국내 프로야구의 관중과 마케팅 테크닉 전략

양도업(Do Eob Yang),배상우(Sang Woo Bae),정현(Hyun Tae Jung) 한국사회체육학회 2011 한국사회체육학회지 Vol.0 No.45

The purpose of this study is to investigate various marketing techniques that affect spectators four away Korea professional baseball franchises. Through this examination, the basic information will be provided for professional baseball team building marketing technique strategies through spectators recognition. Five hundreds forty four subjects using a convenience sampling method were used for this study, 544 spectators were selected form 4 different franchises` home venues. To analyze materials, the frequency analysis, exploratory factor analysis, multivariate analysis of variance, independent sample t-test, multiple regression analysis, crosstabulation analysis were used for analysis data. First, with regard to the characteristics of the subjects, only the type of gender was meaningful between high and low attendance level teams. Second, high and low attendance were different in marketing techniques such teams items as unique cheer culture, ground event, various seat options, mascot and baseball lottery. Third, high and low attendance teams were different in both present and future spectating frequencies. Fourth, high and low attendance were not teams difference involvement and commitment levels. Fifth, both high and low attendance teams were positively affected to commitment by information chase factor. Sixth, while spectators of high attendance teams were positively affected to commitment by information chase factor, spectators of low attendance teams were positively affected to involvement by information chase, watching promotion, external game factors. In conclusion, spectators of low attendance team were affected by the factors that external game such as mascot, baseball lottery, and professional baseball teams should find plans to put unique and special marketing technique strategies to increase their home game attendance level.

스크린 야구장 이용객의 참여동기가 고객만족도 및 충성도에 미치는 영향

양도업(Yang, Do-Eob),황기태(Hwang, Gi-Tae),송창수(Song, Chang-Soo) 한국사회체육학회 2017 한국사회체육학회지 Vol.0 No.67

The purpose of this study is to investigate the effect of participation motivation of screen baseball visitors on customer satisfaction and loyalty. For this study, 201 customers who have visited screen baseball facilities located in Daejeon and Sejong during August to September 0216 were chosen as the sample through convenience sampling method. For accomplishing the purpose of study, descriptive, frequency, correlation exploratory factor, reliability, simple and multiple regression analyses were performed using SPSS version 23.0. The study results are as follows: Firstly, among the sub factors of participation motivation, only enjoyment and technological development factors had a statistically significant effect on customer satisfaction. Secondly among the sub factors of participation motivation, only enjoyment factor had a statistically significant effect on customer loyalty. Finally, customer satisfaction had a statistically significant effect on customer loyalty.

e스포츠 팀의 경쟁균형에 관한 연구

양도업(Yang, Do-Eob),박세림(Park, Se-Rim),배상우(Bae, Sang-Woo) 한국사회체육학회 2021 한국사회체육학회지 Vol.- No.83

Purpose: This study attempts to identify the problems of the league by analyzing the competitive balance of the Korean e-sports league using the competitive balance index and to derive improvement measures at the same time. Method: To achieve the purpose of the study, the performance of each team for the 11th season of League of Legends was selected as a study object, and the competition balance of the League of Legends was analyzed through the standard deviation of winning percentage, Herfindahl-Hirschman index, and Gini coefficient. Results: First, if you look at the analyzed standard deviation of winning percentage, Herfindahl-Hirschman index, and Gini coefficient trend lines, the competitive balance gradually became established over time. Second, the 2019 spring season was the most unbalanced season, and the 2020 spring season was the most balanced season. Through the analysis of the competitive balance index, it was confirmed that the gap between the League of Legends teams, which is currently the most popular league, has narrowed a lot. Conclusion: These results are in line with the growth of the e-sports industry, and can be said to represent the fact that the players" skills have been leveled upward due to the thick player base. In addition, it indicates that the system of 18 games per 10 teams, which has been implemented since the 2016 Summer League, is in place for stable league operation.

한국 프로야구 타자의 경기력요인 분석

양도업(Yang, Do-Eob),조은형(Cho, Eun-Hyung),배상우(Bae, Sang-Woo),정상원(Jung, Sang-Won) 한국사회체육학회 2015 한국사회체육학회지 Vol.0 No.60

Modern baseball is a popular sport in many countries. Thus, numerous records are produced and accumulated data are analyzed by a variety of methods. The purpose of this study is to analyze performance of professional Korean baseball batters. The data were collected from official records issued by KBO(Korea Baseball Organization), and composed of the records of professional Korean Baseball 307 batters from 2008 to 2014. To analysis of the data was used 13 sabermetrics indexes. It’s OPS, GPA, SECA, TA, RC, RC/27, XR, BR, ISO, PSN, wOBA, OW%, BABIP. As for its analysis method, descriptive statistics, correlation analysis, cluster analysis, principle component regression analysis were done by using SPSS Windows ver. 18.0. RC, XR, BR showed a large deviation as compared with other indexes. PSN, BABIP has a low correlation with other indexes and no different between cluster. According to principle component regression analysis, slugging percentage showed a lot of influence on the performances of the batters.

