• Journal of Information Technology Applications and Management
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• 제13권2호
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• pp.127-143
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• 2006

As the number of Internet users increases, online shopping malls are gradually flourishing and sales are continuously growing. However, since consumers are not able to check what they purchase when buying products on the Internet, they are bound to have higher risk perception than buying directly from off-line stores. Especially, sporting goods require a special attention because a preliminary test is important. Therefore, the risk perception is much higher when people purchase sporting goods online. This study first identifies the multi-dimensionality of risk perception. Then, it investigates whether online purchasing experience of sporting goods makes differences in the level of risk perception. In addition, it examines whether the risk perception by those who had an experience in purchasing sporting goods online affects the customer satisfaction. This study has identified five dimensions in the concept of risk perception, such as financial risk, performance risk, security risk, delivery risk, and psychological/physical risk. A statistical analysis shows that people without an experience in purchasing sporting goods online have perceived significantly higher performance risk, security risk, and psychological/physical risk than those with online purchasing experiences. Finally, this study has found that delivery risk, financial risk, and psychological/physical risk have significant negative influences on the customer satisfaction.

• 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.

• 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.

• 마케팅과학연구
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• 제17권4호
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• pp.175-199
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• 2007

The linear regression method was used to model the relationship among a set of perceptions regarding to the importance of physical exercise and the perceived value of physical exercise (as a leisure activity) for aging baby boomers. In terms of a pilot study, we developed two alternative models tested at two different convenience samples. The first sample consisted of 82 aging baby boomers aged 55.65 (sample 1) and the second one consisted of 458 citizens aged 18.45 (sample 2). Through this research approach, we intended to lead to a better understanding of perceived value of physical exercise in the sporting goods marketing context for aging baby boomers. We addressed the core research themes of our study using a convenience survey. Data was collected by means of face to face interviews during the seven week period. The research results showed that the "model 2" better predicts perceived value of physical exercise as a leisure activity for aging baby boomers. We believe that the final findings of our research try can recognize the differences in buying behaviors between aging baby boomers and other target markets and advance marketers of sporting goods strategic tries regarding to consumer strategy management at a store level.

• 한국엔터테인먼트산업학회논문지
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• 제13권8호
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• pp.377-389
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• 2019

본 연구는 일본 불매운동과 관련된 일본스포츠 용품에 대한 소비자들의 인식을 조사하고 인식에 따른 문제점파악과 변인을 추출하기 위해 소셜네트워크 빅데이터 분석을 실시하였다. 소셜네트워크 빅데이터 분석을 "일본 불매운동"과 "일본 스포츠 용품"의 2가지 영역으로 조사를 실시하였으며, 조사기간은 불매운동이 이슈가 되었던 2019년 7월 1일 ~ 7월 31일까지의 1개월의 데이터를 수집하여 조사하였다. 연구방법을 구체화하면 시대적 이슈파악 - 소셜네트워크 분석을 활용한 키워드 설정 - TEXTOM과 Ucinet 6프로그램을 용한 CONCOR분석을 활용한 군집파악 - 전문가 회의를 통한 변인선정 - 설문지 작성 및 수정보완 - 설문지의 타당도와 신뢰도 검증 - 구조모형방정식을 활용한 가설검증으로 구성하였다. 소셜네트워크의 빅데이터를 활용한 결과를 바탕으로 관련특성, 국민성, 태도, 소비행동의 4가지변인을 추출하였고 4가지 변인의 설문문항은 총 30문항, 292부의 설문지를 최종 가설검증에 활용하였다. 분석결과 첫째, 불매운동 관련특성은 국민성의 정(+)적 관계가 나타났다. 구체적으로 불매운동 관련특성(불매운동 필요성, 불매운동소속감, 불매운동혜택지각 모두는 국민성에 정(+)적 관계가 나타났다. 둘째, 국민성은 태도에 정(+)적 관계가 있는 것으로 나타났다. 셋째, 국민성은 소비행동에 정(+)적 관계가 있는 것으로 나타났다. 이를 종합하면, 첫째 가설검증을 통해 일본불매운동은 무조건적인 감정대립이 아닌 현재와 같은 문화운동을 수준 높게 잘 대처해 나가야 자세가 필요할 것이며, 한국의 역사를 세계에 널리 알릴 수 있는 캠페인으로 발전해 나갈 것을 시사한다. 둘째 가설검증을 통해 최근 일본불매운동은 국가적 우월성을 강조했다는 것과 수출국가의 민족성을 무시했다는 점에서 나타난 문제의 결과이며, 글로벌 기업의 해외시장 진출 시 고려해야 할 사항임을 시사한다. 셋째 가설검증을 통해 불매운동은 양면적 성격에서 자신의 책임 하에 자신의 이익을 목적으로 자발적으로 참여되어야 하며, 어떠한 강조나 강요가 수반 되어선 안 될 것을 시사한다.

