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이창민(Lee Chang Min),최택진(Choe Taeg Jin),김성훈(Kim Seong Hun),이병관(Lee Byeong Gwan),심재영(Sim Jae Yeong) 한국사회체육학회 2003 한국사회체육학회지 Vol.20 No.1
For the purpose of reinforcing competitive power with foreign enterprises, this study is aimed at offering materials required to establish efficient marketing strategies by analyzing Korean ski consumers` consumptive behaviors. According to this, by using Convenience Sampling Method, I selected as the object of the survey 600 among skiers who visited J Skiing Ground and L Skiing Ground located in Gyunggi-do in the 2002-2003 season, distributed questionnaires to them, performed a survey by interview to them, and analyzed 521 skiers` behaviors of purchasing goods for skiing. As the result, I could obtain the following conclusions. First, for the considerations when sports consumers purchased goods for skiing, there occurred statistically significant differences, in price, in sexes, ages, experiences and dates of using them, in design and color tone, in ages, experiences, dates of using them and skiing levels, in practicality and convenience, in ages, income levels, experiences and dates of using them, in manufacturers and their brands, in ages, income levels, experiences, dates of using them and skiing levels, and, in fashion, in ages, income levels, experiences, dates of using them and skiing levels. Secondly, for the final determinants when they purchased goods for skiing, as a whole, practicality and convenience were shown to be highest. There occurred statistically significant differences in all parts except sexes. Thirdly, for the places when they purchased goods for skiing, it was indicated that, as a whole, they purchased them most in an exclusive skiing shop. There occurred statistically significant differences in all parts.
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이창민,최택진,김성훈,유재구 漢陽大學校 體育科學硏究所 2003 體育科學 Vol.23 No.23
For the purpose of reinforcing competitive power with foreign enterprises, this study was aimed at offering materials required to establish efficient marketing strategies by analyzing Korean ski consumers' consumptive behaviors. According to this, by using Convenience Sampling Method, 1 selected as the object of the survey 600 among skiers who visited J Skiing Ground and L Skiing Ground located in Gyunggi-do in the 2002-2003 season, distributed questionnaires to them, performed a survey by interview to them, and analyzed521 skiers' behaviors of purchasing goods for skiing, As the result, 1 could obtain the following conclusions. First, for the considerations when sports consumers purchased goods for skiing, there occurred statistically significant differences, in price, in sexes, ages, experiences and dates of using them, in design and color tone, in ages, experiences, dates of using them and skiing levels, in practicality and convenience, in ages, income levels, experiences and dates of using them, in manufacturers and their brands, in ages, income levels, experiences, dates of using them and skiing levels, and, in fashion, in ages, income levels, experiences, dates of using them and skiing levels. Secondly, for the final determinants when they purchased goods for skiing, asa whole, practicality and convenience were shown to be highest. There occurred statistically significant differences in all parts except sexes. Thirdly, for the places when they purchased goods for skiing, it was indicatedthat, as a whole, they purchased them most in an exclusive skiing shop. There occurred statistically significant differences in all parts.
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붓스트랩 기법을 활용한 스포츠 용품 브랜드 3I 모델의 효과성: 스키 브랜드를 중심으로
임영삼 한국체육교육학회 2020 한국체육교육학회지 Vol.24 No.4
Purpose: The purpose of this study was to verification of effectiveness of ski goods brand of sport goods brand 3i model using Bootstrap method. Method: A survey was conducted on 386 adults who had experienced purchasing ski goods brand during the past 3 years. For data processing, SPSS (ver. 20.0) and AMOS (ver. 20.0) were used and frequency analysis, confirmatory factor analysis, internal consistency, correlation analysis, structural equation model analysis and bootstrap method were applied. Results & Conclusion: The results of this study are as follows. First, ski goods brand 3i model had a significant influence on brand trust. Second, ski goods brand trust had a significant influence on purchase behavior of customer. Third, ski goods brand 3i model had a significant influence on purchase behavior of customer. Lastly, brand trust between brand 3i model and purchase behavior of customer showed partial mediated effect. 본 연구는 스키 용품 브랜드 3i 모델과 브랜드 신뢰 및 소비자 구매행동 간의 구조적인 모형, 변인 간의 영향력, 붓스트랩 기법을 활용한 효과성을 규명하여 브랜드 3i 모델의 중요성을 강조하는데 목적이 있다. 연구대상은 지난 3년의 스키 시즌 동안 스키 용품 브랜드를 구매한 경험이 있는 소비자로 선정했으며, 총 386명의 자료를 최종 분석에 이용했다. 자료처리는 통계 프로그램 SPSS(ver. 21.0)과 AMOS(ver. 20.0)을 활용해 빈도분석, 타당도 및 신뢰도 검증을 위한 확인적 요인분석, 내적일관성, 변인들 간의 관계 및 방향성을 검증하는 상관분석을 실시했다. 또한 구조방정식 모형 분석(연구모형, 경로분석)을 실시했으며, 붓스트랩 기법을 적용해 브랜드 3i 모델의 효과성을 검증했다. 분석결과 첫째, 브랜드 3i 모델은 브랜드 신뢰에 통계적으로 유의한 영향을미치는 것으로 나타났다. 둘째, 브랜드 신뢰는 소비자 구매행동에 통계적으로 유의한 영향을 미치는 것으로 나타났다. 셋째, 브랜드 3i 모델은 소비자 구매행동에 통계적으로 유의한 영향을 미치는 것으로 나타났다. 효과성검증 결과, 브랜드 3i 모델과 소비자 구매행동은 통계적으로 유의한 직접효과 보다 간접 효과가 더 큰 것으로나타났으며, 모두 통계적으로 유의한 것으로 나타나 매개변인 브랜드 신뢰는 부분매개효과가 있는 것으로 나타났다.
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이상호(Lee, Sang-Ho),강지현(Kang, Ji-Hyun) 한국체육과학회 2015 한국체육과학회지 Vol.24 No.3
This study aimed to identify how customers estimate ski goods brand by ski goods brand choice attribute and which brands are recognized as the same quality by using MDS(multi-dimensional scaling) understanding the position of graphs which is based on the image attribute. Data were collected at ski resorts in Gangwon, Gyeong-gi, Jeolla region from January 7th to February 8th in 2015 for 30 days, we chose ski resorts in each region targeting users 400 questionnaires were distributed and 380 were used for this study except 20 unfaithful responses. Investigation instruments were used 6 factors which is relatively important ski goods brand choice attribute(brand, design, price, function, design, personality and service) when the customers choose ski goods reliabilit coefficient was α =.894. The ways of analysis are PROXCAL analysis technique and Multiple Regression Analysis of MDS. As a result of this study, Atomic and Salomon are in competition and Ogasaka and head are in competition. In addition, We analyze the result based on similarity distance matrix, Ogasaka and Salomon are in a high positioning in brand, design, function factor of golf club choice attribute and Atomic is the highest positioning in price factor of golf club choice attribute.
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