인문·사회과학편 : 소비자와 스포츠 센터 간의 친밀감 그리고 재구매 행동

정호원(HoWonJeong) 한국체육학회 2012 한국체육학회지 Vol.51 No.6

본 연구는 소비자와 스포츠 센터 간의 관계형성을 친밀감이란 심리학적 개념으로 해석하고자 시도하였다. 구체적으로 센터와의 친밀감 형성에 영향을 미치는 요인을 규명하고, 친밀감이 소비행동에 미치는 영향을 분석하였다. 이를 위해 서울시내 소재한 7개 스포츠 센터에서 수영강좌를 수강하고 있는 여성이용객 307명을 대상으로 연구를 실시하였으며, 그 결과는 다음과 같다. 첫째, 스포츠 센터에서 제공하는 서비스 품질에 대한 소비자의 만족은 스포츠 센터와의 친밀감 형성에 긍정적인 영향을 미친다. 둘째, 스포츠 센터의 강사와 형성된 친밀감은 스포츠 센터와의 친밀감 형성에 긍정적인 영향을 미친다. 셋째, 소비자와 스포츠 센터 간에 형성된 친밀감은 센터에 대한 지속적인 이용의지에 긍정적인 영향을 미친다. 서비스 제공자와 소비자 간에 형성된 친밀감이 서비스의 지속적인 이용에 긍정적인 영향을 미친다는 점에서 친밀감 형성은 관계마케팅의 성공여부에 중요한 역할을 할 수 있다. The major inquiry of this study is to identify and understand the relationship between consumer and sports center, especially focused on the concept of intimacy. Specifically, this study is investigating what factors are influencing consumer-sports center intimacy and how this intimacy influences repurchase behavior. Our sample consisted of 307 female consumers who are taking swimming lesson at sports centers located in Seoul. The findings indicate that 1) satisfaction of service in sports center contributes to consumer-sports center intimacy, 2) consumer- instructor intimacy is linked with consumer-sports center intimacy, and 3) building consumer-sports center intimacy has an direct impact on intention of repurchase. The result illustrates the existence of relationship between consumer and sports center could increase intention of repurchase. Therefor, it could be suggested that building the consumer-sports center intimacy would be critical for marketing success of sports center.

상업스포츠센터에서의 고객지향성과 소비자-스포츠센터관계 및 스포츠센터성과와의 관계

이광수(KwangSooLee),정정희(JungHeeJung) 한국체육학회 2013 한국체육학회지 Vol.52 No.5

이 연구의 목적은 상업스포츠센터 회원들이 지각하는 고객지향성과 소비자-스포츠센터관계 및 스포츠센터성과와의 관계를 구조방정식모형을 통해 실증적으로 분석하는 것이다. 이를 위해 서울지역에 소재한 상업스포츠센터 3개소에서 3개월 이상 이용하고 있는 성인 남녀 270명을 대상으로 하였다. 표집방법은 편의표본추출법과 설문지 작성은 자기기입식으로 하였다. 제안한 구조모형을 검증하기 위해 SPSSWIN Ver. 15.0과 AMOS 7.0을 사용하였다. 그 결과 첫째, 고객지향성은 소비자-스포츠센터관계에 유의한 영향을 미쳤다. 둘째, 소비자-스포츠센터관계는 스포츠센터태도에 유의한 영향을 미쳤다. 셋째, 소비자-스포츠센터관계는 스포츠센터만족에 유의한 영향을 미쳤다. 넷째, 소비자-스포츠센터관계는 고객충성도에 유의한 영향을 미치지 않았다. 다섯째, 스포츠센터태도는 고객충성도에 유의한 영향을 미쳤다. 여섯째, 스포츠센터만족은 고객충성도에 유의한 영향을 미치지 않았다. The purpose of the study is to perform through a structural equation model a positive analysis on the relations between consumer and sports center and the sports center outcome. For this purpose, the survey targeted 270 adult men and women who have used any one of the three commercial sports centers in Seoul for over three months. For sampling method, convenience sampling method was used, while the questionnaire was self-administered. To verify the proposed structural model, SPSSWIN Ver. 15.0 and AMOS 7.0 were employed. The study shows that first, customer orientation has significant influence on consumer-sports center relationship. Second, consumer-sports center relationship has significant influence on sports center attitude. Third, consumer-sports center relationship has significant influence on sports center satisfaction. Fourth, consumer-sports center relationship does not have significant influence on customer loyalty. Fifth, sports center attitude has significant influence on customer loyalty. Sixth, sports center satisfaction does not have significant influence on customer loyalty.

