스포츠 스타 광고 시청시 QEEG Montage Default 판독을 통한 뇌파변화에 관한 연구

손명준(Myung Jun Son) 한국사회체육학회 2014 한국사회체육학회지 Vol.0 No.56

The purpose of this study is to analyze effects of advertisements featuring sports stars by using data gained through a program to digitize the Quantitative Electroncephalograph recorded in 19 channels. Therefore, differences of EEG changes between when watching a general product commercial showing a sports star and when watching a sports product advertisement featuring him/her are analyzed based on the EEG in the resting period of 10 subjects. For the EEG electrode arrangement, 2 electrodes (Fqz and Oz) are added to 19 ones (Fp1, Fp2, F7, F8, F3, F4, Fz, T3, T4, C3, C4, Cz, T5, T6, P3, P4, Pz, O1, and O2) according to internationally unified 10-20 formula, so a total of 21 ones are arranged. The findings are as follows: 1. Changes of 5 area bands such as delta wave, theta wave, alpha wave, beta wave and gamma wave are analyzed to measure variations of subjects` EEGs in resting and watching general and sports advertisement featuring a sports star, but a significant difference can be found only between delta and alpha wave. In particular, advertisements of experiment stimuli are not seemed to significantly affect retrospection or recognition given the fact that there are no differences among awakening waves such as beta wave and gamma wave, and negative value is shown in delta wave engaging in meditation and memory. 2. From the decipherment of Montage Default which analyzes EEGs of each subject participating in the experiment, as pictures, it is found that the advertisements are not acted as stimuli according to individuals, but rather advertisement stimuli are capable of returning them into resting state, though this is not significantly different from the conclusion 1.

스포츠 콘텐츠 이용동기와 스포츠 태도가 이용행위에 미치는 영향

손명준(Myung Jun Son),강지숙(Ji Suk Kang),최영환(Young Hwan Choi) 한국사회체육학회 2011 한국사회체육학회지 Vol.0 No.45

The purpose of this study was to investigate the motive for using sports content and the effects of sports attitude on the behavior of using sports content. The convenience sampling, to achieve the purpose, was conducted on the students who were attending five Universities located in Busan as of 2010 and who were using Internet and TV and a total of 238 questionnaires were used for analyses. The frequency analysis, t-test, oneway ANOVA(Analysis of Variance), and reliance analysis were performed using SPSS(ver 18.0), and a structural equation model was built and analyzed. The results of the analyses are as follows: 1) The path coefficient between motive for using sports content and behavior of using sports content were measured as 0.142(t=2.395) to be significant, indicating that the motive for using sports content have effects on the behavior of using sports content. 2) The path coefficient between motive for sports attitude and behavior of using sports content were measured as 0.106(t=2.126) to be significant, indicating that the sports attitude have effects on the behavior of using sports content. 3) The path coefficient between behavior of using sports content and sports attitude were measured as 0.212(t=5.338) to be significant, indicating that those two factors have interrelation.

정량화된 뇌파측정(QEEG)을 이용한 스포츠 스타 모델의 제품유형에 따른 광고효과분석

손명준(Myung Jun Son) 한국사회체육학회 2013 한국사회체육학회지 Vol.0 No.51

This study conducted a questionnaire survey and EEG (electroencephalography) together in order to examine whether there were differences in advertising effectiveness associated with advertised product type when sports stars appear as an advertising model. As for the questionnaire survey, this study analyzed the difference between advertising and product attitudes. In addition, this st udy aimed to understand consumer responses comprehensively by analyzing EEG of frontal lobe, which controls human thought at the moment when seeing advertisement. The results were as follows: First, the analysis showed that consumers felt higher advertisi ng effectiveness in product and purchase at -titudes when sports stars appear in advertisements for sports products than for general products. Second, this study analyzed the EEG response of the consumers i n order to analyze the advertising effectiveness associated with design of advertised products sports stars appeared. As a result, there was no significant difference in theta wave (4-7 Hz) and alpha wave (8-13 Hz). However, in beta wave (more than 14 Hz), the advertisements for sports products were more significant than advertisements for general products in left domains of frontal lobe such as FP1 (left anterior frontal lobe), F7 (left frontal lobe) and F3 (left middle frontal lobe), right domain FP2 (right anterior frontal lobe) and middle domain Fz (medial frontal lobe). Third, completely different results were derived in the study c onducted on the same subjects in the same conditions depending on measuring methods. It is considered tha t academic discussions on the previous research base that has been dependent only on questionnaire survey from the sports scientific perspective are required.

