프로스포츠 선수들의 경기태도, 구단이미지, 구단만족 및 구단충성도의 구조적 관계

정경구(Jung, Kyoung-Goo),유광길(Yu, Kwang-Kil) 한국체육과학회 2015 한국체육과학회지 Vol.24 No.6

This study was to explore the structural relationship among professional player’s game attitude, team image, team satisfaction and team loyalty. For this, pro-sports spectators(Jounbuk Hyundai, Jounju KCC, KIA Tigers) were surveyed. Except for thirty five questionnaires, final 415 out of 450 ones was statistically managed and SPSS 18.0 and LISREL 8.80 were used for statistical analysis. The result of this research was as follows: First, the professional player’s game attitude are significant to team image. Second, the professional player’s game attitude are significant to team satisfaction. Third, the professional player’s game attitude are significant to team loyalty. Fourth, the team image are significant to team satisfaction. Fifthly, the team image are significant to team loyalty. Lastly, the team satisfaction are significant to team loyalty.

국내 외국인과 해외 한국인 프로야구 선수에 대한 대학생들의 인식

이장영(Jang Young Lee),김경화(Kyoung Hwa Kim),박용미(Yong Mi Park) 한국사회체육학회 2004 한국사회체육학회지 Vol.0 No.22

This paper studied the relationship between college student`s attitudes of domestic and foreign baseball players and several independent variables; demographic variables, attitudes of sports, attitudes and knowledge of baseball, and attitudes of major league. Gender(male and female) show attitude differences both the contributions of the domestic and foreign hired baseball players. Student`s majors which they are taking now do not show differences. The attitudes of sports and baseball show differences on the contribution of the foreign hired players who are playing in Korea, but do not show differences of the Korean hired baseball players who are playing in foreign countries. The knowledge of sports and baseball show some differences on the contribution of the Korean hired players who are playing in foreign countries. The passion of baseball(TV watching and stadium watching) show differences in foreign players in Korea, but show mixed attitudes on the Korean players in foreign countries. Watching major league baseball without Korean players and the awareness of major league star players show differences on both Korean and foreign hired baseball players.

골프선수 이미지에 따른 인도스먼트 광고 효과가 브랜드 인지도, 브랜드 일치성, 브랜드 신뢰성 및 행동의도에 미치는 영향

백승헌(Baek, Seung-Heon),김기탁(Kim, Gi-Tak) 한국체육과학회 2014 한국체육과학회지 Vol.23 No.3

The purpose of this study is to examine the relationship between endorsement advertising effect according to golf player’s image and brand recognition, brand congruity, brand trust, and customer behavior intention. Golf course customers were selected as a population using the convenience sampling. A total of 330 responses were analyzed using SPSS 18.0 and AMOS 18.0. The results were as follows. First, golf player’s image had a positive effect(+) on brand recognition. Second, golf player’s image had a positive effect(+) on brand congruity. Third, golf player’s image had a positive effect(+) on brand trust. Fourth, brand recognition had no positive effect(+) on customer behavior intention. Fifth, brand congruity had a positive effect(+) on customer behavior intention. Finally, brand trust had a positive effect(+) on customer behavior intention. The results came to a conclusion that player’s image had effects on company’s recognition, congruity, and trust. It suggests that player’s image is an important element of company’s endorsement goals and strategic selection of players who meet its image or goal and acts as an important marketing means to promote a competitive advantage in the same business field by maximizing an endorsement effect.

IPA분석을 활용한 프로야구장 마케팅믹스 6Cs의 중요도, 만족도 분석

백승헌(Baek, Seung-Heon),김기탁(Kim, Gi-Tak) 한국사회체육학회 2016 한국사회체육학회지 Vol.0 No.64

The purpose of this study is to examine the relationship between endorsement advertising effect according to golf player’s image and brand recognition, brand congruity, brand trust, and customer behavior intention. Golf course customers were selected as a population using the convenience sampling. A total of 330 responses were analyzed using SPSS 18.0 and AMOS 18.0. The results were as follows. First, golf player’s image had a positive effect(+) on brand recognition. Second, golf player’s image had a positive effect(+) on brand congruity. Third, golf player’s image had a positive effect(+) on brand trust. Fourth, brand recognition had no positive effect(+) on customer behavior intention. Fifth, brand congruity had a positive effect(+) on customer behavior intention. Finally, brand trust had a positive effect(+) on customer behavior intention. The results came to a conclusion that player’s image had effects on company’s recognition, congruity, and trust. It suggests that player’s image is an important element of company’s endorsement goals and strategic selection of players who meet its image or goal and acts as an important marketing meant so promote a competitive advantage in the same business field by maximizing an endorsement effect.