스포츠 동호회 참가여부에 따른 스포츠미디어 소비형태 비교

김선구(Sun Gu Kim),홍승후(Seung Hoo Hong) 한국사회체육학회 2011 한국사회체육학회지 Vol.0 No.46

The purpose of this study was to examine the comparisons on the consumer style of sports media between participants and non-participants in sports club. The 120 male participants in soccer and baseball club and 60 male non participants in Seoul and Chun-an City were drawn for subjects of this study. The questionnaire was used after examining the reliability and validity. Organized questionnaires were distributed and gathered by visiting target samples. The data were analyzed through Cross tab and one-way ANOVA using SPSS 12.0 versions. The results of this study were as follows. First, consumer`s contact of sports media between participants and non-participants in sports club was significant difference between participants in sports club used sports media more than non-participants in sports club partially. Second, motivation of consumer of sports media between participants and non-participants in sports club was significant difference partially. Entertainment and a vicarious satisfaction motivation and information and social interaction motivation on participants sports club were higher than non-participants sports club. Third, attitude of consumer of sports media between participants and non-participants in sports club was significant difference partially. Cognitive and psychological attitudes on participants sports club was higher than non-participants sports club.

TOWARD TRANSFORMATIVE RESILIENCE CAPACITY: SPORT INDUSTRY AND SPORT CONSUMER SPATIAL BEHAVIOR-BASED CONSUMER RESILIENCE

Changwook Kim,Seongjin Yoo,Min-Jun Kim,Sejin Ko,Jeounghak Lee 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

From the standpoint of developing a transformative service to create improvements in collective wellbeing (Anderson & Ostrom, 2015), evidence of a sport–resilience relationship is gradually accumulating in the literature (Kim et al., 2022). Sport management and social science scholars are making considerable efforts to understand how sport entities with transformative services can contribute to consumer resilience—an intervention through a sport consumption experience that affects people’s abilities to cope with adversity (Inoue et al., 2022; MacIntosh et al., 2020). However, little is known about the sport industry and spatial consumer behavior in terms of consumer resilience. Although previous researchers have identified a macro-level association between sport industry and community resilience from a bird's eye view (Kim et al., 2021), it could not determine how and where sport industry at a macro level can be related to individual-level resilience through metaphors of Consumer Desire. Specifically, the spatial patterns of sport consumption (i.e., consumer spatial behavior) can be a result of sport consumer behavior affected by spatial context upon heterogeneous features of sport industry across regions (Kim et al., 2021) in the environment–behavior paradigm (Olsson & Gale, 1968). The macrolevel clustering of the sport industry in a region (environment) can be a community resource to provide individuals with the opportunity for sport consumption (behavior), which promotes the micro-level psychosocial factors for sport consumer resilience (Inoue et al., 2022). Furthermore, recent work illustrates heterogeneous spatial interaction at the regional level of the sport industry and individual-level sport consumption (Kim et al., 2022), suggesting the elaboration of cross-level spatial interaction models (Kim et al., 2021). Accordingly, in this study we aim to not only (a) determine spatially heterogeneous interactions in the association between sport industry and consumer spatial behavior in affecting consumer resilience, but also (b) identify what effect spatial interaction has on cross-level relationships. Using data focused on a multiscale-based nested geographic structure (e.g., individual-level consumption by zip code, county, state, and nation) that could elucidate the sport consumer spatial behavior, We collected multiple types of data from Florida, including the location quotient of the main seven sport industries (e.g., sport facilities) and socioeconomic factors (e.g., social vulnerability) at the county level from secondary sources. In addition, we acquired individual-level data from Qualtrics panels (1,107 Florida residents) to measure sport consumer spatial behavior (e.g., location-based sport consumption experience) and consumer resilience using the Connor-Davidson Resilience Scale. To address spatial interaction and heterogeneity, we used a comprehensive analytical model for global and local spatial analysis, including a spatial multilevel mediation (SMM) model and multiscale geographically weighted regression (MGWR) model. As a result of the SMM model, the county-level cluster of sport facilities affected individual-level participatory sport consumption, which enhanced consumer resilience (cross-level interaction effect). However, considerable spatial non-stationarity appeared in the spatial interaction, indicating interregional interactions in the cross-level effects within a county. The results of MGWR indicated significant spatially heterogeneous patterns in the association between the cluster of sport facilities and participatory sport consumption. That is, it was clarified that the spatial heterogeneous effects of the clustering of sport facilities on sport consumer spatial behavior are associated with consumer resilience. This empirical interdisciplinary work, including sport management, geography, and consumer psychology, advances knowledge of consumer spatial behavior and resilience by demonstrating heterogeneous spatial interactions. Practically, the current study calls for spatial management planning and strategy in sport industry for enhancing consumer resilience through spatial sport consumption, considering spatially varying patterns.