• 대한가정학회지
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• 제40권4호
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• pp.85-103
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• 2002

The purpose of this study is to examine determinant to purchase decisions by consumers using the home shopping of cable TV. For the purpose accomplishment, this researcher surveyed demographic characteristics of cable TV users to determine what differences in types of goods purchased by the users were made in accordance with the characteristics. Findings from the study may be reflected in bisiness policies seeking the fulfillment of consumer needs, and be used as a basic information for the establishment of consumer policies pursuing increased qualities of consumption life by providing information on goods shown through the of home shopping on cable TV. The result of the study can be summarized as follow. First, purchased goods were greatly different in their types depending on demographic characteristics of consumers such as gender, marital status, age, educational backgrounds, income and jobs. Second, experiential characteristics of cable TV users including holding or non-holding credit cards, main channels used, the main time of watching cable TV and purchase frequency per year contributed to differences in types of purchased goods. Third, factors influencing purchase decisions were somewhat different according to types of goods. However, previous purchase experiences were most influential irrespective of the types. The result as described so far suggests that previous purchase experiences by consumers raised their chances of repurchase by removing possible risks perceived by consumers. Based on the result as above, the researcher would make the following conclusion. First. companies operating the of home shopping on cable TV should increase satisfaction by consumers by providing reliable goods and information to them. In this sense, those companies need to establish marketing strategies that vary according to demographic characteristics of consumers and at the same time provide product information necessary for fulfilling consumers' requirements. Second, consumers should be moderate in the use of credit cards to avoid unplanned purchases via home shopping on cable TV and have some knowledge to solve problems related to goods and to the use of credit cards.

• 한국실내디자인학회논문집
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• 제25권5호
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• pp.71-81
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• 2016

This research has been carried out with the objects of sporting goods shops to find out what structure of those shops raises more interest from customers. The tracking eyes on the objects which are the same but seen to have different structures has revealed the followings. Customers' visual appreciation of Reverse left/right Images (11.1) was found to be higher than that of Original Images (10.6). Furthermore, the reverse left/right image of the space also was found to attract more interest from customers, which led them to have longer observation. The below is about the interpretation of the spatial exploration by observation time and the appreciation of its visual content in line with the experiment objects of selling spaces. The longer the space was observed, (1)the higher the expansive searching of space was, (2)the more spots were observed as if they did not know what to see after they first observed at early hours, (3)later (in the time range of 64~73 seconds) they came to look at the spots in which they got interested, (4)and then again they suddenly got lost what to see. When the change of observation characteristics by time range is reviewed, it can be seen that the searching of original images is changed from Divergent Feature to Convergent Feature when the observation time increases from the early stage of observation to the later. On the contrary, the reverse left/right images were found to have the opposite searching features, that is, from convergent exploration to divergent exploration. These findings show that the reverse left/right images of the sporting goods shops, which were the experiment objects, have more factors attracting customers' attention and interest and that it is the very shop-structure which makes customers have better visual appreciation of those shops.

