인구통계학적 특성에 따른 프로야구 관중의 관여도 분석

김애랑 한국체육과학회 2007 한국체육과학회지 Vol.16 No.2

The purpose of this study was to compare the involvement level of Korean pro-baseball league spectators based on their socio-demographic characteristics. For this research, responses from 419 pro-baseball spectators at five different baseball games held in Busan and Dae-Gu area were used. In order to measure the level of sport spectator involvement, the SSIS (Sport Spectator Involvement Scale) was used after modification. The SSIS basically measures two different aspects of sport spectator involvement which are behavioral (Cronbach's α = .93) and socio-psychological (Cronbach's α = .85) involvement. The Statistical Package for Social Science (SPSS 12.0) was used to analyze the data. One-way analysis of variance (ANOVA) and t-test were conducted to determine the differences of the involvement level with respect to the socio-demographics of the pro-baseball spectators. The findings of this study were as follows. First, male spectators showed higher behavioral involvement than female spectators. Second, the spectators who are single showed higher socio-psychological involvement than the spectators who are married. Third, the pro-baseball spectators who are age of 30 through 39 showed the highest behavioral andpsychological involvement. Fourth, the spectators who are housewives showed the lowest behavioral and socio-psychological involvement. Lastly, the pro-baseball spectators who attended more games during the previous season exhibited higher socio-psychological and behavioral involvement than those who attended fewer games.

Comparisons of Involvement Level ccording to Socio-Demographics of Sport Spectators at Professional Basketball Games

Kim Ae-Rang(김애랑) 한국스포츠산업경영학회 2004 한국스포츠산업경영학회지 Vol.9 No.2

본 연구는 프로농구 관중의 인구통계학적 특성에 따른 관여도 차이를 분석하는데 그 목적이 있다. 602명의 프로농구 관중을 대상으로 설문조사를 실시하였으며, 이중 자료 분석에 적합한 511 (84.9%) 명의 응답만이 본 연구에 사용되었다. 조사를 위하여 사용된 설문지는 스포츠 관중의 관여도 측정을 위하여 개발되고 신뢰도와 타당도가 검증된 SSIS (Sport Spectator Involvement Scale)이다. SSIS는 사회ㆍ심리적 관여도 7문항 (Cronbach’s α = .91)과 행동적 관여도 12 문항 (Cronbach’s α = .94)으로 나누어 측정하도록 구성되었다. 자료 분석의 목적에 따라 사용된 통계 기법은 t-검증과 일원변량분석 (one-way ANOVA) 이였으며 자료 분석을 통하여 얻어진 결과는 다음과 같다. 첫째, 성별에 따라 프로농구 관중의 관여도는 통계적으로 유의한 차이가 있었다. 둘째, 직업에 따라 프로농구 관중의 관여도는 통계적으로 유의한 차이가 있었다. 셋째, 동반자 형태에 따라 프로농구 관중의 관여도는 통계적으로 유의한 차이가 있었다. 넷째, 경기관람 빈도에 따라 프로농구 관중의 관여도는 통계적으로 유의한 차이가 있었다. The purpose of this study was to compare the involvement level of Korean basketball spectators based on their socio- demographic characteristics. For this research, responses from 511 spectators at eight different games of the Korean Basketball League (KBL) and the Women's Korean Basketball League (WKBL) were used. In order to measure the level of sport spectator involvement the SSIS (Sport Spectator Involvement Scale) was used. The SSIS basically measures two different aspects of sport spectator involvement which are socio-psychological (Cronbach's α= .91) and behavioral (Cronbach's α = .94) involvement. The Statistical Package for Social Science (SPSS 11.0) was used to analyze the data. A one-way analysis of Variance (ANOVA) and a t-test were conducted to determine the differences of the involvement level with respect to the socio-demographics of the sport spectators. The findings of this study were as follows. First, female spectators of the WKBL and the KBL showed higher socio-psychological and behavioral involvement with their favorite team(s) than male spectators did. This finding contradicts the general perceptions of males being more involved in sporting events, Second, spectators who were corporate employees showed the lowest socio-psychological and behavioral involvement. Third, the spectators who came to the game alone showed higher socio-psychological and behavioral involvement, compared with the spectators who came to the game with family, friends, or co-workers. Lastly, the results showed that the spectators who attended more games during the previous season exhibited higher socio-psychological and behavioral involvement than those who attended fewer games.