체험 마케팅이 소비자 구매의도에 미치는 영향에 관한 연구 - 중국 스포츠 브랜드 플래그십 스토어를 중심으로 -

유자건,김경숙 한국공간디자인학회 2023 한국공간디자인학회논문집 Vol.18 No.7

(Background and Purpose) In recent years, after experiencing the novel coronavirus, the forms of online consumption have increased significantly. However, with the gradual end of the novel coronavirus, the problem of "loss of feeling" of online consumption has been expanding, and consumers' consumption tendency has gradually shifted from online consumption to offline consumption, and consumers' demand for offline experience has been increasing. Under this trend, the existing traditional product sales space can no longer meet the needs of consumers, so customer experience-centered experience marketing is becoming prominent. In the sales space, to attract consumers, brand flagship stores adopt experiential marketing to provide differentiated experiences, convey brand image and characteristics to consumers, stimulate consumer sentiment, and influence purchase intention. Therefore, this study aims to obtain the experiential marketing elements of sports flagship stores that affect consumer emotions and buying intentions through empirical analysis, verify the media effect of consumer emotions, and put forward the design scheme of future sports flagship stores. (Method) According to the sales performance report of China's sports brands 2022, ANTA, Li-Ning, and X-tep, the top sports brands in China, were selected as the research objects, and a questionnaire survey among 20-40-year-old consumers. Results SPSS22.0 and AMOS24.0 were used for reliability analysis, principal component analysis, confirmatory factor analysis, correlation analysis, path analysis, and Bootstrap methods to verify the hypothesis of the relationship between experiential marketing, consumer sentiment and purchase intention. (Results) Sensory experience, cognitive experience, emotional experience, and behavioral experience in experiential marketing affect consumers' pleasure emotions and purchase intention. Sensory experience, emotional experience, and behavioral experience affect consumers' aroused emotions, but cognitive experience and relationship experience can not affect consumers' aroused emotions, nor can they affect consumers' purchase intention. Consumers' happy emotions have a mediating effect in terms of sensory experience, cognitive experience, emotional experience, action experience, and purchase intention. Therefore, the hypothesis of the relationship between experiential marketing, consumer emotions, and purchase intention is verified. (Conclusions) According to the results of the study and analysis, in the flagship stores of sports brands, sensory experience, cognitive experience, emotional experience, and behavioral experience have a positive impact on consumers' pleasure emotions and purchase intention and have a mediating effect on consumers' pleasure emotions. The importance of experiential marketing to consumers' pleasure and purchase intention is in the order of sensory experience > action experience > perceptual experience > cognitive experience. Therefore, this attempt to be enlightening in the future design of sports brand flagship stores and as a primary material. Through empirical analysis, verify the media effect of consumer emotions and put forward the design scheme of future sports flagship stores.

