스포츠모델조화도가 광고효과에 미치는 영향 분석

나순복 한국스포츠리서치 2003 한국 스포츠 리서치 Vol.14 No.6

This research divides the models on advertisements into non-Korean sports stars and Korean sports stars and entertainers to determine how the combination of products, brand images and the substance to the message influence the effect of advertisements with the objective of providing the basis for a company to select a model that fits in a corporate image and to achieve the maximum advertising effect. To accomplish the goal of this thesis, the research took secondary schools, colleges and universities students as source groups and chose samples using Stratified cluster random sampling method. For sampling, 60 students from each of two middle schools, two high schools and two universities in Seoul school were chosen, adding up the student respondents to 360. In addition, 50 workers from each of two companies responded the survey, bringing the total number of respondents up to 460. SPSS/PC 10.0 Version on Windows was used to process the answers to the survey. Firstly, descriptive analysis was used to determine the demographic variables of the respondents and distribution of answers for each question. Secondly, the answer sheet was put through Cronbach'a test, which determines reliability. Thirdly, to verify the hypothesis, this research engaged one-way Anova and simple regression analysis. Duncan test was for post- verification. The level of statistical significance was p<. .05. This research comes to the following conclusion, after processing the survey.

태권도 체육관의 경영현황 분석에 따른 경영전략에 관한 연구

나순복,김영인,이천희 한국스포츠리서치 2006 한국 스포츠 리서치 Vol.17 No.3

일반 체육관과 프랜차이즈 체육관 경영자의 직무만족과 수련생의 만족도 분석

나순복,이천희,하지원 한국스포츠리서치 2005 한국 스포츠 리서치 Vol.16 No.5

유아체육 프로그램 실태분석과 경영전략에 관한 연구

나순복,이보현,이옥란 한국스포츠리서치 2005 한국 스포츠 리서치 Vol.16 No.5

Marketing Strategy for Attracting Women to Professional Baseball Games in Different Location

나순복 한국스포츠리서치 2003 한국 스포츠 리서치 Vol.14 No.6

본 연구는 여성 소비자가 야구장을 찾는데 영향을 미치는 관람저해요인과 개선점 및 선호도를 조사·분석하여 프로야구경기의 여성소비자 유입을 위한 마케팅 전략을 제시하는데 목적이 있다. 더불어 여성을 지리적 요인에 따라 시장 세분화하여 그에 따른 마케팅 전략을 제시하는데 그 중요한 의의를 두고 있다. 이를 위해 본 연구에서는 서울특별시, 광주광역시 군산시의 3개 지역에서 프로야구를 관람하는 여성 323명을 무선 표집하여 표본으로 사용하였다. 설문지의 내용은 인구통계학적 요인, 관람저해요인, 선호도, 그리고 개선점 등으로 구성하였다. 관람저해요인에 관한 설문은 관중, 개인, 환경, 그리고 게임과 관련된 항목으로 구성하여 5점 Likert 척도를 사용하였다. 또한 서비스, 이벤트, 시설로 구성된 선호도와 개선점 항목은 해당되는 모든 항목을 선택하게 하였다. 본 연구에서 사용된 설문지는 Baum & Epstein(1978), Iso-Ahola(1980), Morley & Wilson (1986), Munehiko(1989), and Lee(1998) 등이 사용한 설문을 기초로 작성하였다. 설문지 구성의 적합성은 전문가의 심사를 거쳤으며 설문지의 신뢰도 계수는 Cronbach 로 측정하였다. 전체 설문항목 중 20%이상 기입하지 않았거나 중복기입 또는 일률적인 응답을 한 설문지를 제외한 308(95.1%)명의 설문지를 사용하였다. 분석 결과 관람 저해요인, 개선점, 선호 팬 서비스, 선호 입장권 구입 방법, 부대시설개선, 그리고 주차시설 개선 등을 요구했으며 지역별 모두 유의한 차이가 나타났다.

여성 골프참가자의 생활스타일과 골프웨어 관심도 및 구매행동의 관계

나순복,서장우 한국스포츠리서치 2003 한국 스포츠 리서치 Vol.14 No.6

The Purpose of this study was to examine closely the relationship among life Style, golfwear interest and purchasing activity on women's golf participants. This study examined the 400 participants who were in golf practice fields. Data were collected by employing a questionnaire. According to research questions there are correlation analysis, multiple regression analysis, simple regression analysis), path analysis. Conclusions from this study method and procedure are as follows. First, there were significant correlations between lifestyle, golfwear interest and purchasing activity. Second, lifestyle of women's golf participants partially influence on golfwear interest. Third, lifestyle of women's golf participants partially influence on golfwear purchasing activity. Fourth, golfwear interest of women's golf participants partially influence on golfwear purchasing activity. Fifth, there was cause-and-effect relation among lifestyle, golfwear interest and purchasing activity.

