해양스포츠 종목별 이미지 속성에 따른 포지셔닝 전략

전익기 ( Ik Ki Jeon ),양걸 ( Yang Girl ) 한국스포츠산업경영학회 2009 한국스포츠산업경영학회지 Vol.14 No.1

본 연구에서는 해양스포츠의 이미지를 구성하고 있는 속성들에 의해 소비자에게 어떤 해양스포츠의 종목이 동질적으로 인식되고 있는지를 다차원척도법을 이용하여 해양스포츠 종목간의 위치를 파악하고자 한다. 이는 해양스포츠가 소비자에게 차별화된 이미지를 정확하게 소구하고 있는지를 파악함으로서 해양스포츠 종목별 마케팅 전략 수립에 도움을 줄 수 있을 것으로 본다. 조사대상은 새로운 소비집단으로 각광받고 있는 대학생 집단 중 연구자의 편의에 따라 경기도에 소재하고 있는 K대학과 S대학에 재학중인 학생 300명을 선정하였으며 이 중 불성실한 응답을 한 6부를 제외한 294부를 본 연구에 사용하였다. 조사도구는 설문지를 이용하였고, 해양 스포츠의 종목은 비교적 소비자들의 인지도가 높다고 판단되는 해양 스포츠를 전문가와의 협의를 통해 선정하였으며 선정된 해양 스포츠의 종목은 윈드서핑, 스킨스쿠버, 해양레프팅, 수상스키, 바나나보트, 요트이다. 또한 해양 스포츠에 대한 이미지 속성은 각종 리서치 기관에서 일반적으로 사용되는 마케팅 스코어링의 변수를 사용하였고 변인의 신뢰도 계수는 α=.932로 나타났다. 본 연구의 자료처리는 응답자들이 인지하고 있는 유사성 거리에 기초하여 마케팅 전략 수립을 위한 포지셔닝 맵을 도출하였다. 분석방법은 MDS의 방법 중 PROXCAL분석기법과 다중회귀분석을 이용하였다. 연구결과, 스트레스 지수가 .003으로 나타나 본 자료는 매우 적합함을 알 수 있었고 연구자가 선정한 6개의 해양스포츠종목은 일정한 유사성 거리를 확보하고 있는 것으로 나타났다. 또한, 회귀계수를 통한 속성벡터에 의한 속성선을 통해 수상스키는 강하고 젊은 이미지, 스킨스쿠버는 대중적이고 인기있는 이미지, 해양레프팅은 친근하고 가족적인 이미지, 바나나보트는 보수적이고 전통적인 이미지, 요트는 고급스럽고 여유로운 이미지, 윈드서핑은 멋있고 세련된 이미지로 인식되고 있음을 알 수 있었다. 따라서, 본 연구에서 나타난 해양 스포츠의 종목별 이미지 속성에 따라 새롭게 변화하는 해양 스포츠 소비자의 욕구에 대응하는 차별적 마케팅 시장의 세분화 전략을 수립하고 목표고객의 선정과 평가를 실시하여야 할 것이다. This study aims to determine how the consumers evaluate marine sports by the properties that constitute their image and which items are recognized identically through identifying their position among marine sports by their image properties using multi-dimensional scaling. This attempt will help with establishing marketing strategies of companies to gain competitive advantages and differentiation by identifying if the marine sports are equipped with their own differentiated image to the consumers. The survey samples were selected with convenience sampling among college students K univ. and S univ in Gyeong-gi, who are gaining much attention as a new consumer group. Total 300 students were surveyed and among them, 294 surveys were collected and used in this study. The survey tool used was a questionnaire, and the marine sports were selected after discussion with experts to find the water sports, wind surfing, scuba skin, marine rafting, water-skiing, banana boat, the yacht who have relatively high awareness from the consumers. The Image Properties for marine sports, various research organizations commonly used in the marketing and use a variable of scoring shown to be α = .932. The data processing of this study was based on the similarity distance recognized by the repliers, and the positioning map was drawn for marketing strategies. For the method of analysis, PROXCAL analysis technique was used among the methods in MDS. Using the value of the property vector found in regression analysis, the results showed that water-skiing is strong and young images, skin-scuba is popular and public images, marine rafting is family and friendly images, banana boat is conservative and traditional images, yacht is elegant and comfortable images, wind surfing is beautiful and stylish images. Therefore, the marine sports in this research, the new changes to the property of the great image that corresponds to the needs of consumers and discriminatory marine sports marketing strategy and target market segmentation of the customer`s selection and evaluation will be conducted.