An Exploratory Study on the Development of Sport Spectator Involvement Scale

Kim Ae-Rang(김애랑) 한국스포츠산업경영학회 2004 한국스포츠산업경영학회지 Vol.9 No.4

이제까지 선행되어온 모든 스포츠 소비자의 관여도에 대한 연구는 마케팅 분야에서 가장 널리 사용되고 있는 Consumer Involvement Profile (CIP)과 Personal Involvement Inventory (PII)를 측정도구로 사용하여 왔다. 스포츠 소비자 특히 프로스포츠 관중은 일반 소비자와 그 특성이 구별되어 한다. 그러므로 특정한 프로 스포츠 팀, 프로 스포츠 리그, 또는 경기에 대한 프로스포츠 관중의 관여도를 분석하는 측정도구는 일반소비자의 상품에 대한 관여도 또는 광고에 대한 관여도를 분석하는 측정도구와는 구별되어 사용되어야 한다. 본 연구는 프로스포츠 관중의 관여도 측정을 위한 측정도구 개발에 그 목적이 있다. 602명의 프로농구 관중 (KBL과 WKBL)을 대상으로 설문조사를 실시하였으며 이중 자료 분석에 적합한 511(84.9%)명의 응답만이 본 연구에 사용되었다. 문헌연구를 통한 요인항목 추출, 전문가 집단에의 한 내용 타당도 분석, 요인분석을 통한 구성타당도 분석, 신뢰도 분석을 통하여 얻어진 결과는 다음과 같다. 프로스포츠 관중의 관여도 수준을 측정하기 위하여 개발된 SSIS (Sport Spectator Involvement Scale)는 사회, 심리적 관여도 7문항 (Cronbach's α=.91)과 행동적 관여도 12문항 (Cronbach's α=.94)의 2개요인 총19 문항으로 구성되었다. Despite the fact that the concept of involvement has been frequently examined as an essential predictor of consumer behavior in marketing and leisure studies (e.g., Arora, 1993; Havitz & Dimanche, 1990), little research has focused on sport spectator involvement in the field of sport marketing. In addition, all the previous sport spectator involvement studies used instruments developed in marketing research for the main purpose of measuring consumer involvement with manufactured products. Since sport spectators are the unique group of individuals whose consumer behaviors are considered to be different from those of typical consumers, applying the same construct, which measures the consumer involvement with manufactured products, to sport spectators is not appropriate. Thus, the present study was designed to develop an instrument assessing sport spectator involvement. This study identified 19 items with two factors of sport spectator involvement, behavioral involvement (12 items) and socio-psychological involvement (7 items).

인구통계학적 특성에 따른 프로축구 관중의 관여도 분석

최종필(Choi Jong-Pil),김애랑(Kim Ae-Rang) 한국체육과학회 2005 한국체육과학회지 Vol.14 No.1

The purpose of this study was to compare the involvement level of Korean pro-football league spectators based on their socio-demographic characteristics. For this research, responses form 383 spectators at four different games of the K-League were used. In order to measure the level of sport spectator involvement, the SSIS (Sport Spectator Involvement Scale) was used after modification. The SSIS basically measures two different aspects of sport spectator involvement which are socio-psychological (Cronbach's α = .90) and behavioral (Cronbach's α = .95) involvement. The Statistical Package for Social Science (SPSS 11.0) was used to analyze the data. A one-way analysis of variance (ANOVA) and a t-test were conducted to determine the differences of the involvement level with respect to the socio-demographics of the sport spectators. The findings of this study were as follows. First, male spectators showed higher socio-psychological involvement than female spectators. Second, the spectators who are single showed higher socio-psychological involvement than the spectators who are married. Third, the spectators who are age of over 40 showed higher behavioral involvement than those who are age of 18 to 19. Fourth, the spectators who came to the game with friends showed higher socio-psychological involvement than the spectators who came to the game with family members. Lastly. the result showed that the spectators who attended more games during the previous season exhibited higher socio-psychological and behavioral involvement than those who attended fewer games.

