골프 스폰서십에 의한 기업이미지, 스폰서 기업에 대한 태도, 브랜드인지도 및 제품 구매의도 간의 인과관계

최청락(Cheong Rak Choi),허철무(Chul Moo Heo) 한국사회체육학회 2013 한국사회체육학회지 Vol.0 No.51

The purpose of this study was to investigate the relationship among corporate image, attitude toward sponsor enterprise, brand awareness and purchase intention of golf consumer. The sample of this study were 296 golf consumer. Factor analysis, t-test, correlation analysis, reliability analysis and structural equation model analysis used by SPSS 15.0 and IBM AMOS version 20 program. The findings of this study were as follows. First, male group in golf consumer showed high scores on the image of corporate social responsibility. Second, corporate image of sponsor enterprise had positive influence on attitude toward sponsor enterprise and brand awareness. Third, attitude toward sponsor enterprise had not influence significantly on purchase intention.

프로스포츠 관중의 지지를 받는 타이틀스폰서의 브랜드자산 효과에 따른 구단의 역할분석

최청락(Choi, Cheong-Rak),서희정(Seo, Hee-Jung) 한국체육과학회 2016 한국체육과학회지 Vol.25 No.6

The purpose of this study is to analyze a sports club’s role consequent on professional sports spectators, and a title sponsor’s brand equity effect. To this end, this study conducted a survey after preparing survey questions through literature research, in-depth interviews and interviews with experts. This study composed the survey questions with brand personality, brand attitude, brand image, brand satisfaction and brand loyalty. This study set the spectators supporting Hyundai Oilbank in the 2013 K-League as its survey target, adopted purposive sampling as a sampling method, and got the surveyed to prepare the questionnaire using the self-administration method, and did sampling of 523 copies of questionnaires in total. As for data processing, this study made a frequency analysis, cross analysis, correlation analysis and structural equation modeling analysis. The study results are as follows: First, the sub-variables of brand personality were found to partially have a significant influence on brand attitude, brand image, brand satisfaction and brand loyalty. Second, brand attitude was found to have a significant influence on brand image and brand satisfaction. Third, brand image was found to have a significant influence on brand satisfaction and brand loyalty. Fourth, brand satisfaction was found to have a significant influence on brand loyalty.

대학생의 여가태도와 생활만족의 관계 분석

최청락(Choi, Cheong-Rak),허철무(Heo, Chul-Moo),김범(Kim, Buom) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.6

The purpose of this study is to investigate the relationship among leisure attitude, leisure constraint, leisure continuation and life satisfaction in university students. The sample consisted of 258 students who participate in physical education class from 3 Universities located in Seoul. Data for this study were obtained by using convenience sampling technique and a self-administered survey. The data were recorded and analyzed using the SPSS Ver 19.0 statistical computer package. The results of this research can be summarized as following. First, justice attitude and conduct attitude which are sub-factor of leisure attitude had significant impact on convenience constraint. Second, justice attitude and conduct attitude had significant impact on intrinsic continuation, conduct continuation subcomponent in the leisure continuation. Third, conduct attitude subcomponent in the leisure attitude had significant impact on life satisfaction. Fourth, convenience constraint subcomponent in the leisure constraints had significant impact on intrinsic continuation subcomponent. Finally, leisure continuation had not significant impact on life satisfaction.

추구편익에 따른 국민체육센터 이용객의 장세분화에 관한 연구

최청락(Choi, Cheong-Rak) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.4

The purpose of this study was to draw implications on marketing strategy for maximizing profitability of public sports facilities and improving management efficiency by segmentation according to customers’ benefit sought on national sports center. 575 participants were sampled from the customer for national sports centers, and the resulting data were processed by frequency analysis, factor analysis, and reliability analysis using SPSSWlN 15.0 program. The differences among segmented groups were proved by oneway ANOVA and chi-square after extracting subdivision groups by cluster analysis. The obtained findings were as follows: First, the customers’ demographic characteristics had significant differences of sex, income level, and health status according to benefit sought cluster. Second, the recent statistics using national sports center had significant differences of period and sport in using according to benefit sought cluster. Third, facility satisfaction level of national sports center had significant differences derived from program factor, facility factor, service factor and convenience factor according to benefit sought cluster. Fourth, the determinant factor of sports center had significant differences derived from price, facility level, recommendations according to benefit sought cluster.

