• 경영과정보연구
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• 제9권
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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.

• Journal of Sport and Applied Science
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• 제8권1호
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• pp.11-17
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• 2024

Purpose: The purpose of the study was to understand a trend of esports in terms of gamers' and fans' perceptions toward esports using social big data. Research design, data, and methodology: In this study, researchers first selected keywords related to esports. Then a total of 10,138 buzz data created at twitter, Facebook, news media, blogs, café and community between November 10, 2022 and November 19, 2023 were collected and analyzed with 'Textom', a big data solution. Results: The results of this study were as follows. Firstly, the news data's main articles were about competitions hosted by local governments and policies to revitalize the gaming industry. Secondly, As a result of esports analysis using Textom, there was a lot of interest in the adoption of the Hangzhou Asian Games as an official event and various esports competitions. As a result of the sentiment analysis, the positive content was related to the development potential of the esports industry, and the negative content was a discussion about the fundamental problem of whether esports is truly a sport. Thirdly, As a result of analyzing social big data on esports and the Olympics, there was hope that it would be adopted as an official event in the Olympics due to its adoption as an official event in the Hangzhou Asian Games. Conclusions: There was a positive opinion that the adoption of esports as an official Olympic event had positive content that could improve the quality of the game, and a negative opinion that games with actions that violate the Olympic spirit, such as murder and assault, should not be adopted as an official Olympic event. Further implications were discussed.

• International Journal of Internet, Broadcasting and Communication
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• 제15권4호
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• pp.342-350
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• 2023

The purpose of this study is to find out how the perceived waiting time of viewers of e-sports games affects negative emotions and how these negative emotions affect viewing satisfaction, viewing attitude, and continuous viewing intention. To achieve the purpose of this study, 200 viewers who watched e-sports games more than two to three times were targeted. 197 copies were selected as the final valid sample after excluding three of the collected questionnaires that showed unfaithful answers. For data processing methods, confirmatory factor analysis, reliability analysis, and structural equation model analysis were conducted using SPSS 27 and AMOS 25. Through this, the following results were obtained. First, it was found that the perceived waiting time of the viewer had a significant effect on the viewers' negative emotions in the event of a game pause. Second, viewers' negative emotions were found to have a significant effect on viewing attitudes, but not on viewing satisfaction. Third, it was found that viewing attitude had a significant effect on viewing satisfaction and continuous viewing intention. Fourth, it was found that viewing satisfaction had a significant effect on continuous viewing intention. In other words, the more acceptable and shorter the perceived waiting time due to the suspension of the game pause, the lower the negative emotions of the viewers, and the negative emotions of the viewers ultimately affect the intention to continue watching through viewing attitude and viewing satisfaction.

• 대한물리의학회지
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• 제15권2호
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• pp.57-63
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• 2020

PURPOSE: This study examined the incidence, location, and characteristics of sports injuries according to the position in Korean national Kabaddi athletes. METHODS: Twenty-four national Kabaddi athletes (12 males and 12 females) who trained at the national training center between January 2019 and December 2019 were enrolled in this study. The event, position, and location of injury were recorded on an IOC daily injury report form. The incidence of sports injury was examined with the 95% confidence interval (CI), and the difference in the incidence of injury by position was presented as the rate ratio (RR). Moreover, the differences in the location of sports injury according to position were examined using χ² tests. RESULTS: One hundred and nine sports injuries occurred among Kabaddi players, with an incidence of 20.28 cases of injuries per 1,000 exposures (95% CI 16.47 - 24.08), and the incidence of injury was the highest among the competition, followed by training and weights. The most common location of sports injury was the lower extremity, followed by the upper extremity, trunk, head, and neck. In addition, no significant differences in the locations of the sports injuries were noted according to gender (p = .689). Furthermore, knee, ankle, lumbar spine/lower back, shoulder/clavicle were common sites of sports injury among Kabaddi players. CONCLUSION: These results provide a baseline for predicting sports injuries occurring in athletes during games, and would provide useful information for developing performance enhancement as well as injury prevention programs.