골프용품 광고모델의 효과성 검증

신진호 한국골프학회 2023 골프연구 Vol.17 No.3

[목적] 본 연구는 골프선수들의 골프용품 광고모델 효과성을 검증하기 위해 선수속성, 광고태도, 구매행동 간의 인과관계를 규명해 골프용품 브랜드 광고모델 전략의 기초자료를 제공하고자 했다. [방법] 골프선수가 골프용품 광고모델로 선정된 광고를 인지하고 골프용품을 구매한 경험이 있는 골프 참여자들을 모집단으로 선정했으며, 223명의 자료를 최종분석에 적용해 다음과 같은 결과를 도출했다. [결과] 첫째, 골프용품 광고모델의 선수속성은 광고태도에 정적영향이 있는 것으로 나타났다. 둘째, 골프선수에 대한 광고태도는 구매행동에 정적영향이 있는 것으로 나타났다. 셋째, 골프용품 광고모델의 선수속성은 구매행동에 정적영향이 있는 것으로 나타났다. 마지막으로 골프용품 광고모델의 선수속성은 광고태도를 매개로 구매행동에 영향을 주는 간접효과가 있지만 구매행동에 바로 영향을 미치는 직접효과가 더 큰 것으로 나타났으며, 모든 결과가 유의한 것으로 나타나 광고태도는 부분매개효과가 있는 것으로 나타났다. [결론] 골프선수가 골프용품 광고모델로 선정된 광고는 효과성이 있다는 결론을 도출했다. [Purpose] In order to verify the effectiveness of golfers' golf equipment advertising models, this study sought to provide basic data for golf equipment brand advertising model strategies by identifying the causal relationship between player attributes, advertising attitudes, and purchase behavior. [Method] Golf participants who recognized advertisements selected by golfers as advertising models for golf equipment and purchased golf equipment were selected as the population, and 223 data were applied to the final analysis to derive the following results. [Result] First, it was found that the player's attributes of the golf equipment advertising model had a positive effect on the advertising attitude. Second, it was found that advertising attitudes toward golfers had a positive effect on purchasing behavior. Third, it was found that the player's attributes of the golf equipment advertising model had a positive effect on purchase behavior. Finally, the player's attributes of the golf equipment advertising model have an indirect effect that affects purchase behavior through advertising attitudes, but the direct effect that directly affects purchase behavior is greater, and all results are significant, indicating that advertising attitudes have a partial mediating effect. [Conclusion] It was concluded that the advertisement in which the golfer was selected as an advertising model for golf equipment was effective.

태권도품새선수의 도복 선택속성이 소비자태도, 품질만족 및 재구매의도에 미치는 영향

이정학(Jeoung Hak Lee),이숙경(Suk Kyung Lee) 한국사회체육학회 2012 한국사회체육학회지 Vol.0 No.47

The aim of this study is to provide basic data for the development of Taekwondo uniform business by inquiring into the influence of Taekwondo Poomsae players` uniform selection attribute on consumer attitude, quality satisfaction and repurchase intentions. This study set the players who participated in the 2011 Chuncheon Korea International Open World Taekwondo Poomsae Championship and the World Taekwondo Hanmadang which was held in the World Taekwondo Headquarters as a population, and drew up a total of 7 patterns of questionnaires in WTF-designated official languages(Korean, English, French, and Spanish) and the languages(Russian and traditional Chinese & simplified Chinese of the countries whose participation in Taekwondo championships are high even if their languages are not designated as official language, and the 200 questionnaires were distributed to the subjects selected by convenience sampling [to official language-using players and not-official-language-using players) respectively. This researcher and 4 researching assistants collected 355 copies of questionnaires after giving out a total of 400 copies of questionnaires. For data processing for this research, this study conducted frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multi-regression analysis using PASW 18.0, and as a result of the analysis, this study drew the conclusion as follows: First, the functionality of Taekwondo uniform selection attributes was found to have a significant influence on consumer attitude. Second, the design of Taekwondo uniform selection attributes was found to have a significant influence on quality satisfaction. Third, the functionality of Taekwondo uniform selection attributes was found to have a significant influence on repurchase intentions.

