국내 배드민턴 라켓브랜드 활성화 방안

조용찬(Cho, Yong-Chan),김현정(Kim, Hyun-Jung),하인근(Ha, In-Keun) 한국사회체육학회 2016 한국사회체육학회지 Vol.0 No.64

This study aims to analyze aspects to be improved regarding the current condition of domestic badminton racket brands and to seek ways of invigorating them. To this end, a survey was conducted among badminton club members in Gyeonggi and Incheon. The questionnaire includes open questions on why they would use certain rack brands. The result has been examined in a way of inductive analysis, and as a result, the following conclusions have been made regarding ways of invigorating domestic badminton racket brands. First, rackets of low prices and high performance need to be developed by adopting various technologies and consistent efforts for research and development. Second, active support is essential for elementary/middle/high schools as well as business badminton teams. Third, various marketing activities need to be conducted for domestic badminton racket brands. and Fourth, there should be a customer service system for domestic badminton racket brands.

아마추어 골프 스폰서십을 통한 구매의사 결정 경로 분석

조용찬(Cho Yong-Chan),이종훈(Lee Jong-Hun),신충식(Shin Chung-Sick) 한국체육과학회 2010 한국체육과학회지 Vol.19 No.1

The purpose of this study was to validate a influential process on Sport sponsorship purchase decision of national companies through amateur golf. A survey was conducted, with 268 samples of amateur golf player, using convenience sampling among the nonprobability sampling method. For the variables of this study, sponsorship exposure route was selected as an Independent variable and purchase decision was selected as a dependent variable. To extract usually result brand image was selected as a intermediary factors regression analysis. For all variations, reliability analysis, factor analysis, and correlation analysis were conducted. And to verify the influencing relation of variations, regression analysis was used. To test appropriateness of structural model, path analysis was conducted. According to study result, the results are as follows. First, exposure route are reduced in to sponsor, endorsement equipment, and endorsement wear factor. Brand image is reduced in to soft image and hard image factor, and Purchase decision, in to transmission and purchasing factor. The result revealed that all factors are correlated positively. Second, the factors have effect on soft image are upper garment and commercial of golfer. Upper garment, shoes, hat were the factors that influence hard brand image. Third, brand image of clearness and joy is influential with transmission and interest, joy, clearness, and highly wrought are influential with purchasing. Fourth, hat, glove, exposure route of broadcasting sponsor influence for transmission directly. For purchasing behavior, ball sponsor, title sponsorship, and gallery exposure are the influential factors. Fifth, according to intermediary effectiveness of structural model sponsor influences purchasing and reveals positive effectiveness through soft image.

프로야구 게임어플리케이션(App)의 인지된 품질요인이 구단가치인식에 미치는 영향

조용찬(Cho, Yong-Chan),김현정(Kim, Hyun-Jung) 한국체육과학회 2016 한국체육과학회지 Vol.25 No.3

The purpose of this study is to examine the effects of quality factors perceived in professional baseball game applications on recognition over a baseball club’s value. To attain the goal, an online survey was conducted to professional baseball fans using the professional baseball game application of a smartphone game company, C, to collect data. SPSS 21.0 version was employed to conduct frequency analysis, exploratory factor analysis, reliability analysis, independent sample t-test, one-way ANOVA, simple repression analysis, and multiple regression analysis. With the results, conclusions were drawn as follows: first, About the difference of recognition over the value of a baseball club according to the game types, there was significant difference found in baseball club satisfaction and baseball club image. Second, about the difference of baseball club value factors according to their age, there was difference found in baseball club satisfaction and baseball club attitude. Third, among the factors of game quality, entertainment and user interface influenced baseball club attitudes significantly. Fourth, among the factors of game quality, user interface influenced baseball club image significantly. Fifth, baseball club attitudes and baseball club image influenced baseball club satisfaction significantly. Sixth, baseball club satisfaction influenced baseball club loyalty significantly.

유산소운동과 저항운동이 고령여성의 DHEA 및 Estrogen 호르몬에 미치는 영향

조용찬(Cho Yong-Chan),한정규(Han Joung-Kyue) 한국체육과학회 2007 한국체육과학회지 Vol.16 No.3

Korea has entered phase of aging society already in 2000 due to increase in population of the aged persons with increase in the average life expectancy of general population. According to the recent result of population estimation by the National Statistical Office, it is forecasted that Korea will enter the phase of aged society by 2018. In relations to this, it is known that DHEA and Estrogen Hormone, hormones related to aging, imparts substantial effect on the human body and are causes of physical and psychological problems particularly in women who are undergoing menopause. Accordingly, this Study obtained the following conclusion as the result of analysis of the effects of aerobic exercise and resistance exercise on DHEA and Estrogen Hormone in aged women. There were significant differences in DHEA [F=12.99, p<.01] and Estrogen Hormone [F=12.48 p<.01] in accordance with the time of measurement. Furthermore, it was found that secretion increased further when subjected to resistance exercise in comparison to aerobic exercise. Therefore, it is believed that aerobic exercise and resistance exercise in aged women can prevent health issues, and maintain and improve health in aged women by preventing osteoporosis, prevention of dementia, promotion of synthesis of neurotransmission material, and improvement of immune function through exercising by bringing about increase in secretion of DHEA and Estrogen Hormone, along with accompanied effect of prevention of cardiac disorder and arteriosclerosis.

