To do this, we conducted research on G residents, and used 270 questionnaires to process the data. The statistical programs SPSS 23.0 and AMOS 23.0 were used to obtain the following results. First, convergence marketing has affected consumer perception. Second, consumer awareness influenced VAB(value, attitude, behavioral intention) which is a behavior system of local people. Third, the VAB(value, attitude, behavioral intention) behavior system had a partial effect.

운동장 생활체육시설별 이용만족도가 생활체육 활용도 및 기여도에 미치는 영향

이정학(Jeong Hak Lee),김욱기(Wook Ki Kim),김종훈(Jong Hoon Kim) 한국사회체육학회 2009 한국사회체육학회지 Vol.0 No.37

The purpose of this study is to find out the factors in satisfaction level for each model of physical facilities of Sports-for-All facilities building up business as a part of sports promotion policy for the Seoul Olympic Sports Promotion Foundation, and through the Sports-for-All facilities, and provide the basic data for establishment and selection of fund support project for Sports-for-All facilities. Selection of the subject sites for survey was done by the status for support of living sports facilities for the Seoul Olympic Sports Promotion Foundation, and a total of 1,300 copies was distributed to local residents and students who use the Sports-for-All facilities around 16 nationwide cities and provinces, and the total of 1,266 copies was used in the study excluding 34 questionnaires that seemed inappropriate or omit some of the answers in questionnaires, the following are the result. First, as a result of looking into the level of satisfaction for each model with the Sports-for-All facilities, overall satisfaction level on the Sports-for-All facilities for ground had the highest in `approachability` factor, and the overall satisfaction for each model was shown with the highest in the `urethane facilities`. and the overall facilitation for each model is shown to be highest for the `urethane facilities`, and the overall contribution for each model showed highest in `artificial lawn`. Second, as a result of verifying the difference on the satisfaction, facilitation and contribution for each model of sports-for-All facilities, the noticeable difference is shown in the level of facilitation and contribution of each model. And, Third, as a result of looking into the influence of satisfaction level on the facilitation and contribution of sports-for-All for each model of the sports-for-All facilities, statistically noticeable influence was on `facilities condition` and `convenience facilities` factors in facilitation and contribution for Sports-for-All in models.

태권도 지도자의 지도유형이 수련 효과성에 미치는 영향

이정학(Lee, Jeoung-Hak),김욱기(Kim, Wook-Ki) 경희대학교 스포츠과학연구원 2010 태권도과학 Vol.3 No.2

본 연구는 태권도 지도자의 지도유형이 수련 효과성에 미치는 영향을 분석하여 효율적 태권도장 운영 및 지도를 위한 수련생의 수련 효과수준을 이해하고 태권도 지도자의 지도방법 및 지도자 유형을 통해 태권도 지도개선 방안 모색을 위한 기초자료를 제공하는 데 그 목적이 있다. 이를 위해 서울, 경기지역을 중심으로 편의표본추출법(Convenience sampling)을 통하여 12개 태권도장을 선정하고 태권도 도장에서 수련하고 있는 수련생 중 초등학교 태권도 수련생을 중심으로 도장 당 30명씩인 총 360명의 설문대상자를 선정하여 총 338부의 최종 유효표본으로 확보하였다. 수집된 자료는 SPSS/PC ver. 18.0 프로그램을 이용하여 다음과 같은 결과를 도출하였다. 첫째, 태권도 수련생의 학년에 따른 수련 효과성에 대한 차이는 지적효과, 정서적효과, 사회적효과 변인 모두에서 통계적으로 유의한 차이를 보였다. 둘째, 태권도 수련생의 수련기간에 따른 수련 효과성에 대한 차이는 정서적 변인에서만 통계적으로 유의한 차이를 보였다. 셋째, 태권도 수련생의 현급(품)에 따라 수련 효과성에 대한 차이는 정서적 변인에서만 통계적으로 유의한 차이를 보였다. 넷째, 태권도 지도자의 지도유형과 수련 효과성과 간의 인과관계는 설득형 지도와 참가형 지도유형만이 태권도 수련 효과성에 정적 상관관계를 가지는 것으로 나타났다. 다섯째, 태권도 지도자의 지도유형에 따른 수련 효과성에는 참가형지도자와 설득형지도자가 통계적으로 유의한 영향을 미치는 것으로 나타났다. The purpose of this research is to analyze the effect on the type of guidance of a Taekwondo coach regarding the effectiveness in training, to understand the level of effect in training of a trainee to operate and guide an efficient Taekwondo training hall, and to provide the basic data to pursue a plan to improve a guidance of Taekwondo through a guidance method for Taekwondo coach and a type of coach. To achieve such a purpose, in terms of a survey subject, the author selected 12 Taekwondo training halls through the convenience sampling method in Seoul and Kyung-gi region and selected 360 trainees in total as the subject for questionnaire with 30 trainees per training hall among Taekwondo trainees in elementary schools among the trainees practicing at Taekwondo training hall. The number of effective questionnaires, which passed the error test in questionnaires collected and was used for a final data processing, was 338. The data were analyzed by using the Window SPSS/PC 17.0 program and results are as follow. First, the intellectual effect on the effectiveness in training per school year of Taekwondo trainee showed the significant difference in terms of statistics in all the variables of intellectual effect, emotional effect, and social effect. Second, the difference in the effectiveness in training per training period of Taekwondo trainee showed the significant difference in terms of statistics in emotional effect only. Third, the difference in the effectiveness in training per rank of Taekwondo trainee showed the significant difference in terms of statistics in emotional effect only. Fourth, in terms of the causal sequence between the guidance type of Taekwondo coach and the effectiveness in training, only the persuasion-type guidance and the participation-type guidance had the positive correlation on the effectiveness in training of Taekwondo. Fifth, in terms of the effectiveness in training per guidance type of Taekwondo coach, the participation-type coach and the persuasion-type coach showed the significant effect in terms of statistics.

