Effect of Association on High Profile Sport Personnel Item Valuation

Ahn, Junsang(안준상) 한국스포츠산업경영학회 2014 한국스포츠산업경영학회지 Vol.19 No.3

유명 인사들의 한때 소장했던 물건들은 물건 자체가 갖는 시장가격보다 훨씬 높은 가격에 판매가 되는 것을 자주 목격할 수 있다. 이는 곧 사람들이 이러한 물건들의 가치를 평가함에 있어 단순히 시장가격을 바탕으로 하기보다는 유명 인사들이 소유하고 있었다는 그 자체에 높은 가격을 책정하기 때문이라고 할 수 있다. 저명한 스포츠 관계자들(선수, 감독, 구단대표 등)의 경우 스포츠에 대한 사회 전반적인 관심이 높아지면서 이들은 웬만한 유명인사들 못지않은 인기를 누리고 많은 팬들을 보유하고 있다. 따라서 본 연구에서는 저명한 스포츠 관계자와 팬들의 연상 정도가 이들의 물건에 대한 평가에 어떠한 영향을 미치는지 알아보고자 하였다. 또한 물건 자체에 대한 팬들의 관여도가 어떠한 조절효과를 보이는지도 확인하고자 하였다. 연구 결과를 살펴보면 저명한 스포츠 관계자들과 팬들의 연상과 시장가치 모두 팬들의 물건에 대한 평가에 통계적으로 유의한 영향을 미치는 것을 나타났다. 관여도의 조절효과와 관련해서는 연상과 물건에 대한 평가 관계에서만 관여도가 조절효과를 보이는 것으로 나타났다. High profile sport personnel, with the increase in popularity of sport, are nowadays deemed as celebrities and are beloved by public. Consequently, more people are chasing after means to acquire some kind of connectivity?usually through possessing their items?with the sport stars they admire. The purpose of this study was to examine the degree to which association and market value account for sport personnel items valuation and their interaction with the moderating variable?involvement. The results derived through data analysis demonstrated both people’s association with the sport personnel and the market value of the items positively affecting people’s valuation. In terms moderating effect, while involvement did not play a moderating role in the effect of market value on sport personnel item valuation, it displayed a moderating role in the effect of association on valuation. In other words, involvement had positive effect on the effect of association on sport personnel item valuation, meaning that higher the involvement, it is more likely for people to put more value on sport personnel items.

Effect of Association on Valuating Sport Athlete Items:Moderating role of involvement

Junsang Ahn 서울대학교 스포츠과학연구소 2012 스포츠과학리뷰 Vol.6 No.1

유명 인사들의 물건들은 물건 자체가 갖는 시장가격보다 훨씬 높은 가격에 판매가 되는 것을 자주 목격할 수 있다. 이는 곧 사람들이 이러한 물건들의 가치를 평가함에 있어 단순히 시장가격을 바탕으 로 하기보다는 유명 인사들이 소유하고 있었다는 그 자체에 높은 가격을 책정한다고 할 수 있다. 스 포츠 운동선수들의 경우 스포츠에 대한 사회 전반적인 관심이 높아지면서 우수한 운동선수들의 경우 웬만한 유명인사들 보다 더 많은 인기를 구사하고 더 많은 팬들을 보유하고 있다. 따라서 본 연구는 운동선수들과 팬들의 연상 정도가 선수들의 물건에 대한 평가에 어떠한 영향을 미치는지 알아보고자 한다. 물건에 대한 평가에 그 물건 자체에 대한 팬들의 관여도가 어떠한 조절효과를 보이는지도 확인 하고자 한다.

Athlete signing as a tool for market expansion: Fan reactions to European teams signing their national icon

( Junsang Ahn ),( Kisung Kwon ),( Yeayoung Noh ),( Jihyun Lee ) 한국체육학회 2016 국제스포츠과학 학술대회 Vol.2016 No.1