수상스키장의 서비스품질지각이 고객만족, 고객태도 및 고객충성도에 미치는 영향

최청락(Choi, Cheong-Rak),신명수(Shin, Myung-Soo) 한국체육과학회 2011 한국체육과학회지 Vol.20 No.6

The purpose of this study was to find out the effect of water ski firms’ service quality on customer satisfaction, customer attitude and customer loyalty. For this purpose, the study collected questionnaires of 268 customers of 8 water ski firms located in Gyeonggi Province by convenient sampling method, excluded inappropriate data, and processed the final data that were analyzable using PASW WIN 18.0 and AMOS 18.0. The results are as follows; First, service quality affected customer satisfaction significantly. Second, service quality had a significant effect on customer attitude. Third, service quality had a significant effect on customer loyalty. Fourth, customer’s satisfaction had a significant effect on customer attitude. Fifthly, custome satisfaction did not have a significant effect on customer loyalty. Sixth, customer attitude had a significant effect on customer loyalty.

야구 동호회 참여가 행복감에 미치는 영향

최청락(Choi, Cheong-Rak),서희정(Seo, Hee-Jung) 한국체육과학회 2015 한국체육과학회지 Vol.24 No.4

The purpose of this study is to analysis the effect of happiness for the members of social baseball club. In order to accomplish the goal of this research on the basic of literature with a couple of baseball and academic experts, and ten members of the baseball club. This study was used as the foundation of qualitative research techniques. The research method was based on literature research, data collected by survey research and verified by experts in the field three times. The data was collected by interview, reflection. And the study analyzed by using content analysis method. The study was classified data by inductive content analysis and analyzes into subject encoding, category of the meaning and conceptualization. To draw a conclusion from this study without prejudice of an author, go through validation progress with experts. The interview got permission beforehand. The data was collected by participation observation, interview. And the analyzed by using constant comparison method.

트라이에슬론 참가자들의 여가활동분석

최청락(Choi, Cheong-Rak),신명수(Shin, Myung-Soo) 한국체육과학회 2017 한국체육과학회지 Vol.26 No.1

The purpose of this study is to analyze the leisure activity of the participants in triathlon through the relationship between leisure commitment, leisure esteem, and euphoria. To achieve such a purpose, this study sampled 310 participants who participated in triathlon through convenience sampling. At this moment, this study got the surveyed to prepare the responses to the questionnaire in self-administration method. With the collected data, this study conducted exploratory factor analysis, and analysis of the respondents’ basic materials using Ver. 21.0, and then verified hypotheses through regression analysis to inquire into the relationship between variables. Through such verification, this study obtained the results as follows: First, leisure commitment had a partially significant influence on leisure-esteem. Second, leisure commitment had a partially significant influence on euphoria. Third, leisure commitment had a significant influence on euphoria.

태권도 수련생들의 여가만족도와 생활만족도가 행복감에 미치는 영향

최청락(Choi, Cheong-Rak),진승태(Chin, Seung-Tae) 한국체육과학회 2014 한국체육과학회지 Vol.23 No.6

The purpose of this study was to analyze the effect of leisure and life satisfaction on euphoria for Taekwondo students. The measurement method was based on a questionnaire through convenience sampling method, A total of 500 questionnaires were distributed to several Taekwondo studios located in Seoul and Gyeonggi-do and 422 copies were used as final subjects of this study. After processing the data T-test, analysis of frequency, correlation analysis, regression analysis using the SPSSWIN PASW 18.0 the result was as follow. First, Leisure (Physical and environmental) satisfaction has a significant influence on Life style satisfaction. Second, Leisure (Physical, psychological and environmental) satisfaction has a significant influence on euphoria. Third, Life style satisfaction has a significant influence on euphoria. Fourth, Among leisure satisfaction, only environmental satisfaction was significantly different between gender.