消費者價値, 環境意識, 以及購買綠色服裝産品的意愿

( Sea Hee Lee ) 한국마케팅과학회 2011 Journal of Global Fashion Marketing Vol.2 No.3

Consumer awareness of and concerns for the environment have increased significantly and environmental concerns now represent one of the major factors in consumer decision making. While there have been many studies regarding green marketing, limited research has been conducted concerning the consumers` view on ethical issues in the fashion industry and its influence on their purchase behavior (Laroche, et al., 2001; Dickson, 2000; Butler & Francis, 1997). This study looks at the relationships among environmental consciousness, willingness to pay more toward environmentally friendly apparel products and buying behavior among college students. It also examines the effects of fashion involvement, which is considered one of the important values in apparel purchasing behavior. Laroch, et al.`s (2001) conceptual framework serves as a basis for the present research. In this framework, they consider factors that may influence consumers` willingness to pay more for environmentally friendly products using five categories: demographics, knowledge, values, attitudes and behavior. Among these five categories, four of them (knowledge, values, attitudes and behavior) were adopted and knowledge, attitudes and behavior were considered as an environmental consciousness and those were included as predictors of willingness to pay more for green apparel in this research. In addition, since many studies examined the hierarchical relationship between values, knowledge, attitudes, and behaviors, it was hypothesized that value (fashion involvement) will influence environmental consciousness (knowledge, attitudes, and behavior) and environmental consciousness will have direct effect on willingness to pay more for eco-friendly apparel products following reviews of literature. Based on the previous discussion, six hypotheses were developed: H1. Consumers who have higher fashion involvement value will have less environmental knowledge than those who have lower fashion involvement value. H2. Consumers who have higher fashion involvement value will have lower environmental concern than those who have lower fashion involvement value. H3. Consumers who have higher fashion involvement value will demonstrate fewer environmentally sensitive behaviors than consumers who have lower fashion involvement value. H4. Consumers who have more environmental knowledge will demonstrate a greater willingness to pay more for environmentally friendly apparel products than consumers who have less environmental knowledge. H5. Consumers who have higher environmental concerns will show higher willingness to pay more for environmentally friendly apparel products than consumers who have lower environmental concerns. H6. Consumers who are more involved in environmentally sensitive behaviors will have higher willingness to pay more for environmentally friendly apparel products than consumers who are less engaged in general environmental behaviors. The questionnaire was developed from existing measures of the variables and from the author. The participants were 150 undergraduate students attending a Midwestern university. To test the hypothesized model, linear structural equation modeling (LISREL 8) was performed. The findings of this study provide that university students who had more interest in fashion tended to know less about environmental issues, to show less concern about the environment, and to be involved less in the environmentally sensitive behaviors. According to the results, there was no relationship between environmental knowledge and willingness to pay more for eco-friendly apparel. This indicates that people who have more knowledge about the environment are not necessarily the consumers of eco-friendly apparel. The findings also show that college students who were more concerned about the environment tended to be willing to pay more for green apparel. College students who made more effort to conserve energy and natural resources also tended to be willing to spend more for green apparel. This research provides valuable insights for eco-friendly apparel product retailers and manufacturers by indicating that two dimensions of environmental consciousness (attitude and behavior) were good predictors of college students` willingness to spend more for green apparel. Environmentally sensitive behavior like conserving natural resources is a good indicator to intention to purchase environmentally friendly apparel products. Retailers and marketers might need to encourage students to be aware the importance of environmentally sensitive behaviors and to involve in those behaviors. Marketers in the fashion industry need to consider college students` environmental concerns and conserving natural resources behaviors when they make marketing decisions for environmentally-friendly apparel products. The apparel marketers also need to develop creative marketing strategies for the eco-friendly apparel products to persuade the fashion-conscious consumers. Although environmental knowledge was not related to intention to pay more for green apparel, it might be related to environmental concern or other environmental behavior. It is also suggested that apparel retailers and marketers should use a consistent and reliable message about their practice of green marketing in order not to confuse consumers.

