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.

뇌교육 기반 인성프로그램이 초등학생의 행동적 자기조절력에 미치는 영향

신명용 사단법인 인문사회과학기술융합학회 2019 예술인문사회융합멀티미디어논문지 Vol.9 No.10

본 연구는 자신의 행동을 규제하고 조정함으로써 조화롭고 융통성 있게 환경에 적응을 잘하며 상황에 적합한 행동을 취하는 능력인 행동적자기조절력 향상을 위한 뇌교육 기반 인성프로그램의 개입효과를 알아보고자 하였다. 연구의 목적을 달성하기 위하여 서울 소재 초등학교 4학년 아동 378명(실험집단 219명, 통제집단 159명)을 대상으로 사전-사후검사 통제집단 설계를 적용하여 실험집단에는 주1회 40분씩 12주간 뇌교육 기반 인성프로그램을 실시하였다. 자료분석은 두집단의 동질성을 확인한 후 두 집단 간 독립표본 t-검정을 실시하였다. 분석결과, 비교집단보다 뇌교육 기반 인성프로그램을 실시한 실험집단에서 행동적자기조절력 평균 점수가 유의미하게 향상된 결과가 나타났다. 이러한 연구결과는 뇌교육 기반 인성프로그램이 먼저, 자신의 감각을 회복하게 하고, 다음으로 자기성찰을 통해 스스로 선택할 수 있는 선택의 주체임을 자각하여 자신의 행동을 조절하고, 마지막으로 타인과 공동체를 존중하며 조화롭고 융통성 있게 행동하는 자신감을 이끌어 내는 활동이라는 측면에서 설명할 수 있다. This study was designed to explore the interventions of the brain education-based personality program for improving behavioral self-regulation, which is the ability to adapt to the environment in a harmonious and flexible manner and to take actions appropriate to the situation by regulating and coordinating their behavior. To achieve the purpose of the research, 378 fourth graders in elementary schools in Seoul (219 experimental groups and 159 comparative groups) were applied with the design of the pre-post-examination control group. In the experimental group, brain education-based personality programs were conducted once a week, 40 minutes a time, and 12 weeks. After verifying the homogeneity of the two groups, the independent sample t-test was performed between the two groups. The results of the analysis showed that the average score of behavioral autocorrelation was significantly improved in the experimental group that conducted a brain education-based personality program than in the comparison group. These findings can be explained in terms of the activity of brain education-based personality programs that first restore one's senses, then self-contained choices through self-reflection, thereby controlling one's behavior, and finally eliciting confidence in respecting others and the community, and acting in harmony and flexibility.

초등학생의 집중력과 자기주도학습의 관계에서 마인드셋의 매개효과

신명용 사단법인 인문사회과학기술융합학회 2019 예술인문사회융합멀티미디어논문지 Vol.9 No.11

The purpose of this study is to examine the mediating effects of growth mindset and fixed mindset in the relationship between concentration and self-directed learning perceived by elementary school students. For this purpose, a questionnaire survey focused on concentration, self-directed learning, growth mindset, and fixed mindset scale was administered to 378 elementary school students in Seoul. A correlation analysis was conducted to examine the relationship between each variable. In order to find out the intermediate effects of growth mind set and fixed mind set, the medium effect analysis and validity test were conducted using bootstrap technique through structural equation. The research results are as follows. First, concentration, self-directed learning, and growth mindset showed significant positive correlations. Second, there was a significant negative correlation between concentration, self-directed learning, growth mindset and fixed mindset. Third, the growth mindset and the fixed mindset were partially mediated in the relationship between concentration and self-directed learning of elementary school students. In other words, the direct route from the concentration of elementary school students to self-directed learning and the indirect route to self-directed learning by medium of growth mind set and fixed mind set were all noted. This study discusses the implications of the analytical results and suggests suggestions for future research based on the limitations of this study. 본 연구는 초등학생이 지각한 집중력과 자기주도학습의 관계에서 성장 마인드셋과 고정 마인드셋의 매개효과를 살펴보는 데 주된 목적이 있다. 이를 위하여 서울 소재 초등학교 학생 378명을 대상으로 집중력, 자기주도학습, 성장 마인드셋, 고정 마인드셋 척도를 사용하여 설문조사를 실시하였다. 각 변수 간의 관계를 살펴보기 위해 상관분석을, 성장 마인드셋과 고정 마인드셋의 매개효과를 알아보기 위해 구조방정식모형을 통한 부트스트래핑 기법을 활용하여 매개효과 분석과 유효성 검정을 실시하였으며 연구결과는 다음과 같다. 첫째, 집중력, 자기주도학습, 성장 마인드셋은 유의한 정적상관이 있었다. 둘째, 집중력, 자기주도학습, 성장 마인드셋과 고정 마인드셋은 유의한 부적상관이 있었다. 셋째, 초등학생의 집중력과 자기주도학습의 관계에서 성장 마인드셋과 고정 마인드셋은 부분매개효과가 확인되었다. 즉, 초등학생의 집중력에서 자기주도학습으로 가는 직접경로와 성장 마인드셋과 고정 마인드셋을 매개로 하여 자기주도학습으로 가는 간접경로가 모두 유의하였다. 마지막으로 분석결과에 대한 시사점을 논의하고, 본 연구의 한계점과 추후 연구에 대한 제언을 제시하였다.

