청소년 여가활동의 정서표현성이 여가만족과 여가몰입에 미치는 영향

서희정(HeeJungSeo),박세혁(SeHyukPark),한아름(AReumHan),이윤정(YunJungLee) 한국체육학회 2012 한국체육학회지 Vol.51 No.5

이 연구의 목적은 청소년의 정서표현성이 여가만족 그리고 여가몰입에 미치는 영향을 규명하는 것이었다. 연구대상은 현재 재학 중인 고등학생을 모집단으로 하여 편의표본추출법으로 표집하였다. 설문에 참가한 응답자들(N=338)은 자기평가기입법으로 응답하도록 하였다. 이 연구의 자료처리는 SPSS WIN Ver 19.0과 AMOS 15.0을 활용하였다. 이 연구의 결과는 다음과 같다: 첫째, 정서표현성의 하위요인 중 연정요인은 여가만족의 하위요인 중 심리적만족에만 유의한 영향을 미치는 것으로 나타났다. 둘째, 정서표현성의 하위 요인 중 연정요인은 여가몰입 하위요인 중 주의집중, 긍정적즐거움 그리고 시간왜곡에 유의한 영향을 미치는 것으로 나타났다. 셋째, 여가만족의 하위 요인 중 교육적만족은 여가몰입의 도전감, 숙련도 그리고 긍정적즐거움 하위요인에 유의한 영향을 미치는 것으로 나타났다. 청소년들의 여가만족과 여가몰입을 높이기 위해 어떻게 정서표현성을 여가프로그램에 적용할 수 있는지에 대한 함의를 논의하였다. The purpose of this study was to examine the relationships among emotional expressivity, leisure satisfaction, and flow for Korean adolescents. The sample consisted of 338 male and female adolescents from senior high schools located in Incheon and Jeonjoo, Korea. Data for this study were obtained by using convenience sampling technique. The data were recorded and analyzed using the SPSS Ver 19.0 statistical computer package and AMOS Ver 15.0. The questionnaire incorporated measures of emotional expressivity, leisure satisfaction, and flow as well as socio-demographic characteristics. Findings in the present study are as follows: First, the activity subcomponent in the emotional expressivity construct had positive and significant impact on all the leisure satisfaction subcomponents. Second, the expression subcomponent in the emotional expressivity construct had positive and significant impact on attention concentration, and time extortion in flow. Third, the educational satisfaction subcomponent in the leisure satisfaction construct had positive and significant impact on challenging spirit, expertise, and positive enjoyment. Implications for developing leisure program for adolescents were discussed in terms of leisure satisfaction, flow, and emotional expressivity.

스포츠용품의 브랜드자산 구성요소와 구매의도와의 구조적 관계 모형

서희정(HeeJungSeo),김용만(YoungManKim),정정희(JungHeeJung) 한국체육학회 2008 한국체육학회지 Vol.47 No.3

이 연구는 스포츠용품을 구매한 경험이 있는 소비자의 브랜드자산 구성요소와 구매의도와의 구조적 관계를 규명하는 데 목적이 있다. 조사대상은 경기도 소재 대학의 대학생들이다. 총 245개의 유효표본을 가지고 SPSSWIN Ver. 15.0과 AMOS 7.0을 활용하여 탐색적요인분석 및 확인적요인분석과 상관분석을 하였다. 측정도구의 신뢰도는 Cronbach's α검사를 통해서 실시하였다. 그리고 변수의 구조적 관계를 살펴보기 위하여 구조방정식모형분석을 통해 연구모델의 적합도를 검증한 후 개별 가설을 검정하였다. 그 결과를 보면 다음과 같다. 첫째, 브랜드개성은 브랜드 카리스마와 브랜드가치에는 유의한 영향을 미쳤으나 브랜드신뢰에는 유의한 영향을 미치지 않는 것으로 나타났다. 둘째, 브랜드가치는 브랜드 카리스마와 브랜드신뢰에 유의한 영향을 미쳤다. 셋째, 브랜드 카리스마는 브랜드신뢰와 구매의도에 유의한 영향을 미쳤다. 넷째, 브랜드신뢰는 구매의도에 유의한 영향을 미쳤다. The purpose of this study was to investigate structural relationship between brand equity components and purchase intention of sports product. The subjects of the study were college students in universities located in Gyeonggi-do. The Cronbach's α test was conducted to analyze exploratory factor analysis and confirmatory factor analysis and measure correlations and credibility with a total of 245 samples through the use of SPSSWIN Ver. 15.0 and AMOS 7.0. After verifying the goodness of fit of the model through the use of the structural equation model analysis to figure out structural relationships of the factors, hypotheses were examined separately. The results were as follows. First, brand personality had a significant effect on brand charisma and brand value but had little effect on brand trust. Second, brand value had a significant effect on brand charisma and brand trust. Third, brand charisma had a significant effect on brand trust and purchase intention. Forth, brand trust had a significant effect on purchase intension.

