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RISS 인기검색어
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- 저자 : 이준원(LeeJunWon) (검색결과 3 건)
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스포츠 산업,경영 : 스포츠 보증인 속성과 광고태도, 상표태도 및 구매의도의 관계
이준원(LeeJunWon),김용만(KimYongMan) 한국체육학회 2003 한국체육학회지 Vol.42 No.1
The purpose of this study is to investigate the effects of celebrity athlete endorsers and celebrity ad models on advertising effectiveness, which is measured by attitude toward advertisement(AA), altitude toward brand(AB) and purchase intention(Pl). The study also focused on the effect of attributes of celebrity athlete endorsers on these three factors.For this study, 800 students of 10 universities, located in Seoul, Gyeonggi and Chungnam provinces, were surveyed using specifically developed questionnaires. Excluding improper 29 sample cases, a total of 771 completed questionnaires were used as effective sample size for this study. The study employed SPSSWIN Ver, 10.0 for Descriptives analysis, t-test, and Regression analysis(Simple & Multiple) were used to analyze the data. Results are summarized as follows:Firstly, celebrity athlete endorsers and celebrity ad models have different attributes that are defined as expertise, attractiveness and trustworthiness. And the difference is statistically meaningful. While celebrity ad models appeal to the respondents with their expertise and attractiveness, celebrity athlete endorsers gain trustworthiness from them.Secondly, the effects of ad models played by celebrity athlete endorsers and celebrity ad models are statistically different on advertising effectiveness, measured by AA, AB and PL This study revealed that the effect of celebrity athlete endorsers on these three factors is particularly positive.Thirdly, attributes of celebrity athlete endorsers have statistically positive effects on advertising effectiveness. Their trustworthy quality particularly has a great impact on the respondents' positive responses AA and AB as well as PI.Lastly, it is also found that the relationship between AA and AB is statistically meaningful. Respondents' AA and AB have direct relationship with their PI.
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스포츠산업,경영 : 스포츠보증인과 유명연예인의 모델속성이 구매행동에 미치는 영향에 관한 비교 연구
김용만(KimYongMan),이준원(LeeJunWon),이계석(LeeGyeSeog) 한국체육학회 2004 한국체육학회지 Vol.43 No.1
The purpose of this study was to compare the cause-effect relationship between the advertisement utilizing celebrity athlete endorser and that utilizing famous entertainer. That is to say, it is to examine as to what kinds of cause-effect relationship between model attributes of celebrities, attitudes toward advertisement(Aad), attitude toward product(AP), corporate image(CI), purchase intention(PI) and recommendation intention(RI). In order to achieve this objective, university students were chosen as subjects for survey and total 420 students were selected through convenience sampling method. 395 cases were selected out of total 420 questionnaires and data processing was done using SPSSWIN version 10.0 and AMDS 4.0. The results are as follows:First, attractiveness among the model attributes appears to have positive influence on the Aad both in the case of celebrity athlete endorser as well as famous entertainer. Second, celebrity athlete endorser appear to have influence on AP and famous entertainer appear to have influence on professionalism and trustworthiness. Third, in the case of celebrity athlete endorser, trustworthiness and professionalism out of model attributes appears to have influence on CI. However, in the case of famous entertainer, trustworthiness appears to have positive influence but negative influence on professionalism Fourth, celebrity athlete endorser appear to have influence on Aad. However, famous entertainer` Aad appear not to have influence on AP. Fifth, in the case of celebrity athlete endorser, Aad appears not to have influence on the CI but it was positive in the case of famous entertainer. Sixth, in the case of celebrity athlete endorser, AP appear to have influence on CI but not significant influence in the case of famous entertainer. Seventh, Aad of both celebrity athlete endorser and famous entertainer appear to have positive influence on purchase intention. Fifth, in the case of both celebrity athlete endorser and famous entertainer, AP appear to have positive influence on PI. Ninth, in the case of both celebrity athlete endorser and famous entertainer, the G appears to have positive influence on PL Tenth, in the case of celebrity athlete endorser, AP appears not to have significant influence on RI. However, in the case of famous entertainer, AP appear to have significant influence on RI. And lastly, in the case of both celebrity athlete endorser and famous entertainer, PI appears to have positive RI.
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스포츠산업,경영 : 스포츠이벤트 관광동기와 관광지이미지 및 관광개발과의 관계
김용만(KimYongMan),이계석(LeeGyeSeog),이준원(LeeJunWon) 한국체육학회 2004 한국체육학회지 Vol.43 No.1
The purpose of this research was to examine the relationship between motive factors for sports events tour, tourist resort image, and tourist development. Objects for the research were the spectators who are high school students and older persons and came to watch the football game between Eindhoven and LA Galaxy teams during ‘Peace Cup 2003 Korea Games’, and SPSSWIN Ver. 10.0 was used for data processing. In order to examine the relationship between the motives for sport event tour, tourist resort image and tourist development, multiple regression analysis method was used. Based on the above research method and procedures, the following results were obtained:First, ‘socialization motive’ only among down level factors for the motives of sport event tour appears to have influence on ‘pleasantness’ which is also down level factor of tourist resort image. Second, ‘curiosity motive’ and ‘adventure motive’ appear to have influence on ‘marvelousness’. Third, ‘curiosity motive’ and ‘adventure motive’ appear to have influence on ‘accessibility’. Fourth, ‘adventure motive’ appears to have influence on ‘expense factor’. Fifth, ‘socialization motive’ and ‘tension release motive’ appear to have influence on ‘positive urban development’. Sixth, ‘marvelousness motive’ appears to have influence on ‘development of tourist resort image’, ‘regional tourism development’ and ‘negative urban development’. Seventh, ‘marvelousness’, ‘accessibility’, and ‘expense factor’ among tourist resort image appear to have influence on ‘negative urban development’. Eighth, ‘expense factor’ and ‘attractiveness factor’ appear to have influence on ‘the development of tourist resort image’. And lastly and ninthly, ‘expense factor’ and ‘attractiveness factor’ appear to have influence on ‘the regional urban development’ as well.
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