스크린야구장의 서비스품질에 대한 중요도-성취도 분석

조송현 ( Cho Songhyun ),추나영 ( Choo Na-young ),장현길 ( Jang Hyeon-gil ) 한국스포츠산업경영학회 2017 한국스포츠산업경영학회지 Vol.22 No.6

본 연구는 스크린야구장의 서비스품질에 대해 고객이 인지하는 중요도와 실제 경험 후 가진 성취도를 측정하고 비교하는 것을 목적으로 하였다. 연구대상은 부산광역시 및 경상남도에 소재한 스크린야구장 이용 고객을 모집단으로 설정한 후 편의표본추출법을 활용하여 총 200명을 표집하였으며 실제 분석에서는 198명의 자료를 사용하였다. 자료분석은 SPSS 23.0 프로그램을 이용하였으며, 스크린야구장 서비스품질과 관련된 문항의 중요도와 성취도의 평균값을 통해 중요도 순위를 도출하고, 대응 표본 t-test, IPA를 실시하여 다음과 같은 결과를 도출하였다. 첫째, 스크린야구장 고객의 요구에 대한 수용과 차례에 대한 신속한 안내는 각각 중요도와 성취도에서 가장 높은 순위를 차지하는 것으로 나타났다. 둘째, 스크린야구장의 청결성, 차례에 대한 신속한 안내, 기계사용법에 대한 숙지는 중요도와 성취도에 있어서 차이가 있는 것으로 나타났으며, 다른 문항은 유의한 차이가 없는 것으로 나타났다. 마지막으로 IPA 매트릭스 분석결과 Ⅰ사분면은 직원의 즉각적인 응대, 요청에 대한 신속한 대응 등 7개의 문항이 포함되는 것으로 나타났으며, Ⅱ사분면에는 환기시설, 조명시설 등 4개 문항이 포함되는 것으로 나타났다. Ⅲ사분면에는 청결성, 최신시설 등 6개 문항이 포함되는 것으로 나타났으며, Ⅳ사분면에는 적절한 위치 1개 문항만 포함되는 것으로 나타났다. This study aimed at measuring and comparing the importance of screen baseball park service quality as perceived by customers and performance after actual experiences. The research population consisted of users of screen baseball parks located in Busan Metropolitan City and the Gyeongsangnamdo Province and a total of 200 people were sampled after using the convenience sampling method and data from 198 subjects were used. Importance rankings were presented using the mean values of screen baseball park service quality and the importance and performance of related items using SPSS 23.0 and the following results were drawn from matching sample t-tests and IPA. First, accommodation and prompt guidance to screen baseball park customer demands were high in ranking with importance and performance. Second, the importance of the lighting systems and reservation convenience of screen baseball parks were higher than performance and with prompt guidance and appropriate location, performance was higher than importance. Lastly, IPA matrix analysis results showed that Quadrant I included 7 items such as immediate response, and that Quadrant II included 4 items such as the ventilation systems and lighting facility. Quadrant III included 6 items such as the cleanliness of screen baseball parks and Quadrant IV included 1 items such as accessibility.

유소년 축구지도자의 비언어적 커뮤니케이션이 학생선수의 지도자신뢰, 운동몰입, 운동만족에 미치는 영향

조송현(Cho, Songhyun) 한국사회체육학회 2021 한국사회체육학회지 Vol.- No.84

Purpose: The purpose of this study is to ascertain the relationship of non-verbal communication of youth soccer leaders on student athletes’ leader trust, exercise commitment, and exercise satisfaction. Method: Elementary school soccer teams members based in Busan, Incheon, Ulsan and Gyeongsangnam-do, professional teams youth club U-12 members, and fifth & sixth graders learning soccer at soccer clubs were selected as subjects. A total of 320 people were selected using the convenience sampling method, and 299 data were used for the actual analysis, excluding 21 which were judged to be incomplete surveys. Using the SPSS 25.0 program, the validity and reliability of the survey tools were verified through frequency analysis, exploratory factor analysis, Cronbach’s α coefficient calculation, and correlation analysis. Furthermore simple regression analysis and multiple regression analyses were conducted for hypothesis verification. Results: First, non-verbal communication had a positive effect on student athletes’ trust in their leaders. Second, non-verbal communication had a positive effect on student athletes’ exercise commitment. Third, nonverbal communication had a positive effect on student athletes’ exercise satisfaction. Fourth, leader trust had a positive effect on exercise commitment. Fifth, leader trust ha d a positive effect on exercise satisfaction. Sixth, exercise commitment had a positive effect on athletic satisfaction. Conclusion: The use of non-verbal communication by youth soccer leaders can be said to be an important factor in establishing a trust relationship with student players for leading to immersion and satisfaction in training situations.

