A Measurement Development of Integrated Service Quality for Internet Golf Stores

김종백(Kim Jong-back) 한국스포츠산업경영학회 2003 한국스포츠산업경영학회지 Vol.8 No.2

본 연구는 통합적 서비스 질(Integrated Service Quality)에 대한 이론적 개념을 제시하고, 인터넷 골프 상점의 통합적 서비스 질을 측정하기 위한 초기단계로서 3개의 주요 변수(서비스 질, 정보의 질, 시스템의 질)에 대한 측정도구를 개발하며, 개발된 측정도구의 타당도와 신뢰도를 검증하는데 그 목적을 두었다. 선행연구들을 통하여 본 연구에서의 통합적 서비스 질은 인터넷 골프 상점으로부터 제공되어지는 서비스, 정보, 그리고 시스템의 질에 대한 포괄적이고 통합적인 소비자의 평가로 정의 내려질 수 있다. 본 연구의 목적을 수행하기 위해서 미국 내에 있는 17개의 골프 경영학과(Professional Golf Management)에 등록되어 있는 학생들을 모집단으로 설정하였으며, 조사대상의 표본은 편의 표본 추출법(Convenient Sampling Method)으로 추출하였다. 본 연구에서 표집된 표본수는 총 332명이었으나, 실제 분석에 사용된 자료는 294명이었다. 본 연구에서 사용된 조사방법은 설문지법으로 설문지 구성은 서비스 질(Service Quality), 정보의 질(Information Quality), 시스템의 질(System Quality), 전반적인 서비스 만족도(Overall Service Satisfaction), 그리고 인터넷 탐색과 구매에 대한 소비자 특성과 조사대상의 인구통계적 특성으로 구성되어 있다. 자료분석을 위해 본 연구에서 사용한 통계기법은 인터넷 탐색과 구매에 대한 소비자 특성과 조사대상의 인구통계적 특성을 파악하기 위하여 기술통계를 실시하였고, 측정도구의 신뢰도를 검증하기 위해서 문항 내적일관성을 구하는 Cronbach's α 방법을 이용하였다. 구성개념 타당도(Construct Validity)를 평가하기 위해 요인분석을 실시하였고, 집중 타당도(Convergent Validity)와 준거 타당도 (Criterion-Related Validity) 검증을 위해 상관관계 분석과 다중회귀 분석이 사용되었다. 요인분석 결과 서비스 질은 6개의 하위요인으로 구성되어 있고, 정보의 질은 4개의 하위요인으로 구성되어 있으며, 시스템의 질은 3개의 하위요인으로 구성되어 있는 것으로 나타났다. 또한 본 연구에서 통합적 서비스 질을 측정하기 위한 3개의 개별적인 측정도구의 타당도와 신뢰도가 통계적 결과치에 의해 검증되었다. Due to the primary difference between online and traditional businesses and the different nature between the Internet golf store business and other traditional businesses, the theories and measurements of service quality developed in the traditional marketing and service quality literature cannot be equally applied into the Internet business, especially into specific Internet golf store business. Consequently, the development of a unique service quality concept and measurement adapted to the Internet golf store business should be required. The purpose of this study was to provide an advanced conceptualization of the integrated service quality, to develop a unique scales for measuring the integrated service quality for the Internet golf stores, and to determine whether the scales developed in this study show reliability and validity. This study extended the general evaluation of service quality, used in traditional research, to a more detailed evaluation of integrated service quality applied to the Internet markets. The proposed conceptual model of integrated service quality in this study was composed of three primary constructs (service quality, information quality and system quality) that are required in the Internet market. The results of factor analysis verified the construct validity for each measurement of three constructs, and identified six factors (reliability, transaction security, website design, empathy, availability, and responsiveness) in the service quality construct, four factors (product information, entertainment of information, business policy information, and additional information) in the information quality construct, and three factors (speed of access, ease of use, and interactivity) in the system quality construct. This study also provided empirical evidence of reliable and valid instruments to treasure integrated service quality for the Internet golf stores.

