• International journal of advanced smart convergence
• /
• v.9 no.2
• /
• pp.195-202
• /
• 2020

The ultimate goal of CSV activities is to increase consumer loyalty to the company, brand or organization concerned. Thus, for a professional sports club, CSV activities will ultimately aim to enhance the loyalty of spectators who are consumers of the club. Subjects of this study are the spectators of professional volleyball. We distributed 300 survey to people who were aware of the club's CSV activities among the home spectators of Hyundai Capital SkyWalkers. Data processing was performed using SPSS 23 and AMOS 18 for the analysis of confirmed factors, correlation analysis, reliability analysis, and structural equation model analysis. From these results, we were able to come up with the social problem resolution and long-term orientation among the CSV activities of professional volleyball clubs which affect the club identification. And the identification formed within the spectators of the clubs through CSV affects the club loyalty directly or through the medium of club emotion. Professional volleyball clubs need to identify the problems the community has in planning and proceeding with CSV activities and seek strategies to address them together, and approach them from a long-term oriented perspective.

• Journal of Korea Entertainment Industry Association
• /
• v.14 no.7
• /
• pp.95-106
• /
• 2020

The study was conducted to investigate the effectiveness of professional volleyball teams' integrated marketing communication(IMC) activities. The subjects of this study were a total of 400 surveys of visitors who visited the stadium to watch mans professional volleyball games from 2019 to 2020, and 385 questionnaires except for invalid or error questionnaires were used for research purposes. For factor analysis and reliability testing, IBM SPSS Statistics Ver 21.0 was used. Frequency analysis was conducted to examine the general characteristics. To verify differences between groups according to demographic and general characteristics, independent sample t-test and one-way ANOVA were performed, and correlation analysis was performed to examine the relationship between variables. In addition, regression analysis was conducted to verify the influence between variables. The results of the study are as follows. First, there was no difference in club image, club reputation, and club loyalty by gender. Second, there was no difference in club image, club reputation, and club loyalty according to age. Third, there was no difference in the club image, club reputation, or club loyalty according to the viewing experience. Fourth, professional volleyball team IMC activities were found to affect the club image. Fifth, professional volleyball team IMC activities were found to have an impact on the club's reputation. Sixth, it was shown that professional volleyball team IMC activities have an effect on club loyalty. Eighth, the club image was found to affect the club loyalty. Finally, it was found that the club reputation influenced the club loyalty.

• International journal of advanced smart convergence
• /
• v.9 no.3
• /
• pp.153-160
• /
• 2020

This research aims to provide empirical basic data for the development of local communities through the establishment of efficient strategies for the formation of positive relations between the club and the region through the Creation of Shared Value (CSV) activities. We come up with the results of this study to show that CSV, social problem orientation, and core competency utilization affect the team trust of local community, and that CSV, long-term orientation, social problem orientation and core competency utilization affect community identification. The research should enhance the value of professional sports teams that promote their own path to self-sustaining as a single independent business area, and identify their trust through CSV activities for co-prosperity with their local communities, and thus their relationship with the community. Therefore, various strategies and efforts will ultimately increase the team trust and community identity of local residents in professional volleyball teams, while at the same time gaining positive effects on professional volleyball teams.

• The Journal of the Korea Contents Association
• /
• v.12 no.6
• /
• pp.438-447
• /
• 2012

This study was to explore the social network structure of professional volleyball players and analyze network variables and resource exchange. This study selected 127 players of Korean professional volleyball in ten team of male and female using the purposive sampling method. The research method utilized general social survey of NGQ(Name Generator Question) and interview. To analyze data, NetMiner 3.0 and SNA(social network analysis) were used. The conclusion based on above study method and the result of material analysis are here below. First, social network of professional volleyball players is scale-free network following power law. Centrality and herb of club members' network show up richer-get-richer and poor-get-poor by collecting links of back of beyond. Second, social network structure of professional volleyball players influence resource exchange.

• Journal of Sport and Applied Science
• /
• v.4 no.2
• /
• 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 Digital Convergence
• /
• v.18 no.2
• /
• pp.463-473
• /
• 2020

This study was a case study on the connection of volleyball classes for middle school girls. It presents concrete examples of girls' links in school and out of school. Data analysis was organized by classifying volleyball classes from regular curriculum, school sports clubs, club activities, school leagues, and community related classes. In addition, the meanings of the categories were analyzed and interpreted and reconstructed around the possibility of practice at school. The results of this study were divided into experiences in volleyball classes, volleyball lessons using creative and convergence classes. In the discussion, the study was analyzed as connected classes within the school and outside the school. Suggestions were given on teachers' practical studies, best case studies on class linkage, plans to link school sports-life sports-professional sports, and participation and connection of female students in class.