프로축구 구단의 사회공헌활동과 구단이미지, 구단동일시, 구단자산의 구조적 관계

진대근(Jin, Daegeun),조송현(Cho, Songhyun) 한국스포츠산업경영학회 2021 한국스포츠산업경영학회지 Vol.26 No.4

본 연구는 국내 프로축구 구단의 사회공헌활동과 구단이미지, 구단동일시, 구단자산 간의 구조적 관계를 규명하는 것이다. 이러한 목적을 달성하기 위하여 국내 프로축구 구단 중 서울FC, 경남FC, 대구FC, 부산아이파크, 수원삼성, 울산현대, 전북현대 등 7개 구단의 팬들을 모집단으로 선정하였다. 표집방법은 유목적 표집방법을 이용하여 총 728명을 표집하였으며, 이 중 불성실한 응답으로 판단되는 28명의 자료를 제외한 700명의 자료를 실제 분석에 사용하였다. 자료분석은 SPSS 26.0과 AMOS 26.0 통계프로그램을 이용하여 빈도분석, 기술통계 분석, 확인적 요인분석, Cronbach’s α 계수 산출, 상관관계 분석, 구조방정식모형 분석을 실시하였다. 이러한 절차에 따른 결과는 다음과 같다. 첫째, 프로축구 구단의 사회공헌활동은 구단이미지에 긍정적인 영향을 미치는 것으로 나타났다. 구체적으로 사회공헌활동 하위요인인 사회적 차원의 공헌활동, 자선적 차원의 공헌활동, 공익적 차원의 공헌활동 모두 구단이미지에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 프로축구 구단의 구단이미지는 구단동일시에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 프로축구 구단의 구단동일시는 구단신뢰에 긍정적인 영향을 미치는 것으로 나타났다. 넷째, 프로축구 구단의 구단동 일시는 구단태도에 긍정적인 영향을 미치는 것으로 나타났다. 다섯째, 프로축구 구단의 구단신뢰는 구단충성도에 긍정적인 영향을 미치는 것으로 나타났다. 여섯째, 프로축구 구단의 구단태도는 구단충성도에 긍정적인 영향을 미치는 것으로 나타났다. The purpose of this study was to identify the structural relationship between the social contribution activities, club image, club identity, and club equity of domestic professional soccer clubs. The population of this study was spectators who attended professional soccer games in Seoul FC, Gyeongnam FC, Daegu FC, Busan I-Park, Suwon Samsung, Ulsan Hyundai, and Jeonbuk Hyundai. Using purposive sampling method, 728 peoples were asked to respond the survey. Out of 728 data, 700 data were finally used for this study. Data analysis was conducted using the SPSS 26.0 and AMOS 26.0 statistical programs to analyze frequency analysis, descriptive statistical analysis, confirmatory factor analysis, Cronbach"s alpha calculation, correlation analysis, and structural equation model analysis. The findings of the study were as follows. First, professional soccer club"s social contribution activities had a positive effect on the club image. Second, club image had a positive effect on club identification. Third, club identification had a positive effect on club trust. Forth, club identification had a positive effect on the club attitude. Fifth, club trust had a positive effect on club loyalty. Sixth, club attitude had a positive effect on club loyalty.

