회원제 골프클럽의 관계혜택, 클럽 동일시, 감정 및 충성도의 구조적 관계

성종환(Sung, Chong-Hwan) 한국체육과학회 2013 한국체육과학회지 Vol.22 No.2

The purpose of this study was to examine the relationship among relational benefits, identification, emotion, and loyalty of membership golf club. The subjects were 400 customers at membership golf clubs located at the Gyeonggi, Gangwon, and Chungcheong, 387 data were collected and 360 of them were chosen as for final data analysis. Data processing was done for frequency analysis using PASW Ver. 18.0 and confirmatory factor analysis and structural equation model analysis using AMOS 18.0. Based on the above study method and procedures, the result of the study are summarized as follows. First, confidence benefits, social benefits, and special treatment benefits out of relational benefits had significant influence on personal identification. Second, confidence benefits, special treatment benefits out of relational benefits had significant influence on social identification. Third, personal identification had significant influence on emotion. Fourth, social identification had significant influence on emotion. Fifth, emotion had significant influence on attitudinal loyalty and behavioral loyalty.

골프장의 서비스회복 공정성이 고객만족, 전환장벽 및 충성도에 미치는 영향

성종환(Sung, Chong-Hwan),허진(Hur, Jin) 한국체육과학회 2016 한국체육과학회지 Vol.25 No.4

The identify service recovery justice in golf club gives participants provide important clues to understand and predict more accurately golf participants. The purpose of this study was to examine the relationship among service recovery justice, customer satisfaction, switching barrier and loyalty of golf clubs. The subjects were customers from 4 golf clubs, and 300 data were collected and 287 of them were chosen as for final data analysis. For the data, SPSSWIN Ver. 22.0 and AMOS 22.0 were used and after verifying the suitability of a model, each theoretical situation was confirmed. The empirical analysis concludes as follows. First, service recovery justice had significant influence on customer satisfaction. Second, customer satisfaction had significant influence on switching barrier. Third, switching barrier had significant influence on loyalty.

e스포츠 소비자들의 소비동기와 소비태도 및 소비행동의 구조적 관계

성종환(Sung, Chong-Hwan),송기현(Song, Ki-Hyun) 한국체육과학회 2021 한국체육과학회지 Vol.30 No.5

The purpose of this study is to analyze the structural relationship between consumption motivation, attitudes, and behavior in e-sports consumers and to investigate the mediating effect of consumption attitudes on the relationship between consumption motivation and behavior. To this end, e-sports users who had watched a game in a stadium in person or who had obtained e-sports information via Internet broadcasting, TV, and social networks were selected as research subjects. A survey was performed by sending out URLs through text, Kakao Talk, and social media, including online communities and Facebook, and data received from 274 voluntary responders was analyzed. After performing a fit test for the entire model using SPSS 20.0 and AMOS 20.0 and testing the hypotheses, the following results were derived: first, as for the relationship between consumption motivation and consumption attitudes, it was found that a sense of accomplishment, escaping from everyday life, knowledge, and entertainment affected consumption attitudes. Dramatic situations, however, did not show a significant effect on consumption attitudes. Second, consumption attitudes were found to have a significant effect on consumption behavior. Third, a sense of accomplishment and dramatic situations had a significant effect on consumption behavior, while escaping from everyday life, knowledge, and entertainment were found to be insignificant for consumption behavior. Fourth, consumption attitudes mediate the relationship between consumption motivation and consumption behavior. Accordingly, it was found that motivation to satisfy needs in the psychological process that encourages consumption contributes to consumption behavior by strengthening the attitudes.

골프대회 중계 시 가상광고 속성과 광고태도, 제품태도 및 구매의도의 구조적관계

염정환(Jeong Hown Youm),성종환(Chong Hwan Sung),김세윤(Se Yun Kim) 한국사회체육학회 2014 한국사회체육학회지 Vol.0 No.55

The purpose of this study was to determine the structural relationship between virtual advertising attributes, and advertisement attitude, product attitude and purchase intention during golf tournament broadcasting. For the investigation subjects of this study, targeting college students who have experienced watching golf tournament, 3 colleges were selected from the regions of Seoul, Gangwon and Cheongnam. After sampling total of 300 people - consists of 100 people from each college - total of 273 final data, which excludes 27 inappropriate data, were utilized. For data processing, PASW 18.0 and AMOS 18.0 were utilized. Upon completion of the data processing, individual hypotheses were verified upon completion of test of goodness of fit. The results are as follows. First, sub factors of virtual advertising such as entertainingness, informativeness, freedom from bias and reliability had a significant effect on advertisement attitude. Second, advertisement attitude had a significant effect on product attitude. Third, advertisement attitude had a significant effect on purchase intention. Forth, product attitude had a significant effect on purchase intention.