중국 직장인 여성을 위한 스포츠 체험공간 디자인 연구 -프로슈머 마케팅 4P를 중심으로-

박초화 ( Chuhua Piao ),이정교 ( Jungkyo Lee ) 한국공간디자인학회 2015 한국공간디자인학회논문집 Vol.10 No.5

(Background and Purpose) In accordance with development of economy and consumption, living standard is increasing and consumer level is expanding. As such, prosumer marketing (participating consumer) is actively introduced. Prosumer marketing reflects consumer``s opinion to company, since prosumer marketing maximizes customer satisfaction and raises the need of psychological demand after experience and fulfills individual desire. Also, prosumer who dominates market and economy will be reflected in our society and culture. Here, prosumer refers to not ordinary producing consumers who are engaged in development or sales of new product but proactive consumers who are actively engaged in production and creation of company. To create demand in this consumer culture environment, consumers are directly engaging in new product production, recognizing the importance of the product and sharing the information. Thus, the purpose of this study is to analyze 4P prosumer marketing and to study new experiential space after applying those characteristics to new sport experiential shop and to lead space design after applying those characteristics to future Chinese sport market. (Research Scope and Method) This study analyzes the definition and type of prosumer marketing and draws types, components and characteristics of experiential space after theoretically reviewing preceding studies. Based on this analysis, this study selected and analyzed sports shop that is popular to working women in their 20s and 30s, recognized in Chinese sports market with possibility to develop. (Results) Result of study analysis shows that entertainment element was highly evaluated among sports experiential space elements. Experience in sports shop gave joy to consumers. On the other hand, experience of escapism where experiencing level is low allows consumer to enjoy exotic atmosphere. Also, it was confirmed that 4P prosumer marketing(product, price, place, and promotion) had positive effect on expanding sports experiential space. Among the characteristics of sports experiential space with 4P prosumer marketing, noticeability, creativity, sustainability and interconnectivity were considered important. This study confirms that those characteristics differentiate the image of sport shop and facilitate communication among prosumer by providing tailored service to customers. In elements with low sports experiencing traits such as fluidity, collectivity, mobility and intangibility, it is confirmed that introduction of impressive experience can continuously develop sports experiential space. (Conclusion) This study confirms that the characteristics need to be actively adapted by consumer and furthermore need to integrate space planning with presentation to effectively show experiential space. Henceforth, this study suggests expansion of sport consumption market for female office worker in Beijing, China. Moreover, this study suggests more continuous research on sport experiential space design to add important value to market economy and business operation.

스포츠산업,경영 인력양성 교과과정에 대한 교육자와 현장실무자간의 중요도 인식차이 연구

방지선 ( Jee Sun Bang ),이정학 ( Jeoung Hak Lee ) 한국스포츠정책과학원(구 한국스포츠개발원) 2007 체육과학연구 Vol.18 No.2

