• 예술인문사회 융합 멀티미디어 논문지
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• 제8권12호
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• pp.909-918
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• 2018

스포츠이벤트는 스포츠산업의 핵심 상품이며, 스포츠이벤트 산업은 계속적으로 발전하고 있다. 스포츠이벤트의 성공적 운영을 위해서 유치/준비/운영 과정에서의 업무의 기능에 따른 단계별 이해관계자에 대한 분석이 이루어져야한다. 이 연구는 스포츠이벤트의 핵심 프로세스를 수직, 수평적 관점에서 분석하고 각 단계별 업무기능을 정의하여 이해관계자를 분석하는 연구이다. 연구는 1)조사 2)핵심프로세스의 특성화 및 체계화 분석, 3)핵심기능 프로세스 및 이해관계자 분석의 세 범주로 구성하여 진행하였다. 분석결과 유치단계의 핵심 이해관계자는 유치추진 TF팀을 포함한 지방자체단체 및 위원회, 정부조직, 국내외경기연맹 등 유관단체, 국내외스포츠기구(위원회), 유치위원회로 분석되었다. 준비/운영단계의 이해관계자는 조직위원회, 각종 스포츠 위원회, 국제기구 및 국제조직, 정부 및 지방정부, 관련기업 및 업체, 미디어, 스폰서, 기부자 또는 자원봉사자, 선수, 팀, 관중의 이해관계자 집단으로 분석되었다.

• 유통과학연구
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• 제17권10호
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• pp.49-59
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• 2019

Purpose - This study aims to verify the effect of sports sponsorship recognition on corporate image and the relationship between image and identification, corporate image and purchasing intention, brand identification and purchasing intention Research design, data, and methodology - To carry out the purpose of this study, a set of data was collected from 320 surveys and 305 of them were used. Statistic programs, SPSS 18.0 and AMOS 20.0, were used to analyze the data. Results - It was found that emotional sports sponsorship recognition and social sponsorship sports sponsorship recognition had positive effects on corporate image and brand identification. Corporate image also had a positive effect on brand identification. Besides, it was analyzed that corporate image and brand identification had positive effects on purchasing intention. Conclusions - The results show that sports sponsorship recognition can influence brand identification and purchasing intention, and contribute to the enhancement of corporate image. Since brand personality that matches the self-image of the targeted customer will have a more positive effect on the relationship with the consumer, marketing activities should be carried out so that the brand image can be identified with the company image of sports sponsorship activities.

• 동아시아경상학회지
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• 제10권3호
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• pp.105-114
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• 2022

Purpose - The sports business industry and contemporary sports marketing is an exemplary wide field that primarily comprises specific activities, numerous individuals, organizations, and business ventures. This research aims to provide a marketing strategy to lead Leisure sporting goods consumption to improve the leisure life of sports participants. Research design, Data, and methodology - The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) was conducted to obtain the appropriate literature resources and total 15 previous resources selected by the present author after excluding papers based on screening process. Result - The literature analysis revealed that marketing practitioners in the sports and leisure industry should remember three significant solutions which are suggested. These solutions the following: (1) Brand Visibility, (2) Suitable Business Designs, and (3) Customers Support. They will enhance the perspective of consumption goods that foster leisure life to sporting participants following a well-advanced market strategy Conclusion - The sporting activities are generally inspiring, emotion provoking, immersive, rapidly growing profits and revenues, and engaging; hence, it is a great adventure of advancing customer orientation and a platform for growing the market. Therefore professionals have the responsibility to design sporting events in synergy with different stakeholders in ensuring improved and enjoyable experiences based on the marketing solutions of the current research.