스포츠산업,경영학 : 프로농구 관중의 팀동일시 수준에 따른 경기관람요인, 관람만족 및 관람의도의 인과관계 비교

김용만(YongManKim),서희정(HeeJungSeo),이준원(JuWonLee) 한국체육학회 2005 한국체육학회지 Vol.44 No.1

The purpose of this study was to verify the causal relationship among game attendance factors, viewing satisfaction and viewing intentions according to the team identification level. The subjects of this study are 323 home spectators of Wonju, Daegu and Jeonju entered a stadium to view games of TG Xers, Dongyang Orions, and KCC under the competition for the lead at a point in time of examination during the 「Anycall Professional Basketball 2003-2004」. Among them, 311 valid samples excluding 12 inappropriate samples were processed. Based on such sampling data, the following results were obtained by conducting data processing through the confirmatory factor analysis and structural equation modeling using SPSSWIN Ver. 10.0 and AMOS 4.0.First, performance among game attendance factors had a significant effect only on viewing satisfaction, but publicity, performance and promotion among game attendance factors did not have a significant effect on viewing satisfaction in terms of both high identification and low identification. Second, game attendance factors did not have a significant effect on viewing intentions in terms of both high identification and low identification. Third, viewing satisfaction have a significant effect viewing intentions in terms of both high identification and low identification.

스포츠산업,경영학 : 리조트 이용객의 고객지향성과 고객만족, 고객태도, 고객신뢰 및 재방문의도와의 관계

김용만(YongManKim),이준원(JunWonLee),서희정(HeeJungSeo) 한국체육학회 2005 한국체육학회지 Vol.44 No.1

After studying a concept of customer orientation by restricting to a resort based on customer orientation currently being studied at existing distribution, this study intended to present strategic suggestive points of marketing concerning big customers of a resort based on such results. The purpose of this study was to examine relationship among customer orientation and customer satisfaction, customer attitudes, customer trust and re-visitation intentions with a causal relationship among variables. 210 samples were selected by convenience sampling method from users of Bokwang Phoenix Park. Based on such sampling data, the following results were obtained by conducting structural equation modeling (SEM) using SPSSWIN Ver. 10.0 and AMOS 4.0.First, customer orientation had a positive effect on customer satisfaction. Second, customer satisfaction had a positive effect on customer attitudes. Third, customer satisfaction had a positive effect on customer trust. Fourth, customer attitudes had a positive effect on re-visitation intentions. Fifth, customer trust had a positive effect on re-visitation intentions.

인문,사회과학편 : 타이틀스폰서에 대한 프로스포츠팬의 "관람동기-동일시-스폰서 십결과" 모형

김용만(YongManKim),박세혁(SeHyukPark),전호문(HoMunJun),서희정(HeeJungSeo) 한국체육학회 2007 한국체육학회지 Vol.46 No.6

이 연구의 목적은 동기와 동일시 개념을 통해서 ‘관람동기-동일시-스폰서십’으로 연결되는 구조모형을 제시하는 것이다. 연구대상은 3개 프로스포츠를 관전하는 홈경기 관중이다. 군집편의표본추출법을 사용하여 3,100부의 설문지를 배포하여 2,617부를 회수한 후 2,507부의 설문자료를 실제분석에 사용하였다. 자료처리는 SPSSWIN Ver. 12.0과 AMOS 4.0을 활용하였다. 연구결과는 첫째, 스포츠맨 관람동기 중 성취, 지식, 미학, 일상탈출 그리고 사회성은 팀동일시에 긍정적인 영향을 미치고, 극적상황은 팀동일시에 부정적인 영향을 미쳤으며, 신체적기술은 유의한 영향을 미치지 않았다. 둘째, 팀동일시는 스폰서동일시, 스폰서동일시는 기업이미지 그리고 기업이미지는 브랜드태도에 유의한 영향을 미쳤다. 셋째, 브랜드태도는 구매의도와 구전커뮤니케이션에 유의한 영향을 미쳤다. The purpose of this study was to construct framework that explains the relationships among the 'motives, identification, and sponsorship7 in spectatorship. The respondents were spectators who attended professional sports games. This study utilized cluster convenience sampling method. 3,100 questionnaires were distributed on site and a total of 2,617 questionnaires was collected and 2,507 samples were used for data analysis. The data were recorded and analyzed using the SPSSWIN and AMOS. The results of the study were as follows: First, of the motives in professional sport fans’ spectatorship, fulfillment, knowledge, aesthetics/ escape from everyday life, and social relationship had significant effect on the team identification. It was also found that dramatic situation had a negative impact on the team identification, and physical skills showed no significant effect on it. Second, the team identification was found to have significant effect upon the sponsor identification Third, it was revealed that the sponsor identification have a significant impact on corporate image. Fourth, the corporate image was noted to have a significant effect upon brand attitude. Finally, the brand attitude was found to have significant effect on the intention 切 purchase and word of mouth communication