IPA 기법을 활용한 프로야구 구단의 사회공헌활동에 대한 중요도-만족도 분석

이정학 ( Jeoung Hak Lee ),김욱기 ( Wook Ki Kim ) 한국스포츠정책과학원(구 한국스포츠개발원) 2011 체육과학연구 Vol.22 No.2

이 연구는 최근 사회적 역할 수행을 위한 기업경영활동의 다양한 경영기법 중 가장 주목받고 있는 프로야구 구단의 사회공헌활동을 중심으로 소비자가 인식한 구단의 사회공헌활동에 대한 중요도-만족도 분석을 통한 개선요인과 보완요인을 도출하여 사회공헌활동을 위한 구단의 전략적 활동 수립의 자료제시를 그 목적으로 한다. 연구대상으로 선정된 3개 구단의 이해관계자인 프로야구 팬들 중 구단의 사회공헌활동을 인지하고 경험해 본 관중을 대상으로 비확률표본추출법 중 판단표본추출법을 이용하여 총 795부를 최종 유효표본으로 사용하였다. 수집된 자료는 SPSS/PC ver. 17.0과 EXCEL 프로그램을 이용하여 IPA분석을 실시하여 다음과 같은 결과를 도출하였다. 두산 베어스 구단의 Ⅰ사분면에 소외계층 단체관람과 적립금 기부가 나타났으며, Ⅱ사분면은 대회 개최/지원, 아마야구 용품지원, 환자 병문안, 보육원 방문/후원, Ⅲ사분면은 선수용품 경매행사, 일일지도의 유형이 나타났다. SK 와이번스 구단의 Ⅰ사분면은 소외계층 단체관람과 적립금 기부가 나타났으며, Ⅱ사분면은 대회 개최/지원, Ⅲ사분면은 아마야구 용품지원, 보육원 방문/후원, 환자 병문안, 선수용품 경매행사, Ⅳ사분면은 일일지도 유형이 나타났다. 롯데 자이언츠 구단의 Ⅰ사분면은 소외계층 단체관람과 아마야구 지원이 나타났으며, Ⅱ사분면은 야구대회 개최/지원, Ⅲ사분면은 일일지도, Ⅳ사분면은 적립금 기부, 보육원 방문/후원, 환자 병문안, 용품 경매행사, 아마야구 지원 유형의 결과가 나타났다. The purpose of the current study was to suggest systematic strategies for the Corporate Social Responsibility of Korean pro-baseball teams through an importance-satisfaction analysis, which has drawn a great attention from marketers among various management strategies. In order to achieve the study purpose, the present study selected a sample of pro-baseball fans who were aware of and experienced the social contribution activities of three Korean pro-baseball teams including Doosan Bears, SK Wyberns and Lotte Giant through a purposive sampling method. In this study, a total of 795 questionnaires were used after excluding questionnaires with excessive missing data. For the data analysis, an Importance- Performance Analysis (IPA) was conducted by using the Window SPSS/PC 17.0 program and results are as follow. Doosan Bears team showed spectating opportunity for the under underprivileged and accumulated money donation in the quadrant I, game host/support and amateur baseball support in the quadrant II and orphanage visit/sponsorship, product auction event and one-point lesson in the quadrant III. For SK Wyberns team, spectating opportunity for the under underprivileged and accumulated money donation were presented in the quadrant I, game host/support in the quadrant II, amateur baseball support in the quadrant III and orphanage visit/sponsorship, patient visit and product auction event in the quadrant IV. Lastly, Lotte Giant team revealed spectating opportunity for the underprivileged in the quadrant I, game host/support in the quadrant II, accumulated money donation orphanage visit/sponsorship, patient visit and product auction event in the quadrant III and one-point lesson in the quadrant IV, but amateur baseball support was located between the effort continuation and the anti-excessive effort faces.