Purpose: Professional sport teams’ market expansion efforts are triggered to broaden their revenue sources and overcome the challenges posed by mature or saturated markets that they operate in. Although tapping into a new market can be realized through signing star athletes, extant studies have yet to practically examine the true effect of such method. Therefore, the purpose of this study was to examine the role of signing a sport national icon as a tool for market expansion for professional sport teams. Method: An experimental study with a repeated-measure design was undertaken to achieve aforementioned purpose. The samples were collected at a large national university in Seoul and responses of each participant were measured twice in the span of four weeks. At the end of the survey, participants responded to an open-ended question regarding their attitude or feelings toward the transfer news and the signing team. Result: The results derived through multiple steps of data analysis demonstrated that there was a significant increase in respondents’ loyalty toward the team when they were exposed to a fictitious news article of the team signing their national icon. These empirical findings are supported by qualitative evidence from our open-ended question regarding the transfer news and the signing team. Conclusion: Many professional sport teams’ marketing efforts are now geared toward international market expansion. However, no research to date has empirically examined the effect of market expansion efforts in the realm of sport marketing literature. The current study aimed to fill this gap. Among many different marketing platforms, signing star athletes as a tool for market expansion was empirically tested. Results of the current study provided managerial implications for teams tapping into a new market.

The probiotic Lactiplantibacillus paraplantarum modulates serum and intestinal environments of phosphorus in CKD rats

Junsang Hwang,Jeong Pin Ahn,Woo Kyung Kang,Sung Jin Moon,Hyo Jin Kim 한국산업식품공학회 2022 학술대회 및 심포지엄 Vol.2022 No.11

Development of a real-time internal and external marker tracking system for particle therapy: a phantom study using patient tumor trajectory data

Cho, Junsang,Cheon, Wonjoong,Ahn, Sanghee,Jung, Hyunuk,Sheen, Heesoon,Park, Hee Chul,Han, Youngyih Oxford University Press 2017 Journal of radiation research Vol.58 No.5

<P><B>Abstract</B></P><P>Target motion–induced uncertainty in particle therapy is more complicated than that in X-ray therapy, requiring more accurate motion management. Therefore, a hybrid motion-tracking system that can track internal tumor motion and as well as an external surrogate of tumor motion was developed. Recently, many correlation tests between internal and external markers in X-ray therapy have been developed; however, the accuracy of such internal/external marker tracking systems, especially in particle therapy, has not yet been sufficiently tested. In this article, the process of installing an in-house hybrid internal/external motion-tracking system is described and the accuracy level of tracking system was acquired. Our results demonstrated that the developed in-house external/internal combined tracking system has submillimeter accuracy, and can be clinically used as a particle therapy system as well as a simulation system for moving tumor treatment.</P>

Effects of Pension Contribution on Household Saving and Consumption under Financial Indebtedness

Jusang Ahn,Junsang Lee 한국경제연구학회 2016 Korea and the World Economy Vol.17 No.3

This paper empirically analyzes the effects of national pension contribution on household saving and consumption across income quintiles under financial indebtedness. We use the system GMM estimation for dynamic panel analysis to investigate these effects with the Korean Labor & Income Panel Study (KLIPS) data. We find that the household pension crowds out household saving as the previous literature has found. This crowding-out effect, however, arises mainly from the less indebted households but not from the heavily indebted households. The pension benefit structure in Korea is known to have a positive wealth effect across all income quintiles such that pension increases households’ consumption, but the heavily indebted households cannot increase their consumption as much as the less indebted households do, and/or even reduce it by tight financial constraints. The different effects of public pension across financial indebtedness have an important implication in a current economic environment, where household debt and credit have grown more rapidly than household income.

Development of a Real-Time Internal and External Marker Based Gating System for Proton Therapy

Cho, Junsang,Cheon, Wonjoong,Ahn, Sanghee,Lee, Moonhee,Park, Hee Chul,Han, Youngyih Korean Society of Medical Physics 2017 의학물리 Vol.28 No.3

In respiratory-induced proton therapy, the accuracy of tracking system and beam controlling is more important than photon therapy. Therefore, a high accuracy motion tracking system that can track internal marker and external surrogate is needed. In this research, our team has installed internal and external marker tracking system at our institution's proton therapy system, and tested the scanning with gating according to the position of marker. The results demonstrate that the developed in-house external/internal marker based gating system can be clinically used for proton therapy system for moving tumor treatment.