체육교사의 직업가치관과 자기효능감이 직무만족에 미치는 영향

추나영 ( Choo¸ Nayoung ),조송현 ( Cho¸ Songhyun ) 한국체육학회 2021 한국체육학회지 Vol.60 No.2

본 연구는 중등학교 체육교사의 직업가치관과 자기효능감이 직무만족에 미치는 영향을 규명하는데 목적이 있다. 이와 같은 연구목적을 수행하기 위해 부산시 소재의 중학교 및 고등학교에 근무하는 체육교사를 모집단으로 선정하였으며 편의표본추출 방법을 이용하여 총 320명의 표본을 선정하였다. 자료수집을 위해 설문조사를 실시하였으며, 직접 방문 또는 온라인으로 설문조사를 한 결과 33부가 회수되지 않았고, 이외 설문지는 분석에 문제가 없었기에 최종적으로 287명의 자료가 분석에 이용되었다. 자료분석은 IBM SPSS statistics 25.0 프로그램을 이용하였으며, 빈도분석, 탐색적 요인분석, Cronbach’s α 계수 산출, 상관관계분석을 통해 조사도구의 신뢰도와 타당도, 변인의 독립성을 검증하였고, 가설검증을 위해 중다회귀분석을 실시하였다. 이와 같은 분석을 통해 다음과 같은 결과가 도출되었다. 첫째, 체육교사의 직업가치관은 직무만족에 부분적으로 유의한 영향을 미쳤다. 둘째, 체육교사의 자기효능감은 직무만족에 부분적으로 유의한 영향을 미쳤다. The purpose of this study was to verify the effects of work value and self-efficacy on job satisfaction of PE(physical education) teachers in secondary school. The target population of this study was middle & high schools PE teacher in Busan. A total of 320 questionnaires was sent out on and off-line for the survey by using convenience sampling and 33 of them were excluded from the data. Finally, 287 samples were used for the analysis. The data was analyzed with frequency analysis, exploratory factor analysis, Cronbach’sα coefficient calculation, correlation analysis for testing the validity, the reliability, and the independence of survey tools, and multiple regression analysis for verifying hypothesis using IBM SPSS statistics 25.0. program. The results were as followed. First, work value of PE teacher had partly significant effects on job satisfaction in secondary school. Second, self-efficacy of PE teacher had partly significant effects on job satisfaction in secondary school. In summary, It was important that PE teacher make to know the value of their job. And, It should be necessary the effort to create an environment that PE teacher can challenge the higher level in working with confidence.

캠핑용품의 브랜드 속성과 브랜드 이미지, 브랜드 신뢰, 브랜드 충성도의 관계

김시영(Kim, Si-young),진대근(Jin, Daegeun),조송현(Cho, Songhyun) 한국사회체육학회 2021 한국사회체육학회지 Vol.- No.86

Purpose: The study aims to help establish effective marketing strategies for camping equipment companies by identifying the relationship among brand attributes, brand image & brand trust, and brand image & brand loyalty. Method: The subject of this study was selected as a population of camp site users who use camp site more than five times a year living in Busan, Ulsan, and Gyeongsangnam-do (Geoje, Miryang, Yangsan), and 400 people were surveyed using purposive sampling. Among them, 377 effective samples, excluding 23 copies, were used to analyze the results of the study. The data were analyzed with frequency analysis, exploratory factor analysis, Cronbach’ α coefficient calculation, correlation analysis, simple and multiple regression analysis using IBM SPSS 26.0. All statistical significance levels were set to α = .05. Results: The results of this study are as follows. First, brand attributes had a significant effect on brand image. Specifically, it was found that brand awareness and perceived price among brand attributes had a positive effect on brand image, but store image did not significantly affect brand image. Second, brand image had a positive effect on brand trust. Third, brand image had a positive effect on brand loyalty. Fourth, brand trust had a positive effect on brand loyalty. Conclusion: In summary, camping equipment companies should recognize that brand attributes of products can affect the image, trust, and loyalty that consumers perceive. Therefore, they should develop products according to consumers’ diverse needs. Proper product follow-up management and differentiated marketing strategies are also needed.

스포츠지도자의 그릿, 자기효능감, 직무몰입, 직무성과의 관계

황인창(Hwang, In-Chang),진대근(Jin, Daegeun),조송현(Cho, Songhyun) 한국사회체육학회 2022 한국사회체육학회지 Vol.- No.87

Purpose: The purpose of this study is to identify the relationship among the grit of a sports leader, self-efficacy, job commitment, and job performance. Method: Sports leaders working in sports centers located in Busan and Gyeongsangnam-do were selected as the population. A total of 321 people were collected using the convenience sampling method, and 304 data were used for the actual analysis, excluding 17 surveys that were judged incomplete. Using the SPSS 26.0 program, the validity and reliability of the survey tools were verified through exploratory factor analysis, Cronbach’s α coefficient calculation, frequency analysis and correlation analysis. Furthermore, multiple regression analyses were conducted to test the hypotheses. All statistical significance levels were set to α= .05. Results: The findings of the study are as follows. First, the grit of sports leader had a positive effect on job commitment. Second, the grit of sports leader had a positive effect on job performance. Third, the self-efficacy of sports leader had a positive effect on job commitment. Fourth, the self-efficacy of sports leader had a positive effect on job performance. Conclusion: In summary, it is found that non-cognitive factors such as grit and self-efficacy can increase sports leaders’ job commitment and job performance. Therefore, sports centers need to continuously seek various ways to increase the grit and self-efficacy of sports leaders.

