여성 골퍼들의 클럽선택 만족과 기술만족이 소비자행동에 미치는 영향

김정락(Kim, Jung-Lak) 한국사회체육학회 2016 한국사회체육학회지 Vol.0 No.64

With the rapid development of the golf club market, and with polarization, in which the market forms around men golfers, distinctly emerging, this study confirmed that women golfers are having a narrow range of choice, together with its consequent complaint these days. Accordingly, this study was aimed at widening the range of choice in golf clubs for women golfers, and suggesting the ultimate development plan needed for the golf club market. Consequently, this study selected the 270 women golfers who went to a driving range from October, 2014 until August in 2015, and went golf rounding more than once a month as a population(research subject). This study utilized a questionnaire for research analysis; also this study, as a data processing method, drew the results as follows by doing frequency analysis through SPSS 20.0, by doing confirmatory analysis and correlation analysis through Smart PLS 3.2.1 professional program(2015), and by doing structural (equation) model analysis and path analysis through PLS algorithm and PLS bootstrapping. First, in Hypothesis 1-1, design, brand and price of a golf club was found to have a positive influence on satisfaction at a level of p<.001; also in Hypothesis 1-2, design, brand, functionality, information and price were found to have a positive influence on repurchase intention. In Hypotheses 1-3, this study found that brand, functionality and price, and information had a positive influence on recommendation to others at a level of p<.001 and p<.05, respectively. Second, in Hypothesis 2-1, it was found that a golf drive shot skill had a positive influence on satisfaction at a level of p<.001 while in Hypothesis 2-2, golf drive shot(p<.001), and drive shot techniques (p<.05) had a positive influence on repurchase intention. In Hypothesis 2-3, golf drive shot and techniques were found to have a positive influence on recommendation to others at a level of p<.001.

초기수용자의 통합 마케팅 커뮤니케이션이 골프용품 사용자의 고객지향, 상호교감에 미치는 영향

김정락(Kim, Jung-Lak),조태수(Cho, Tae-Soo) 한국사회체육학회 2017 한국사회체육학회지 Vol.0 No.68

The purpose of this study is to analyze the process delivered to customers through integrated marketing communication exercised by an earl adopter in the sports market, and to inquire into the concrete relations required for accurately utilizing a product, not to mention an effective marketing strategy of sports goods. First, it was found that linguistic ability, spatial behavior and outward appearance among the sub-factors of an early adopter’s integrated marketing communication had a positive effect on customer orientation. Second, the body language and outward appearance were found to have a positive effect on mutual empathy(communion). This study drew the conclusion with such results as the center as follows. From the position of a golf articles company, when the proper time to utilize an early adopter comes in the communication process with a customer, the company will be consequently provided with the opportunity to elicit diverse communication with a customer through the early adopters. This might be a big merit in that the early adopter is an ordinary person other than an expert, whom a company uses as a model; further, as appears by this study, it is thought that if it should be possible to elicit a shift of the general paradigm towards early adopters, the effect thereof will be returned doubly. Accordingly, the study shows that it is time for a company to recognize that an early adopter can let the company know about lots of information & concern in various fields, and to provide an opportunity and effort to have a lot more connections with an early adopter.

