• Journal of Global Scholars of Marketing Science
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• v.18 no.1
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• pp.59-80
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• 2008

Recently, e-sports are growing with potentiality as a new industry with conspicuous profit model. But studies that dealing with e-sports are not enough. Hence, proposes of this paper are both to establish basic model that is for the design of e-sport marketing strategy and to contribute toward future studies which are related to e-sports. Recently, the researches to explain sports-sponsorship through the identification theory have been discovered. Many researches say that somewhat proper identification is a requirement for most sponsors to improve the their images which is essential to sponsorship activity. Consequently, the research for sponsorship associated with identification in the e-sports, not in the physical sports is the core sector of this study. We extracted the variables from online's major characteristics and existing sport sponsorship researches. First, because e-sports mean the tournaments or leagues in the use of online game, the main event of the game is likely to call it online game. Online media's attributes are distinguished from those of offline. Especially, interactivity, anonymity, and expandibility as a e-sport game attributes are able to be mentioned. So, these inherent online attributes are examined on the relationship with flow. Second, in physical sports games, Fisher(1998) revealed that team similarity and team attractivity were positively related to team identification. Wann(1996) said that the result of former game influenced the evaluation of the next game, then in turn has an effect on the identification of team supporters. Considering these results in the e-sports side, e-sports gamer' attractivity, similarity, and match result seem to be important precedent variables of the identification with a gamer. So, these e-sport gamer attributes are examined on the relationship with both flow and identification with a gamer. Csikszentmihalyi(1988) defined the term flow as feeling status for him to be making current positive experience optimally. Hoffman and Novak(1996) also said that if a user experienced the flow he would visit a website without any reward. Therefore flow might be positively associated with user's identification with a gamer. And, Swanson(2003) disclosed that team identification influenced the positive results of sponsorship, which included attitude toward sponsors, sponsor patronage, and satisfaction with sponsors. That is, identification with a gamer expect to be connected with corporation identification significantly. According to the above, we can design the following research model. All variables used in this study(interactivity, anonymity, expandibility, attractivity, similarity, match result, flow, identification with a gamer, and identification with a sponsor) definitely were defined operationally underlying precedent researches. Sample collection was carried out to the person who has an experience to have enjoyed e-sports during June 2006. Much portion of samples is men because much more men than women enjoy e-sports in general. Two-step approach was used to test the hypotheses. First, confirmatory factor analysis was committed to guarantee the validity and reliability of variables. The results showed that all variables had not only intensive and discriminant validity, but also reliability. Then, research model was examined with fully structural equation using LISREL 8.3 version. The fitness of the suggested model mostly was at the acceptable level. Shortly speaking about the results, first of all, in e-sports game attributes, only interactivity which is called a basic feature in online situation affected flow positively. Secondly, in e-sports gamer's attributes, similarity with a gamer and match result influenced flow positively, but there was no significant effect in the relationship between the attractivity of a gamer and flow. And as expected, similarity had an effect on identification with a gamer significantly. But unexpectedly attractivity and match result did not influence identification with a gamer significantly. Just the same as the fact verified in the many precedent researches, flow greatly influenced identification with a gamer, and identification with a gamer continually had an influence on the identification with a sponsor significantly. There are some implications in these results. If the sponsor of e-sports supports the pro-game player who absolutely should have the superior ability to others and is similar to the user enjoying e-sports, many amateur gamers will feel much of the flow and identification with a pro-gamer, and then after all, feel the identification with a sponsor. Such identification with a sponsor leads people enjoying e-sports to have purchasing intention for products produced by the sponsor and to make a positive word-of-mouth for those products or the sponsor. For the future studies, we recommend a few ideas. Based on the results of this study, it is necessary to find new variables relating to the e-sports, which is not mentioned in this study. For this work to be possible, qualitative research seems to be needed to consider the inherent e-sport attributes. Finally, to generalize the results related to e-sports, a wide range of generations not a specific generation should be researched.