뉴스신뢰도, 뉴스관여도와 확증편향이 소셜 커뮤니케이션 행위에 미치는 영향: 가짜뉴스와 팩트뉴스 수용자 비교

김미경 한국정치커뮤니케이션학회 2019 정치커뮤니케이션 연구 Vol.0 No.52

This study examines the effect of social communication behavior such as clicking ‘like’, posting and sharing depending on news credibility, news involvement and the confirmation bias. Especially, by comparing news credibility, news involvement, and confirmation bias to how fake news and fact news applies, this study tries to identify news audience characteristics and examine the general characteristics of social communication behavior. Research has shown that news audiences have distinguished themselves from fake news. The audiences are judging news quality through value. More value involvement was given to fact news by audiences and it promotes audiences use the news based on the value involvement, and issue involvement and political involvement affected the news quality judgment of fact and fake news. The confirmation bias of the audiences was strong against fact news. As the confirmation bias increases, both fake and fact news audiences influence news credibility. Fact news showed a bit more influence than fake news. In fact, after looking at the impact of news credibility, news involvement and confirmation bias on social diffusion, the news credibility affected social communication behavior. The value involvement among the components of news involvement such as value involvement, issue involvement and political involvement also influenced the spread of the fact news. The confirmation bias, along with news credibility, is affecting the social communication behavior. 본 연구는 가짜뉴스와 팩트뉴스 수용자의 뉴스신뢰도, 뉴스관여도와 편향의 차이가 뉴스의 소셜커뮤니케이션 행위에 어떤 영향을 미치는지를 검토하고자 한다. 특히 가짜뉴스와 팩트뉴스에 대해 어떻게 적용되는지를 비교 검토함으로써 뉴스 수용자의 특성을 파악하고 소셜커뮤니케이션 행위의 특징을 살펴보고자 한다. 연구결과 뉴스 수용자들은 가짜뉴스와 팩트뉴스의 신뢰도 차이를 보였다. 수용자들은 가짜뉴스와 팩트뉴스 모두에 대해 가치관여가 높게 나타났다. 팩트뉴스에 대해서 더욱 가치관여됨으로써 뉴스에 대한 방어적인 태도를 보이는 것으로 나타났다. 수용자들의 확증편향은 팩트뉴스에 대해 강하게 나타났다. 확증편향은 뉴스신뢰도를 강화하는 요인으로 나타났다. 뉴스신뢰도와 뉴스관여도, 확증편향이 소셜커뮤니케이션 행위에 미치는 영향을 살펴본 결과, 뉴스신뢰도는 소셜커뮤니케이션 행위에 영향을 미쳤으며 뉴스관여도 중 수용자의 가치관여는 팩트뉴스의 확산에 영향을 미쳤다. 확증편향도 뉴스신뢰도와 함께 소셜커뮤니케이션 행위에 영향을 미쳤다.