대학생의 스키용품 구매 시 선택속성에 대한 중요도-성취도 분석

박우제(Park, Wooje),진대근(Jin, Daegeun),조송현(Cho, Songhyun) 한국스포츠산업경영학회 2021 한국스포츠산업경영학회지 Vol.26 No.4

본 연구는 대학생의 스키용품 구매 시 선택속성에 대한 중요도와 성취도 분석을 통해 개선이 필요한 항목의 우선순위를 도출하여 향후 스키용품 관련업체들의 효율적 마케팅전략 수립에 활용될 수 있는 기초자료를 제공하는데 목적이 있다. 이러한 목적을 달성하기 위하여 한국대학스키연맹 소속 33개 대학의 스키부원들을 모집단으로 선정하였으며, 표집방법은 편의표집방법을 이용하여 총 319명을 표집하였다. 이 중 불성실한 응답으로 판단되는 30명의 자료를 제외한 289명의 자료를 실제 분석에 사용하였다. 자료분석은 SPSS 26.0 통계프로그램을 이용하여 빈도분석, 탐색적 요인분석, Cronbach’s α 계수 산출, 대응표본 t -test, IPA를 실시하였으며, 이러한 절차에 따른 결과는 다음과 같다. 첫째, 스키용품 구매 시 선택속성에 대한 중요도 순위를 분석한 결과, ‘안정성’, ‘기술구사 용이성’, ‘편안함’, ‘무게’, ‘가격대비 가치’ 순으로 나타났으며, 성취도는 ‘수입 브랜드’, ‘브랜드 인지도’, ‘안전성’, ‘고급 브랜드’, ‘대회협찬 브랜드’ 순으로 나타났다. 둘째, 스키용품 구매 시 선택속성에 대한 중요도와 성취도 간의 차이를 분석한 결과, 디자인 요인의 ‘모양’을 제외한 모든 문항에서 유의한 차이가 있는 것으로 나타났다. 서비스, 가격, 기능, 디자인 요인의 모든 문항은 중요도보다 성취도가 낮은 것으로 나타났으며, 브랜드 요인의 모든 문항은 중요도보다 성취도가 높은 것으로 나타났다. 셋째, 스키용품 구매 시 선택속성에 대한 IPA 결과, Ⅰ사분면은 ‘편안함’, ‘소재 구성요소’, ‘안정성’ 등 8개 문항이 포함되었으며, Ⅱ사분면에는 ‘A/S 용이성’, ‘A/S 무상 여부’, ‘A/S 전문성’ 등 7개 문항이 포함되었다. Ⅲ사분면에는 ‘A/S 접근성’, ‘A/S 기간’ 등 2개 문항이 포함되었으며, Ⅳ 사분면에는 ‘고급 브랜드’, ‘유행 브랜드’, ‘수입 브랜드’ 등 5개 문항이 포함되었다. This study aims to provide basic data that can be used to establish efficient marketing strategies for ski product-related companies in the future by prioritizing items that need improvement through analysis of the importance and performance of university students’ selection attributes in ski product purchase. For this purpose, the members of the ski club of 33 universities belonging to the Korea University Ski Federation were selected as a population, and a total of 319 people were selected using convenience sampling methods. Among them, 289 data were used for the actual analysis, excluding those of 30 people who were judged to have been unfaithful responses were used for the actual analysis. The data analysis was conducted using the SPSS 26.0 statistical programs to analyze frequency analysis, exploratory factor analysis, Cronbach’s α coefficient calculation, paired sample t -test, and Importance-Performance Analysis, the findings shows as follows. First, as a result of analyzing the importance ranking of selection properties when purchasing ski goods, it was found that ‘stability,’ ‘easy to use technology,’ ‘comfortable,’ ‘weight’ and ‘value-to-value’ followed by ‘import brand,’ ‘brand awareness,’ ‘safety,’ ‘high-end brand’ and ‘competition sponsorship brand.’ Second, as a result of analyzing the difference between the importance and achievement of the optional property when purchasing ski products, there was a significant difference in all questions except the ‘look’ of design factors. Third, In the Ⅰ quadrant, eight items were included, including ‘comfort,’ ‘material composition,’ and ‘stability,’ In the Ⅱ quadrant, seven items were included, including ‘A/S service ease of use,’ ‘A/S professionalism,’ ‘low price.’ In the Ⅲ quadrant, two items were included, including ‘A/S service accessibility,’ ‘A/S service period,’ In the Ⅳ quadrant, five items were included, including ‘luxury brand,’ ‘trendy brand,’ ‘imported brand.’