태권도공원 건립에 대한 현실적 접근 및 향후 전망

전익기 ( Ik Ki Jeon ) 한국스포츠산업경영학회 2004 한국스포츠산업경영학회지 Vol.9 No.3

여자골프선수 이미지 속성에 따른 포지셔닝 전략

전익기 ( Ik Ki Jeon ),양걸 ( Girl Yang ) 한국스포츠산업경영학회 2008 한국스포츠산업경영학회지 Vol.13 No.2

본 연구에서는 국내 여자골프선수의 이미지를 구성하고 있는 속성들에 의해 소비자는 국내 여자골프선수를 어떻게 평가하고 있으며 어떤 선수들이 동질적으로 인식되고 있는지를 다차원척도법을 이용하여 이미지 속성에 따라 국내 여자골프선수간의 위치를 파악하여 작성하고자 한다. 이는 국내 여자골프선수들이 소비자에게 차별화된 이미지를 정확하게 소구하고 있는지를 파악함으로서 차별화와 경쟁적 우위의 획득을 위한 기업의 인도스먼트 전략 수립에 도움을 줄 수 있을 것으로 본다. 조사대상은 새로운 소비집단으로 각광받고 있는 대학생 집단 중 연구자의 편의에 따라 200명을 선정하였으며 이 중 187부를 본 연구에 사용하였다. 조사도구는 설문지를 이용하였고, 국내 여자골프선수는 비교적 소비자들의 인지도가 높다고 판단되는 선수들을 전문가와의 협의를 통해 선정하였으며, 이미지 속성 변인의 신뢰도 계수는 α=.804로 나타났다. 본 연구의 자료처리는 응답자들이 인지하고 있는 유사성 거리에 기초하여 인도스먼트 전략을 위한 포지셔닝 맵을 도출하였다. 분석방법은 MDS의 방법 중 PROXCAL분석기법을 이용하였다. 연구결과, 스트레스 값이 0에 가깝게 나타나 본 자료의 적합도는 거의 완벽하다는 것을 알 수 있고 박세리와 김미현이 유사한 집단으로 나타났고 미셀위와 안시현은 다소 거리가 멀게 나타났다. 회귀분석을 통한 속성벡터의 값을 이용해 분석한 결과 신뢰와 신용 등의 요인에서 박세리가 가장 높게 위치하고 있음을 알 수 있었고, 섹시함과 세련됨 등의 요인에서는 미셀 위가 가장 높게 포지셔닝하고 있었다. 또한 우아함과 매력적임 등의 요인에서는 안시현이 가장 높게 포지셔닝하고 있었다. 따라서 본 연구에서 국내 여자골프선수의 이미지 속성에 따라 기업에서는 제품과 기업이미지에 적합한 인도스먼트 전략을 수립할 필요가 있고 이를 통해 소비자에게 자사 브랜드를 보다 가치있도록 하여야 할 것이며, 지속적인 관리를 추진하여 브랜드가 지니는 힘을 강화하여야 할 것이다. This study aims to determine how the consumers evaluate Korean female golf players by the properties that constitute their image and which players are recognized identically through identifying their position among Korean female golf players by their image properties using multi-dimensional scaling. This attempt will help with establishing endorsement strategies of companies to gain competitive advantages and differentiation by identifying if the female golf players in Korea are equipped with their own differentiated image to the consumers. The survey samples were selected with convenience sampling among college students, who are gaining much attention as a new consumer group. Total 200 students were surveyed and among them, 187 surveys were collected and used in this study. The survey tool used was a questionnaire, and the Korean female golf players were selected after discussion with experts to find the players who have relatively high awareness from the consumers. The reliability coefficient of the factors in image properties was shown to be α = 0.804. The data processing of this study was based on the similarity distance recognized by the repliers, and the positioning map was drawn for endorsement strategies. For the method of analysis, PROXCAL analysis technique was used among the methods in MDS. Using the value of the property vector found in regression analysis, the results showed that Si Hyun Ahn was at the highest positioning in confidence and trust, and Michelle Wei was positioned the highest in sexiness and beauty. Also, Seri Park had the highest positing in experience and professionalism. Therefore, this study showed that companies need to establish appropriate endorsement strategies for their product and corporate image according to the image properties of Korean female golf players. Through this effort, they should try to make their brand more valuable to the consumers and enhance their brand power by pursuing consistent management.