e-스포츠 관중의 관람동기에 관한 척도 개발과 관람동기와 만족도와 재 관람의도 관계의 탐색적 분석

조용찬(Cho, Yong-Chan),이뢰(LiLei) 한국체육과학회 2016 한국체육과학회지 Vol.25 No.1

The objective of study is to research on the connection between watching motivations, satisfaction and Re-watching intentions. In this instance, have carried out questionnaires and in-depth interviews. This study investigated those audiences, who had watched the Busan Gwanganri and Shanghai Dengyun Electronic sports Event during the estival Event of League of lengend 2015, as objects. The descriptive statistical analysis was carried out by utilizing SPSS 20.0 Window Version and AMOS 16.0 statistics program. And to analyze connection among measurement variables, the correlation coefficient was obtained. To examine data construction, the basic analysis was carried out frequency analysis. To examine how accurately a concept necessary for verifying hypotheses is being measured, the reliability and validity were examined. The results of connection of E-sports audiences’ watching motive, satisfaction and Re-watching intentions are as follow. First, based on Regression Models and from the statistical point of view, audiences’ watching motivations have a positive effect on satisfaction. Second, based on Regression Models and from the statistical point of view,audiences’ watching motivations have a positive effect on Re-watching intentions.

타액선 종양의 임상적고찰

조용찬(Yung Chan Cho),최원진(Won Jin Choi) 대한외과학회 1991 Annals of Surgical Treatment and Research Vol.40 No.6

한·중 e-스포츠 경기관람객의 관람동기와 관람제약 요인 차이 분석

조용찬(Cho, Yong-Chan),이뢰(LiLei) 한국체육과학회 2016 한국체육과학회지 Vol.25 No.6

As notable development of IT technology is deeply rooted in our life these days, lifestyle is changing considerably. e-sports has developed on the basis of development of Internet environment and related software industry of new concept that emerged at the end of 1990s’. Realized in the digital VR built similarly to the real world, e-sports includes the factor of competition & amusement and vies by utilizing mental & physical capability. As starcraft game was launched in 1996, the e-sports of Korea began to retain life. The e-sports of Korea is steadily growing and the capability of e-sports players is quite high compared to that of players in other countries. On the contrary, while the scale of e-sports in China is quite large compared to that of other country, it fails to make good e-sports result in the international event compared to Korea in spite of the large scale. Thus, this study intends to analyze difference between watching motivations and constraining watching factor of e-sports spectator in Korea and China. Through this, it intends to provide segmented service depending on the spectator property of Korea and China and to establish the distinct marketing strategy for the development of e-sports industry of Korea and China.

국내 스포츠용품 브랜드 활성화 방안

조용찬(Cho, Yong-Chan),하인근(Ha, In-Keun),김현정(Kim, Hyun-Jung) 한국체육과학회 2017 한국체육과학회지 Vol.26 No.1

The purpose of this study is to verify structural correlation between brand awareness (products& logos), sponsoring effects (public confidence &attitudes), and purchase intention and suggest how to revitalize Korean sporting goods brands. This author selected 280 baseball club members joining in adult baseball clubs located in Gyeonggi and Incheon, and for data processing, SPSS 21.0 version was employed to conduct frequency analysis, exploratory factor analysis, reliability analysis, and correlation analysis. Amos 18.0 was used to confirmatory factor analysis and the structural equation model. With the above procedure, results were gained as follows: first, by using different kinds of media such as TV advertising, internet advertising, and SNS, it is necessary to conduct various promotions so that the public can recognize Korean brands and have more enhanced awareness. Second, baseball clubs should consider Korean brands first when selecting their uniform brand sponsoring company. Third, the government should provide political support for developing Korean brands and products and also conducting marketing activities diversely.

프로축구 서포터즈의 관여도와 팀몰입이 재관람의도 및 라이센싱제품 구매의도에 미치는 영향

조용찬 ( Yong Chan Cho ),이승철 ( Seung Chul Lee ) 한국스포츠산업경영학회 2006 한국스포츠산업경영학회지 Vol.11 No.4

e-sport 산업의 발전전략 수립을 위한 이용자의 성향 분석

조용찬(Cho Yong-Chan),신충식(Sin Chung-Sik),설정덕(Sul Jeong-Dug) 한국체육과학회 2006 한국체육과학회지 Vol.15 No.4

The purpose was to present user tendencies and difference of perceptions that are necessary for establishing effective development strategy of e-sport which was rising as a new industry in the field of sports industry and to became helpful as a part of target marketing where e-sport which was making rapid development chronologically or historically could set the position as a sound culture to general public as true sports by analyzing the difference of perceptions toward user preferences and development status. The following conclusions were derived as a result of performing the awareness of e-sports and degree of understanding as sports according to demographic characteristics (gender, age) of subjects for research, difference in factors related to game media, frequency analysis, Chi-Square verification and t-test verification toward the difference in negative perceptions followed by addiction and development outlook of e-sport. 1. Through rational and effective publicizing activities, it must form a golden nugget marketing that can create a high added value in sports industry as well as being recognized as a true form of sports by general public. 2. By precognizing the social and cultural negative factors that e-sports can exert, it must make preparations to develop specific programs and healing methods to prevent these negative factors. 3. Based on clear logic and basis, it must present the true existence of e-sports and potential for its development by preparing the legal and systematic bases related to e-sports as well as the comprehensive and standardized e-sport regulations. 4. By connecting to new development of genres preferred by users, it must make efforts to expand the base of e-sport and increase popularity through ensuring and operating game channels that can provide such genres in diversity.