서핑용품 기업의 사회적책임(CSR)활동과 기업-CSR활동 적합성이 기업이미지, 브랜드태도, 브랜드애착, 구매의도에 미치는 영향

김종백(Jong Back Kim),구강본(Kang Bon Goo) 한국사회체육학회 2013 한국사회체육학회지 Vol.0 No.53

The purpose of this study was to investigate the effects of surfing manufactures` Corporate Social Responsibility(CSR) and CSR fit on corporate image, brand attitude, brand attachment, and purchasing intention. A questionnaire method was used to collect data. The questionnaires were distributed among surfers around the surfing areas in the following regions, Busan, Jeju, Kangwon, Kyoungbuk. The surfers participated in the survey were limited to those who are attending a high school and above. Of 323 collected questionnaires, 32 questionnaires were found unusable and dropped due to incomplete and/or inappropriate information. As a result, 291 questionnaires were used for data analysis processing. For the empirical study, frequency analysis, reliability analysis, and correlation analysis were done by SPSS 17.0, in addition, confirmatory factor analysis and structural equation modeling were done by AMOS 18.0. The results were as followings; First, surfing manufactures` CSR had significantly positive effects on corporate image and brand attitude. Second, CSR fit was found to have no significant effects on corporate image and brand attitude. Third, corporate image had a significantly positive effect on brand attitude while it shows a significantly negative effect on purchasing intention. In addition, corporate image had no significant effect on brand attachment. Fourth, brand attitude was found to have significantly positive effects on brand attachment and purchasing intention. Last, brand attachment was found to have a significantly positive effect on purchasing intention.

스포츠휴먼브랜드 속성, 소비자-스포츠휴먼브랜드 관계, 제품이미지-스포츠 휴먼브랜드 적합성이 스포츠휴먼브랜드 애착, 브랜드태도, 브랜드충성도, 구매의도에 미치는 영향의 구조관계 분석

김종백(Jong Back Kim) 한국사회체육학회 2013 한국사회체육학회지 Vol.0 No.54

The purpose of this study was to investigate the influence of s port human brand traits(SHBT), consumersport human brand relationship(CSHBR), and match-up between product image and sport human brand(MU) on sport human brand attachment(SHBA), brand attitude(BA), brand royalty(BR), and purchasing intention(PI). A questionnaire method was used for collecting data, and 1,320 questionnaires were collected from college students enrolled in 10 universities. Among them, 142 questionnaires were excluded because they were inappropriate. 1,178 questionnaires were finally used for data anal ysis processing. Data were analyzed using the SPSS ver. 17.0 for descriptive information and using AMOS 18.0 for analysing the structural equation model. The findings were as followings; First, all of SHBT(expertise, attractiveness, trustworthness) were found to have no significant effects on SHBA and BA. Second, all of CSHBR(emotional/cognitive relationship, behavioral relationship) were found to have significantly positive effects on SHBA and BA. Third, MU was shown to have no significant effect on SHBA, whereas MU was shown to have as ignificant effect on BA. Fourth, SHBA had significantly positive effects on BA and BR, whereas SHBA had n o significantly positive effect on PI. Fifth, BA had significantly positive effects on BR and PI. Last, BR had a significantly positive effect on PI.