스포츠정보 데이터 추출을 위한 실험적 솔루션으로서의 뉴로마케팅

손명준(Myung Jun Son),최영환(Young Hwan Choi),최정웅(Jung Woong Choi) 한국사회체육학회 2011 한국사회체육학회지 Vol.0 No.43

This study brings to the forefront possible implications of the neuro-marketing technology as a more scientific research technique that is expected to replace the traditional consumer study in many cases, exploring beneficial aspects of that technology, which aims at appealing to consumers at the unconscious level. Neuro-marketing that claims to be grounded in brain science is still in a fledgling stage. However, as demand from the industry grows, this new area appears to get more and more attention from the academic community. Especially a plurality of approaches to neuro-marketing research are already found in the areas of product and design development, brand power creation, and effective advertising, and this robust academic interest has led to several successful cases of industrial applications. The promising areas where neuro-science can be applied to the sports-related industry range from advertisement effect analysis of sports events, to analysis of spacial layout for sports product stores and sports facilities, sports-related brand image analysis, design effect analysis and testing in sports products, and analysis of athletic performance at sports venues. At this time, making more efforts to advance research in the field of combining neuro-science and sports science, in addition to those academic initiatives so far, will contribute to gaining a stronger foothold for sports science.

노동가능여성의 여가활동에 따른 행복도 결정요인

손명준(Myung Jun Son),최영환(Young Hwan Choi),최정웅(Jeong Woong Choi) 한국사회체육학회 2011 한국사회체육학회지 Vol.0 No.46

This study is set out to examine the effects of women`s marriage and labor and leisure activities on the leisure satisfaction and the level of happiness. It is designed to provide the basis required to come up with ways to enhance the level of happiness for women and the results derived from the statistics of 「Inquiry on the National Leisure Activities」by Korea and Institute in 2010, reprocessed to fit the research purpose of the study are as follows. First, the type of leisure activities the women of working age participate in were concentrated on inactive leisure activities such as the relaxation (73.1%) while the leisure activities related to the sports, rather viewing or participating in sports, ranked almost at the bottom. Second, as for the difference between the leisure resources and the level of happiness according to the characteristics of the women of working age, the older group had the most hours on leisure while the group with the lower level of academic background, economically inactive group and bereaved group were found to have the most hours on leisure. On the other hand, the cost of leisure the youngest group, the group with the highest level of academic background (graduate degree), unmarried and the economically active group spent much money on leisure. The level of happiness showed a difference only in two factors such as the academic background and the marital status. Third, as for the support for the leisure and the level of happiness according to the type of leisure activities, only the cost of leisure showed a difference. The group which participated in the sports showed the highest level of happiness while the relaxation activities showed the lowest level of happiness. Forth, among the total of 12 separation criteria for the determinants of the level of happiness based on the leisure activities, the separation criteria related to the economic factor were the biggest determinants with 5 times and the type of leisure activities(3 times), marital status (2 times) were the most important determinant for the level of happiness.

