골프장 경영 전략군과 환경변수에 관한 연구

신명용 ( Myung Yong Shin ) 한국스포츠산업경영학회 2004 한국스포츠산업경영학회지 Vol.9 No.4

중학생의 여가 활동 참여와 여가활동 의식에 관한 연구

조한범(Han Beom Cho),신명용(Myung Yong Shin),박우(Woo Park) 한국여가레크리에이션학회 2002 한국여가레크리에이션학회지 Vol.22 No.-

The purpose of this research is to identify the secondary school pupils leisure style, which impact the leisure consciousness. The stratified cluster random sampling used to collecting data, which consisted of 556 pupils from three classes in one school each sixth regions in Seoul. Wood, Wylie and Sheafor expressed the style of leisure activities that is adapted by Mo Chang-Bae(1993) whose questionnaire based on this research. An hee-kyung(1991) examined the measure of leisure consciousness. This technique evidently shows Cronbach`s coefficient (.78°≠.82). Therefore, the technique was very trustful for the research. The collective data analyzed by Windows SPSS 7.0 Version, which gives none, standard deviation, distributaries, Analysis of Covariance, Multiple Classification Analysis, Correlation Analysis for statistical analysis. The results were illustrated as follows: 1. According to socio-demographics variation, statistically, physical value is significant level. Boys are higher than girls, third year pupils were much higher than other grade. People who get High income have much physical value than lower income. 2. People who enjoy strenuous leisure activity has higher awareness for social value, philosophical value, physical value and mental value than people who enjoy the relaxation, education, impression style of leisure activity. 3. Negative mutual connection appears with philosophical value with social, physical, spiritual values. On the other hand, positive correlation appears between social value and physical, spiritual values.

스포츠센터의 내부마케팅이 내부고객지향성 및 시장지향성에 미치는 영향

권우문 ( Woo Moon Kwon ),장종오 ( Jong Oh Jang ),이상호 ( Sang Ho Lee ),신명용 ( Myung Yong Shin ) 한국스포츠산업경영학회 2006 한국스포츠산업경영학회지 Vol.11 No.4

스포츠 스폰서십의 광고 유형에 따른 소비자 태도 및 인지도에 관한 연구

조한범(Cho han-beom),김미향(Kim mee-hyang),김창모(Kim chang-mo),신명용(Shin myung-yong) 한국스포츠산업경영학회 2003 한국스포츠산업경영학회지 Vol.8 No.1

본 연구는 스포츠 스폰서십의 스포츠 광고 유형에 따른 소비자 태도 및 인지도의 차이를 규명하는데 목적이 있다. 본 연구의 대상자는 01’ ~ 02’ 시즌 한국프로농구를 직접 관람 또는 간접 관전한 서울 소재 고등학생 및 성인을 모집단으로 설정한 후, 유층집락무선표집(stratified cluster random sampling)으로 489명을 대상으로 임영욱(1998), 이종희(1992)의 소비자 태도 측정을 위한 설문지와 임영욱(1998), 엄신윤(2000), 김동식(1999)의 인지도 측정을 위한 설문지를 수정ㆍ보완하여 자료를 수집하였다. 자료 분석을 위하여 Windows 용 SPSS PC 10.0 프로그램을 이용하여 자료분석을 실시한 결과, 다음과 같은 결론을 도출하였다. 첫째, 인구통계학적 특성에 따른 스포츠 광고 유형에는 부분적으로 차이가 있다. 성별에 따라서는 차이를 보이지 않았으나 여자의 경우 직업의 비교에서 스포츠 광고 유형에 따른 인지도에 차이를 나타내고 있다. 둘째, 인구통계학적 특성에 따른 소비자 태도는 신뢰성 요인에서 직업에 따른 차이를 보였다. 즉, 고등학생 집단이 소비자 태도의 신뢰성 요인이 가장 높게 나타나 가장 광고 효과를 높일수 있는 집단임을 시사하고 있다. 셋째, 스포츠 광고 유형에 따른 소비자 태도에서는 유니폼 광고를 인지한 잡단이 A-보드 광고를 인지한 집단보다 광고에 대한 신뢰성이 높다. 그러나 필요성과 윤리성에서는 A-보드 광고와 유니폼 광고는 차이가 나타나지 않았다. 넷째, 스포츠 광고 유형에 따른 인지도 부문에서는 유니폼 광고에서의 인지도는 매우 높은 것으로 나타났으며, A-보드 광고의 경우 인구통계학적 특성에 따른 인지도에 부분적인 차이를 보였다. The purpose of this study was to research for consumers attitude and recognition level by sports advertisements types of sports sponsorships. The main purpose of study was to analyze the difference in consumers attitude and to examine the degree of recognition by types of advertisements by means of dividing sports advertisements into A-board advertisements and uniform advertisements. The subject of study was selected by stratified cluster random sampling method from 489 high school students and adults who watched '01~'02 Korean pro-basketball league in Seoul. They were 327 males and 162 females. The methods of study were abstracted from pre-research of Lim young uk(1998) and Lee jong hee(1990) to measure the degree of recognition used by Lim young uk(1998). Um sin yoon(2000) and Kim dong sik(1999). These methods were amended and complemented to fit in this study. The data were subjected to frequency analysis, cross-tab analysis, one way ANOVA and multiple response analysis using the window SPSS PC 10.0 program. The level of significance of all hypothesis tests was = 0.5 From the analyses of the data, this study reached the following conclusions: First, there is partial difference in types of sports advertisements that is recognized by demographic characteristics and general interest in sports. Though people have more interest in uniform advertisements than A-board advertisements, there is little difference. There is no difference as sexes, but, in case of females, and occupations affect types of sports advertisements. It does not have an influence on types of advertisements from a viewpoint of general interest in sports. Second, there is partial difference in consumers behaviors by demographic characteristics. Though there is no difference as sexes, there is difference in reliability as occupations, that is, occupations have an influence on morality on sports advertisements. Third, in consumers behaviors by types of sports advertisements, the group that recognizes uniform advertisements has more confidence than the group that recognizes A-board advertisements. But there is no difference between uniform advertisements and A-board advertisements in necessity and morality. Forth, the degree of recognition on uniform advertisements is very high in type of sports advertisements. In case of A-board advertisements, there is partial difference in the degree of recognition by demographic characteristics.