무형문화재 공연콘텐츠 현황 및 개발 방안: 수영야류를 중심으로

안귀연 ( An Gwi-lyun ),추나영 ( Choo Nayoung ),조송현 ( Cho Songhyun ) 한국체육학회 2019 한국체육학회지 Vol.58 No.6

본 연구는 무형문화재 공연콘텐츠의 문제점을 진단하고 개발 방안을 제시하는데 그 목적이 있다. 이에 전문가를 대상으로 한 심층면담 및 문헌자료 분석, 영상자료 분석을 바탕으로 부산시의 대표적 국가무형문화재인 수영야류의 공연콘텐츠 개발방안을 다음과 같이 제시하였다. 첫째, 수영야류 공연콘텐츠 개발 현황을 살펴본 결과, 소극적 의미에서의 공연콘텐츠 개발이 이루어졌다. 구체적으로는 수영야류의 전 과장을 공연시간과 장소의 여건에 따라 대사나 춤의 구성을 축소하여 공연하여 왔다. 둘째, 수영야류의 공연콘텐츠 개발의 문제점으로 공연콘텐츠 인식 부족과 전문 인력 영입의 부족 그리고 안정적인 정책적 지원 부족으로 나타났다. 셋째, 전문가들의 의견에 따르면 수영야류 공연콘텐츠 개발의 방향은 원형 보전에서 전형 보전으로의 변화가 필요하다고 하였으며, 보다 문화적 축제로 발전시키기 위해서는 지역 상권과 연계한 테마거리 조성을 하여 지역발전을 이룰 수 있는 노력이 필요하다고 하였다. 이와 같은 방안의 실천을 위해서는 실제 행정을 담당하는 담당자와 구체적인 사안에 대한 논의가 필요하며, 지속적인 후속 연구를 통해 수영야류 문화콘텐츠에 대한 실제 관객들의 욕구를 파악할 필요가 있다. The purpose of this study was to diagnose problems and to develop the performance contents focus on Suyeong-yaryu. For this study, an in-depth interview with experts were used and, literature data, and video data were analysed. Based on this data, development plan was suggest of Suyeong-yaryu that a representative national intangible cultural heritage of Busan. The result were as follows. First, Suyeong-yaryu performance contents have been developed in a passive sense because of performance time and the historical background. Second, problems of developing performances content were due to lack of recognition of performance content, lack of recruitment of professional personnel, and lack of stable policy support in Suyeong-yaryu. Third, experts said that the direction of development of Suyeong Yaryu performance contents needs to be changed from circular to typical preservation. Also, in order to develop into a cultural festival, the creation of theme streets in connection with local commercial districts proposed, It is expected that regional development will be possible. In order to implement such a plan it is necessary to discuss specific issues with the person in charge of actual administration and to grasp the actual audience's desire for the Suyeong-yaryu cultural content.

중학교 체육교사의 진성리더십이 교사신뢰 및 수업만족에 미치는 영향

김창석(Kim, Changsuk),추나영(Choo, Nayoung),조송현(Cho, Songhyun) 한국사회체육학회 2022 한국사회체육학회지 Vol.- No.87

Purpose: This study tried to identify the effects of middle school physical education teacher’s authentic leadership on teacher trust and class satisfaction. Method: To achieve this research purpose, 628 samples were selected for middle school students in Busan Metropolitan City using the convenience sampling method, and 562 of them were finally used for analysis, excluding 66 copies, which were deemed unfaithful. The questionnaire used in this study consisted of a total of 38 questions, including 16 questions on authentic leadership, 15 questions on teacher trust, 4 questions on class satisfaction, and 3 questions on personal characteristics, all using the Likert 5-point scale to maintain consistency in response results. Using the IBM SPSS Statistic 25 program, the reliability and validity of the survey were verified through frequency analysis, exploratory factor analysis, Cronbach’s α coefficient and correlation analysis. Results: First, it was found that the authentic leadership of physical education teachers had a positive effect on teacher trust. Second, it was found that physical education teacher’s authentic leadership had a positive effect on class satisfaction in part. Third, it was found that middle school student’s trust on teachers had a positive effect on class satisfaction. Conclusion: The results of this study indicate the importance of sincere behavior shown by physical education teachers. If the physical education teacher builds a trusting relationship with the students through genuine leadership and has a positive perception of the class, the effectiveness of the physical education class can be increased.