공공 스포츠센터의 서비스품질, 고객만족도, 관계마케팅 및 소비행동의 관계

전익기(Ik Ki Jeon),강지현(Ji Hyun Kang),양걸(Gilr Yang) 한국사회체육학회 2010 한국사회체육학회지 Vol.0 No.42

The purpose of this study was to investigate the Relationship between Service Quality, Customer Satisfaction, Relation Marketing and Consumption Behavior in Public Sports Center. The subjects of this study were customers of public sports center in Seoul, Gyunggi and Pusan samples of 783 questionnaires by convenience sampling was used as final research materials. The results by using exploratory factor analysis, reliability analysis, confirmatory factor analysis and structural equation model analysis with SPSS 12.0 and AMOS 5.0 are as follow; First, the service quality of Public Sports Center has the Influence on the customers` satisfaction. Second, the service quality of Public Sports Center has the Influence on the relation marketing. Third, the service quality of Public Sports Center has the Influence on the consumption behavior. Fourth, the customers` satisfaction of Public Sports Center has the Influence on the relation marketing. Fifth, the customers` satisfaction of Public Sports Center has the Influence on the consumption behavior. Sixth, the relation marketing of Public Sports Center has the Influence on the consumption behavior.

태권도 경기의 활성화 방안에 관한 연구

전익기(Jeon Ik-Ki),조성균(Cho Sung-Kyun),곽정현(Kwak Jung-Hyun) 한국체육과학회 2001 한국체육과학회지 Vol.10 No.2

The objective of this research is how improve the Taekwondo competition rule from Taekwondo instructor's thinking and this research can be a basic data for the Taekwondo development. This research is based on the datum form the instructors in the Kyungkido, who are selected by simple random sampling, the total number of instructor is 244. The content of the question is compose by the bellows, 7 questions as to the normal trait of a respondent, 8 questions as to the current Taekwondo competition rule. 9 question as to the grade marks rule. Grade marks rule's questionnaires are Kang's research paper. The statistic of this research is treated by Windows for SPSS V. 10.0 Statistic package. 1) Totally answering is improvement of Taekwondo competition rule. 2) After Sydney Olympic Games, Taekwondo competition rule's improvement is required but gymnasium or protect current type is good. 3) The grade marks rule is approved, and competition power, fair judgement, competition's smooth, and interesting of the audience. 4) The others answer is needed bv unity of movement, various public information.

