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인문,사회과학편 : 해양레저스포츠 서비스품질 마케팅믹스(4P`s) 요인이 참여만족도 및 재구매의도에 미치는 영향: 수상스키와 스쿠버다이빙을 중심으로
유현순(HyunSoonYu),하수영(SuYoungHa) 한국체육학회 2007 한국체육학회지 Vol.46 No.1
본 연구의 목적은 해양레저스포츠 종목 중 수상스키와 스쿠버다이빙 참여자들을 대상으로 서비스품질 마케팅믹스(4P's) 요인이 참여만족도에 미치는 영향력과 참여만족도가 재구매의도에 미치는 영향력을 분석함으로써 참여만족도를 향상시켜 지속적인 재구매를 유도하여 해양레저스포츠 시장을 활성화시킬 수 있는 방안을 모색하는데 있다. 본 연구를 통해 얻어진 결론은 다음과 같다. 첫째, 서비스품질 마케팅믹스 요인 중 참여만족도에 유의한 영향을 미치는 요인은 제품, 가격, 장소, 촉진인 것으로 나타났으며, 참여만족도는 재구매의도에 유의한 영향을 미치는 것으로 나타났다. 둘째, 서비스품질 마케팅믹스 요인 중 수상스키 참여만족도에 유의한 영향을 미치는 요인은 제품, 가격, 장소, 촉진인 것으로 나타났으며, 참여만족도는 재구매의도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 서비스품질 마케팅믹스 요인 중 스쿠버다이빙 참여만족도에 유의한 영향을 미치는 요인은 제품, 장소인 것으로 나타났으며, 참여만족도는 재구매의도에 유의한 영향을 미치는 것으로 나타났다. First, the result to analyse the influence of marketing mix factors of service quality on participation-satisfaction and re-purchase intention in marine leisure sports had led us to recognize that 1) those factors of production, price, place, and promotion made significant effects on participation-satisfaction, 2) participation-satisfaction made significant effects on re-purchase intention. Second, the result to analyse the influence of marketing mix factors of service quality on the participation-satisfaction and re-purchase intention in water-skiing had led us to recognize that 1) those factors of production, price, place, and promotion made significant effects on participation-satisfaction, 2) participation-satisfaction made significant effects on re-purchase intention.. Third, the result to analyse the influence of marketing mix factors of service quality on the participation-satisfaction and re-purchase intention in SCUBA-diving had led us to recognize that 1) those factors of production and place made significant effects on participation-satisfaction, 2) participation-satisfaction made significant effects on re-purchase intention.
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스포츠산업,경영학 : 3대3 농구대회 스폰서십을 통한 기업인지도 분석
이상일(SangIlLee),유현순(HyunSoonYu),하수영(SuYoungHa) 한국체육학회 2004 한국체육학회지 Vol.43 No.6
This analytic research aims to help the entrepreneur`s understanding on utilizing customer-participating sports events as a marketing tool in elevating their brand recognition through sponsorship of the events by providing the ground data. The study reveals the influence of each participant`s attitudes towards event, brand, involvement, and their brand recognition of certain products by analyzing them. In order to achieve the goal, we selected a group of 684 participants in ADIDAS 3on3-basketball tournament. SPSS (Window Ver.10.0), statistical analysis program was used to reconcile the collected input data comprised of factor analysis, reliability analysis, frequency analysis, one-way ANOVA analysis, analysis of correlation, and analysis of multiple regression. The fallowings are conclusive results First, the participants` attitude towards the events, level of involvement, brand recognition displayed evident differences. Second, the analysis on the attitude towards the events, brand, involvement and brand recognition for each sport showed that the differences were obvious in the attitude towards the event, brand, high level of involvement, low level of involvement, and company recognition during participation period, in the attitude towards high level of involvement for the event participation frequency and in the attitudes towards high level of involvement, low level of involvement, and brand recognition for the length of participating period. Third, the result of analysis on the attitude towards the event, brand, involvement, and brand recognition revealed that there is statistical interrelation among them. In the analysis on the influential effect of attitude towards the events, brand, and involvement revealed that attitude towards brand and involvement were proven to exert influence on the brand recognition, especially high level of involvement being relatively most influential factor.
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