• 한국산학기술학회논문지
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• 제19권10호
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• pp.214-221
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• 2018

본 연구의 목적은 스포츠 스폰서십의 부정적인 효과와 이에 대한 대응방안을 규명하기 위한 것이다. 유명 스포츠인과 관련한 부정적인 사건이 발생하였을 때 유명 스포츠인의 책임수준이 소비자들이 유명 스포츠인과 해당 보증인이 광고하는 제품에 대해 가지는 태도에 미치는 영향력을 확인하고자한다. 또한, 유명 스포츠인의 책임수준이 유명 스포츠인과 제품에 대한 태도에 미치는 영향력에 있어서 대응 전략의 조절효과를 검증하고자 한다. 이를 위해 대학생 총 135명을 대상으로 가상의 시나리오를 포함하는 설문조사를 실시하여 자료를 수집하였으며, 이 중 126부를 분석에 이용하였다. 가설 검증을 위해 분산분석을 실시한 결과, 부정적 사건이 발생하였을 때 유명 스포츠인의 책임수준이 높을수록 실험참가자들은 유명 스포츠인과 해당 유명 스포츠인이 광고하는 제품에 대해 부정적인 태도를 형성하는 것으로 확인되었다. 그리고 조절효과 분석결과, 부정적 사건에 대한 유명 스포츠인의 책임수준이 유명 스포츠인과 제품에 대해 미치는 영향력은 대응전략의 유형에 따른 유의미한 차이를 보여주었다.

• 복식문화연구
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• 제25권3호
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• pp.391-404
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• 2017

The purpose of this study was to identify the consumers' demands on functional design of sports climbing pants. Data were collected through a field survey. 82 male and 70 female amateur sports climbers in Seoul participated. The questionnaires measured aspects of functional design in sports climbing pants, specifically motion adaptability, comfort and aesthetic value of the climbing pants. The results of this study show that comfort during climbing postures was the most important value of the climbing pants. The subjects sought motion adaptability at the hip, crotch, thigh and knee. The preferred style and degree of fit of climbing pants were differed according to gender. Men preferred loose or semi tight fit style climbing pants but women preferred the leggings style of the sport pants. The soft touch seam line and body shaping function were also important for women. The type of pants preferred for sports climbing also differed by the climbing experience period. Men began to wear the outdoor mountaineering style pants when they had experienced sports climbing for 6 months and to wear the climbing expert style pants when they had experienced sports climbing for a year. Most women wore leggings style sports pants from the beginner stage. This study also analyzed Korean market trend in 2016~2017 F/W for sports climbing pants design. The men's pants were more likely to be designed to improve mobility compared to the women's pants, even though the aesthetic value of the sports climbing pants was important for women.

• 한국웰니스학회지
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• 제7권2호
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• pp.113-121
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• 2012

This study chose the academic journals related with e-sports for analysis among the top tier journals of National Research Foundation of Korea from 2006 to 2011 to check the academic trend Beginning in 2006, the first study of e-sports was published in the journal related with e-sports. So, the studies from 2006 to 2011 were chosen for analysis. Using Research Information Sharing Service(RISS), the keyword 'e-sports' was searched. By virtue of this process, total 27 studies were selected as final analysis. So, the academic trends are as follows. In Korea, the studies related with e-sports have started from the beginning of 2000s with internet and then it spread out via cable TV. And then from the middle of 2000s, e-sports was discussed seriously. The early subject of the studies usually focused on the measurement of e-sports based on the strategic elements as a product. After that, game addiction and violent tendency which were one of the biggest issues were raised as a constant problem and it became the academic studies of user behavior. E-sports became a recreation culture of teenagers so it has been in charge of the role of exit and the problems related with it have continuously appeared. So, the academic studies tend to have departmentalization like immersion, addiction, sociality, self-regulation and etc. But, there was a tendency that the similar contents were repeated in the view point of subject and method while the subjects were departmentalized. So, for the systematic study of e-sports, development of the unique subject, study method and verification process should be conducted continuously.