친환경교통지구 활성화를 위한 구조형성 요인분석

김종백(Kim, Jong Back),민성훈(Min Seong Hun) 대한부동산학회 2020 大韓不動産學會誌 Vol.38 No.3

본 연구는 친환경 교통개선지구의 효율적인 관리를 위해 소프트웨어적 측면 및 물리적 측면과 지구의 활성화 구조형성에 대한 연구를 실시하였다. 본 연구를 위해 명동 보행자 전용도로 및 연세로 대중교통 전용지구를 연구의 대상지로 선정하였다. 우선 설문조사 실시 전에 친환경 개선지구와 관련된 선행연구의 평가변수들을 검토하여 친환경 교통개선지구의 활성화에 영향을 미치는 21개의 평가변수를 도출하였다. 도출된 평가변수를 물리적 요인 및 소프트웨어적 잠재변수로 구분하였으며 추가적으로 활성화 잠재변수를 설정하였다. 이를 기반으로 친환경 교통개선지구 활성화의 구조형성 및 영향요인을 파악하고자 하였다. 친환경 교통개선지구 구조형성 분석 결과, 친환경 교통개선지구의 활성화 구조형성은 소프트웨어적 요인에서만 형성되었으며 물리적 요인의 경우에는 기각되었다. 또한 소프트웨어적 요인에서 영향력이 높게 나타난 측정변수들을 살펴보면, 거리의 이벤트, 공원과의 연계성, 인근 지역과의 연계성, 거리의 이미지 등이 높게 나타났다. 반면에 활성화 요인과 관련된 영향요인을 살펴보면, 상권, 대중교통 등에서 높게 나타났다. This study is for efficient management of eco-friendly traffic improvement zones. Specifically, a study was conducted on the formation of the structure of activation of the earth by software aspects and physical aspects. For this study, Myeong-dong pedestrian-only roads and Yonsei-ro public transportation-only zones were selected as the sites for research. Prior to conducting the survey, the assessment variables of prior research related to eco-friendly improvement zones were reviewed. As a result, 21 evaluation variables were derived that affected the revitalization of eco-friendly traffic improvement zones. The derived valuation variables were then divided into physical factors and software potentials. Additionally, activation potentials have been set. Based on this, it was intended to identify the structural formation and the factors influencing the revitalization of eco-friendly traffic improvement zones. As a result of the analysis of the structure formation of eco-friendly traffic improvement zones, the active structure of eco-friendly traffic improvement zones was formed only by software factors. On the other hand, physical factors were rejected. In addition, if you look at the variables that showed high influence in software factors, the events of the street, the connection with the park, the connection with the nearby area, and the image of the street were high. On the other hand, the impact factors related to activation factors were high in commercial districts, public transportation, etc.

해양스포츠이벤트 평가속성이 도시마케팅 자산 및 도시마케팅 효과에 미치는 영향

김종백 ( Jong Back Kim ),조우정 ( Woo Jeong Cho ) 한국스포츠산업경영학회 2014 한국스포츠산업경영학회지 Vol.19 No.6

본 연구는 해양스포츠이벤트의 평가속성이 도시마케팅 자산 및 도시마케팅 효과에 미치는 영향을 분석해 도시마케팅 효과창출을 위한 성공적인 스포츠이벤트 마케팅 및 경영 전략 수립의 기초자료를 제공하기 위해 수행되었다. 이러한 연구목적을 달성하기 위해 본 연구에서는 B광역시에서 개최한 국제요트대회 외부방문객 322명을 대상으로 편의표본추출법에 의해 설문조사를 실시하였으며 탐색적 요인분석 및 내적일관성 분석을 통해 설문지의 타당도와 신뢰도를 검증하였다. 자료의 분석은 기술통계, 상관관계 분석 그리고 다중회귀분석을 실시하였고 다음과 같은 결론을 도출하였다. 첫째, 방문객들이 인지하는 평가속성의 수준은 성공적으로 해양스포츠이벤트를 개최· 운영하였다고 평가하기에는 미흡한 수준이었으나, 해양스포츠이벤트 개최를 통해 형성된 도시마케팅 자산 및 도시마케팅 효과 수준은 상대적으로 높게 나타났다. 둘째, 해양스포츠이벤트 평가속성 중 도시마케팅 자산에 영향을 미치는 요인으로는 종사원, 시설, 프로그램이었다. 셋째, 해양스포츠벤트 평가속성 중 도시마케팅 효과에 영향을 미치는 요인으로는 종사원, 프로그램, 시설, 비용이었다. 마지막으로 해양스포츠이벤트 개최를 통해 형성된 도시마케팅 자산인 도시태도, 도시친숙도 그리고 도시이미지는 도시마케팅 효과에 영향을 미치고 있었다. The purposes of study were to examine the relationships among Appraisal attributes(AAs), city marketing asset(CMA) and city marketing effectiveness(CME) in a marine sport event(MSE) hosted by Busan metropolitan city and to provide fundamental information that could help establish city marketing strategies for the host city and MSE organizer. In order to accomplish such study purposes, a survey method was applied with a total of 350 out of town visitors, and 322 usable questionnaires were analyzed using SPSS 19.0 with descriptive statistics, correlation analysis and multiple regression analysis. Accordingly, following findings were derived from current study. First, the levels of AAs perceived by the visitors were relatively lower than those identified through previous research, which means little evidence that the event was operated successfully. However, the levels of CMA and CME were relatively higher than those of the AAs. Second, the AAs such as employee, facility and program factors had significant effects on the CMA factors. Third, the AAs such as employee, facility, program and cost factors had significant effects on the CME factors. Finally, the CMA factors including city attitude, city familiarity and city image which were established through hosting the event had significant effects on the CME factors.

