• Journal of Sport and Applied Science
• /
• 제4권2호
• /
• pp.31-43
• /
• 2020

Purpose: The purpose of this study is to provide fundamental information for professional sports and economy activation of cities, to explore mutual cooperative constructive relationship, and to investigate the Impact of Korean professional volleyball teams brand personality on city brand equity. Research design, data, and methodology: The study collected 500 survey responses and analyzed 478 surveys except for 22 which did not complete all items. For analyzing data, frequency, reliability, exploratory factor analysis, t-test, One-Way ANOVA, correlation, Multiple Regression were computed. Results: First, in difference in brand personality and city brand equity, due to gender, age, region of fan, significant difference were shown statistically in team image by gender, in honesty, interest and obdurability of brand personality by age, and in local community contribution, development possibility and sports facility of team image. Also, all factors show significant difference in region of fan. Second, regarding the impact of brand personality on city brand equity, honesty and capacity were shown to affect every factor of city brand equity, interest affected city image, and obdurability affected city perception. Conclusion: Professional teams need to develop win-win relationship with local community and seek to build positve image towards community fans via distinctive strategies for positioning.

• Journal of Sport and Applied Science
• /
• 제4권4호
• /
• pp.27-32
• /
• 2020

Purpose: This study sought to explore the effects of air pollution on professional sports in South Korea. Research design, data, and methodology: The dependent variable, the number of attendances, was comprised of 2013-2017 K-league, 2015-2017 KBO, 2014-2017 KBL regular season games, resulting in 1,063, 2,121, 810 individual match-level observations, respectively. With the actual data collected from each place across the country, we created a categorical variable which identify the air quality index divided into four categories by K-eco (i.e., good, moderate, unhealthy, hazardous). To analyze data, ANOVA was employed. Results: First, there was a significant group effect on K-league attendance. Second, there was a significant group effect of KBO attendance. Lastly, there was a significant group effect on KBL attendance. Conclusions: Summary of above results showed that each professional sport leagues' attendance was significantly different depending on the levels of air pollution. Implications were also discussed. Keywords: air pollution, sport spectatorship, professional sports.

• 디지털융복합연구
• /
• 제11권5호
• /
• pp.411-422
• /
• 2013

본 연구는 프로 스포츠 관람 소비자들이 인지하는 외식 기업의 스폰서십 활동 요인을 분석하고, 어떠한 요인들이 프로 스포츠 상권내 외식 기업의 이미지 형성 및 변화와 외식 상품 의도에 영향을 미치는가를 분석하고자 잠실 야구장과 서울 상암 축구 경기장을 방문한 관람 소비자 263명을 대상으로 연구를 진행한 결과 다음과 같은 결론을 도출 하였다. 첫째, 외식 기업의 스폰서십 요인이 외식 기업의 브랜드 이미지에 미치는 영향을 분석한 결과, 스폰서십 요인들 중, 커뮤니케이션, 이미지 제고, 이벤트 기여 요인의 순으로 브랜드 이미지에 통계적으로 유의미한 영향을 미치는 것으로 나타났다. 둘째, 외식 기업의 스폰서십 요인이 프로 스포츠 관람 소비자의 외식 상품 구매 의도에 미치는 영향을 실증적으로 분석한 결과, 스폰서십 요인 중, 커뮤니 케이션 이미지 제고 요인이 통계적으로 구매의도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 외식 기업의 브랜드 이미지가 프로 스포츠 관람 소비자의 외식 상품 구매 의도에 미치는 영향에 대하여 분석한 결과, 통계적으로 유의한 영향을 미치는 것으로 나타났다. 본 연구를 통해 한국의 프로 스포츠와 식품 기업의 미래의 새로운 마케팅 전략에 논의 되고 제안 될 수 있을 것이다.