자아정체감 증진 프로그램의 효과에 대한 메타분석

신명용 ( Shin Myeong-yong ),오주원 ( Oh Ju-won ) 국제뇌교육종합대학원대학교 뇌교육연구소 2017 뇌교육연구 Vol.20 No.-

본 연구는 최근 12년간 국내에서 중·고·대학생을 대상으로 다양하게 진행된 자아정체감 증진을 위한 프로그램의 개입 효과를 메타분석을 통해 체계적으로 정리하고, 학교급 간별 개입 효과가 부족한 하위 요인을 분석하여 제시하는 데 그 목적이 있다. 이를 위해 2005년부터 2017년 5월까지 출판된 연구물을 수집하여 기준에 맞는 95편을 선정하고, 556개의 효과 크기를 산출하였다. 메타분석을 통해 효과 크기를 종합한 결과 첫째, 자아정체감 증진 프로그램의 개입에 대한 전체 평균 효과 크기는 .86으로 큰 크기의 효과 크기로 나타났고, 하위 요인별 평균 효과 크기는 .56~.70으로 나타나 모두 중간 크기의 효과 크기로 나타났다. 둘째, 학교급 간에 따른 전체 평균 효과 크기에서는 중학생 1.13, 대학생 .73, 고등학생 .70의 순으로 나타나 중학생이 고등학생, 대학생보다 더 효과적인 것으로 나타났다. 셋째, 학교급 간 하위요인별 평균 효과 크기는 중학생 .77~1.05로 모두 큰 효과 크기, 고등학생은 .45~.76으로 중간에서 큰 효과 크기였으나, 친밀성은 .33으로 작은 효과 크기로 나타났고, 대학생은 자기수용성 .68외에는 전체 하위요인이 .24~.38로 작은 효과 크기로 나타났다. 이와 같은 분석 결과를 바탕으로 고등학생은 친밀성, 대학생은 자기수용성을 제외한 나머지 전체 하위 요인이 개입 효과가 부족한 하위 요인임을 밝혔고, 이를 향상할 수 있는 개입 방안의 필요성을 제시하였다. The purpose of this study was to identify the effect size of ego-identity programs for adolescence conducted between 2005 and 2017 in Korean. In this study, whole average effect size, the effect size of sub-scales and the effect size depending on the moderation variables of the adolescent ego-identity programs. 95 articles related to ego-identity for adolescents as analysis targets were selected in total. As a results, 556 effect seize were analyzed by MS-excel or CMA. The result of this study were as follows: 1. The size of the grand mean effects size of the ego-identity program was .86. According to the level of Cohen's effect size, this result showed the big effect size, and the mean effects in sub-factors of ego-identity was .56~.70, the middle effect size. 2. In the overall average effect size according to school level, middle school students were 1.13, college students .73, and high school students .70, which showed that middle school students were more effective than high school students and college students. 3. The average effect size of the sub-factors among the school level was .77 ~ 1.05 for middle school students, High school students had a large effect size in the middle of .45 ~ .76, but Closeness showed a small effect size of .33, and college students showed a small effect size of .24 ~ . 38 I t is n ecessary t o consider t he i ntervention method of the program to improve the factor. Based on these results, the implications and future research directions for the development of ego-identity among the school-level were suggested.

스포츠산업,경영학 : 골프장 경영 전략군과 기업성과의 상호관련성에 관한 연구

신명용(MyungYongShin),조한범(HanBeomCho),김인재(InJaeKim) 한국체육학회 2004 한국체육학회지 Vol.43 No.4

The purpose of this study was to investigate the inter-relationship between strategic factors of golf club management. The sample is of this study focuses on strategic activities of 117 membership clubs out of 165 membership and non-membership clubs and classifies regional provinces as 7 sectors such as Seoul-Incheon, Gyeonggi-do, Gyeongsang-do, Chungcheong-do, Jeolla-do, Gangwon-do, Jeju-do. The questionnaires were sent to 304 managers in 38 clubs, 8 in each club, and were fully collected. After conducting several empirical tests, this study finds the followings. First, There are 5 strategic clusters such as stuck-in-the-middle cluster, marketing differentiation cluster, low cost cluster, technology differentiation cluster, and focus cluster. Finally, In business performance of 18 hole golf clubs, stuck-in-the-middle cluster are the most effective, and focus, low cost, marketing differentiation, and technology differentiation clusters follow in order. In business performance of 27 hole golf clubs, marketing differentiation cluster are the most effective, and technology differentiation, focus, stuck-in-the-middle, and low cost clusters follow in order. In business performance of 36 hole golf clubs, focus cluster are the mosteffective, and marketing differentiation, low cost, technology differentiation, and stuck-in-the-middle clusters follow in order. In overall performance, the focus cluster is the most effective, and marketing differentiation, technology differentiation cluster, stuck-in-the -middle, and low cost clusters follow in order.