• 한국의류학회지
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• 제42권6호
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• pp.1025-1038
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• 2018

This study identifies the socio-psychological factors on athleisure wear purchase behavior and focuses on the effects of participation motives in sports leisure activity. This research compares athleisure wear purchase behavior among the three groups segmented by participation motives for sports and leisure activity. An online survey on male and female consumers between the ages of 20 and 50 provided 319 responses that were analyzed using SPSS 20.0. The factor analysis and reliability analysis, cluster analysis, variance analysis, Duncan test, and Chi square test were conducted. The results were: 1) From a result of the factor analysis on consumers' sports leisure participation motives clearly showed factorial structures including social interaction, physical health, and pleasant feeling. 2) Cluster analysis indicated three groups of participation motives in sports and leisure activity such as passive motivating type, social interaction type, and wellness type. 3) Consumer groups showed significant differences in purchase reasons, preferred brands, product items, and pursued performance attributes for purchasing athleisure wear products.

• 한국융합학회논문지
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• 제11권10호
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• pp.125-131
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• 2020

본 연구는 엘리트 유소년 태권도 선수들을 대상으로 골절 발생 위험을 감소시키고, 골다공증의 조기진단을 평가하는 지표로 사용되는 골밀도와 운동 수행능력을 판단하는 지표인 심폐기능, 그리고 선수들에게 최대의 적인 스포츠 손상과의 관계를 알아보고자 하였다. 골밀도와 심폐기능 그리고 스포츠 손상 간의 관계를 알아보기 위해 Pearson 상관관계 분석을 시행하였다. 또한, 골밀도가 심폐기능 및 스포츠 손상에 미치는 영향을 알아보기 위해 단순 선형회귀 분석을 시행하였다. 골밀도는 환기량(r=.388) 및 최대산소 능력(r=.478) 그리고 스포츠 손상과 상관관계가 있었다(r=-.292). 또한, 골밀도가 .002, 및 .006씩 증가하면 환기(p=.001) 및 최대 산소능력은(p=.006) 1씩 높아진다. 또한, 골밀도가 .016씩 감소하면, 스포츠 손상의 발생이 1씩 증가한다(p=.044). 선수들의 골밀도 향상으로 스포츠 손상을 예방할 수 있으며, 향후 스포츠 손상 예방 프로그램으로 활용할 수 있을 것이다.

• International Journal of Internet, Broadcasting and Communication
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• 제12권2호
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• pp.137-143
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• 2020

The purpose of this study is to analyze the structural relationship among advertising attribute, advertising attitude, product attitude and purchase intention in YouTube advertising. The survey subjects to achieve the purpose of this study were selected the group of 300 students who have been watching YouTube VOD once more and are attending in three universities that are located in Seoul, Gyeonggi and Chungnam. Data processing was done with SPSS 23 for frequency analysis, Cronbach's α analysis. Also, AMOS 18 was used for confirmatory factor analysis and structural equation model analysis. information, irrtation and individuality affect viewers' advertisement attitude, their product attitude and purchasing intent, among advertisement attributes of e-sports items perceived by viewers of YouTube's e-sports videos with the insertion of advertisements that cannot be skipped in the middle of the video.Therefore, the similarity between the video and the advertised product or brand should be taken into account when producing advertisements inserted in the YouTube video, and a more positive advertising effect can be achieved when advertisement can be carried out reflecting the characteristics of the target viewers.

• 한국운동역학회지
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• 제22권2호
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• pp.131-140
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• 2012

This study was to investigate the relationship between the distance and projection factors, angle factors of javelin in women's javelin throwing. The data were collected in the 2011 National Sports Festivals for 11 players. Three-Dimensional motion analysis using a system of 4 video cameras at a sampling frequency of 60 fields/s was performed for this study. The factors of release conditions calculated using Matlab 2009a program. The statical analysis on the records(n=42) included mean and standard deviation of the mean(SD), Pearson's product moment correlation coefficient(SPSS Version 16.0 for Windows). There was a statistically significant positive relationship between the records and release velocity(r=.866, p<.01), height(r=.433, p<.01) and height rate(r=.340, p<.05). The attitude angle, release angle, and attack angle showed not a statistically significant relationship between the records. The medial-lateral tilt angle of javelin showed not a statistically significant relationship between the records, but the yaw angle of javelin(r=.549, p<.01) showed a statistically significant positive relationship between the records.