초등학생들의 체육 특기·적성교육활동의 만족도에 대한 분석

김영수(Young Soo Kim),강성구(Sung Goo Kagn),신명용(Myung Yong Shin) 한국체육교육학회 2003 한국체육교육학회지 Vol.7 No.4

This study was to prove how activity of special ability and aptitude of physical education in elementary school influences on satisfaction. The target group for this research was the one including 840 elementary school boys and girls in Seoul area. And the actual analysis data were based on 805 boys and girls` valid papers for questions (questionnaire) except incorrectly answering papers. In this research, the method through the papers for the question (questionnaire) was used as a measuring instrument, consisting of the area of the participation, the degree of the participation, and satisfaction. The papers of the questions (questionnaire) filled in only correctly were used as the basic data, but excepting them filled in incorrectly-double and no answering. The valid sample data were processed with a coding system throughout the guidance of the coding. The coded data were computerized separately, and processed in accordance with the purpose of analysis, using the program for analysis, SPSS Windows 10.0 Version in the computer system. The analysis methods used for analyzing various data in this research were T-test and standard multiple regression analysis. The followings were the results acquired through the mentioned above methods, process, and data analysis. The first, there were differences in the satisfaction according to the area of the participation. The second, the degree of participation had an effect on satisfaction.

스포츠 스타 모델 광고의 소비자 태도 분석

신명용 한국스포츠리서치 2004 한국 스포츠 리서치 Vol.15 No.6

The aim of this thesis was to examine consumer attitudes according to consumers sports involvement as well as the types of products whose advertisements feature celebrity models, specifically, sports stars. In more details, this study analyzed differences in the consumers attitudes depending on product types that are further divided into sports products and non-sports products, and sports involvement that ere also further divided into low involvement and high involvement, with the purpose of suggesting a substantial data that can be of a practical use. In Order to gather subjects, this study identified the target population as male and female university students living in Seoul, and chose 600 subjects by employing the stratified duster random sampling in consideration of the population conditions. Ultimately analyzed were live hundred fifty one subjects consisting of 276 males and 275 females. A data collection instrument to analyze the consumers attitudes (attitudes towards advertisements, attitudes towards products, and intention to purchase) was a modified and improved questionnaire based an the studies of Mackenzie, Lutz & Belch (1986), Muehling & Laczniak (1992), and Cho (2002). For the measurement of the sports involvement, a questionnaire used in the studies of Snyder (1973), Spreitzer (1976), Park (1995), Chun (1998), and Kim (1999) was modified and improved for the purpose of this study. When filling out the questionnaires, the Subjects were asked to respond by self-administrated method. The statistical analysis involved average, standard deviation reliability analysis through frequency analysis, as well as crosstabulation, two independent samples t-test, paired-sample t-test, Chi-Square test, and one-way ANOVA, using Windows SPSS/C 10.0. Alpha level for hypothesis testing was at .05. The conclusions obtained through these methods and procedures were as follows: First, the consumers attitudes towards sports star model advertisements differed in part according to demographic characteristics. The consumers attitudes with respect to gender did not show a significant difference between sports products and non-Sports products, When it comes to the consumer attitudes with respect to age, the attitudes towards advertisements did not show a significant difference, bit those towards the products and Intention to purchase did.