스포츠 게임 이용자의 중독수준과 스포츠 팬 문화 형성의 관계

양도업(Yang, Do-eob),정현태(Jung, Hyun-tae) 한국사회체육학회 2021 한국사회체육학회지 Vol.- No.85

Purpose: The purpose of this study is to investigate the relationship between the addiction level of sports game users and the formation of sports fan culture. Method: In this study, a survey was conducted on users who have been playing sports games for more than one year, and data was processed through exploratory factor analysis, reliability analysis, multiple regression analysis, K-means cluster analysis, and chi-square test. Results: First, as for the addiction level of sports game users, it was found that only tolerance, mood modification, conflict, and problem factors had a positive effect on sports fandom. Second, there was no correlation between the level of game addiction and gender. Third, there was a correlation between the level of game addiction and age, the average participation time per session, and the average number of times per week. Conclusion: First, it is confirmed that game addiction has a positive effect on sports fandom, and this contributes to the formation of sports fan culture. In other words, the various factors of positive aspects of game addiction play an important role as a link for establishing a healthy game culture and forming a proper sports fan culture. Second, there is a close relationship between the level of game addiction and demographic characteristics. In particular, as the average participation time per session and the average number of times per week increase, it is classified as a high-risk group. Therefore, it is necessary to identify the characteristics of each game addiction level of sports game users and prepare appropriate countermeasures accordingly.

배드민턴 동호인의 진지한 여가 경험에 관한 연구

정현태(Jung, Hyun-Tae),양도업(Yang, Do-Eob),배상우(Bae, Sang-Woo) 한국사회체육학회 2021 한국사회체육학회지 Vol.- No.83

Purpose: This study is conducted to analyze experiences and feelings of badminton lovers in various situations from the perspective of serious leisure. Method: Thirteen members of the S club belonging to the city of Sejong were selected using the study of cultural technology journals and analyzed based on participant observation, in-depth interviews, and collected data. Results: The results of this study are as follows: First, badminton enthusiasts suffered from physical pain in large and small injuries while playing badminton. They suffered from long-term sluggishness and stress for improving their skills, but self-satisfaction & self-efficacy were improving in the process of overcoming them. Second, badminton enthusiasts showed a tendency to reach a higher level through constant research and effort where the rank is achieved by skills in club culture. Third, badminton enthusiasts were self-satisfied through various types of benefits and rewards. “I participated in the competition with enthusiasm. I participated in the club activities continuously, felt the pleasure of achievement through winning prizes, and became more and more involved in leisure activities by building human relationships through various interactions.” They experienced badminton becoming a part of their lives through collective action or strengthening ties. Conclusion: Through this study, it is confirmed that the serious leisure experiences of badminton lovers can lead to various types of positive results. On the other hand, for the badminton club to play a role of social integration as a life sports and to improve personal health & quality of life as a lifelong serious leisure time, accurate understandings of the psychological & mental feelings and situations of various hobbyists are necessary.

확장된 계획행동이론을 통한 애슬레저 의류 구매결정요인에 관한 연구

박세림(Park, Se-rim),양도업(Yang, Do-eob),배상우(Bae, Sang-woo) 한국사회체육학회 2021 한국사회체육학회지 Vol.- No.85

Purpose: The purpose of this study is to find determinants of consumer’s decision to purchase athleisure-wear. To do so, the study applied the extended theory of planned behavior. Method: The subjects of this study were 244 people purchasing athleisure-wear. This study used exploratory factor analysis, reliability analysis, frequency analysis, correlation analysis and multiple regression analysis. Results: The results of this study are as follows. 1) Hypothesis 1, there was a structural relationship between attitude towards athleisure-wear and purchase intention. 2) Hypothesis 2 and 3 were rejected. 3) Hypothesis 4, there was a structural relationship between consumer lifestyle and attitude towards athleisure-wear. 4) Hypothesis 5, there was a structural relationship between past purchase behavior and attitude towards athleisure-wear. Conclusion: In summary, the findings in this study confirm that key factors influence the purchase intention of athleisure-wear. Therefore, Based on these key factors, marketing for consumers who purchase athleisure-wear needs to be considered.