태권도도장 운영자 리더십이 지도자의 조직몰입과 직무만족에 미치는 영향

나순복,김영인,이천희 한국스포츠리서치 2005 한국 스포츠 리서치 Vol.16 No.5

기업 스폰서십이 구매의도에 미치는 영향

나순복,김동식 한국스포츠리서치 2003 한국 스포츠 리서치 Vol.14 No.4

The interest on sponsorship as for the corporate and sports organizations are rapidly growing, through the 2002 World Cup the corporations are actively moving to apply sponsorship to promote and enhance their image. You could say that the expected effects through the corporations' participation on sports sponsorship are the corporate image, brand reputation, brand image and that which would lead into product purchase. The purpose of this study was to research the influence of corporate sponsorship on brand image and purchase intention. In this study I have selected middle ~ high school students, university students and general citizens from Seoul and Gyeonggi as for the population. Then the stratified cluster random sampling method was used to get the sample from the research target. After selecting the target population among the middle ~ high school students, university students and adults from Seoul, Gyeonggi, Chungnam area, the sampling data were received from each of the 100 people of the total 300. Data with the incomplete answers, missing data of the research content were excluded from the sampling data of the 300 people, and the actual data which was possible for analysis that was finally used were the data of 276 people. Windows SPSS/PC 10.0 version of the statistic software was used for data processing with utilizing the statistic analysis as below. First, I have conducted descriptive analysis for the demographic variable and response distribution analysis of the each questionnaire among the target population. Second, the reliability test of the survey form was done by Cronbach's alpha. Third, T-test, one-way anova analysis, correlation analysis, simple regression analysis were used for the test of hypothesis, and Duncan test were used for post hoc. Significance test was done at a Significance level of p< .05. The results of the study are summarized as follows. First, Corporate sponsorship according to the demographic variable had no difference in both sex and age with corporate sponsorship. Second, the brand image according to the demographic variable had no difference in both sex and age with brand image. Third, the purchase intention according to the demographic variable had no difference in both sex and age with purchase intention. Forth, as to the influence on corporate sponsorship, this study showed that the sponsorship factor had substantial effects on the brand image. But the corporate sponsor and the sponsors' product factor had no effect on the brand image. Fifth, as to the influence on corporate sponsorship, this study showed that the sponsorship and sponsors' product factor had substantial effects on the purchase intentions. But the corporate sponsor factor had no effect on the purchase intentions.

볼링참여동기가 몰입경험과 생활만족에 미치는 영향

나순복,김동식,문영희 한국스포츠리서치 2003 한국 스포츠 리서치 Vol.14 No.4

The study analyzes that how it has an influence on the bowling participation motive on the experience in absortion and life satisfaction. In order to accomplish the objective of this study, This study was selected the 400 cunsumers, who were questioned, in sports center and the bowling alley, which was located in seoul 2002. The method collection of the study is used of simple cluster sampling. It did not record over 10 questions, the uniformly answer or repeatedly type of answer of cllected 400 samples, that the answer judged dishonesty, so these are removed, then finally 368 data were analysed. The investigate tool was the questionnaire, which used participation motive question as an index with the Pelletier (1995) and the Wessinger & Bandalos (1995) .In order to correspond purpose and the object of the study, which was composed adjustment and replacement of questionnaiveses. Flow experience used questionnaivese ,which was developed by Chong young-chak(1997) it. Life satisfaction used the Satisfaction With Life Scale(The SWLS), which is composed of developed the Diener, the Emmonson, the Larsen and the Griffin (1985), the element's faith factor of participation motive(Cronbach'a) showed with the intrinsic element 88, the extrinsic element 89, amotivation 81. The every elements reliability factor on the flow experience showed with Cognition Commitment 90, Behavioral Commitment 85, and the reliability factor of life satisfaction appeared with.80. Thought the preliminary inspection with the trusted questionnaive visits investigatior directly, who has a prior educated. They were asked to fill out the distributed questionnaires in the sports club and bowling alley, In order answer get back cotents directly which it does the question answers with self-Administration Method, but for the data is judged which is the contents of answer is unreliable and unfaithlessness and SPSSWIN 10.01 utilizes that it is possible the data to analysis. Population statistics variable and the spread of the answer used

댄스스포츠 참가 주부의 개인적 특성과 생활만족의 관계

나순복(Soon Bok Na),이길민(Gil Min Lee) 한국여성체육학회 2001 한국여성체육학회지 Vol.15 No.2

The purpose of this study was to analyze the relation between individual characteristic and life satisfaction of house wives participating dance sport. Indeemdent variable was individual characteaistic Like age, income, education, and occupation), and deendent variable was life satisfetion. The subjects were chosen 300 house wives participating dance sports at recreation center live in Seoul, Dae-gu and Cheon-an by simple random sampling. It is used the paper of Won Hyung-Jung(1989)and Lee Jong-Gil(1992) for examination by reference. Statistic method for verification were one-way ANOVA and T-test, and significant level was p=.05. The results were as follows; First, life satisfaction by ages was significant. Second, life satisfaction by income was significant. Third, life satisfaction by education level was significant. Finally, life satisfaction by occupation was non significant