• 유통과학연구
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• 제16권4호
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• pp.57-65
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• 2018

Purpose - As society continues to develop and the economy grows, consumer participation in sports activities and consumption of sports-related goods are steadily increasing. Nowadays, Spyder, the sporting goods company has achieved great success in the Korean market. In the launching, Spyder tried to communicate the sport authentic brand value to consumers as successful sporting goods brands did. The purpose of this study is to identify the key factors influencing the successful branding strategies of sporting goods retailers. In the process of value trading to the consumer, the concept of authenticity which includes 'originality', 'truth' and 'genuine' is considered as one of the most important factor for branding. This study tries to define the brand authenticity in sporting goods retailer and to develop measurement scale. This study suggests a new paradigm for sports brand research and implications for management of domestic sporting goods retailer that is losing the direction to develop brand value. Research design, data, and methodology - This research consists of two parts of study. The first study is a qualitative research to define sport brand authenticity and measuring items through expert interviews. The second study is the development of scales to the authenticity. And reliability and validity of the scales are verified by quantitative methods. A total of 500 respondents were surveyed and the statistical tests were conducted by dividing two groups. Results - This study defines the authenticity of sports brand which is divided into four dimensions; behavioral authenticity, performance authenticity, spiritual authenticity and virtuous authenticity. And this newly defined four dimensions measurement tool is proved statistically in this study in terms of reliability and validity. Conclusions - For the success of sporting goods retailers, it is important to understand the value of sport and to communicate it with customers effectively. This study suggests a tool for sport brand authenticity and also significant implications for brand strategies. In addition, every entity which is related with sport can apply the measurement scale of this study to understand their position and find direction in terms of authentic sport value.

• 한국콘텐츠학회논문지
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• 제8권7호
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• pp.208-215
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• 2008

본 연구는 최근 타 정책자금 융자제도 현황 및 국민체육진흥기금 융자사업의 운용실태를 좀 더 심도 있게 분석하고, 이를 토대로 스포츠산업 융자제도의 지원효과를 극대화하기 위한 방안을 제시하였다. 본 연구결과를 정리하면 다음과 같다. 첫째, 중소기업청, 산업자원부, 정보통신부 등에서 행해지고 있는 정책자금 현황을 살펴보았다. 둘째, 국민체육진흥기금 융자사업 현황을 살펴보았으며, 이에 기초하여 융자 지원현황을 분석하였다. 또한 지원실태를 융자지원 절차, 기금융자 규모, 융자지원 범위, 융자지원 조건으로 나누어 살펴보았다. 마지막으로 타 정책자금 현황과 융자사업 분석결과를 토대로 융자사업 지원효과 극대화 방안을 제시하였다. 융자사업 지원효과 극대화 방안으로 국민체육진흥기금 융자규모 및 범위 확대, 국민체육진흥기금 융자 시 기술담보대출 병행, 국민체육진흥기금 융자자금의 편중현상 완화, 융자대상 별 금액의 탄력적 적용, 국민체육진흥기금 융자 대상업체 선정기준 및 사후평가시스템 구축이 필요하다.

• 한국콘텐츠학회:학술대회논문집
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• 한국콘텐츠학회 2008년도 춘계 종합학술대회 논문집
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• pp.258-261
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• 2008

국민체육진흥기금 스포츠산업 융자제도는 1991년에 시행된 이후 17년째이므로 제도에 대한 전반적인 실태분석을 통해 문제점을 파악하고, 이를 해결하기 위한 방안을 모색해야 할 중요한 시점이라고 볼 수 있다. 이에 본 연구는 최근 타 정책자금 융자제도 현황 및 국민체육진흥기금 스포츠산업 융자사업의 현황분석을 실시하였다. 본 연구결과를 정리하면 다음과 같다. 첫째, 중소기업청, 산업자원부, 정보통신부 등에서 행해지고 있는 정책자금 현황을 살펴보았다. 둘째, 국민체육진흥기금 융자사업 현황을 살펴보았으며, 이에 기초하여 융자 지원현황을 분석하였다. 또한 지원 실태를 융자지원 절차, 기금융자 규모, 융자지원 범위, 융자지원 조건으로 나누어 살펴보았다.

• International Journal of Costume and Fashion
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• 제15권1호
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• pp.19-37
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• 2015

Expanding upon Zhang and Kim's (2013) study involving Chinese consumers, this study investigated key factors that influence U.S. consumers' attitude towards purchasing luxury fashion goods and purchase intent and examined what similarities and differences exist between the two consumer groups in relation to the key factors. A total of 414 respondents completed the online survey questionnaire. Structural Equation Modeling was utilized to analyze data. Brand consciousness, materialism, fashion innovativeness, and fashion involvement were significant factors that affect U.S. consumers' attitude towards luxury fashion goods. Overall, the findings of the current study were greatly inconsistent with Zhang and Kim's Chinese study. The inconsistency provides vital implications to luxury fashion retailers by showing that one size does not fit all and one strategy does not fit all markets.