• Journal of Sport and Applied Science
• /
• 제7권3호
• /
• pp.13-18
• /
• 2023

Purpose: The purpose of this study is to explore corporate types more suitable for domestic professional soccer citizens' club and to provide comprehensive insights for corporate type decision-making in the process of establishing and operating new city and citizens' club. Research design, data, and methodology: A Delphi survey was conducted on 12 experts with a high understanding of the research topic and expertise. Data were collected through two Delphi rounds, and for data analysis, frequency standard deviation, average ranking, and consistency coefficient were employed. Results: First, from the perspective of operating, it was found to have advantages in the order of autonomy, responsibility, continuity, connection. Second, from the perspective of operating the foundation, it was found to have advantages in the order of public interest, transparency, management, responsibility. Third, as a result of comparing the types of corporations and foundations of professional soccer citizens' club, it was found that there was relatively little difference. Conclusions: Since professional soccer citizens' club must pursue the nature of public goods and profitability as professional sports at the same time, various considerations are needed, long-term plans are established, and corporate types of professional soccer citizens' clubs are needed.

• 한국웰니스학회지
• /
• 제6권1호
• /
• pp.51-61
• /
• 2011

The purpose of this study was to identify the component factors of professional sport team brand equity and to empirically examine factors composed of it's brand equity. The subjects of this study was the group that spectator professional sport game. For those sheet, judged to be insincere and to be unsuitable for the purpose of this study, and were missing questions excluded. SPSS 13.0 for window statistics package and AMOS 5.0 for window statistics package were used for data analysis. The goodness of the model was confirmed by data analysis and then the hypotheses testing were conducted. The findings are as follows: Firstly, brand associations(rivalry, commitment, play, socialization, success, history) have a significant effect on brand loyalty. But brand mark didn't have a significant effect on brand loyalty. Secondly, brand awareness(identification, internalization) have a significant effect on brand loyalty.

• 대한정형외과스포츠의학회:학술대회논문집
• /
• 대한정형외과스포츠의학회 2004년도 The 7th korea-japan joint meeting of orthopaedic sports medicine
• /
• pp.63-63
• /
• 2004

• Journal of Sport and Applied Science
• /
• 제4권2호
• /
• pp.45-51
• /
• 2020

Purpose: The purpose of this study is to investigate how sports fans' loyalty is built via CSR activities of professional sports teams. Furthermore, the study sought to suggest the model presenting the process of developing loyalty of sport fans by teams' CSR performance. Research design, data, and methodology: For this purpose, a survey was conducted on 450 professional sports fans through the convenience sampling method. A total of 357 of the data were used for the final analysis. Based on the collected data, frequency analysis, reliability analysis, confirmatory factor analysis, and structural equation model analysis were conducted. Results: The results showed that CSR activities contribute to building a positive image of team. Regarding fan identification, team image has also a positive effect on enhancing identification. The finding has supported the notion that attitudinal loyalty is enhanced by fan identification and further attitudinal loyalty significantly influences behavioural loyalty of fans. Conclusions: The results of this study explored the function of CSR of the teams on attitudinal and behavioural outcomes, loyalty. Moreover, the study suggested the constructual model presenting its role on enhancing fans' attitudes and behaviour affecting participation and consumption. Academic and practical implications were discussed for sport marketers and practitioners.

• 한국운동역학회지
• /
• 제24권4호
• /
• pp.349-357
• /
• 2014

The purpose of this study was to examine the differences in the performance of dancing motions depending on the level of skill by investigating pulmonary functions, ground reaction force, and jerk cost. The subjects of this study were 12 professional dancers (career: 16 yrs) and 12 amateur dancers (career: 9 yrs) who had similar physical conditions. We selected four motion phases which included the diagonal line motion, the deep flexion motion, the breath motion, and the turn motion with one leg after a small step walking motion, with Goodguri Jangdan. In the experiment, 6 infrared cameras were installed in order to analyze the value of the jerk costs and the force plate form. Finally, we measured the pulmonary functions of the subjects. For data analysis, independent t-tests according to each event, were carried out in the data processing. According to the results of FVC % Predicted, the professional dancers showed greater lung capacities than the amateur dancers, indicating that the level of dancing skill influences lung capacity. Based on the result of the balance test, the professional dancers used more vertical power than did the amateur dancers when performing maximal flexion motion. The professional dancers used a propulsive force of pushing their body forward by keeping the center of body higher while the amateur dancers used a braking power by keeping their bodies backward. When performing medial-lateral movements, the amateur dancers were less stable than the professional dancers. There were no differences in values of jerk costs between the amateur dancers and the professional dancers.