본 연구의 목적은 2004년 한국스포츠산업경영학회가 주도하여 스포츠산업경영 분야에 올바른 직무활동을 수반할 수 있도록 제공한 필수 및 선택과목에 대해 교육자와 현장실무자간 중요도 인식차이를 비교분석하고자 한다. 설문조사는 국내 4년재 교육기관에서 스포츠경영, 산업, 마케팅 관련 교과목을 강의하고 있는 64명의 교육자와 국내 스포츠산업경영관련 90명의 현장실무경영자를 표본집단으로 선정하여 설문조사를 실시하였다. 설문조사도구는 한국스포츠산업경영학회(조영호, 조한범, 최종필, 박세혁, 이정학, 2004) 차원에서 스포츠산업경영 전문인력 양성을 위해 제시한 교과과정(안)을 기초로 인구통계학적 특성변인 5문항, 스포츠산업경영 전문인력 양성을 위해 제시한 필수과목 8개 그리고 선택과목 22개에 대해 ``전혀 중요하지 않다`` 에서 ``매우 중요하다`` 까지 5점 리커트식 방법을 사용하였다. 자료분석은 SPSS Window Ver 11.0 통계프로그램을 이용하여 교육자와 현장실무자간의 과목 중요도 인식 차이분석을 위해 t-test를 실시하였다. 연구결과 스포츠산업경영 전문인력 양성을 위한 8개의 필수과목 중 ``스포츠경영학 개론``, 그리고 ``스포츠경영 현장실습``, ``스포츠소비자 행동론`` 3과목에 교육자와 현장실무자간 과목 중요도 인식 차이를 보였다(p<.05). 또한 스포츠산업경영 전문인력 양성을 위한 22개의 선택과목 중 ``스포츠와 법``, ``스포츠조직관리``, ``스포츠재무관리``, ``스포츠 리더십``, ``스포츠응용컴퓨터``, ``스포츠비지니스 영어``, ``스포츠프로모션``, ``스포츠 e-business``, ``스포츠스폰서십``, ``스포츠서비스관리``, ``스포츠경영통계``, ``스포츠정책 및 외교론``, ``스포츠경영컨설팅``, ``스포츠와 대중매체``, ``스포츠산업론``, 그리고 ``스포츠경영사례연구`` 16개 과목에 있어 교육자와 현장실무자간 선택과목 중요도에 인식차이를 보였다(p<.05). The idea of spot-centered education, initiated in 1995, had been introduced in Korea as the key motto of educational renovation and in 1998 it had been passed for the educational reform plan by the ministry of education, which was expected to improve functional efficiency by bringing the free economic principle of the market economy in education(Im H. S, 2000). To meet such the general education reform plan in Korea, recently there was an opinion the diversification of sports industry needed consumer-centered programs in educational programs to prepare jobs and duties related to the sports industry according to the expansion of job classifications related to the sports industry and the rapid increase of demand in this industry(Lee J. H, 2003: Hong S. P, 2006). The purpose of this study is to establish and provide the database to set up standards for curriculums of Korea society of sports management continuously through the analysis of the different perceptions between educators and practical managers on the importance of required and optional subjects developed by this society in 2004 to be involved in proper activities for jobs and duties in the sports industry. The object of this study was the sample survey with 64 educators who lectured on Sports marketing, Industry and Marketing in universities and 90 practical managers related in the sports industry in Korea. This survey was based on the Likert type 5 scale method with 5 questions of demographic quality factors based on the curriculums of training program for experts presented by Korea Society of Sports Management(Cho Y. H, Cho H. B, Choi J. P, Park S. H, Lee J. H, 2004) and 5 scaled answers about required subjects and optional subjects in this training program from " not important" to "very important". To analyze the different perceptions between educators and practical managers on the importance of required and optional subjects, the data was analyzed by the t-test of SPSS Window Ver. 11.0 statistic application program. As the result of it, there was all the difference perceptions between educators and practical managers on the importance of 3 subjects of 8 required subjects such as " the generals of Sports management","on-the-job training of Sports management" and "the theory of sports consumer behavior" in this training program(p<.05). In addition, there was the difference perceptions between education and practical managers on the importance of 16 subjects of 22 optional subjects such as " Law and Sports", " Sports organization", " Sports financial management", " Sports leadership", " Sports computer application", "Sports business English", " Sport promotion", "Sports e-business", "Sports sponsorship", "Sports service management", " Sports management statistics" " Sports policy and diplomacy", " Sports management consulting", " Sports and mass media", " The theory of sports industry" and " The case study of Sports management" (p<.05).

레저스포츠 안전관리 실태와 이용자보호 방안에 관한 소고

윤태훈 한국스포츠엔터테인먼트법학회 2012 스포츠와 법 Vol.15 No.1

오늘날 스포츠의 대중화에 따라 스포츠산업의 발전과 함께 다양한 스포츠 활동을 즐기는 것은 일상생활을 일부분이 되었다. 주5일제의 시행과 더불어 주말이면 각종 레저스포츠를 즐기는 인구가 폭발적으로 증가하여 관련 산업은 물론, 레저스포츠를 통한 다양한 파급효과의 발생과 함께 지방자치단체별로 다양한 레저스포츠 단지를 조성하고 관광과 연계하여 다양한 체험형 레저관광산업을 적극적으로 설치․운영하고 있다. 이렇듯 급속적인 레저스포츠의 확산과 함께 다양한 신종레저스포츠의 종목이 도입되어 다양한 이용자의 수요를 충족시켜주고 있으나, 새롭게 도입된 신종레저스포츠 종목의 안전과 관련된 사항을 규제하는 법령의 미비로 인하여 안전의 사각지대로 놓여있는 것이 현실이다. 현재 체육시설 설치․이용에 관한 법률에서 시설설치에 관한 규정만 명문화하고 있을 뿐, 안전기준이나 안전점검 및 관리에 관한 규정은 명문화되어 있지 않다. 또한, 신종 레저스포츠의 경우, 체육시설로도 규정되어 있지 않아 관리․감독조차 제대로 되고 있지 않고 있다. 이에 본 연구에서는 현재의 레저스포츠의 현황을 살펴보고, 각 종목별 레저스포츠의 안전관리실태를 조사하고 이를 통하여 레저스포츠의 안전관리에 관한 문제점을 찾아보고 나아가 이용자가 안전하게 레저스포츠를 즐길 수 있도록 이용자보호방안을 살펴보도록 하겠다. This paper is to set the range of Leisure sports, and provide basic resources for vitalizing leisure sports through analyzing real state and major causes of accidents. The concept of leisure sports was reset, and ranges were subdivided into ground, aquatic and aerial. The accident in leisure sports continues upward tendency every year, and mostly occurred in ground leisure sports. Also, it shows more accidents in leisure sports performed frequently, such as cycling and mountain climbing. As distinguishing participants, service provider, and related department in leisure sports, necessary policies in each category have been provided. Also, through these provision, the study eventually attempted to vitalize the leisure sports.

