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국내 스크린 골프 이용자의 브랜드 태도가 브랜드 충성도와 이용 만족도에 미치는 영향
정명석 ( Myung Suk Jung ),홍형호 ( Hyung Ho Hong ),서광봉 ( Kwang Bong Suh ) 한국여가웰니스학회 2015 한국레저사이언스학회지 Vol.6 No.1
본 연구는 국내 각 브랜드 스크린 골프장 이용자들을 대상으로 설문지를 통하여 스크린 골프 이용자의 브랜드 태도가 브랜드 충성도와 이용 만족도에 어떠한 영향을 미치는지 검증하는데 그 목적이 있다. 총 400부의 설문지를 배부하여 응답이 불성실하다고 판단되거나 조사내용의 일부가 누락된 45부를 제외한 총 355부(회수률 88.7%)의 설문지를 최종분석에 사용하였다. SPSS18.0 통계 프로그램을 이용하여 신뢰도분석, 빈도분석, 상관관계분석, 다중회귀분석 실시하였다. 또한 AMOS 18.0을 이용하여 확인적 요인분석과 공변량 구조분석을 실시하였다. 연구 결과는 다음과 같다. 첫째, 국내 스크린 골프 이용자의 브랜드 태도가 브랜드 충성도의 행동적 충성도, 태도적 충성도, 인지적 충성도에 유의한 영향을 미친다. 둘째, 국내 스크린 골프 이용자의 브랜드 태도가 이용 만족도의 시설 만족, 서비스 만족, 지리적 만족, 경제적 만족에 유의한 영향을 미친다. 셋째, 국내 스크린 골프 이용자의 브랜드 충성도가 이용 만족도의 시설 만족, 서비스 만족, 지리적 만족, 경제적 만족에 유의한 영향을 미친다. 넷째, 스크린 골프 이용자의 브랜드 태도, 브랜드 충성도, 이용 만족도의 간에 긍정적인 인과관계가 있는 것으로 나타났다. The purpose of this study is to identify effects of brand attitudes of domestic screen golf users on brand royalty and satisfaction. The subjects of investigation were screen golf users who use screen golf facilities in Seoul. Total 400 samples were collected but except 45 of uncompleted or unfaithful questionnaires, only 355 were used for this study.After collecting the data, The coded data were input and analyzed with SPSS Windows 18.0 Version. With this program, reliability analysis, frequency, correlation analysis and multiple regression analysis were conducted. Also using AMOS 18.0 Version, confirmatory factor analysis and covariance structure analysis were conducted. Through these processes, we reached the conclusion. First, brand attitude of domestic screen golf users on brand royalty had significant effect in behavioral royalty, attitude royalty and cognitive royalty. Second, brand attitude of domestic screen golf users on satisfaction had significant effect in facility, service, location and financial satisfaction. Third, the cause and effect relations among brand attitude, brand royalty and satisfaction of domestic screen golf users were stated below. Fourth, The brand attitude of domestic screen golf users has positive impact on the brand royalty. The brand attitude of domestic screen golf users has negative impact on the satisfaction. The brand royalty of domestic screen golf users has positive impact on the satisfaction.
이욱(Uk Lee),정명석(Myung Suk Jung),백을선(Eul Sun Baik) 한국양봉학회 2009 韓國養蜂學會誌 Vol.24 No.4
Six main chestnut cultivars potentially useful as mother trees for two cultivars (‘Jahong’ and ‘Jangwon’) containing high soluble solids content as pollinizers were evaluated for their flowering times, fruiting setting, nut characteristics, and disease and insect resistance. Staminate flowering of main chestnut cultivars, whose flowering period ranged from June 10 to 26, coincided with the full blooming period of pistillate flower of ‘Jahong’ and ‘Jangwon’ cultivars. The main chestnut cultivars generally showed the high value of 79% for fruit setting, also had resistance to insect and disease. For nut characteristics including high soluble solids content, it showed good characteristics in ‘Daebo’ as a mother tree pollinated with ‘Jahong’ and in ‘Tanzawa’ and ‘Mipung’ as mother trees pollinated with ‘Jangwon’. Therefore, as mother trees pollinated with the cultivars containing high soluble solids content, we predict that ‘Daebo’ for ‘Jahong’ and ‘Tanzawa’ and ‘Mipung’ for ‘Jangwon’ could be promising.
박형순(Hyung Soon Park),이욱(Uk Lee),정명석(Myung Suk Jung) 한국양봉학회 2008 韓國養蜂學會誌 Vol.23 No.2
The purpose of this study was to establish basic database on Chionanthus retusa by multivariate analysis of flower morphological characteristics among regions, and then to applicate and offer them for selection of superior individuals, or for development of new edible/medicinal and apicultural tree species. For ANOVA tests, the regions were significantly different in 7 flower morphological characteristics. Expecially, ‘Suncheon’ region showed generally higher values than other regions. For principal component analysis (PCA) of the characteristics, the first PC showed eigenvalue 5.32, which explained 76.0% for the total variation. Also, the cumulative contribution of that including the second PC highly explained 92.1%. The characteristics such as petal length and width, length of peduncle and pedicel, and number of pedicel were highly contributed for classification among regions. Futhermore, cluster analysis using UPGMA method showed that 8 regions could be largely divided into two groups on the distance 1.06 : southern region (‘Suncheon’, ‘Namhae’, ‘Gokseong’, ‘Hamyang’) and middle-southern region (‘Gumi’, ‘Jeonju’, ‘Pohang’, ‘Gyeongju’).