스쿠버다이버들의 관여도수준과 다이빙횟수에 따른 교육만족도와 참여의도의 차이

최청락(Choi Choung-Rak) 한국스포츠산업경영학회 2006 한국스포츠산업경영학회지 Vol.11 No.1

이 연구는 스쿠버다이버들의 스쿠버에 대한 관여도수준과 다이빙횟수에 따른 교육만족도와 참여의도의 차이를 검증하는데 목적이 있다. 이를 위해서 2005년 5월부터 8월까지 스킨스쿠버 다이빙 훈련을 위해 서울 시내 4곳의 다이빙전용 풀을 이용한 다이버와 속초 남해, 제주를 찾은 다이버들을 모집단으로 설정한 후 편의표본추출법(convenient sampling method)에 의해 표집하였으며, 이들을 다시 다이빙 경력 1년 미만; 2년 미만; 3년 미만, 4년 미만, 4년 이상인 자로 분류하여 조사에 활용하였다. 설문지는 자기평가기입법(self-administration method)을 통해 작성토록 하여 표집한 총 180부의 전체 표본 중 한 문항이라도 체크하지 않거나 불성실하게 응답한 16부의 표본을 외한 164부를 최종 유효표본으로 선정하였으며, 자료처리는 SPSSWIN Ver. 12.0을 활용하였다. 조사대상자의 특성 분석을 설명하기 위한 빈도분석(frequency analysis)을 실시하였으며, 관여도 수준별 변수들의 차이를 검증하기 위하여 t-검증(t-test)을 실시하였다. 다이빙횟수에 따른 변수들의 차이를 검증하기 위하여 분산분석(ANOVA)을 실시하였고, 변수들의 인과관계를 알아보기 위하여 단순회귀분석(simple regression analysis)을 실시하여 다음과 같은 결과를 얻었다. 첫째, 관여도수준별 만족은 유의한 차이를 없었으나, 참여의도는 유의한 차이가 나타났다 둘째, 다이빙횟수별 만족은 차이를 유의한 차이가 없었으나, 참여의도는 유의한 차이가 나타났다. 셋째, 성별에 따른 다이빙 횟수와 경력에는 유의한 차이가 있었다. 넷째, 단체자격과 등급자격은 통계적으로 유의한 차이는 없는 것으로 나타났다. 다섯째, 성별에 따른 관심도와 만족도, 그리고 참여도에는 유의한 차이가 없는 것으로 나타났다. 여섯째, 만족도는 참여의도에 유의한 영향을 미치는 것으로 나타났다. The purpose of this study was to verify the difference between satisfaction and participation intention in scuba diving instruction according to scuba divers' involvement level and diving frequency. By convenient sampling method, the subjects of this study were scuba divers separated in to 4 groups by diving career. Through self-administration method for survey, total 180 questionnaires were selected from samples, and among them 164 valid samples were used as final data excluding 16 questionnaires which were not faithful ones. For data analysis SPSSWIN Ver. 12.0 was used. The results are as follows: First, satisfaction by involvement level appears not to have statistically significant difference, but participation intention by involvement level appears to have statistically significant difference. Second, satisfaction by diving frequency appears not to have statistically significant difference, but participation intention by diving frequency appears to have statistically significant difference. Third, satisfaction appears to have influence on participation intention.

골프연습장 이용자들에 대한 마케팅믹스 전략이 지각된 품질과 고객만족, 재구매의도에 미치는 효과

최청락(Cheong Rak Choi),허철무(Chul Moo Heo) 한국사회체육학회 2012 한국사회체육학회지 Vol.0 No.48

The purpose of this study was to examined the effect of marketing mix on perceived service quality, customer satisfaction and repurchase intention to participants of golf practice range. Total of 322 participants were sampled from the customer for the golf practice range by convenience sampling method. The resulting data were processed by exploratory-confirmatory factor analysis, correlation analysis, reliability analysis and structure model analysis using SPSS 15.0 and AMOS 7.0 program. The obtained findings were as follows: First, product and price among marketing mix strategy had positive influence on perceived service quality. second, product and price among marketing mix strategy had positive influence on customer satisfaction, third, perceived service quality had positive influence on customer satisfaction. Fourth, customer satisfaction had positive influence on repurchase intention.