태권도 지도자의 자질과 선수태도 및 인지된 경기력의 관계

이자형,최영준 한국스포츠학회 2012 한국스포츠학회지 Vol.10 No.4

체조 지도자의 자질과 선수태도의 관계

유원철 ( Won Chul Yoo ),최관용 ( Kwan Yong Choi ) 한국스포츠코칭학회 2015 한국스포츠코칭학회지 Vol.1 No.1

The objective of this study is to reveal the relation between the gymnastic coaches`` qualification and the athletes`` attitude. In order to achieve such study objective, this study conducted the stratified cluster random sampling for 203 gymnastic athletes who have participated in the 66th National Gymnastics Championship and the 36th KBS National Gymnastics Competition after completing the player registration in Korea Gymnastic Association. Using the SPSS PC+ 15.0 Version for WINDOWS statistical program, the descriptive statistic, exploratory factor analysis, reliability analysis, one-way ANOVA and the standard multiple regression analysis were conducted. First, there are partially significant differences in the coaches`` qualification and the athlete``s attitude in accordance with the demographic characteristics. Second, the gymnastic coaches`` qualification and the athletes`` attitude have significant effect. The effect of the gymnastic coaches`` qualification on the athletes`` attitude is the partially still effect on leader satisfaction, value accord, leader effect and additional efforts.

여자프로배구선수 개인의 특성에 따른 미디어노출인식, 외모관리행동, 경기력의 차이분석

김연 한국스포츠학회 2019 한국스포츠학회지 Vol.17 No.4

The purpose of this study was to examine the female exposure of female professional volleyball players, media exposure, appearance management behavior and performance difference analysis. A total of 83 copies were used for data analysis, except those with unfaithful responses. The results of the analysis were as follows: First, the differences in recognition of media exposure according to the athlete's characteristics were found to be attackers, setters, and defenders with experience in cosmetic procedures. The group with the lowest media exposure awareness was the attacker who had no experience of cosmetic procedure. Second, in appearance attitude difference according to athlete's characteristics, attacker who had experience of beauty treatment, setter, and setter who had no experience of cosmetic treatment appeared in order. Third, according to the athlete's characteristics, the performances were attackers, defenders, and setters with experience in beauty treatment, and the group with the lowest performance was setter without beauty treatment experience. In this study, it is not possible to prescribe that cosmetic treatment improves media exposure, appearance attitude, and performance, but most athletes who have good performance had experience in beauty treatment. 본 연구는 여자 프로배구 선수들의 미디어 노출인식, 외모관리 행동, 경기력 차이 분석을 규명하기 위해 여자프로배구선수전수를 대상으로 설문조사를 실시하였으며, 불성실한 응답을 한 경우를 제외한 총 83부가 자료분석을 위해 사용되었다. 분석된 연구결과 첫째, 선수특성에 따른 미디어노출인식 차이에서는 미용시술 경험이 있는 공격수, 세터, 수비수 순으로 나타났다. 미디어노출인식이 가장 낮은 그룹은 미용시술경험이 없는 공격수로 나타났다. 둘째, 선수특성에 따른 외모태도차이에서는 미용시술경험이 있는 공격수, 세터, 미용시술경험이 없는 세터순으로 나타났으며 외모태도가 가장 낮은 그룹은 미용시술 경험이 없는 공격수로 나타났다. 셋째, 선수특성에 따른 경기력은 미용시술경험이 있는 공격수, 수비수, 세터순으로 나타났으며, 경기력이 가장 낮은 그룹은 미용시술 경험이 없는 세터로 나타났다. 본 연구에서 미용시술을 하면 미디어노출인식과 외모태도, 경기력이 좋아 진다고 규정할 순 없지만 대부분 경기력이 좋은 선수들은 미용시술에 대한 경험이 있었다. 외모 중시 현상이 운동선수들에게까지 나타나고 있으나, 이는 미디어 노출인식, 외모관리 태도나 경기력에 긍정적인 영향을 주기 때문에 이러한 요인들을 잘 관리하고 활용한다면 경기력을 향상 시키는데 도움을 줄 것이다.

프로축구 속성신념이 팀동일시와 스폰서제품에 대한 태도 및 구매의도에 미치는 영향

김용만 ( Yong Man Kim ),김은정 ( Eun Jung Kim ) 한국스포츠산업경영학회 2005 한국스포츠산업경영학회지 Vol.10 No.2