• 대한물리의학회지
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• 제14권4호
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• pp.163-171
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• 2019

PURPOSE: This study examined the incidence, location, and characteristics of sports injuries according to the position in Korean female national field hockey athletes. METHODS: Eighteen female national field hockey athletes (two goal keepers, five forwards, six midfielders, and five defenders) who trained at the national training center between January 2018 and December 2018 were enrolled. The event, position, and location of injury were recorded per IOC's daily injury reports form. The incidence of sports injuries was examined with the 95% confidence interval (CI), and the difference in the incidence of injury according to the position was presented as the rate ratio (RR). Moreover, differences in the location of sports injury according to the position were examined using χ2 tests. RESULTS: A total of 92 sports injuries occurred among field hockey players, with an incidence of 6.47 cases per 1,000 hours of training (95% CI 4.98-7.96). In addition, 29.12 cases of injuries occurred per 1,000 exposures (95% CI 23.17-35.07), and the incidence of injury was highest among the defenders, followed by forwards, midfielders, and goal keepers. The most common location of sports injury was the lower extremity, followed in order by the trunk, upper extremity, head, and neck, and there were significant differences in the location of the sports injury according to the position (p=.046). In addition, lumbar spine/lower back, thigh, ankle, lower leg, knee, and foot/toe were common sites of sports injury among female field hockey players. CONCLUSION: These results provide a baseline for predicting sports injuries in athletes during games, and would provide useful information for developing performance enhancement and injury prevention programs.

• 대한물리의학회지
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• 제15권2호
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• pp.93-100
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• 2020

PURPOSE: This study examined the incidence, location, and characteristics of sports injuries according to the position in Korean female elite handball athletes. METHODS: Thirty handball athletes, who trained at between January 2019 and December 2019 were enrolled. The event, position, and location of injury were recorded according to the IOC's Daily injury reports form. The incidence of sports injury was examined with the 95% confidence interval (CI), and the difference in the incidence of injury by position was presented as the rate ratio (RR). Moreover, differences in the location of the sports injury according to the position were examined using χ2 tests. RESULTS: A total of 148 sports injuries occurred in the handball players, with an incidence of 22.71 cases of injury per 1,000 exposures (95% CI 19.05 - 26.37) The incidence of injury was highest in the Competition group, followed by the Weights and Training groups. The most common location of sports injury was the lower extremity, followed by the upper extremity, trunk. No significant differences in the location of sports injuries were observed according to the position (p = .384). In addition, the knee, ankle, lumbar spine/lower back, shoulder/clavicle were common sites of sports injury among handball players. CONCLUSION: These results provide a baseline for predicting sports injuries occurring in athletes during games, and would provide useful information for developing performance enhancement as well as injury prevention programs.

• 한국콘텐츠학회논문지
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• 제10권3호
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• pp.381-391
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• 2010

본 연구는 한국의 광고 시장을 주도하고 있는 10대 광고회사를 대상으로 이들 광고회사의 스포츠마케팅 비즈니스 특징을 밝히는데 있다. 이를 위해 한국 광고시장의 특성을 고찰하고 이러한 특성이 광고회사의 스포츠비즈니스에 어떻게 연결되는지 광고회사의 스포츠마케팅 사업 현황을 통해 분석하였다. 국내 10대 광고회사는 스포츠사업을 통한 수익 모델을 창출하기보다 인하우스에이전시로서 모기업 커뮤니케이션 측면에서 스폰서십과 이벤트 기획 위주의 스포츠마케팅 활동을 하고 있었다. 이러한 특징은 대기업 인하우스에이전시인 광고대행사의 성격에 기인하는 것으로 광고주의 사업 방향에 맞는 다양한 스포츠프로모션은 하고 있으나 프로퍼티를 중심으로 한 스포츠비즈니스로 도전의 과제를 안고 있다.