스포츠웹툰 내 PPL이 중학생의 스포츠용품 구매행동에 미치는 영향: 웹툰 윈드브레이커를 중심으로

여성우(Yeo, Sungwoo),진대근(Jin, Daegeun),조송현(Cho, Songhyun) 한국스포츠산업경영학회 2021 한국스포츠산업경영학회지 Vol.26 No.1

본 연구는 중학생의 일반적 특성에 따라 스포츠웹툰 내 PPL광고의 설득적 효과, 광고태도, 구매의도의 차이가 있는지를 규명하고, 설득적 효과, 광고태도, 구매의도 간의 영향 관계를 규명하는데 그 목적이 있다. 이를 위해 부산광역시에 소재한 중학교 학생들을 모집단으로 선정하였으며, 표집방법은 표본추출법 중 편의표본추출법을 이용하여 총 389명을 표집하였다. 이 중 불성실하게 응답한 자료 7부를 제외한 382명의 자료를 실제 분석에 사용하였다. 자료분석은 SPSS 23.0 프로그램을 이용하였으며, 조사도구의 타당성과 신뢰성을 검증하기 위하여 탐색적 요인분석과 Cronbach’s ɑ 를 실시하였고, 연구결과를 도출하기 위하여 빈도분석, 일원분산분석 및 사후검증, 상관관계분석, 단순회귀분석 등을 실시하였다. 이러한 절차를 통해 얻은 결과는 다음과 같다. 첫째, 성별에 따라 설득적 효과, 광고태도와 구매의도는 유의한 차이가 있는 것으로 나타났다. 학년에 따라 설득적 효과와 구매의도는 유의한 차이가 있는 것으로 나타났으며, 광고태도는 유의한 차이가 없는 것으로 나타났다. 가계수입에 따라 구매의도는 유의한 차이가 있는 것으로 나타났으며, 설득적 효과와 광고태도는 유의한 차이가 없는 것으로 나타났다. 사전 일반 웹툰 구독여부에 따라 설득적 효과, 광고태도와 구매의도는 유의한 차이가 있는 것으로 나타났다. 둘째, 스포츠웹툰 내 PPL의 설득적 효과는 구매의도에 정적인 영향을 미치는 것으로 나타났다. 셋째, 스포츠웹툰 내 PPL의 광고태도는 구매의도에 정적인 영향을 미치는 것으로 나타났다. The purpose of this study was to investigate whether there was a differences in the persuasive effect, advertising attitude, and purchase intention of PPL advertisement in sports webtoon according to the general characteristics of middle school students, and to investigate the influence relation of persuasion effect, advertising attitude, and purchase intention. For this, middle school students located in Busan Metropolitan City were selected as the population, and a total of 389 students were sampled using the convenient sampling method. Of these, 382 data were used for the analysis, excluding 7 copies of the data who responded insincerely. Data analysis was performed using the SPSS 23.0 program, and exploratory factor analysis and Cronbach’s ɑ were conducted to verify the validity and reliability of the survey tool. To derive the research results, frequency analysis, one-way variance analysis and post-test, correlation analysis, and simple regression analysis were conducted. The results were as followed. First, it was found that there were significant differences in persuasive effect, advertising attitude and purchase intention according to gender. It was found that there was a significant difference in persuasive effect and purchase intention according to grade, and there was no significant difference in advertising attitude. There was a significant difference in purchase intention according to household income, and there was no significant difference in persuasive effect and advertising attitude. It was found that there were significant differences in persuasive effect, advertisement attitude and purchase intention depending on whether or not to subscribe to webtoon in advance. Second, persuasive effect of PPL in sports webtoon had a positive effected on purchasing intention. Third, advertising attitude of the PPL in the sports webtoon had a positive effected on purchase intention.