태권도학과 재학생들의 라이프스타일에 따른 진로의식성숙도에 관한 연구

전익기(Ik-Ki Jeon) · 라정현(Jung-Hyun Ra) 경희대학교 스포츠과학연구원 2008 태권도과학 Vol.1 No.1

This research is conducted by distributing 300 surveys to students that take Taekwondo as a speciality in a full 4 year University in Seoul or in Gyeonggi area. Among the surveys that were distributed 253 were retrieved, and excluding surveys that were useless or had too much error, 218 were used in this analysis. And according to this data we were able to come to these conclusions. First, in order to define the difference in lifestyle and a sense of awareness in course of direction we used an independent T-test and One-Way ANOVA, and in order to prove that there was a noticeable change we used Scheffe's post modern verification and came to find that there was noticeable changes in the lower level of factors of the demographie. Secondly, in order to find the relationship between lifestyle factors and a sense of awareness in course of direction factors we use a Correlation Analysis and found out that there was a high level of correlation. The overall conclusion of this study is that there is a positive and negative relationship between ones personal lifestyle and the lower levels of ones sense of occupation maturity awareness. Thus, since the preference and occupational awareness of each student varies, the Taekwondo departments in colleges should come up with plan to provide the information regarding such work areas in relation to the aptitude test which is taken during admission and should continuously consult with the students so that the students will receive proper courses and reduce the possibility of error during job selection.

외국인 유학생의 태권도인식이 국가 이미지에 미치는 영향

전익기(Ik Ki Jeon),양걸(Girl Yang),오철희(Cheol Hee Oh) 한국사회체육학회 2010 한국사회체육학회지 Vol.0 No.42

Effects of the above project for Taekwondo, informed as a world-wide sport, would be various like this, but this study has focused on the national image because we live in the society, which stresses on image, so that it can be said that we live in the society of image. In case of impressing others with positive image, they also respond positively, while in case the appearances seen to the public are positive and satisfying then the organization, group, company and country also would have positive images. Image is considered more important in case of country. Since many countries put efforts to improve their images as more people get thinking that national image is national competition. Based on precedent studies about national image, this study is to see how foreigners think of Korean image and how Taekwondo awareness influence on the image. The purpose of this study is to see what is needed to create positive image of Korea out of the drawn data, and to offer basic data to get a more efficient way to improve Korean image in the international society. To reach the purpose of this study, foreign and interchanging students of K, Y and S university in metropolitan area were chosen as a population, and samples were extracted by Convenience Sampling Method among them. Data were processed by Frequency Analysis, Factor Analysis, Reliability Analysis, Independent Sample T-Test, Post-Hoc, Correlation Analysis and Multiple regression analysis, with SPSS/PC+ 17.0K Version for Window users. As a result of the study, comprehensively seeing the influences on the national images followed by Taekwondo awareness as external factors, the more they trained the better image they had. In evaluating factors for national image, the more the recognized about Taekwondo the more positive it was found out to influence on the national image. In the field of future-oriented factors of the national image, the more recognized and trained about Taekwondo the more they were found out to influence on positive image of the country. In the field of negative factors for the national image, the more recognized and trained about Taekwondo the more they were found out to influence on negative image of the country.

대학생 스포츠의류 소비자의 구매결정요인이 브랜드자산에 미치는 영향

전익기(Jeon Ik-Ki),오철희(Oh Chul-Hee) 한국체육과학회 2011 한국체육과학회지 Vol.20 No.3

The purpose of this study is to define the relationship between purchase decision factor of unversity student sports wear consumer and brand asset. For the purpose, with convenience sampling method, 250 samples were collected from the students of K, Y and S university, which are located in Gyeonggi-do. Excluding 1 sample, which was not proper for the study, a total of 235 samples were used as final effective samples. For data processing, PASW Ver. 18.0 was used to perform exploratory factor analysis, reliance analysis, correlation analysis and multiple regression analysis. The study results are as follows. First, it was found that among the sub factors of brand asset, brand loyalty factor gave a positive effect to quality factor, brand factor and advertisement factor out of the purchase decision factor of sports wear consumer. Second, it was found that among the sub factors of brand asset, brand attitude factor gave a positive effect to quality factor, brand factor and advertisement factor out of the purchase decision factor of sports wear consumer. Third, it was found that among the sub factors of brand asset, brand image factor gave a positive effect to quality factor and brand factor out of the purchase decision factor of sports wear consumer. Fourth, it was found that among the sub factors of brand asset, brand recognition factor gave a positive effect to quality factor, brand factor and advertisement factor out of the purchase decision factor of sports wear consumers.