20~30대 남성의 화장품 관여유형에 따른 정보탐색과 구매행동특성

홍혜림,백경진 복식문화학회 2017 服飾文化硏究 Vol.25 No.6

The purpose of this study was to examine the differences of the information searches and purchasing behavior Korean men in their 20s and 30s, focusing on cosmetic involvement. Research methods consisted of qualitative and quantitative approaches. For the qualitative approach, in-depth interviews and participant observations were conducted to investigate male customers' cosmetic characteristics in information searches and purchasing behavior. Then, the study conducted a quantitative study methodology based on the questionnaires from the in-depth interviews, participant observations, and literature review. The study surveyed 340 Korean men in their 20s and 30s. The cosmetic involvement of the target group was classified into the amusing high-involvement group, the rational low-involvement group, and the obligatory high-involvement group. The results from this study indicated that the groups of male customers classified by cosmetic involvement showed statistically significant differences in terms of information searches and purchasing behaviors. Especially, the obligatory high-involvement group generally displayed high-involvement traits likewise the amusing high- involvement, was more similar to the rational low-involvement group regarding cost effectiveness than the obligatory high-involvement group. Moreover, the classifications of men generally had different characteristics of cosmetic purchasing behavior and information searches than women. This study has a distinctive significance compared with other studies in discovering differences of cosmetic purchasing behaviors of Korean men in their 20s and 30s’ cosmetic involvement groups classified using qualitative and quantitative approaches.

Men’s information search and purchasing behavior related to cosmetic involvement focusing on Korean men in their 20s and 30s

Hye Rim Hong,Kyoungjin Baek 복식문화학회 2017 服飾文化硏究 Vol.25 No.6

The purpose of this study was to examine the differences of the information searches and purchasing behavior Korean men in their 20s and 30s, focusing on cosmetic involvement. Research methods consisted of qualitative and quantitative approaches. For the qualitative approach, in-depth interviews and participant observations were conducted to investigate male customers' cosmetic characteristics in information searches and purchasing behavior. Then, the study conducted a quantitative study methodology based on the questionnaires from the in-depth interviews, participant observations, and literature review. The study surveyed 340 Korean men in their 20s and 30s. The cosmetic involvement of the target group was classified into the amusing high-involvement group, the rational low-involvement group, and the obligatory high-involvement group. The results from this study indicated that the groups of male customers classified by cosmetic involvement showed statistically significant differences in terms of information searches and purchasing behaviors. Especially, the obligatory high-involvement group generally displayed high-involvement traits likewise the amusing highinvolvement, was more similar to the rational low-involvement group regarding cost effectiveness than the obligatory high-involvement group. Moreover, the classifications of men generally had different characteristics of cosmetic purchasing behavior and information searches than women. This study has a distinctive significance compared with other studies in discovering differences of cosmetic purchasing behaviors of Korean men in their 20s and 30s’ cosmetic involvement groups classified using qualitative and quantitative approaches.

식품 관여도에 따른 유기농 식품 수용과 저항이 구매의도에 미치는 연구

박명은(Myeongeun Park),김선옥(Sunok Kim),유소이(Soye You) 한국소비문화학회 2022 소비문화연구 Vol.25 No.2

