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아이트레커(Eye-tracker)를 활용한 프로골프선수의 평판에 따른 스폰서십 효과 검증
남상백,변현,배정섭 한국스포츠학회 2020 한국스포츠학회지 Vol.18 No.2
본 연구의 목적은 아이트래커를 활용하여 골프선수의 평판유형에 따른 스폰서십의 효과를 분석하는데 있다. 이를 위해 학교기관으로부터 IRB를 승인 받았고, 총 52명의 연구대상자를 통해 실험을 실시하였다. 선수들의 평판은 경기적 요인 유형과 경기 외적 요인 유형으로 형성되었다. 분석결과는 다음과 같다. 경기적 요인 선수는 상지, 흉부, 하지, 머리의 순으로 응시시간이 나타났다. 경기 외적 요인 선수의 경우 하지, 흉부, 상지, 모자의 순으로 응시하는 것으로 확인되었다. 평판 유형에 따라 응시시간의 차이를 확인하기 위해 독립표본 t-test를 실시한 결과 모자, 상지, 하지는 통계적으로 유의 미한 차이가 나타나는 것으로 확인되었지만 흉부의 경우 유의미한 차이가 나타나지 않았다. 본 연구를 통해 평판에 따라 응시시간이 다르다는 것을 확인할 수 있었고, 이러한 평판에 따라 스폰서십을 진행한다면 보다 효율적인 전략을 구축할 수 있을 것이다. The purpose of this study is to analyze the effect of sponsorship according to the type of reputation of golf players by utilizing eye tracker. In order to achieve this, IRB was approved by the university institution and an experiment was conducted through a total of 52 people. The reputation of the athletes was formed by sporting factor and non-sporting factor of player. The analysis results are as follows. Sporting factor of player had a lot of time to take the test in the order of upper limbs, chest, lower limbs and head. It has been confirmed that athletes of non-sporting factor of player applies in the order of lower limbs, chests, upper limbs, and hats. An independent t-test was conducted to determine differences in test time depending on the type of reputation and found that there were statistically significant differences in hats, upper limbs and lower limbs, but no significant differences were found in chests.
스포츠브랜드 주최 달리기 이벤트의 참여자 매력요인 분석
남상백,배정섭,권재윤 한국사회체육학회 2019 한국사회체육학회지 Vol.0 No.78
Purpose: The purpose of this study is to verify the importance and siastfaction of participant attractiveness for running event hosted by sports brand using Importance-Performance Analysis (IPA). Method: The participants of the study consisted of 426 people who participated in ‘Run On Seoul’ of Newbalance held on September 9, 2018. The samples were extracted yb judgement sampling method. Total 426 data were collected in this study excluding data with trustles sresponses. In data processing, via SPSS 20.0 fo r window, frequency analysis, descriptive statistics method and final validation were carried out using IPA matrix to obtain the results of each quadrant. Results: First, Ⅰquadrant included proper tour guide, friendly staff, variety of souvenirs, souvenir specificity, helpfulness of operators, suitable places for competition, saftey & emergency facilities in the stadium, use o f souvenirs, and convenient access to the stadium. Second, Ⅱ quadrant included ease of participation process, number of operators, convenience of registration system, and souvenir quality. Third, Ⅲ quadrant included sufficient stadium size, easy access to public transport, sma rtphone registration, safety of traffic environment , various performances in the stadium, ample space for competition, efficient competition, mobile environment, and adequate information board. Fourth, Ⅳ quadrant included sufifcient parking facilities and operating staf f expertise. Conclusion: This study analyzed the attractive factors of running events directly hosted by sports brand. Future research will be able to reflect consensus and participants’ needs at the marketing level if a comparison of the factors of various marathon events is made.
근거이론을 통한 한국프로야구에서 로봇심판의 도입 가능성과 방향성 제시
남상백,구위성,박태원,배정섭 한국체육과학회 2023 한국체육과학회지 Vol.32 No.2
The purpose of this study was to derive the presenting the possibility and direction of robot umpire in Korean professional baseball through grounded theory. In order to achieve the purpose of this study, in-depth interviews with stakeholders in the professional baseball field were conducted. The data collected were analyzed through open coding, axis coding, and selective coding. First, a total of 39 concepts, 13 sub-categories, and 6 top categories were derived through open coating. Second, the six paradigms of causal conditions, situational context, central phenomena, intervening conditions, interaction strategies, and the consequences were derived. Third, through the selection coding, It was intended to present the possibility and appropriate direction of the introduction of robot umpire in Korean professional baseball.
스포츠참여자의 자아존중감과 과시적 소비성향 간의 관계에서 체면민감성의 매개효과
남상백(Nam, Sang-Back) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.3
The purpose of this study is to identify the mediating effect of dignity sensitivity on the relationship between self-esteem and propensity for conspicuous consumption. For this purpose, this study was conducted to 312 subjects living in Seoul, Korea. The data was analyzed by SPSSWIN Ver. 15.0 and AMOS 7.0. The statistical significance level was set at α<.05. Results are as follows: First, self-esteem of sports participants was found to have a direct significant effect on dignity sensitivity. Second, self-esteem of sports participants was not found to have a direct significant effect on propensity for conspicuous consumption. Third, dignity sensitivity of sports participants was found to have a direct significant effect on conspicuous consumption. Fourth, dignity sensitivity of sports participants was found to have a full mediation effect on the relationship between self-esteem and propensity for conspicuous consumption.
2018 동계올림픽 유치에 따른 국가이미지가 국가 브랜드이미지 및 소비태도에 미치는 영향
남상백(Nam, Sang-Back) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.1
The purpose of this study is to identify the relationships among national image with hosting 2018 Winter Olympics, brand image, and consumer purchase intention. For this purpose, this study was conducted to 284 subjects living in Seoul, Korea. The data were analyzed by SPSSWIN Ver. 15.0 and AMOS 7.0. The statistical significance level was set at a<.05. Results are as follows: First, political image, education image, or cultural image of nation image was not found to have a significant influence on brand image, but economic image was found to have a significant influence on brand image. Second, any of political image, education image, cultural image, or economic image of nation image was not found to have a significant influence on consumer purchasing intention. Third, product image, or price image was not found to have a significant influence on consumer purchasing intention, but satisfaction image was found to have a significant influence on bconsumer purchasing intention.