스포츠 팀 코치의 동기부여방식과 운동지속의 관계에서 청소년 선수들의 긍정적 사고와 스포츠 자신감의 매개효과

윤성현(Youn, Seong-Hyun),성종환(Sung, Chong-Hwan),송기현(Song, Ki-Hyun) 한국체육과학회 2020 한국체육과학회지 Vol.29 No.6

The purpose of this study is to analyze structural relations among the coach’s motivating styles, positive thinking, sport confidence, and sport continuance in an adolescent sport team and also the mediating effects of positive thinking and sport confidence on relations between the coach’s motivating styles and sport continuance. For this purpose, the investigator applied purposeful sampling to male and female athletes at physical education or general middle and high schools around the nation and used total 321 questionnaires of the final valid sampled in analysis. Collected data was tested for fitness for the entire model with SPSS 22.0 and AMOS 22.0. The hypotheses were also tested. The findings were as follows: first, support for autonomy, one of the coach’s motivating styles, had significant effects on the positive thinking and sport confidence of adolescent athletes. Controlling coaching behavior had negative(-) effects on their positive thinking and no significant effects on their sport confidence; second, the positive thinking of adolescent athletes had positive(+) impacts on their sport confidence and continuance; third, their sport confidence had significant influences on their sport continuance; and finally, their positive thinking and sport confidence played mediating roles in relations between the coach’s motivating styles(support for autonomy) and sport continuance. In short, field sport instructors need to take much interest and make a lot of effort to create an autonomous training environment before having contemplation over such negative outcomes as athletes’ quitting, stress, exhaustion, and depression.

골퍼의 인구통계학적특성에 따른 골프선수보증인이미지가 브랜드충성도에 미치는 영향

염정환(Yum, Jung-Hwan),성종환(Sung, Chong-Hwan),나도현(Na, Do-Hyun) 한국체육과학회 2011 한국체육과학회지 Vol.20 No.5

This study is looking for an effect that an image of golfer surety has an influence on brand loyalty by demographic characteristic for golfer in according to the feature of human statistics. First, to verify differences between demographic characteristic and an image of golfer surety, we conduct one-way ANOVA setting an image of golfer surety factor as independent variable and demographic characteristic trait as dependent variable. As a result, we found that in sexual factor external image only has significant differences. In age factor, external image has significant differences, adventurous image, moral image. In the factor whether marriage or not, only adventurous image) has significant differences. The factor of level of education has no significant differences in all of subordinated factor. Lastly, in the career factor, external image, exercise performative image, adventurous image and the moral image significance differences. Second, to verify an effect that an image of golfer surety has an influence on brand loyalty, we conducted multiple regression analysis, In training time factor among training characteristic subordinated factor, the external image and exercise performative image factor among golfer surety image didn"t have a positive influence. However adventurous and moral image factor had a significant effect on brand loyalty.

태권도장의 서비스회복 공정성이 수련생 만족, 전환비용 및 충성도에 미치는 영향

김선공(Kim, Sun-Gong),이정흔(Lee, Jeong-Heun),성종환(Sung, Chong-Hwan),김현미(Kim, Hyun-Mi),염정환(Yum, Jung-Hwan) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.4

The purpose of this study was to examine the relationship among service recovery justice, trainees’ satisfaction, switching costs and loyalty of Taekwondo training centers. The subjects were parents of Taekwondo trainees from ten Taekwondo training centers, and 340 data were collected and 327 of them were chosen as for final data analysis. Data processing was done for frequency analysis using SPSSWIN Ver. 18.0 and confirmatory factor analysis and structural equation model analysis using AMOS 7.0. Based on the above study method and procedures, the result of the study are summarized as follows. First, service recovery justice had significant influence on trainees’ satisfaction. Second, trainees’ satisfaction had significant influence on switching costs and loyalty. Third, switching costs had significant influence on loyalty.