건강과 환경에 대한 관심은 유기농산물을 구입하는 대표적인 동기로 알려져 있다. 이러한 관점에서 한때 틈새시장으로 자리했던 유기농 식품은 건강과 관련된 삶의 질 추구 및 생태적 환경 보호 측면에서 시장에서 상당한 소비자 관심을 끌고 있다. 이에 본 연구는 식품 관여도 수준에 따라 소비자를 고관여와 저관여 소비자로 유형화하고, 유기농 식품에 관한 소비자 가치와 구매의도 간의 관계를 통합적으로 이해하고자 계획적 행동이론(Theory of Planned Behavior)과 행동추론이론(Behavioral Reasoning Theory)을 결합한 확장 모형을 통해서 제품 수용과 저항 이유들이 건강에 대한 소비자 가치와 구매의도를 파악하는 과정에서의 영향력을 분석하였다. 분석을 위해 온라인 조사전문업체의 패널을 활용하여 전국의 20세 이상 성인을 대상으로 설문조사를 실시하였고, 총 275부의 설문응답이 최종 분석에 활용되었다. 유기농 식품에 대한 소비자 가치와 구매의도 간의 관계를 파악하기 위해 빈도분석, 탐색적 및 확인적 요인분석, 상관관계 분석, 다중집단분석을 실시하였다.분석 결과 저관여 소비자의 경우 유기농 식품에 대한 소비자 가치가 소비자 태도에, 소비자 태도와 지각된 행동통제가 구매의도에 통계적으로 유의한 영향을 주는 것으로 나타났다. 반면, 고관여 소비자는 건강에 대한 소비자 가치는 소비자 태도, 위험장벽, 수용이유(영양성분, 생태복지)에, 수용이유는 소비자 태도에, 소비자 태도와 지각된 행동통제는 구매의도에 통계적으로 유의한 영향을 주는 것으로 나타났다. 두 집단 모두 건강에 대한 소비자 가치는 유기농 식품에 대한 소비자 태도에 강한 유인으로 작용함을 확인하였다. 본 연구는 고관여 소비자의 경우 유기농 식품을 구매하는데 있어서 수용이유 등이 구매의도에 있어서 중요한 요인임을 파악하였고, 식품 관여도 수준에 따라 집단을 유형화 하여 유기농 식품 구매에 대한 태도-의도의 소비자 차이에 대한 구매행동을 이해하고 설명하였다는 점에서 의의를 지닌다. This study segmented consumers into high- and low-involvement consumers according to the level of food involvement. In order to understand the difference between consumer attitudes and purchasing behaviors regarding organic food, consumer value explained the purchasing behavior of organic food by integrating the causes of product acceptance or resistance into the consumer decision process. To this end, through an extended model that combines theory of planned and behavioral reasoning theory, the consumer value for health and the consumer purchase behavior process for organic food were comprehensively understood. For analysis, a panel of online survey companies was used. A survey was conducted on 20-year-old adults nationwide, and a total of 275 survey responses were used for the final analysis. In order to understand the relationship between consumer value and purchase intention for organic food, frequency analysis, exploratory and confirmatory factor analysis, correlation analysis, and multi-group analysis were conducted. As a result of the analysis, in the case of low-involvement consumer purchasing behavior, the consumer value of organic food influenced consumer attitudes, and consumer attitudes and perceived behavioral controls had a statistically significant effect on purchase intention. In the case of high-involvement consumer purchasing behavior, consumer value for health influenced consumer attitudes, risk barriers, and reasons for acceptance (nutritional content, ecological welfare), and consumer attitudes and perceived behavioral controls were found to have a statistically significant effect on purchase intention. Both groups confirmed that consumer value might act as a strong attraction for consumer attitudes. This study found that the reason for resistance and the reason for acceptance are important factors in purchasing intention when purchasing organic food by consumers. It might be useful in that it understood and explained the purchasing behavior of consumer differences in attitudes to organic food purchase by categorizing groups according to the level of food involvement.

청소년의 유행채택 행동 : 의복관여의 관점에서

구은영,조필교 복식문화학회 2001 服飾文化硏究 Vol.9 No.4

This study focuses on fashion adoption behavior of adolescents. The impact of their clothing involvement factors and socio-demographic factors on their fashion adoption behavior was examined. Three core issues were identified for empirical test: 1) Elements of clothing involvement for adolescents; 2) Fashion adoption behavior of adolescents; 3) Impact of clothing involvement elements on fashion adoption behavior. The Likert Type questionnaires were used to measure clothing involvement and fashion adoption behavior. The data of 472 samples drawn from middle and high school students in Taegu Metropolitan City were analyzed by factor analysis, ANOVA, Scheff□ test, t-test and regression analysis. Main results of the study are as follows. 1.Concept of the clothing involvement is composed of five dimensions: importance, fashion, self-expression, pleasure, and buying risk. 2.Socio-demographic factors do influence fashion adoption behavior. Average monthly pocket money, expenditures on clothes and household income are found to have statistically significant impacts on the adoption behavior. Female students are more fashion-oriented than male students. 3.The clothing involvement elements are found to have significant influences on fashion adoption behavior: fashion, importance and self-expression elements on fashion innovation; fashion, importance and pleasure elements on fashion information search. Key words: adolescents(청소년), fashion adoption behavior(유행채택 행동), clothing involvement(의복관여).