성인 태권도 수련 참여자들의 여가정체성이 진지한 여가 및 여가전문화에 미치는 영향

전익기(Jeon, Ik-ki),김효림(Kim, Hyo-rim),이미연(Lee Mi-yeoun) 한국여성체육학회 2014 한국여성체육학회지 Vol.28 No.4

태권도학과 교육과정에 대한 교수들의 인식도 분석

전익기(Jeon Ik-Ki),곽정현(Kwak Jeong-Hyeon),조성균 한국무예학회 2009 무예연구 Vol.3 No.1

본 연구는 태권도관련학과 교수진들의 태권도학과 교육과정에 대한 인식도를 분석하여 향후 태권도관련학과 교육과정의 통합 및 발전방안 제시의 기초자료를 제공하는데 연구의 필요성 및 목적을 두고 있다. 태권도학과 교수의 교육과정에 대한 인식도 조사를 위한 조사도구는 면접방법을 사용하였다. 이에 따라 본 연구에서 인터뷰는 4개 대학을 직접 방문하여 사전에 질문의 내용을 전달하고 이를 숙지한 인터뷰 대상들과 1대 1로 심층면접하였다. 연구결과는 다음과 같다. 첫째, 태권도학과의 교육과정이 처음으로 구성되었을 때에는 대체적으로 체육학의 기초에 중점을 두었으며, 교양과목에 많은 시간을 할애하였다. 태권도의 경우 체육학 과목에 태권도라는 명칭만 더해서 교과목을 개설하였고, 실질적인 태권도 관련과목은 태권도 실기에 중점을 두었다. 둘째, 현행 교육과정에서는 각 학교는 태권도 자체의 독자성을 확보하고자 노력하였다. 또한 현재 태권도장이나 경기현장, 취업을 위해 타무술이나 실무적인 교과목을 개설하였다. 현행 교육과정을 개발하면서 각 학교는 태권도의 세계화와 과학화, 그리고 태권도장 경영의 도움이 될 만한 교과목의 선정, 즉 도장경영론이나 어학, 컴퓨터 과목등을 새롭게 개설하였다. 현행 교육과정 제작시 가장 아쉬웠던 점은 모든 교수진들이 교육부 시책으로 학부제로 변경됨에 따라 전공과목의 시수가 줄어든 것으로 답변하였다. 마지막으로 향후 교육과정의 방향은 태권도의 전문화에 중점을 두고자 하고 있으며 학생들이 보다 전문화되고 다양한 과목을 수강할 수 있도록 교육과정을 선정하려고 하고 있다. This research analyzed a recognition duty about a Taekwondo school subject educational process of Taekwondo related school subject teaching staff, and this study presented integration of a future Taekwondo related school subject educational process and a development plan, but it left a purpose and got the following conclusion.1) When an educational process of a Taekwondo school subject was composed for the first time, it generally put emphasis with a basis of Physical education and spared a lot of time to culture and neck. It added only a name called Taekwondo to a Physical education course in case of Taekwondo and opened curriculum, and the real Taekwondo relation and neck put emphasis by Taekwondo actual technique.2) The each school endeavored in an existing educational process in order to secure Taekwondo own individuality. Too currently a Taekwondo chapter or a match was field and opened other military arts or businesslike curriculum for employment. Of curriculum for globalization of Taekwondo and science anger and Taekwondo chapter management to be helpful to an each school while developing an existing educational process selected and newly opened a Taekwondo dojang management, language study, a computer course.Because time of a major decreased according to faculty zero change becoming Department of Education measure, all teaching staff replied to an existing educational process when made curriculum disguise having been requested.3) It is going to select an educational process in order future education and definition course are going to put emphasis with specialization of Taekwondo, and students are professionalized more, and to be able to attend various courses.