e스포츠 소비자들의 관여도에 따른 스폰서십 인식 정도 분석

신재호(Shin, Jae Ho),양도업(Yang, Do Eob),배상우(Bae, Sang Woo) 한국사회체육학회 2021 한국사회체육학회지 Vol.- No.85

Purpose: The study is to establish the relationship between the e-sports consumers’ sponsorship awareness and their purchase intention towards sponsored products according to their involvement patterns. Method: A total of 325 visitors in “2019 HOT6 PUBG Korea League Phase 3” were selected and the survey was conducted on/offline to be used in the study. The SPSS version 26.0 statistical program was used in the study for data processing. As for data analysis, descriptive statistics, frequency analysis, correlation analysis, exploratory factory analysis, reliability analysis, two-way ANOVA, and multiple regression analysis were performed. The conclusions drawn from the above research objectives, methods. Results: First, it was shown that the differences in sponsorship awareness according to background variables only differ in gender, occupation and frequency of participation. Second, as for the impact on awareness of e-sports sponsorships according to the level of the involvement, indirect involvement in e-sports had all been statistically significant in corporate image, trust-building, means of communication, and contributions to e-sports events. Third, the correlation between e-sports involvement and the purchase intention of e-sports products was statistically significant only in terms of indirect involvement. Conclusion: Amid the rapid development of e-sports industries around the world, the cooperation and efforts of our government and major corporations are particularly required on top of the interest of the e-sports participants.

국내 요트대회 후원기업의 스포츠스폰서십 효과

박동숙(Park, Dong-Sook),배상우(Bae, Sang-Woo),양도업(Yang, Do-Eob),송창수(Song, Chang-Soo) 한국사회체육학회 2016 한국사회체육학회지 Vol.0 No.64

Evaluating sponsorship activities at yacht race events has become critical to activating domestic yacht industry based on determining sponsorship effectiveness and maximizing the relationships among yacht race participants, organizations and their corporate partners. The purpose of this study was to evaluate the sponsorship of a yacht race event by analyzing the effects of the constructs of perceptions and purchase intentions toward the sponsor. Survey data were collected from 184 participants(53 elite, 46 semi-elite, and 85 recreational participants) at a yacht race event in 2015. For accomplishing the purpose of study, descriptive, frequency, correlation, oneway ANOVA, and multiple regression analyses were performed using SPSS version 21.0. The study results were as follows: Firstly, the participants’ levels of brand awareness and purchase intentions were statistically different based on their ages. Secondly, the participants’ levels of brand awareness were statistically different based on their participants’ athletic classifications, starting ages for their yacht races, race experiences, and entry frequencies for yacht race events. Fourthly, the participants’ perception levels for the importance of yacht race events and the personal preferences had the most impact on the sponsor images, and the personal preferences had the only impact on the corporate brand equities. Based on the results of this study, the recommendations for the activation for the domestic yacht race events, yacht industry, and sponsorship for yacht race events were as follows: Firstly, the yacht teams those are named after their provinces, cities, or counties should be launched for deriving enthusiastic supports of local communities. Secondly, the yacht related organizations should devote themselves to finding the young participants for yacht races, training them in the yacht super stars, and activating the sponsorships for those super stars. Finally, the yacht race events should be proactively exposed to the various mass media at a national level.

회원제골프장과 대중골프장의 제공서비스가 방문객의 만족도와 충성도에 미치는 영향

송창수(Chang Soo Song),배상우(Sang Woo Bae),양도업(Do Eob Yang) 한국사회체육학회 2013 한국사회체육학회지 Vol.0 No.53

The purpose of this study was to know about service quality of public and private golf club influenced to customer satisfaction and loyalty. This study selected 400 participants who play golf outdoor and indoor in the past year, to analysis corelation, qui-square, path analysis, structural equation modeling, SPSSWIN Ver. 18.0 & AMOS 18.0 was used and the result is as below. First, service quality of public golf club have a positive effect on customer satisfaction. Second, service quality of public golf club have a positive effect on customer loyalty. Third, customer satisfaction of public golf club have a positive effect on loyalty. Fourth, service quality of private golf club have a positive effect on customer satisfaction. Fifth, service quality of private golf club have a positive effect on customer loyalty. Sixth, customer satisfaction of public golf club have a positive effect on loyalty.