프로야구 관람자의 플로우경험이 탐색적행동, 관람만족, 팀충성도 및 재관람의도에 미치는 영향

김종백 ( Jong Back Kim ),하제현 ( Jae Hyun Ha ) 한국스포츠정책과학원(구 한국스포츠개발원) 2013 체육과학연구 Vol.24 No.1

이 연구의 목적은 플로우(flow) 이론을 프로야구 관람자에게 적용하여 플로우경험 선행요인(관여도, 지식 수준, 도전의욕, 각성, 상호작용)이 플로우경험, 탐색적행동, 관람만족, 팀충성도, 재관람의도에 미치는 영향 관계를 규명하는데 그 목적이 있다. 이 연구는 2010년 프로야구 정규리그 경기를 관람하는 8개 구단의 고등학생 이상의 홈 관중을 모집단으로 설정하였다. 이 연구의 표집방법은 편의표본추출법을 이용하였으며, 표집절차는 8개 구단의 2010년 정규리그 홈경기 중 한경기를 무선으로 선정한 후 경기장을 직접 방문하여 설문을 실시하였다. 총 1,600부의 설문지를 배포하여 1,330부가 회수되었으며, 부적절한 설문지를 제외한 최종 분석에 사용된 표본 수는 총 1,111명이었다. 자료처리는 SPSSWIN Ver. 17.0을 이용하여 기초자료를 분석하였고, AMOS 18.0을 활용하여 구조방정식모형분석(SEM)을 하였다. 이 연구에서 도출된 결과는 다음과 같다. 첫째, 프로야구 관람자의 플로우경험 선행요인 중 관여도, 지식수준, 각성, 상호작용은 플로우경험에 정적 영향을 미쳤다. 하지만 프로야구 관람자의 플로우경험 선행요인 중 도전의욕은 플로우경험에 유의한 영향을 미치지 않았다. 둘째, 프로야구 관람자의 플로우경험은 탐색적행동과 관람만족도에 정적 영향을 미쳤다. 셋째, 프로야구 관람자의 탐색적행동은 관람만족도에 부적 영향을 미친 반면 팀충성도와 재관람의도에는 정적 영향을 미쳤다. 넷째, 프로야구 관람자의 관람만족도는 팀충성도와 재관람의도에는 정적 영향을 미쳤다. 다섯째, 프로야구 관람자의 팀충성도는 재관람의도에는 유의한 영향을 미치지 않았다. The purpose of this study was to verify investigate the influence of professional baseball spectators` flow experience on Exploratory Behavior, Spectating Satisfaction, team loyalty and revisit intention. The subjects were the home spectators of 8 professional baseball franchises in South Korea, who are older than spectators who are in age of attending high school and also have attended some of the home games. A total of 1,600 questionnaires were distributed to the subjects who were selected using the convenient sampling method. Of 1,330 collected questionnaires, 1,111 were identified as usable for the study after 219 questionnaires were dropped due to inappropriate or missing answers. Data were analyzed using the SPSSWIN ver. 17.0 for descriptive information and using AMOS18.0 for analyzing the Structural Equation Model (SEM). Findings from this study were as following; First, the factors of involvement, knowledge, arousal, and interactivity were found to have significantly positive effects on flow experience of professional baseball spectators. However, the factor of challenge was found to have no significant effect on flow experience of professional baseball spectators. Second, the factor of flow experience of professional baseball spectators was found to have significantly positive effects on exploratory behavior and spectating satisfaction. Third, the factor of exploratory behavior also have significantly positive effects on team loyalty and revisit intention, but a significantly negative effect on spectating satisfaction. Forth, the factor of spectating satisfaction was found to have significantly positive effects on team loyal.

