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프로야구단의 소셜네트워크서비스(SNS)가 구단신뢰, 구단몰입 및 관계지속의도에 미치는 영향
김운숙(Woon Sook Kim) 한국사회체육학회 2014 한국사회체육학회지 Vol.0 No.56
The purpose of this study is to empirically investigate how the characteristic of Social Network Service influences Club Trust, Club Commitment, and Relationship Continuity Intention. The subject of study is a total of 400 adult, over 20 years old, spectators who have experience using Social Network Service. Sample is collected by convenience sampling method and selected only 271 copies of questionnaire as final valid samples out of 400 copies after removing 129 copies of questionnaire that are considered as non valid samples. This study used SPSSWIN Ver.14.0 for analysis of frequency, used AMOS 7.0 for confirmatory factor analysis: CFA and structural equation model: SEM. After verify goodness of fit of the model and verify individual hypothesis, this study reached to five conclusions. First, in the relationship between the characteristic Professional Baseball Club Social Network Service and Club Trust, sociality have positive influence on Club Trust, but personalization does not. Second, sociality and personalization, two features of Professional Baseball Club Social Network System, have positive impact on Club Commitment. Third, Club Trust does not have positive influence on Club Commitment. Fourth, Club Trust affect Relationship Continuity Intention positively. Fifth, Club Commitment has positive influence on Relationship Continuity Intention.
프로야구단 SNS 관계지향활동이 관계몰입, 이용만족 및 지속적 이용의도에 미치는 영향
김운숙(Kim, Woon-Sook) 한국체육과학회 2014 한국체육과학회지 Vol.23 No.2
The purpose of this study is to empirically investigate how the Professional Baseball SNS community relationship-oriented activity influences Relationship Commitment, Level of Satisfaction and intention to use. The subject of study is a total of 300 adult, over 20 years old, spectators who have experience using Social Network Service. Sample is collected by convenience sampling method and selected only 255 copies of questionnaire as final valid samples out of 300 copies after removing 45 copies of questionnaire that are considered as non valid samples. This study used SPSSWIN Ver.14.0 for analysis of frequency, used AMOS 7.0 for confirmatory factor analysis: CFA and structural equation model: SEM. After verify goodness of fit of the model and verify individual hypothesis, this study reached to five conclusions. First, Professional Baseball Club SNS community relationship-oriented activity (organizational Knowledge dissemination, interactive way, providing core services, organization is contributing) and Relationship Commitment(Continuous Relationship, Emotional Relationship) providing core services and organization is contributing have positive influence on Continuous Commitment. Second, Relation Commitment have positive influence on Level of Satisfaction. Third Relation Commitment have positive influence on Continuous Use Intention. Forth, Level of Satisfaction have positive influence on Continuous Use Intention.
스포츠웨어 브랜드속성이 브랜드가치, 브랜드만족도 및 브랜드충성도에 미치는 영향
김용만(YongManKim),김운숙(WoonSookKim),정정희(JungHeeJung) 한국체육학회 2008 한국체육학회지 Vol.47 No.6
이 연구의 목적은 스포츠웨어 브랜드속성이 브랜드가치, 브랜드만족도 및 브랜드충성도에 미치는 영향을 규명하는 것이다. 이 연구의 대상은 충청남도 C시의 3개 대학에 재학 중인 대학생 300명으로 하였다. 표본은 편의표본추출법에 의해 추출하였으며, 전체 표본 중 불성실하게 응답한 것으로 판단되는 20부의 설문을 제외한 280부를 최종 유효표본으로 선정하였다. 이 자료를 가지고 SPSS 14.0과 AMOS 7.0을 사용하여 자료처리를 하였다. 모형의 적합도를 확인한 후 개별 가설들을 검증하여 다음과 같은 결과를 얻었다. 첫째, 스포츠웨어의 브랜드속성 중 본질적 속성은 브랜드가치에 영향을 미쳤다. 둘째, 스포츠웨어의 브랜드속성 중 비본질적 속성은 브랜드가치에 영향을 미쳤다. 셋째, 스포츠웨어의 브랜드속성 중 본질적 속성은 브랜드만족도에 영향을 미쳤다. 넷째, 스포츠웨어의 브랜드속성 중 비본질적 속성은 브랜드만족도에 영향을 미쳤다. 다섯째, 브랜드가치는 브랜드만족도에 영향을 미쳤다. 여섯째, 브랜드만족도는 브랜드충성도에 영향을 미쳤다. The purpose of this study was to examine the effects of attributes of sportswear brand on the brand value, brand satisfaction and brand loyalty. The subjects of this study were university students. 300 students from 3 universities in C city, Chungcheongnam-do (province) were sampled by the convenience sampling method. Among all the surveys, 280 survey data were selected as valid samples with 20 of them which were considered as answered insincerely excluded. The data were processed and analyzed by SPSS 14.0 and AMOS 7.0. By verifying each hypothesis after confirming the validity of models, several conclusions were drawn out as follows. First, the intrinsic attributes of sportswear influence the brand value. Second, the extrinsic attributes of sportswear influence the brand value. Third, intrinsic attributes affect the brand satisfaction. Fourth, extrinsic attributes affect the brand satisfaction. Fifth, the brand value influences the brand satisfaction. Sixth, the brand satisfaction influences the brand loyalty.