기업의 스포츠 스폰서십 참여에 영향을 미치는 조직 및 관계자요인

이정학(Lee, Jeoung-Hak),김욱기(Kim, Wook-Ki) 경희대학교 스포츠과학연구원 2010 태권도과학 Vol.3 No.1

본 연구의 목적은 기업의 스포츠 스폰서십 담당자를 대상으로 기업의 스포츠 스폰서십 참여에 영향을 미치는 요인들을 규명하고자 한다. 이에 전년도 매출 세액을 기준으로 국내 100개 기업 중 1회 이상 스포츠 스폰서십에 참여한 적이 있는 기업을 대상으로 판단표본추출법에 의해 설문조사를 실시하였다. 스포츠 스폰서십에 참여 경험이 있는 국내기업 중 스포츠 스폰서십을 담당하고 있는 실무자들을 대상으로 59개 기업의 설문지를 최종분석에 사용하였다. 설문도구는 Furest & Furest(1991)와 육종술(1993)의 선행연구를 토대로 배경요인(6문항), 조직요인(14문항), 관계자요인(11문항), 참여변인(4문항) 등 총 35문항으로 구성하였으며, 설문문항별 신뢰도는 .661~.819 사이에 위치하여 신뢰성이 있는 것으로 나타났다, 자료 분석은 SPSS WIN Ver. 12.0을 이용하여 기술통계, 다중회귀분석을 활용하여 다음과 같은 결과를 도출하였다. 첫째, 스포츠 스폰서십 참여에는 조직요인에서 기업요인, 관계자요인에서는 실무자요인이 기업의 스포츠 스폰서십 참여에 영향을 미치는 것으로 나타났다. 둘째, 기업의 조직요인 중 기업요인에서 예산편성의 유/무와 예산의 잔여 정도, 정기적인 참여에 대한 선호도가 기업의 스포츠 스폰서십 참여에 영향을 미치는 것으로 나타났다. 셋째, 기업의 관계자 요인 중 실무자요인에는 실무자의 직책에 대한 권한이 기업의 스포츠 스폰서십 참여에 영향을 미치는 것으로 나타났다. The purpose of this paper was to identify the organizational and personnel factors influencing corporations' participation in sport sponsorship. In order to achieve this goal, persons responsible for making sponsorship related decisions were selected by the stratified random sampling method from 70 domestic corporations selected based on their sales from the previous year and past participation in sport sponsorship. The instrument for data collection was a questionnaire whose validity was judged by a group of sponsorship experts and whose reliability was judged based on Cronbach alpha values ranging from .661 to .819. A total of 59 persons responded, and the yielded data were analyzed by conducting descriptive analyses, factor analyses, and multiple regression using SPSS WIN Ver. 12.0. In turn, the following results were obtained: Among the organizational factors, corporation related factors opposed to event related factors influence corporate sport sponsorship, and among the personnel factors, the sponsorer opposed to the sponsoree influence corporate sport sponsorship. Specifically, with regard to the corporation, existence of budget for sponsorship, amount of budget available, and preference for regular participation influence participation in sport sponsorship, and with regard to the sponsorer, the manager's level of authority influence participation in sport sponsorship.

KLPGA 챔피언스 투어 선수들의 참가행동에 관한 연구

정일미(Jeong, Il-Mi),김동규(Kim, Dong-Kyu),김욱기(Kim, Wook-Ki) 한국체육과학회 2017 한국체육과학회지 Vol.26 No.5

The purpose of this study was to examine the KLPGA(Korea Ladies Professional Golf Association) Champions tour player"s participation behavior base on theory of planned behavior. Toward this end, a total of 125 respondents was selected using a cluster sampling method and responded to the survey questionnaire. 125 usable data were utilized in data analyses procedure. data were analyzed using frequency analysis, descriptive statistics, confirmatory factor analysis, reliability analysis, correlation analysis, structural equation model. The results of this study were as follows. Firstly, attitude, perceived behavioral control had influences on the participation intentions, while subjective norms did not. Secondly, perceived behavioral control did not influences participation behavior. Thirdly, participation intention had influences on the participation behavior. Lastly Discussions and additional implications were also suggested.