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프로스포츠 구단의 스마트폰애플리케이션 제공에 따른 이용자들의 콘텐츠 활용과 만족에 관한 연구
윤봉우(Yun, Bong-Woo) 한국체육과학회 2013 한국체육과학회지 Vol.22 No.1
The purpose of this study was to verify the application attributes and users" satisfaction of Hyundai Capital Skywalkers mobile service to improve the service quality of volleyball. We analyzed the 309 fans(online 199, offline 110) visiting games stadium and Skywalkers online fans club. The questionnaire are self-administered and involved the degree of contents use and user"s satisfaction. The results showed that contents design, security of mobile service, practicability, entertainment of contents and interaction of contents have effects on users" satisfaction in order. Also users" satisfaction on mobile application service quality have positive effects on development of volleyball. Therefore Hyundai Capital Skywalkers has to enhance the mobile service such as SNS application to encourage the customer participation as well as develop the separated marketing strategy for each target market. More results and implications are suggested.
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스마트폰 애플리케이션을 활용한 프로스포츠 구단 광고가 소비자태도에 미치는 영향
정명수(Jung, Myung-Soo),윤봉우(Yun, Bong-Woo),신수미(Shin, Su-Mi) 한국체육과학회 2014 한국체육과학회지 Vol.23 No.1
The purpose of this study was to analyze the effect of sports team’s advertisement by utilizing smart-phone Application on customer attitude. To achieve this purpose subject was selected by visiting games stadium man interested in volleyball and use smart-phone in Cheon-an. Total 300 surveys were distributed and 260 samples(86.6%) were finally used after eliminating 40 incomplete samples using. The data was analyzed by frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis by using SPSS 14.0 and AMOS 7.0. The findings of this study were as follows. First, consumer response of application advertisement had effect on advertising attitude. Second, consumer response of application advertisement had effect on consumer satisfaction. Therefore sports team’s has to enhance the mobile service such as SNS application to encourage the consumer participation as well as develop the separated marketing strategy for each target market. More results and implications are suggested.
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