• 한국응용과학기술학회지
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• 제41권2호
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• pp.363-374
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• 2024

이 연구의 목적은 식음료 기업의 스포츠 스폰서십 활동에 대한 커뮤니케이션 효과를 규명하여 최근 활발하게 진행되고 있는 식음료 기업의 스포츠 스폰서십활동에 대한 커뮤니케이션효과를 파악하여 기업의 전략적 마케팅방안을 모색할 수 있도록 하는 기초자료를 제공하는데 있다. 이를 위해 지난 1월 식음료기업 N사가 주최한 스포츠대회에 참여 및 관전한 사람 300명을 대상으로 설문조사를 실시하여 267부를 통계분석에 활용하여 다음의 결과를 얻었다. 첫째, 스포츠 스폰서십은 기업태도에 정적영향을 미치는 것으로 나타났다. 둘째, 스포츠 스폰서십 요인 중 이미지제고, 홍보, 촉진은 제품태도에 정적영향을 미치는 것으로 나타났으나 이벤트기여는 제품태도에 영향을 미치지 않는 것으로 나타났다. 셋째, 기업태도는 제품태도에 정적영향을 미치는 것으로 나타났다. 넷째, 기업태도는 구매의도에 정적영향을 미치는 것으로 나타났다. 다섯째, 제품태도는 구매의도에 정적영향을 미치는 것으로 나타났다.

• 한국운동역학회지
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• 제24권1호
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• pp.11-18
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• 2014

The purposes of this study were to analyze the kinematics and electromyographic variables of the upper extremity for the backhand clear motion according to the type of hitting in badminton. Seven elite male university players were selected as the subjects. Four digital video cameras and Noraxon Telemyo 2400 were used to collect the 3D kinematics and electromyographic data. The results were as follows: 1) in the phase of impact, the time of motion for the overhead backhand clear was the longest, 2) in the event of impact, the distance of step toward X direction was the longest and the distance of step toward Y direction was the shortest for the overhead backhand clear, 3) in the event of backswing, the rotation angles of shoulder and pelvis and the flexion angle of shoulder for the overhead backhand clear were the biggest, 4) the maximum flexion angular velocity of shoulder and the maximum extension angular velocity of elbow for the overhead backhand clear were the biggest, and 5) in the phase of impact, mean EMG of the wrist flexor, triceps, and trapezius muscle for the overhead backhand clear was bigger than that for the underhand stroke and in the phase of follow-through, mean EMG of the wrist flexor and extensor, biceps, triceps, and trapezius muscle for the overhead backhand clear was the biggest.

• 한국융합학회논문지
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• 제13권4호
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• pp.433-439
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• 2022

이 연구는 계획행동이론을 적용한 장애인 메가 스포츠 이벤트에 대한 대학생의 관람 의도에 대해 연구모형의 적합성 검증과 변인들 간의 인과적 영향관계를 알아보는데 목적이 있다. 이를 위해 선행연구에서 도출된 하위 변인들의 문항들을 바탕으로 전문가 회의, 타당도, 신뢰도 검증을 통해 최종적으로 설문지를 구성하였다. 자료분석은 SPSS 21.0을 이용하여 Cronbach's a 및 탐색적 요인분석을 실시하였고, AMOS 18.0을 이용하여 구조방정식 모형 분석(SEM) 및 확인적 요인분석(CFA)을 실시하였다. 그 결과 첫째, 계획행동이론을 적용한 장애인 메가 스포츠 이벤트에 대한 대학생의 관람 의도 연구모형의 검증 결과 CFI, NFI, IFI의 평가지수가 수용의 기준을 충족하여 이 연구모형의 적합성이 양호한 것으로 나타났다. 둘째, 장애인 메가 스포츠 이벤트에 대한 대학생의 관람 의도 연구모형의 영향관계를 검증한 결과 대학생의 행동신념과 규범신념은 관람 의도에 정(+)의 유이한 영향관계가 있는 것으로 나타났지만, 대학생의 통제신념 관람 의도에는 부(-)의 유의한 영향관계가 있는 것으로 나타났다.