스포츠센터의 구매환경요인이 소비자의 구매의사결정에 미치는 영향

이준희 ( Joon Hee Lee ) 한국스포츠산업경영학회 2009 한국스포츠산업경영학회지 Vol.14 No.3

매출의 극대화를 통해 성공적인 스포츠센터의 경영을 위한 효과적인 마케팅 전략을 수립한 후, 이를 실행하기 위해서는 기존의 소비자는 물론 잠재 소비자들의 지각된 위험을 이해하고 이를 제거 또는 체감도를 낮출 수 있는 방안을 우선적으로 강구하여야 할 것이다. 이에 본 연구는 스포츠센터 소비자가 구매의사결정을 하는 과정에서 구매환경요인이 어떠한 영향을 미치는 가를 구명한 후 이를 스포츠센터 경영환경의 개선을 위한 방안의 강구에 기초적 자료로 제공하는데 그 목적을 두고 2009년 2월 현재 부산광역시에 소재한 12개 스포츠센터를 이용 중인 스포츠 소비자 554명을 대상으로 설문조사를 실시한 후 SPSS 14.0통계프로그램을 이용하여 분석한 결과 다음과 같은 결론을 도출하였다. 첫째, 스포츠센터 소비자들이 인식하는 구매환경요인의 차이는 다음과 같다. 성별 간에서 가격, 시설수준, 프로그램, 서비스는 유의한 차이가 없었고, 접근성과 고객수준에서는 여자가 높았고 남자가 낮았다. 연령간의 차이는 가격과 시설수준은 유의한 차가 없었고, 프로그램과 고객수준은 20~29세가 가장 높았고 40~49세가가장 낮았으며, 서비스는 50세 이상이 가장 높았고 20~29세가 가장 낮았다. 소득간 차이는 프로그램과 서비스 및 고객수준은 유의한 차이가 없었고, 시설수준은 400~500만원 미만이 가장 높았고 200~350만원 미만이 가장 낮았다. 접근성은 200~350만원 미만이 가장 높았고 200만원 미만이 가장 낮았다. 둘째, 구매환경요인과 구매의사결정의 관계는 즉시구매와 구매회피는 모든 구매환경요인과 유의한 관계가 있고, 구매보류는 프로그램, 서비스, 접근성과 구매이동은 가격, 프로그램, 서비스와 유의한 관계가 없었다. 고객수준은 모든 구매의사결정에 가장 높은 영향을 미치고 있었고 시설수준은 즉시구매와 구매회피, 접근성은 즉시구매와 구매이동에 유효한 영향을 미치고 있었다. 전체적으로 스포츠소비자의 스포츠센터 구매의사결정에는 하위요인별 영향의 정도는 차이가 있으며, 이 중 고객수준이 미치는 영향은 높았다. 따라서 스포츠센터의 경영주는 고객과의 정기적인 상담을 통해 고객이 요구하는 프로그램 동반자의 질적수준을 파악하고 이 부분을 만족시킬 수 있는 관련 프로그램의 개발 및 고객의 분산구매를 유도하는 등 소비자의 차별적 구매환경을 제공하는 것이 보다 효율적인 스포츠센터의 경영환경개선에 도움이 될 수 있을 것이다. Establishing an effective marketing strategy for a successful management of sports center by maximizing sales, it would be necessary to understand the recognized danger of initial consumer & potential consumer, take measures to remove it and/or to lower perception first. This study is to understand how environmental factor to purchase influences on the process of determinants of consumer’s intention to purchase, is to provide fundamental data for improvement of management environments. Conducting a questionnaire 554 sports consumers using 12 sports centers which is located in Busan metropolitan city in February, 2009, analyzing the result by SPSS statistics package program, draw this following conclusions. First, consumers in sports center recognize the following difference of environmental factor to purchase; In the matter of gender, there is no significance level in the price, the level of facility, program, and service, accessibility and costumer’s level are higher in women than in man. In the matter of difference of age, there is no significance level in the price and the level of facility, the level of program and costumer are the highest in the twenties while are the lowest in the forties. The level of service is the highest in the age of over fifties while is the lowest in the twenties. In the matter of difference in income, there is no significance level in the level of program, service and customers, the level of facility is the highest in the group of under 4-5 million won while is the lowest in the group of under 2-3.5million won. Accessibility is the highest in the group of under 2-3.5million won while is the lowest in the group of under 2million won. Second, in the matter of relation between environmental factor and determinants intention to purchase, immediate purchase and purchase avoidance are have significant relation with all of environmental factor to purchase, purchase reservation has no significant relation with program and service, while accessibility and the movement of purchase are have anything to do with price, program, and service. The level of customer has the highest influence on all of determinants intention to purchase, while the level of facility has an effective influence on immediate purchase and purchase avoidance, accessibility is on immediate purchase and the movements of purchase.