요트관광 수요 및 소비지출 결정요인 분석

김종백(Kim, Jong-Back),최의열(Choi, Eui-Yul) 한국사회체육학회 2016 한국사회체육학회지 Vol.0 No.66

The purpose of this study is to analyze yacht tourism demand and expenditure determinants and to provide fundamental marketing information that helps to attract tourists and increase profits for yacht tourism businesses. In order to accomplish the study purposes, the study employed a survey method with a total of 250 potential consumers using convenient sampling method in B metropolitan city. The questionnaire included factors such as demographics, demand and consumption patterns, all of which were derived from literature review. A binary logistic regression was modeled with dichotomous dependent variables including intention for yacht tourism and expenditure (100,000 won more or less). The followings were input in the models as the independent variables in order to examine the relationships; gender, age, education, income, residence, experience, motivation, type, event, companion, and schedule. The results of logistic regression analysis were as follows. First, the model for examining yacht tourism demand determinants was statistically significant, Χ²(24, N=250)=37.185, p=.042. Cox & Snell R² and Nagelkerke R² were reported as .138 and .191 respectively. The model accounted for between 13.8% and 19.1% of the variation in demand. Among the independent variables, education, income, and type were found to be the significant factors for demand. Second, the model for examining yacht tourism expenditure determinants was statistically significant, Χ²(24, N=250)=61.330, p=.000. Cox & Snell R² and Nagelkerke R² were reported as .218 and .298 respectively. So, the model accounted for between 21.8% and 29.8% of the variation in expenditure. Among the independent variables, education, income, residence, experience and schedule were found to be the significant factors for expenditure.

스크린골프 이용자의 플로우 선행변인이 플로우경험에 미치는 영향

김종백(Kim, Jong-Back),하제현(Ha, Jae-Hyun) 한국사회체육학회 2016 한국사회체육학회지 Vol.0 No.63

The purpose of this study was to examine the relationship between flow antecedent factor(challenge, skill, arousal, involvement, interactivity) and flow experience(pleasure, focused attention, time distortion) for screen golf participants. In order to accomplish this study, total 23 0questionnaires were distributed to screen golf participants at three screen golf courses using a convenient sampling method. Among them, eleven questionnaires were excluded because they were not applicable. There were 219 usable questionnaires. Data were analyzed with multiple regression analysis using PASW Statistics 18.0 version. First, the results of this study revealed arousal and interactivity had a positive and direct influence on pleasure. However, challenge, skill, and involvement didn’t contribute to pleasure. Second, the results indicated that challenge, arousal, involvement, and interactivity had a significant impact on focused attention. However, skill didn’t contribute to focused attention. Last, the results also indicated that challenge, arousal, involvement had a positive and direct impact on time distortion. However, skill and interactivity had no significant influence on time distortion.