골프 클럽 브랜드의 자산형성 요인에 관한 연구 - 소비자 브랜드 관계를 중심으로 -

김정락 ( Jung Lak Kim ) 고려대학교 스포츠과학연구소 2006 스포츠문화과학연구 Vol.13 No.-

성별에 따른 골프장 서비스와 고객행동에 대한 구인동등성 및 잠재평균분석

김정락(Jung Lak Kim) 한국사회체육학회 2012 한국사회체육학회지 Vol.0 No.50

This study intends to look into what difference arises in the behavior of a customer who perceives a golf links service by sex and to analyze what relationship exists between them; particularly, this study tries to look into a concrete scheme for problems that could potentially arise when carrying out a research on the customers visiting a golf links with focus on one scale. To fulfill the purpose like this, this study analyzed the characteristics arising according to the sex by confirming a latent mean after evaluating whether the measurement variables of golf links service and customer behavioral intention could be applied to males and females in common through the test of configural, metric, intercept invariance. As a result of the research, it was found that the internal fit by sub-factor of a scale according to the sex was at a fine level in golf links service and customer behavior scale, and this study secured configural, metric, intercept invariance through the test of the construct equivalence of a model. In addition, there arose a difference between golf links service and customer satisfaction at a low level in the difference in factor means by golf links service and customer behavior scale in a state where a measurement error is controlled. As a result of the analysis of path coefficient according to the study model, in case of males, customer satisfaction and loyalty were found to have a positive influence on loyalty and revisit intention, respectively while in case of females, golf links service was found to have a positive influence on customer satisfaction; customer satisfaction to have a positive influence on loyalty, and loyalty was found to have a positive influence on revisit intention.

골프 클럽 선택요인에 관한 연구

김정락(Jung Lak Kim) 한국사회체육학회 2009 한국사회체육학회지 Vol.0 No.37

This study is to examine the characteristic factors to choose the golf club by amateur golfer. Price, information, function, brand, design and A/S factors were objectively formed as golf club selection factors. Based on the above factors, as the number of strokes, career, the trustful objective and the source of information, in case of the difference between two groups, T-test and in case of more than two groups, one-way ANOVA, and in case of the significant difference between groups, Duncan were done. And the result is as below. First, at golf club selection factors by the number of strokes, the significant difference was shown by design, function, price and information. About design factor, at 80-90 strokes and single stroke, design factors were preferred and at function factor, single stroke, and at information factors, the higher the number of strokes is, the more important information was considered. Second, at golf club selection factors by golfer career, price and information showed significant difference. It means that beginners consider the price factor and at information factor, experienced men and beginners among `after 5 years`, choose golf club to consider information. Third, by trustful objective when the golfers buy golf club, the difference of golf club selection factors were shown in information(IM) factor, and they considered the advice of the experts carefully when they choose golf club. Fourth, the objectives given information, when the golfers buy golf club, the significant difference was shown in A/S, price, information factor. At A/S, price, information. it was shown that they gotten information through the experts such as the lesson professionals and chose golf club.

스포츠 경기 소비자의 인지적 참가가 재구매에 미치는 영향

김정락(Jung Lak Kim),육종술(Jong Sul Youk),김차용(Cha Yong Kim) 한국사회체육학회 2009 한국사회체육학회지 Vol.0 No.35

골프장 서비스 프로모션과 이미지, 재방문 간의 잠재평균 분석

김정락(Jung Lak Kim),조태수(Tae Soo Cho) 한국사회체육학회 2013 한국사회체육학회지 Vol.0 No.54

This study has conducted a latent means analysis of golf course service promotion and image perceived by customers, and their revisit, under the purpose of securing various promotions for golf course services and exploring positive measures for management. To accomplish the objectives, measurement variables were evaluated through testing of form invariance, measurement invariance, and fragment invariance to identify whether they can be all used in the research using a latent means analysis. The research has revealed the following results. First, price factor of customers in their 30s was high at p <.05, compared to those in their 20s, while the image factor was low at p<.05. The relevant effect size of d value stood between .2 and .5, indicating there is a modest effect. Second, price factor of those in their 40s was high at p<.01, and the place factor was high at p<.05. The relevant effect size of d value stood between .2 and .5, indicating there is a modest effect. Third, price factor of those in their 50s was high at p<.001 and the relevant effect size of d value stood between .2 and .5, suggesting there is a modest effect. Although there were no statistical differences, the effect size of d value of stimulation factor and image factor stood between .2 and .5, confirming there is a modest effect.