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

• 대한지리학회지
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• 제28권3호
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• pp.247-267
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• 1993

제 2 차 세계대전 이후 등장한 컨테이너화에 의해 큰 발전을 가져온 현대항만의 수송기능을 이해하기 위하여, 본 연구는 교통결절점으로서의 부산항을 중심으로 컨테이너 수출화물을 통하여 배후지와 지향지의 공간구조를 파악하는 것을 목적으로 하였다. 분석결과, 수출 컨테이너 화물의 배후지는 대도시와 공업도시, 기타 지역으로 수출품목에 의해 유형화될 수 있으며, 주요 지향지는 각 선사의 수송항로에 있어 각 항만의 규모와 각 선사의 항만터미널 이용 편리도에 따라 결정되었다는 점을 밝혔다. 그리고 수출 컨테이너 화물의 배후지와 지향지의 결합에서 국적 3社 모두 품목에 따른 배후지의 유형은 유사하게 나타난다.

• 한국응용과학기술학회지
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• 제40권1호
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• pp.24-34
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• 2023

본 연구는 생산 가능인구의 세대별 스포츠 용품 온라인 소비성향을 탐색하고, 스포츠 4.0 시장의 온라인 소비자를 세분화하여 미래의 소비 시장을 예측하기 위한 기초자료를 제공하고자 했다. 따라서 생산 가능인구의 세대별 집단(Y세대 이상, Z세대) 중 스포츠 용품을 소비한 경험자를 대상으로 본 조사를 실시했으며, 총 478명의 자료를 최종 분석에 적용했다. 자료처리는 SPSS statistics(ver. 21.0)으로 빈도분석, 탐색적 요인분석, 재검사 신뢰도의 상관관계 분석, 신뢰도 분석, 의사결정 나무 분석을 실시했다. 생산 가능인구의 세대별에 따른 스포츠 용품 온라인 소비성향 탐색결과, 여유, 즐거움, 자아 상징, 가격 요인이 높을 경우와 자아 상징, 기능, 환경 친화 요인이 낮을 경우 Z세대 집단으로 분류될 확률이 크게 나타났으며, 여유 요인이 낮고, 자아 상징 요인이 높을 경우와 즐거운 요인이 낮고, 연대적 소비 요인이 높을 경우 Y세대 이상 집단으로 분류될 확률이 크게 나타났다. 또한 이와 같은 모형의 분류 정확도는 69.7%로 나타났다.

• 복식
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• 제55권1호
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• pp.73-85
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• 2005

According to a rise in leisure time thanks to a five-day workweek system, the population of golf tends to rise day by day as exercise not extreme and doing together with nature, and as a sport with high concentration degree, by virtue of people who have an interest in health care and who strive to enjoy a leisure life. This study targeted the whole male and female golfers who reside in the areas of Seoul and Gyeonggi-do and are now playing golf, carried out sampling, and finally used 485 sheets for analyzing data. The study results were as follows; First, as a result of analyzing the whole lifestyle propensity depending on golfers' gender, it was shown that, as a result of making it type by factor, a male golfer was classified into shopping intention, fashion intention, family intention and tradition intention, and a female golfer was divided into shopping intention, fashion intention, family intention and man-and-woman equality intention. Second, as a result of analyzing a characteristic of gender depending on the standard of selecting goods, it showed the difference between genders as for the standard of selecting goods in case of purchasing golfwear, and it showed the difference in style/design, physique fitness, wearing of a famous golfer, convenience of laundry and management, and functionality, and male golfers were shown to select after seeing the clothes which a famous golfer did wear, compared to female golfers. Also, it could be seen that there was difference depending on the standard of selecting goods and the purchasing propensity in case of buying golfwear.

• Journal of Sport and Applied Science
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• 제7권1호
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• pp.11-20
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• 2023

Purpose: This study sought to examine the symbolization of brand identity in Nike golf advertisements and to provide implications for sporting goods ads. Research design, data, and methodology: The study employed Socher's semiotic theory to analyze characteristics embedded in Nike video advertisements. In specific, the study selected 'No cup is safe' among Nike video ads and analyzed structures of ad message and presented metaphors of ad messages. Results: As a study on the semiotic analysis of communication by case, this study investigated how the brand identity pursued by Nike in the advertisement is symbolized by identifying the signifier and signified in the advertisement. As a result of the study, it was possible to segment and analyze a total of 8 advertisement scenes, from the most important tee shot in golf, setting the aiming, sending to the center of the fairway, and applying the general situation of ball in and hole out to the cases of Tiger Woods and McIlroy, thereby helping the general public. Conclusions: Summary of above results showed that it was also conveying the message of metaphor and metonymy that 'I can be like Tiger Woods and McIlroy' by using Nike golf products. Further implications were discussed.

• International journal of advanced smart convergence
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• 제10권4호
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• pp.38-44
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• 2021

The purpose of this study is to investigate the structural relationship among brand dependence, brand attitude, brand satisfaction and repurchase intention of online golf goods consumers. To achieve the purpose of this study, a survey was conducted on consumers who had experience in purchasing golf goods online by visiting golf driving ranges in Seoul and Kyeonggi area. A total of 200 people were surveyed and 197 data were used for the final data processing. SPSS 23 and AMOS 23 were used for data processing. We obtained the following results. First, brand dependence had a positive effect on brand attitude, but it did not have a significant effect on repurchase intention.Second, brand attitude had a positive effect on brand satisfaction and repurchase intention; third, brand satisfaction had a positive effect on repurchase intentionFirst, face has been shown to have a significant impact on symbolic consumption propensity. Second, symbolic consumption tendencies have a significant impact on product satisfaction and intention to purchase new products. Third, product satisfaction has been shown to have a negative impact on the intention of purchasing new products.