해양스포츠체험이벤트 참가자의 만족도가 지역사회의식, 지역사회발전, 재방문 및 추천의도에 미치는 영향

김종백(Jong Back Kim),이재빈(Jae Bin Lee) 세계태권도문화학회 2023 세계태권도문화학회지 Vol.14 No.3

The purpose of this study is to analyze the effect of participants’satisfaction of the experiential marine sport event on community consciousness, regional development, and revisit and recommendation intention. This study seeks win-win plans with local communities and the local government by holding marine sport events and presents policy data and implications for regional development. To achieve the purpose of this study, a survey was conducted on participants in the marine sport experience event, one of the side events of the international yacht championship held in B city in 2021. There were 295 usable questionnaires for final data analysis. Data were analyzed by exploratory factor analysis and multiple regression analysis using SPSS WIN Ver. 26.0. The results of this study are as follows.; First, auxiliary facilities, program promotion, and hosting personnel in the satisfaction of the experiential marine sport event have significant positive effects on community consciousness, regional development, and revisit and recommendation intention. Second, there are no significant effects of price using amenities in the satisfaction of the experiential marine sport event on community consciousness, regional development, and revisit and recommendation intention.

이벤트태도, 브랜드태도, 스폰서십효과가 기업이미지에 미치는 영향 -마라톤대회 타이틀스폰서를 중심으로-

김애랑 ( Ae Rang Kim ),김종백 ( Jong Back Kim ) 한국스포츠산업경영학회 2010 한국스포츠산업경영학회지 Vol.15 No.3

본 연구는 소비자가 직접 참가하는 마라톤대회의 타이틀스폰서에 대한 이벤트태도, 브랜드태도, 스폰서십효과가 기업이미 지에 미치는 영향을 규명하는데 그 목적을 두었다. 연구대상은 성우하이텍배 제7회 KNN 환경마라톤대회 참가자를 모집단으 로 하여 편의표본추출법을 통해 500명을 선택한 다음 자기평가기입법으로 설문에 응답하게 하였다. 500부의 설문지 가운데 434부가 회수되었고 이 가운데 385부를 통계분석에 이용하였다. 수집된 자료는 SPSS Ver. 12.0 프로그램을 이용하여 빈도분석, 요인분석, 신뢰도분석을 실시하였으며, 연구가설의 검증을 위해 상관관계분석, 회귀분석을 실시하였다. 이상의 연구방법을 통 해 도출된 결과는 다음과 같다. 첫째, 마라톤대회에 대한 이벤트태도는 스폰서십효과에 긍정적 영향을 미치는 것으로 나타났 다. 둘째, 마라톤대회 타이틀스폰서에 대한 브랜드태도는 스폰서십효과에 긍정적 영향을 미치는 것으로 나타났다. 셋째, 마라 톤대회에 대한 이벤트태도는 기업이미지에 긍정적 영향을 미치는 것으로 나타났다. 넷째, 마라톤대회 타이틀스폰서에 대한 브 랜드태도는 기업이미지에 긍정적 영향을 미치는 것으로 나타났다. 마라톤대회 타이틀스폰서의 스폰서십효과 중 신뢰획득은 기 업이미지에 긍정적 영향을 미치는 것으로 나타났다. This research was conducted to examine the impact of the attitudes toward the event, brand, and sponsorship effects on the corporate image. For this research, survey was conducted by targeting the participants of Sungwoo HiTech’s 7th KNN Environment Marathon Competition. A total of 385 survey questionnaires were used for this research. The collected data were analyzed through the statistical methods such as frequency analysis, correlation analysis and regression analysis. The findings of this study were as follows. First, the attitude toward the event showed the significant influence on increasing image and securing trust. Second, the attitude toward the brand showed the significant influence on increasing image and securing trust. Third, the attitude toward the event showed the significant influence on the image of contributing to the society and the company’s image as an outstanding company. Fourth, the attitude toward the brand showed the significant influence on the factors such as the image of contributing to the society and the company’s image as an outstanding company. Lastly, only the variable of obtaining trust showed the significant influence on the image of contributing to the society and the company’s image as an outstanding company.