골프장 경영 전략군과 환경변수에 관한 연구

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

뇌교육 기반 인성프로그램이 그릿에 미치는 영향 - 회복탄력성의 매개효과

신명용 ( Shin Myeong-yong ) 국제뇌교육종합대학원대학교 뇌교육연구소 2018 뇌교육연구 Vol.21 No.-

본 연구에서는 초등학생의 회복탄력성과 그릿을 향상하기 위하여 선행연구를 통해 밝혀진 회복탄력성과 그릿의 향상 요인을 적용하여 수정 개발한 뇌교육 기반 인성 프로그램이 초등학교 고학년 아동들의 회복탄력성과 그릿에 어떤 영향을 미치는지를 알아보고, 다음으로 그릿을 향상하는 데 있어 중요한 매개변인으로 밝혀진 회복탄력성이 매개효과가 있는지를 알아보았다. 연구목적을 달성하기 위한 연구 대상은 초등학교 5, 6학년 아동 201명을 대상으로 전국의 5개 학교에서 시행하였으며, 실험집단에는 주 1회, 40분씩, 총 12회 뇌교육 기반 인성 프로그램과 12회기 진행되는 기간 동안 매일 아침 조회시간 10분, 점심시간 10분을 활용하여 두뇌 우호적 환경 조성을 위한 프로그램을 처치하였고, 비교집단은 각 학교에서 지정한 재량활동을 주 1회, 40분씩 총 12회를 실시하였다. 연구결과, 뇌교육 기반 인성프로그램을 한 실험집단이 재량활동을 한 비교집단에 비하여 그릿과 회복탄력성 전체 및 회복탄력성 하위요인 중 자기효능감, 긍정적 지지관계, 자발성에서 사전검사의 평균점수 대비 사후검사의 평균점수가 유의하게 향상된 것으로 나타났으며, 그릿을 향상하는 데 있어 회복탄력성이 부분 매개역할을 하는 것을 확인하였다. 이러한 결과를 통해 뇌교육 기반 인성 프로그램은 초등학교 5, 6학년의 회복탄력성 및 그릿을 향상하는데 있어 긍정적 영향을 미치고 있음을 확인하였다. The purpose of this study was to investigate the effectiveness of Brain Education based character development program on Grit and Mediating effect of resilience for elementary school students. 5th and 6th graders in elementary school develop diligence. And it is important to improve the grit as a time to enter the middle school, where the serious study begins. And during this period it is important for children to grow Grit. Grit is a passion to solve his long-term goals that he has set himself up in a variety of creative ways and steadily, even though he faces a difficult situation, without giving up to the end. The subjects of this study were 201 elementary school 5th and 6th grade children in 5 schools. Experimental design was pretest-posttest comparison group design. The program was applied for 12 weeks(45 minutes per week) and 10 minutes of morning assembly and 10 minutes of lunch time were used to treat the program for brain friendly environment. The program was applied to only experimental group students. In the comparative group, discretionary activities designated by each school were conducted once a week for 40 minutes, for a total of 12 times. Experimental group students and comparison group students completed the scales in pre-test and post-test. We treated the test results statically using repeated measure ANOVA and the mediation effect analysis was analyzed through structural equation. The results are like below: First, The mean scores of the post - test for Grit were significantly improved in the experimental group with Brain Education based character development program compared to the comparative group. Second, The mean scores of the post - test on the total resilience of the experimental group were significantly improved compared to the control group and Self - efficacy, positive support, and spontaneity subscales of resilience were significantly higher in the experimental group with Brain Education based character development program than the control group. Third, Improvement in resilience was found to be a mediating role of character development program based Brain Education to improving Grit. As a result of the above analysis, it was confirmed that the character development program based Brain Education had a positive effect on improvement of Grit in elementary school 5th and 6th grades. In addition, we confirmed that character development program based Brain Education has a positive effect on improving resilience. The result of this study suggests that the character development program based Brain Education can be suggested as an intervention to improve the Grit of elementary school students.

링구조를 이용한 신뢰성 있는 다중점 대 다중점 전송

신명용(Myeong-Yong Shin),이병기(Byeong Gi Lee) 한국통신학회 1999 한국통신학회 학술대회 및 강연회 Vol.1999 No.4

프로축구 관중의 경기장 시설 만족도 및 재 관람 의사와의 관계

조한범,신명용,김미향,강성현 한국스포츠산업경영학회 2003 한국스포츠산업경영학회지 Vol.8 No.2

스포츠 스폰서십 광고 유형에 따른 소비자 태도 및 인지도에 관한 연구

조한범,김미향,신명용,김창모 한국스포츠산업경영학회 2003 한국스포츠산업경영학회지 Vol.8 No.2

A Study on Consumers Attitude and Recognition Levelby Sports Advertisement Types of Sports Sponsorships