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- 주제어 : sport fan ethnocentrism (검색결과 4 건)
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스포츠팬 자민족중심주의와 SNS정보제공성, 시청태도 및 시청의도의 구조적 관계
김종우(Kim, Jong-Woo),전기제(Jeon, Ki-Jae),신승호(Shin, Seung-Ho) 한국체육과학회 2016 한국체육과학회지 Vol.25 No.4
This purpose of this study was to research the impact among sport fan ethnocentrism, SNS information offering from sports channel, viewing attitude and viewing intention. After previews process use the results from the analysis to suggest fundamental marketing materials about the behavior of sports fans. For this paper, the subjects were England Premier League’s viewer based in in Seoul. A total of 300 surveys were received and 290 surveys (97%) were used for the final analysis after credibility. Survey data was processed by using descriptive statistics, confirmatory factor analysis, internal consistency reliability, correlation analysis, structural equation model, and Sobel test. The result states, frist, sport fan ethnocentrism was found to have an impact on viewing attitude but not viewing intention. Second, SNS information offering was found to have an impact on viewing attitude but not viewing intention. Third, viewing attitude was found to have an impact on viewing intention. Fourth, viewing attitude was found to have a mediation effect on between sport fan ethnocentrism and viewing intention. Fifth, viewing attitude was found to have a mediation effect in between SNS and viewing intention
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메가 스포츠 이벤트 관람객의 스포츠 팬 자민족 중심주의에 대한 가격탄력성과 가격민감성 분석
나비랑(Na, Bee-Rang),남상백(Nam, Sang-Back) 한국체육과학회 2018 한국체육과학회지 Vol.27 No.4
The purpose of this study was to investigate the analysis of the price elasticity and price sensitivity on the sport fan ethnocentrism of mega sports event audience. The study conducted a questionnaire survey through cluster sample method. Due to the reliability of data, 74 samples were discarded and 226 samples were put to actual analysis. Then the collected data were analyzed through content validity, reliability analysis, exploratory factor analysis, correlation analysis, frequency analysis, k-mean cluster analysis and chi-square t-test using SPSS 21.0. The results were as followings, First, sport fan ethnocentrism is drawn a significant differences according to demographic characteristics. Second, there was a negative correlation relationship between price Elasticity and Price Sensitivity. Third, price Elasticity is drawn a significant differences according to sport fan ethnocentrism. Fourth, price sensitivity is drawn a significant differences according to sport fan ethnocentrism.
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확장된 목표지향행동모델에 따른 대학생들의 월드컵 시청의도 분석
배정섭(Bae, Jung-Sup),변현(Byun, Hyun),남상백(Nam, Sang-Back) 한국체육과학회 2018 한국체육과학회지 Vol.27 No.5
The purpose of this study was to analyze the intention of university students to watch the World Cup by applying a goal - directed behavioral model including sports ethnocentrism. For this study, university students in t he S eoul m etropolitan a rea were s elected as a s ample group, and a total of 2 23 questionnaires were obtained to verify the hypothesis. Data analysis was conducted using frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation model analysis. The analysis results are as follows. First, attitude and perceived behavioral control have a positive effect on aspiration, but subjective norm has no significant effect on aspiration. And perceived behavioral control have a positive effect on viewing intention. Second, it is confirmed that sports ethnocentrism has a positive effect on attitude. Third, positive emotion was found to have a positive effect on aspiration, but negative emotion did not. Fourth, it is confirmed that the number of viewing affects positively on aspiration. Fifth, aspirations have a positive effect on the viewing intention. Based on the results of this study, it is proved that sport fan ethnocentrism and positive emotions and attitude are important for college students majoring in sports to watch the World Cup. In addition, access to the World Cup should be increased to attract more viewers.
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확장된 계획행동이론을 활용한 메이저리그(MLB) 시청의도에 관한 연구: 스포츠 팬 자민족중심주의의 역할을 중심으로
구위성 ( Wei Sheng Chiu ),배정섭 ( Jung Sup Bae ),원도연 ( Do Yeon Won ) 한국스포츠산업경영학회 2015 한국스포츠산업경영학회지 Vol.20 No.3
본 연구에서는 기존의 계획행동이론에서 제시된 태도, 주관적 규범 및 지각된 행동 통제력 외에 스포츠 팬 자민족중심주의가 포함된 확장된 계획행동이론을 설정한 후 이를 메이저리그 시청의도와의 구조적 관계를 분석하고자 한다. 이에 메이저리그를 시청한 경험이 있는 이들을 대상으로 총 238부의 설문지가 사용되었고, 자료 분석을 위해 빈도분석, 신뢰도분석, 확인적 요인분석, 상관관계분석, 구조방정식 모형분석을 실시하였다. 분석결과는 다음과 같다. 첫째, 스포츠 팬 자민족중심주의는 심리적 태도에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 스포츠 팬 자민족중심주의는 시청의도에 유의미한 영향을 미치지 않는것으로 나타났다. 셋째, 태도는 시청의도에 긍정적인 영향을 미치는 것으로 나타났다. 넷째, 주관적 규범은 시청의도에 유의미 한 영향을 미치지 않는 것으로 나타났다. 다섯째, 지각된 행동 통제력은 시청의도에 긍정적인 영향을 미치는 것으로 나타났다. 여섯째, 스포츠 팬 자민족 중심주의와 시청의도 사이에서 태도는 완전 매개하는 것으로 나타났다. 본 연구결과를 토대로 국내 스포츠에서 스포츠 팬 자민족 중심주라는 변수의 활용과 계획행동이론을 통한 메이저리그 적용 가능성을 확인할 수 있었다. The purpose of this study was to investigate viewing intention in the context of the Major League Baseball using the theory of planned behavior as a theoretical framework. In particular, the role of sport fan ethnocentrism was also examined as an extended variable to the theory of planned behavior. In this study, data were collected from 238 Korean baseball fans who follow Major League Baseball games. Data were further analyzed using frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling techniques. The results revealed that sports fan ethnocentrism had a positive influence on attitude toward watching MLB games but had no significant influence on viewing intention. In the scope of the theory of planned behavior, attitude and perceived behavioral control affected viewing intention significantly while subjective norms towards watching MLB games had no significant influence on viewing intention. Moreover, it also found that attitude fully mediated the relationship between sport fan ethnocentrism and viewing intention. Our findings suggest a critical role of sport ethnocentrism in viewership behavior.
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