국내 프로축구리그 관람객들이 인지하는 프로축구리그 입장료 가치 분석

오태연 ( Taeyeon Oh ),안준상 ( Junsang Ahn ),권기성 ( Kisung Kwon ) 한국스포츠정책과학원(구 한국스포츠개발원) 2014 체육과학연구 Vol.25 No.2

국내 프로축구 1부 리그인 K-리그 클래식에 속한 구단의 경우 일부 구단은 재정적으로 어려운 환경에 처해 있으며 이로 인해 경기력이 저하되고 관중 수가 감소하고 있다. 특히 프로야구리그와 비교하였을 때 무료입장권이 다수 배포되고 있어 이러한 재정적인 어려움을 가중시키고 있는 실정이다. 국내 프로축구의 근원적인 문제점인 재정적인 어려움을 해소하기 위해서는 관중 수의 증가와 함께 유료입장권 판매 비율을 증가시킬 필요성이 제기되고 있다. 이에 이 연구의 목적은 소비자가 인지하고 있는 K-리그 클래식 입장료 가격의 가치를 기타 경쟁관계에 있는 상품의 입장권 가격과 상대비교를 통하여 이상적인 가격을 도출하는 것이다. 입장료의 가치를 분석하기 위해 K-리그 클래식의 대표적인 시민 구단인 경남 FC의 경기를 관전하기 위해 창원 홈구장을 찾은 관람객을 대상으로 164개의 설문 응답을 수집하였으며 이 중 127개의 설문 응답을 최종 자료로써 사용하였다. 수집된 자료를 바탕으로 결과를 도출하기 위하여 Luce(1959)가 제시한 회귀분석을 이용한 콘조인트 분석 및 기대점유율 분석을 실시하였다. 연구결과 현재 입장가격 보다 다소 높게 가격을 설정하는 것이 프로축구 구단의 수익을 극대화시키는 것에 도움이 되는 것으로 관찰되었다. Many teams in the first division soccer league in Korea are suffering from financial insolvency which has resulted from lack of fan support. Despite the mentioned fact, many teams are still distributing free tickets which results lessoned ticket sales revenue. In order to address the fundamental issue of financial insolvency, it is important to seduce more paid fans to come to stadiums along with increased number of fans. The current study, therefore, examined the perceived value of K-league match ticket prices compared with other competitors such as baseball, basketball, and movie theaters. Data were collected from Gyeongnam F.C.``s home game and out of 164 data collected, 127 were utilized for further analysis. A conjoint analysis was conducted using regression analysis (Luce, 1959) to compare fans`` perceived value of ticket prices among different entertainment options. The results displayed that K-league teams should consider increasing ticket prices as it is currently under-priced and, as a result, higher ticket price will drive increase in revenue.

High-precision quality assurance of robotic couches with six degrees of freedom

Cheon, Wonjoong,Cho, Junsang,Ahn, Sung Hwan,Han, Youngyih,Choi, Doo Ho NUCLITAL S.R.L. GRUPPO NUCLETRON HOLDING-OLANDA 2018 PHYSICA MEDICA Vol.49 No.-

<P>The mean error and standard deviation of linear and rotational motions, as well as couch sagging were analyzed from continuously acquired images in the moving couch. The accuracy of VTS was 0.024 mm deviation for the sinusoidal motion, and the accuracy of the transformation matrix was 0.02 mm. In a cross-comparison, the difference between Laser Tracker (FARO) measurements was 0.14 +/- 0.12 mm for translation and 0.032 +/- 0.026 degrees on average for yaw rotation. The new system provides QA of yaw, pitch and roll motion as well as sagging of the couch and sub-millimeter/degree accuracy together with precision.</P>

WHAT DRIVE FANS TO WATCH SPORT LIVE STREAMING: THE CASE OF THE FIFA WORLD CUP QATAR 2022

Yeayoung Noh,Sangwoo Kim,Junsang Ahn,Kihan Kim 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

The growth of OTT internet and mobile video streaming services is a major development in consumption of global media sport. The online streaming of sporting events has become the important way of copyrights holders to engage sport fans, especially young fans. The most popular live streaming platforms in South Korea, such as NAVER and Africa TV are intervening in coverage rights markets and changing how live sport is experienced and shared across television, computer, tablet and smartphone screens. At the FIFA World Cup Qatar 2022, NAVER's live streaming service reached 121,173,945 cumulative viewers in 64 matches, including the opening ceremony and the final between France and Argentina. Based on suspense theory, this study aimed to examine the factors that influence sport fans’ watching intention to stream online sport. The current study collected the number of cumulative viewers of live streaming from NAVER and Africa TV, for the matches broadcasted across the KBS, MBC, and SBS, a total of 64 matches in the FIFA World Cup Qatar 2022. The results suggest that a measure of the unfolding nature of suspense is a stronger predictor of watching intention than those used previously. The additional measures of suspense that take into account the unfolding events of the contest will be stronger predictors of watching intention than either disposition toward the winning team or closeness of final score.