골프 연습장 이용객의 만족유형에 따른 고객세분화에 관한 연구

설민신(Min Sin Sul),손명준(Myung Jun Son),최영환(Young Hwan Choi) 한국사회체육학회 2008 한국사회체육학회지 Vol.0 No.34

This study is to categorize the customers of golf practice centers into different groups according to their satisfaction levels, through which identifying the characteristics of those golfers, eventually to help provide a tailored services for them. We selected a sample of 350 people from 4 golf practice centers around Seoul to conduct frequency analysis, x2 verification, t-test, variance analysis, factor analysis, and cluster analysis by using spss 12.0. Using the factor analysis, the satisfaction levels were scored, each level being divided into 5 groups by cluster analysis, named `overall satisfaction`, `satisfaction with facility`, `satisfaction with personal services`, `satisfaction with cost` and `overall dissatisfaction`. For the satisfactions observed based on the gender for the groups, men showed higher satisfactions than women for all groups except the `satisfaction with cost` group. Observation according to the age indicated the `overall satisfaction` predominated by the highest part of average age; for the profession, practitioners/technicians, office workers/administerial employees, business owners and house makers took up their biggest part in `overall satisfaction`. Meanwhile, the most in the `satisfaction with facility` group were students. The `overall satisfaction` group indicated their family income 1 million won higher than other groups. In terms of the characteristics found in the participating behaviors in golf activities, critical to the selection of a golf center was the condition of location; for the center using time, the `satisfaction with cost` group represented the highest frequency of visit from 9 to 12 while other groups from 21 to 24. In observation of the type of registration, all groups indicated high proportion of monthly membership; yearly membership was the second highest in `satisfaction with cost` and `overall satisfaction` groups. The `overall satisfaction` group was higher in golf experience and expense compared with other groups while being lower in handicaps, which suggests higher family income, more golf experience and expense, and little handicap leads to sustained participation in golf activities involving more expenditures and less handicaps.

대학교양체육의 참여저해요인과 운동지속과의 관계

최정웅(Jung Woog Choi),손명준(Myung Jun Son),김태형(Tae Hyeong Kim),김홍석(Hong Seok Kim) 한국사회체육학회 2010 한국사회체육학회지 Vol.0 No.41

The purpose of this study was to examine into the factor of participation of general sports class and intention to exercise adherence in university. The statistical techniques, which were used for the analysis of this study, included factor nalysis, reliability analysis, t-test, one-way ANOVA correlation analysis, multiple regression analysis, by using SPSS 12.0. The conclusions were as follows; First the sub-factor obstructive sources of participants in general sports class, had influence upon the will to intention to continuance of physical activities. Seonnd, The men of exercise continue intent factors of sport ability, sport environment and sport interest was higher than Women by populational statistical properties of niversity students. Third, Relationship of inhibition and exercise continued intent effect to worries of lecture, worries of lecture environment, sport ability, sport environment, and sport interest. The worries of lecture method affect the sport nvironment.

데이터 마이닝의 의사결정나무분석을 이용한 골프 연습장 pricing 전략에 관한 연구

설민신(Min Sin Sul),손명준(Myung Jun Son),최영환(Young Hwan Choi) 한국사회체육학회 2009 한국사회체육학회지 Vol.0 No.36

스포츠 콘텐츠 장르 이용에 따른 레퍼토리 유형에 관한 연구

최영환(Young Hwan Choi),손명준(Myung Jun Son),최정웅(Jeong Woong Choi) 한국사회체육학회 2010 한국사회체육학회지 Vol.0 No.42

By assuming a repertoire, based on usage of each genre of TV & Internet media`s Sports Contents, will be constructed, this research analyzes the pattern of how each genre contributes to user usage, and serves a purpose of providing preliminary data to sports contents organizer and advertisers so that they can establish media strategies. To achieve such purpose, 287 college students of Seoul, Daejeon, Chungnam, Gwangju·Junnam filled out a survey, which is contructed by Self-administration method, on Sports contents genre usage from TV and internet separately. Using cluster analysis of direct marketing, each genre`s usage difference based on each cluster was observed to investigate cluster`s characteristics. Relating to genre classification, the overall result suggests sports contents from TV tend to be classified into entertainment genre. Because TV is not an active media that allows selecting, we can say it is an entertaining media, which drives people to use sport contents from entertaining motivation. Internet shows different result because it has opposite characteristics to TV. Regardless of difference between TV and internet, sports new was the most popular among sports contents. TV and internet formed a relationship of symbiotic supplementation, rather than replacement. The general form would be TV`s entertaining usage plus internet`s tool-wise usage.