일반소비자의 웰빙가치와 웰빙태도가 스포츠 소비행동에 미치는 영향

이재형,김기오 한국스포츠사회학회 2012 한국스포츠사회학회지 Vol.25 No.1

This study aims to understand the effect on sports consumption activities by general consumer's well-being value and well-being attitude. is conducted on 683 general consumers aged 20 and older live in Busan city, collected data is conducted by multiple regression analysis using SPSS/PC+ Windows for 14.0 Version program, we have led us to the following conclusions; First, well-being value is shown a significant effect on sports consumption activities. In order words, the consumption of joining sports directly has effect on the matters of health-family value, environment-friendly value, and recognition- emotional value positively, sporting goods consumption has effect on the matters of recognition-emotional value, functional value, distinction value, and environment- friendly value positively. The consumption in watching games, media and web has effect on recognition-emotional value positively, sports experiential tourism consumption has effect on recognition-emotional value and environment-friendly value positively but has effect on health-family value and functional value negatively. Second, well-being attitude is shown a significant effect on sports consumption activities. In order words, well-being attitude in stability of mind and body has a positive effect on the consumption of joining sports directly sports, high rank fashionable well-being attitude has a positive effect on watching games, media and experiential tourism consumption, the consumption of sporting goods and web have a positive effect on high rank fashionable well-being attitude and well-being attitude in stability of mind and body. 본 연구는 일반소비자의 웰빙가치와 웰빙태도가 스포츠 소비행동에 미치는 영향을 규명하는데 목적이 있었다. 이를 위하여 20세 이상의 일반소비자 683명을 대상으로 얻은 자료를 토대로 분석되었고, 본 연구에 이용된 통계분석방법은 다중회귀분석이었으며, 다음과 같은 결론을 얻었다. 첫째, 일반소비자의 웰빙가치는 스포츠 소비행동에 유의한 영향을 미치는 것으로 나타났다. 즉, 직접참여 소비에는 건강가족가치, 친환경가치, 인정감성가치가 정적 영향을 미치며, 용품 소비에는 인정감성가치, 기능적 가치, 차별적 개성가치, 친환경가치가 정적 영향을 미친다. 경기관람, 매체정보 및 웹 소비에는 인정감성가치가 정적 영향을 미치며, 체험관광 소비에는 인정감성가치, 친환경가치가 정적 영향을 미치고 건강가족가치, 기능적 가치가 부적 영향을 미친다. 둘째, 일반소비자의 웰빙태도는 스포츠 소비행동에 유의한 영향을 미친다. 즉, 직접참여 소비에는 심신안정적 웰빙태도가 정적 영향을 미치고, 경기관람, 매체정보 및 체험관광 소비에는 고급유행적 웰빙태도가 정적 영향을 미치며, 용품 및 웹 소비에는 고급유행적 웰빙태도와 심신안정적 웰빙태도가 정적 영향을 미친다.