스포츠 이벤트 환경이 만족도, 경영성과, 재방문에 미치는 구조적 관계

김정락(Jung Lak Kim),조태수(Tae Soo Cho) 한국사회체육학회 2014 한국사회체육학회지 Vol.0 No.56

The purpose of this study is to help stimulate sports-driven tourism and suggest basic development measures for stimulating the sports industry. To accomplish the objective, the structural relationship between sporting events conducted by local governments for stimulating sports tourism and the satisfaction, business performance of venues, and revisit was analyzed through the following methods. The research target was selected among those who had participated in sporting events held in Gangwon province from June to August 2013 for boosting sports tourism. The researcher and 3 assistants distributed and collected the questionnaires on the spot, and 234 of them were used for this research. Collected data was processed using Smart PLS 2.0 program to conduct validity analysis, reliability analysis, factor-specific correlation analysis, and covariance structure analysis for hypothesis testing. The findings are as follows. First, in terms of relationship between sporting events and satisfaction of hypothesis 1, the atmosphere (t=2.676, p<.001) and convenience (t=3.622, p<.001) had a positive impact. Second, in terms of relationship between sporting events and business performance of hypothesis 2, the convenience (t=2.627, p<.001) and accessibility (t=2.702, p<.001) had a positive impact. Third, in terms of relationship between sporting events and revisit of hypothesis 3, the atmosphere (t=2.379, p<.01), convenience (t=3.251, p<.001), and accessibility (t=2.498, p<.01) had a positive impact. Fourth, in terms of relationship between satisfaction and business performance of sporting events and revisit of hypothesis 4, satisfaction had a positive impact on business performance (t=2.557, p<.01) and revisit (t=4.740, p<.001).

대학 체육전공 학생이 지각하는 교육서비스품질이 서비스가치, 학생만족 및 행동의도에 미치는 영향

노동연(Roh Dong-Yun),김정락(Kim Jung-Lak) 한국체육과학회 2009 한국체육과학회지 Vol.18 No.4

This study was designed to shed light on the influence of educational service quality on service value, student satisfaction and behavioral intentions which university sports major student is perception. To accomplish such research purpose, researcher identified the causal relationship through Structural Equation Model(SEM) after having established relationship models among educational service quality, service value, student satisfaction and behavioral intentions based on precedent research works and hypothetical model. 292 participants were sampled from the student of sports major for the university located in Seoul and Gyeonggi region by using convenient sampling method. The resulting data were processed by means of frequency analysis and exploratory factor analysis using SPSS 15.0 program. And, to verify construct validity of each measurement model using AMOS 7.0 program, confirmatory factor analysis was conducted, then after, goodness-of-fit of the theoretical model was verified by means of covariance structure analysis. Results derived from the researches based on the aforementioned methods and data analyses are as follows: First, educational service qualityhad positive influence on service value. Second, educational service quality had positive influence on student satisfaction. Third, educational service quality had positive influence on behavioral intentions. Forth, service value had positive influence on student satisfaction.

국내 스포츠 마케팅 현황 및 발전방안

신승엽(Seung Yup Shin),김정락(Jung Lak Kim),육종술(Jong Sul Youk) 한국사회체육학회 2001 한국사회체육학회지 Vol.16 No.-

In increasing of concern of people and thinking of huge industry about sports, Sport Marketing has been developing in Korea. Successful event of `86 Asian Game, Olympic Game, and development of pro-sports is essential to emergence of sports marketing. However, in spite of requirement, domestic sport marketing accepted to American or European sport marketing, and most recent, the research and study must be require to apply domestic real situations. To quality study of sport marketing, the purpose of this study is to propose present conditions and some development plans of sport marketing in korea. First, sport industries exceed to other industries, and at the aspect of economy, continually the concern of sport industries has been increasing, But to strategic sport marketing processes, above all, the scale and condition of sport industries in korea must be study. Second, present time, many company appreciate image and value of sport marketing, but the problems is to not consider the aspect of long-dated investment of sport marketing. Accordingly, continuous audit of company or organization and analyze of consumer must be accompanied and sport marketings` strategy must be modified and corrected. Third, to identify into effective and essential field sport marketing, must be needed a specialist of sport marketing. To bring up specialist, the curriculum of sport marketing and company or agency of sport marketing must be needed. Finally, to analyze the effect of sport marketing, systematic approach is difficult. The research and study of effect analysis depends on materials and statistics of economy. This approach is limited, and to analyze the effect instrument development of measurement and calculation must be needed.