• Journal of the Korea Society of Computer and Information
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• v.17 no.8
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• pp.21-29
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• 2012

We have proposed an ontology-based translation mashup system for foreigner to enjoy Korean cultural information without any language barrier(linguistic problem). In order to utilize public information, we use a mobile public information open API of Seoul metropolitan city. Google AJAX language API is used for translations of public information. We apply an ontology to minimize errors caused by the translations. For ontology modeling, we analyze the public information domain and define classes, relations and properties of cultural vocabulary ontology. We generate ontology instances for titles, places and sponsors which are the most frequently occurring translation errors. We compare the accuracy of translations through our experiment. Through the experimental results using the proposed ontology-based translation mashup system, we verify the validity of the system.

• Journal of Digital Contents Society
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• v.19 no.6
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• pp.1061-1068
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• 2018

Design is already an integral part of our lives and is in many different forms. Creating a variety of designs has made it more important to establish the value of the design, and maintaining consistency through correct use and distribution of the developed design as important as development. The 2018 Pyeongchang Winter Olympic Games and the Winter Paralympics, which were held at the groval level, played an important role in creating and operating diverse contents to promote Korea to the world. He created emblems with the motif of " Hangul, " which can reflect Korean characteristics, and a mascot that reveals the identity of the competition. The generated contents were created as design guides for the convenience of users (sponsors, media, relevant agencies, etc.) and managed through the Design Distribution System (DDS). The researcher wants to determine the effectiveness and value of the design distribution and management system based on the results obtained by operating the DDS of POCOG.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.11 no.3
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• pp.189-197
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• 2016

This study is aimed at providing basic data necessary for promoting consumption of professional sports licensing in the industry through service quality. Specifically, the current study examines the effects of service quality and licensing product intentions on professional sports and evaluates the moderating identity. For this study, we distributed a total of 480 questionnaires to those sampled through non-probability sampling from people living in small and medium cities including Seoul. Collected data were coded and entered into the computer, and statistically processed using SPSS Statistics 18 The results were as follow: First, service quality of professional sports significantly effect on licensing product intentions, but identity could not effect on licensing product intentions. Second, Identity as a moderating variable has significantly positive effect on the relationship between star player of service quality and Licensing Product Intentions. In conclusion, the companies that participate as title sponsors in professional sports were proven to promotion their licensing product intentions, as identified with sports fans through service quality of professional sports such as record, attractiveness, star player and locally affiliated.

• Management & Information Systems Review
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• v.9
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• pp.139-163
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• 2002

While the corporate practice of sponsoring major events has existed since the turn of the century, it has only recently become one of the fastest growing areas of advertising and promotion. Despite its long history and recent growth, however, event sponsorship has yet to receive the same kinds of rigorous theoretical and methodological attention that marketing researchers have devoted to other areas of advertising and promotion. Also, the recent Olympic Games in Sydney serve as excellent showcase of the sponsorship phenomenon. On the hand it becomes very clear that an event of such magnitude cannot take place without the commercial support of the sponsors. At the same time, there is a growing concern that the Olympic Games are losing their spirit and are over-commercialized because of the excessive sponsorship-linked marketing activities. At the centre of the debate is the impact and the reaction of the consumers to the growing use of sponsorship to stage major events. While the Olympic Games might be an extreme example of the growth and impact of sponsorship, the proliferation of the phenomenon is widespread across other sports events as well as other cultural and community based events. But a comprehensive model of sponsorship is not currently available in the literature. This research is the aim of the current research to investigate consumer attitude constructs towards sponsorship such as sport involvement, attitude towards the event, attitude towards commercialization. The results still have potentially significant applied and theoretical implication. First, This investigation is the first known effort, grounded in consumer behavior theory, to model antecedent variables believed to influence consumer response to event sponsorship in Korea. Second, these findings are in line with previous research, as sports involvement attitude towards the event, and attitude towards commercialization are found to be significant influences on respondents' ability, motivation and opportunity to process sponsorship information, as well as directly and indirectly impacting emotional response.