• Asian Journal for Public Opinion Research
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• 제9권4호
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• pp.352-367
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• 2021

Purpose: This research aims to examine gender preferences for men and women advertising models in Saudi advertisements. Saudi Arabia is known as one of the most gender-segregated society in the world, and it has gender-specific roles, characteristics, and behaviors that are undesirable for the other gender. Methodology: The questionnaire was developed with the help of earlier studies on perceptions towards advertising models and validated by a jury of experts and focus groups. The gender preferences for ten product categories (including automobiles, baby care products, cigarettes, cosmetics for women, fashion, food & beverages, motorcycles, personal care for men, personal care for women, sporting goods) were examined for men and women models. Similarly, three personal preferences characteristics for both genders (face beauty, voice quality, and Islamic dress), two characteristics for women models (body shape, femininity), and two characteristics for men models (height-weight balance, masculinity) were examined for men and women models separately. Finally, a survey was conducted to solicit responses from respondents (N=412). Findings: Results indicated significant gender preferences for gender-specific product categories and typical gender stereotypes in advertising models. Men models were preferred in men-specific products, and women models were required in women-specific products. Some product categories (including personal care for men and sporting goods) were ranked higher for men advertising models, while for women advertising models, other product categories (including personal care for women and cosmetics for women) were ranked higher. Masculinity was ranked highest as the preferred personal characteristic for men advertising models, while voice quality was highest for women advertising models. Finally, there is a significant difference between the preferred personal characteristic for men and women advertising models for three characteristics, including face beauty, Islamic dress, and masculinity and femininity. Implications: Saudi Arabia is a unique society with predominantly unique cultural dominance. Consequently, local culture greatly influences advertisements. It has stereotyped gender roles even in advertisements. This study will establish a baseline for further research on the subject area.

• 한국산학기술학회논문지
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• 제14권5호
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• pp.2187-2197
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• 2013

이 연구의 목적은 유명 스포츠브랜드(나이키, 아디다스, 휠라)에서 광고모델로 활약하고 있는 세 명의 스포츠스타 (박지성, 차두리, 박태환)들을 대상으로, 스포츠스타의 광고속성이 스포츠용품 구매의도에 미치는 영향을 알아보는 것이다. 총 240명의 표본 집단을 대상으로 한 설문조사를 분석한 결과 다음과 같은 결론들이 도출되었다. 첫째, 인구통계학적요인에 따른 스포츠스타 보증광고속성과 구매의도의 차이분석에서 성별, 연령에 따른 유의한 차이가 있었다. 둘째, 구매자의 월평균 수입에 따른 스포츠스타 보증광고속성과 구매의도의 차이 분석에서 박지성 차두리 박태환 선수 모두 유사성에서 통계적으로 유의한 차이가 있었다. 셋째, 구매자의 월평균 스포츠 지출비용에 따른 스포츠스타 보증광고속성과 구매의도의 차이 분석에서는 박지성 차두리 박태환 선수 모두 유사성에서 통계적으로 유의한 차이가 났으며, 구매의도와의 차이 분석에서는 박태환 선수에게만 차이가 있었다. 넷째, 스포츠스타 보증광고속성이 구매의도에 미치는 영향에서는 박지성 선수에게서 가장 많은 선수속성(전문성 신뢰성 유사성)이 구매의도에 미친다는 결과가 나왔으며, 차두리 선수에게서는 신뢰성 유사성의 선수속성이 구매의도에 미친다는 결과가 나왔다. 또한 박태환 선수의 보증광고속성 중에서 유사성이 스포츠소비자들의 구매의도에 영향을 미친다는 결과가 도출되었다. 본 연구에서 나타난, 스포츠스타의 보증광고속성들 중에서도 유사성이 공통적으로 스포츠 용품 구매의도에 영향을 미치고 있다는 사실은 향후 스포츠광고 분야와 관련 후속연구에서 주목할 만한 시사점을 제시한다.

• International Journal of Precision Engineering and Manufacturing
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• 제8권1호
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• pp.11-15
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• 2007

Composite materials are widely used to make all kinds of machine parts, internal and structural materials of cars, aerospace components, building structures, ship materials, sporting goods and others, It is worth while to use composite space substitute material in various applications when compared with others. But the use of composite material is limited in the field of the mechanical processing because of the difficulties in processing. Thus, it is proved that the surface is rough at the in and out sections of the hole processing when the GFRP is machined with HSS drill in the vertical machining center. And it is observed that the more it is processed, the more the fluid type long chip is changed into the powdered chip.