• 한국체육학회지인문사회과학편
• /
• 제54권4호
• /
• pp.329-345
• /
• 2015

본 연구는 한국프로축구팀 감독교체가 팀 경기성과에 미치는 효과를 경영학의 조직학습이론을 적용하여 규명하고자 하였다. 1983년 시즌부터 2013년 시즌까지 30년 동안의 19개 팀과 96명의 감독에 대한 307개의 팀-연도 데이터를 기반으로 패널데이터를 구성하였고, 최종적으로 226개의 팀 데이터가 실증분석에 투입되었다. 자동상관 및 이분산성의 문제를 해결하기 위하여 고정효과 일반화최소자승법(Fixed Effect Generalized Least Square Regression)을 사용하여 분석하였으며 연구결과는 다음과 같다. 첫째, 감독교체는 팀 경기성과와 부(-)의 관계를 가지는 것으로 나타났다. 둘째, 시즌기간(on-season)의 감독교체는 팀 경기성과에 부정적인 영향을 미치는 것으로 나타났다. 시즌기간에 감독을 교체하는 경우 악순환이론 관점이 적용되는 것으로 확인되었다. 셋째, 비시즌기간(off-season)의 감독교체는 팀 경기성과에 긍정적인 영향을 미치는 것으로 나타났다. 비시즌기간에 지도자를 교체하는 경우 상식이론 관점이 적용되는 것으로 확인되었다. 넷째, 시즌기간의 감독교체와 비시즌기간의 감독교체 간의 팀 경기성과의 차이를 비교한 결과, 비시즌기간의 감독교체가 시즌기간의 감독교체에 비해 유의한 팀 경기성과를 보였다. 다섯째, 감독교체가 발생한 경우 후임감독으로 내부출신을 선호하는 것으로 나타났다. 여섯째, 내부출신감독은 팀 경기성과에 부정적인 영향을 미치는 것으로 나타났다. 일곱째, 감독교체와 팀 경기성과 간의 부(-)의 관계 사이에는 내부출신감독요인이 매개 역할을 하는 것으로 나타났다. 본 연구는 프로축구산업 현장에서 팀 경기성과의 향상을 위한 감독교체가 필요할 때 후임 감독이 역량을 효과적으로 발휘할 수 있는 교체시기에 대한 시사점을 제공한다.

• Journal of Sport and Applied Science
• /
• 제5권2호
• /
• pp.39-46
• /
• 2021

Purpose: This study aims to analyze the management environment provincial and municipal professional soccer teams based on financial statements at a time when strengthening the financial soundness of domestic professional soccer teams is emphasized. Research design, data, and methodology: This study analyzed the financial statements (2018-2020) of the six teams of the provincial and municipal professional soccer teams whose financial statements were disclosed. The statements includes indicators of growth, profit and stability, which represents the main business performance of the entity. Results: As a result of the study, First, in terms of sales growth, sales in 2020 fell sharply year-on-year due to the impact of Covid-19. Second, the increase in sales through the import of player transfer fees had a positive impact on the growth of the business performance of the provincial and municipal professional soccer teams. Third, the profitability of the provincial and municipal professional soccer team is still low. Fourth, the debt ratio of the provincial and municipal professional soccer team was high, indicating that stability was serious. Conclusions: In order to increase sales, various strategies and measures are needed to overcome external factors such as media content products and non-face-to-face content strategies. The provincial and municipal professional soccer team, which has weak self-sustaining operations, needs to generate more profits through transferring players as a new management (profit) model, and first of all, a long-term strategy is needed to secure financial stability by improving the club's profitability.