• The Journal of the Korea Contents Association
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• v.18 no.9
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• pp.433-440
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• 2018

I investigated whether network structure of legislators affects legislative performance in a cosponsorship network. I presented the theoretical basis with network closure and structural holes, and analyzed the network in the 19th National Assembly of Republic of Korea. In the directed and weighted network, each tie means that cosponsors support the bill sponsors proposed. The performance was measured by the number of initiatives and the ratio of reflected legislation, and the network structure was measured by size, density, hierarchy, and constraint. I found that the legislators with brokerage structure have a lot of initiatives in making connection with many legislators in various groups and the legislators with hierarchical structure have the higher ratio of reflected legislation with the continuous and strong support from the members of their group. I also found that the network of ruling party lawmaker is more hierarchical than the network of opposition lawmaker.

• Asian Pacific Journal of Cancer Prevention
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• v.13 no.6
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• pp.2923-2930
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• 2012

Background: Little is known about interest in faith-based health promotion programs among Asian American populations. Among the Christian denominations, the Seventh-day Adventist (SDA) church is known to place a strong doctrinal emphasis on health. Objectives: To understand appropriate ways to develop and implement health promotion programs and to conduct research among Korean American SDAs. Methods: We collaborated with the North American Division of Korean SDA Churches which sponsors annual week-long religious retreats for their church members. We developed and administered a 10-page questionnaire at their 2009 retreat in order to assess socio-demographic and church characteristics, religiosity, perceived relationship between health and religion, and interest and preferences for church-based health promotion programs. Results: Overall, 223 participants completed our survey (123 in Korean and 100 in English). The sample consisted of regular churchgoers who were involved in a variety of helping activities, and many holding leadership positions in their home churches. The vast majority was interested in receiving health information at church (80%) in the form of seminars, cooking classes and workshops (50-60%). Fewer respondents were interested in support groups (27%). Some interests and preferences differed between English and Korean language groups. Conclusion: Korean American SDA church retreat participants from a large geographic area are very interested in receiving health information and promoting health at their churches and can potentially serve as "agents of influence" in their respective communities.

• Proceedings of the Korea Contents Association Conference
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• 2007.11a
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• pp.282-285
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• 2007

The attitude of community members plays a key role for sponsorship response. Theory of identification is very important to understand the attitude of community members. Community identification can effect to behavior and attitude to sponsors of community members. This study examines antecedents of community identification and relations between community identification and sponsorship response. I found that sense of community effect to community identification and community loyalty. Satisfaction of need, membership, and emotional ties effect to community identification and community loyalty. But influence effect only to community loyalty. Community identification effect to community loyalty. And community loyalty effect to sponsorship response.

• The Journal of the Korea Contents Association
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• v.8 no.1
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• pp.93-102
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• 2008

The attitude of community member plays a key role for sponsorship response. Theory of identification is very important to understand the attitude of community members. community identification can effect to behavior and attitude to sponsors of community members. This study examines antecedents of community identification and relations between community identification and sponsorship response. I found that sense of community effect to community identification and community loyalty. Satisfaction of need, membership, and emotional ties effect to community identification and community loyalty. But influence effect only to community loyalty. community identification effect to community loyalty. And community loyalty effect to sponsorship response.

• Journal of Korean Academy of Nursing
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• v.42 no.7
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• pp.1027-1038
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• 2012

Purpose: This study was done to analyze the job of clinical research coordinators (CRCs). Methods: Through the "developing a curriculum (DACUM)" workshop, the definition of CRCs' role was described and CRCs' duties and tasks were identified. Finally, the developed duties and tasks were validated for importance, difficulty, and frequency. Results: A CRC is defined as the one who coordinates and performs tasks related to clinical research/trials among investigators, participants, and sponsors according to the Good Clinical Practice at institutions conducting clinical trials. Twelve duties and 78 tasks were identified on the DACUM chart which represented the importance, difficulty, and frequency of tasks represented as A, B, and C respectively. Based on determinant coefficient (DC) of the task, the highest ranked task was confirming the eligibility of participants for research (DC=8.03) and the lowest was inventory management for clinical study materials (3.95). Conclusion: In this study, the job of a CRC was analyzed through the DACUM process and it was found that CRCs were doing various duties and tasks. Based on these results, it is suggested that it is necessary to develop CRC education programs considering the career ladder of CRCs.