월드컵 스폰서십 사업구조와 현황

유용상 ( Yong Sang Yoo ),조운용 ( Oun Yong Cho ) 숭실대학교 국민생활체육연구소 2002 생활체육연구소논문집 Vol.2 No.-

The purpose of this study was to assist to understand sport sponsorship through investigating the business structure and present condition of the `94 US World Cup and the `98 France World Cup sponsorship. The World Cup is the world`s most popular single sporting event. 37billions people watched the `98 France World Cup TV broadcast. This popularity of The World Cup was to a good chance for advertising exposure at the corporate which endeavored to improve the corporate/brand image and recognition. The World Cup marketing was planed and executed by The Federation International Football Association(FIFA). The Local Organizing Committee(LOC), and Marketing Agency. The FIFA acquired the highest income because it was the primary decision-making organization in marketing activity. The structure of 2002 World Cup sponsorship was simplified to two categories which were official FIFA partner and official local supplier. FIFA monopolized all marketing rights choosing official partner and official licensing partner. Consequently, income of KOWOC was relatively decreased. So KOWOC had to develop another marketing strategies for increasing the income. Finally, we must do our best in preparations for 2002 World Cup because the holding of 2002 World Cup was an marketing opportunity for developing our economy.

골프클럽 브랜드 신뢰, 품질보증, 지각된 정보의 양이 위험지각, 품질지각, 브랜드 충성도에 미치는 영향

유용상(Yong Sang Yoo) 한국사회체육학회 2009 한국사회체육학회지 Vol.0 No.35

스포츠센터의 관계효익, 관계의 질, 고객충성도 간의 관계

유용상(Yong Sang Yoo) 한국사회체육학회 2008 한국사회체육학회지 Vol.0 No.34

The purpose of this study was to examine the effect of the relational benefits on consumer satisfaction, customer trust, customer commitment, and customer loyalty in the sports center. For these purposes, 359 participants in 6 sports centers(3 public sports facilities and 3 registered sports facilities) located in Ulsan metropolitan city responded. For data analysis, descriptive statistics, factor analysis, and structure equation modeling(SEM) were done by using SPSS 12.0 and AMOS 4.0 for windows. The results were as follows. First, the relational benefits(social benefits, confidence benefits, and special treatment benefits) direct positively influenced consumer satisfaction. Second, the relational benefits(social benefits and confidence benefits) direct positively influenced customer trust. Third, the relational benefits did not direct positively influence consumer belief but had positive effect on corporate image. Fourth, customer satisfaction direct positively influenced customer trust. Fifth, customer trust direct positively influenced customer commitment. Finally, customer satisfaction and customer commitment direct positively influenced customer loyalty, but customer trust indirect positively influenced customer loyalty.

스포츠 이벤트 개최지의 인지적, 정서적 관광지 이미지가 방문만족 및 재방문의도에 미치는 영향

유용상(Yong Sang Yoo),한량경(Ryang Kyung Han) 한국여성체육학회 2014 한국여성체육학회지 Vol.28 No.1

The purpose of this study was to verify the effects of cognitive and affective destination image of sport event host city on the visitors` satisfaction and revisit intention. Data were collected from 266 sport tourists and spectators who participated at ‘the Dong-A Swimming Championships`` in Ulsan city. For data analysis, frequency analysis were employed to identify the demographic characteristics of respondents and exploratory factor analysis, Cronbach`s  analysis, confirmatory factor analysis and structural equation modeling(SEM) were employed to test the research hypothesis by using PASW 18.0 and AMOM 5.0. The results were as follows. First, cognitive destination image had a significant positive effect on affective destination image. Second, cognitive destination image had significant positive effects on the visitors` satisfaction and revisit intention. Third, affective destination image had no significant effects on the visitors` satisfaction and revisit intention. Forth, the visitors` satisfaction had a significant positive effect on revisit intention.

골프클럽 구매시 평가기준과 원산지 효과에 관한 연구

유용상 ( Yong Sang Yoo ),강병길 ( Byng Gil Kang ),한창언 ( Chang Un Han ) 한국스포츠산업경영학회 2004 한국스포츠산업경영학회지 Vol.9 No.4

국제대회 개최도시와 타도시의 스포츠 스폰서십 광고효과 분석

유용상(Yoo Yong-Sang),박상일(Park Sang-Il),정희준(Chung Hee-Joon) 한국스포츠산업경영학회 2003 한국스포츠산업경영학회지 Vol.8 No.2

본 연구의 목적은 기업의 스포츠 스폰서십이 국제대회를 개최하는 도시의 광고효과와 타도시의 광고효과의 차이를 규명함으로서, 스포츠 마케팅 담당자들이 지역에 따른 적절한 스포츠 스폰서십 광고전략을 극대화할 수 있는 기초 자료를 제시하는데 있다. 본 연구에는 제14회 부산아시아게임 개최시기에 부산시 소재 정규 4년제 대학에 재학중인 대학생과 서울시 정규 4년제 대학에 재학중인 남녀 대학생들을 모집단으로 선정하였으며, 조사 대상의 표집은 부산과 서울 소재 대학교를 각각 선정한 후 비확률 표본 추출법 중 편의 추출법(convenience sampling method)을 사용하여 총 600부의 설문지를 배부하였다. 이중 566부가 회수되었고, 조사 자료가 누락되거나 불성실하게 응답했다고 판단되는 18부의 설문지를 제외한 548부의 자료가 실제 분석에 사용되었다. 본 연구에서 사용된 통계 방법은 빈도분석(frequency Analysis), 독립표본 t-검증. x²검정, 이원 분산분석(two-way ANOVA)등이다. 본 연구결과, 국제대회 개최도시가 고관여제품에서의 제품태도와 신뢰획득 효과가 타지역보다 더 높게 나타났으며, 저관여제품에서는 국제대회개최도시가 신뢰획득면에서 타 지역의 경우보다 높게 나타났다. 또한, 관여도 수준에 따라 개최도시에 대한 광고태도, 제품태도, 신뢰획득 및 구매의도가 다르게 나타났으며, 관여도 수준에 따라 개최도시에서의 광고효과와 타지역의 광고효과도 차이를 나타내었다. The purpose of this study was to investigate Official Sponsor advertisement effect of host city as opposed to other city and their effects on, attitude towards the advertisement, attitude towards the product, trust acquisition, and intention to buy. The subjects for this study were both male and female college students attending 4-year university in Busan and Seoul, Korea. The convenience sampling method was applied and a total 600 surveys were distributed, 548 out of the 600 questionnaires were analyzed with SPSS 10.0 version for this research. Frequency Analysis, Independent sample T-test, Chi-square independence test, Two-way ANOVA, were conducted to pursue purpose of this study. The risk level alpha value was set at α=.05 for all tests. The results of this study showed that host city had a higher mean than the other city. In other words, consumers were more interested in product advertisement of low involvement than product advertisement of high involvement. For analyzing sports involvement and advertisement effect by the style of advertisement, sport involvement with main effect were significant in all case of high involvement group which had higher mean than low involvement group.

골프연습장 이용자들의 이용만족이 재구매의도에 미치는 영향 분석

유용상(Yoo Yong-Sang),조광민(Cho Kwang-Min),조성식(Cho Seong-Sik) 한국스포츠산업경영학회 2003 한국스포츠산업경영학회지 Vol.7 No.2

본 연구의 목적은 골프연습장 이용자들의 이용만족이 재구매의도에 미치는 영향을 분석하고, 이용만족 하위 요인들의 상대적 영향력을 파악하여 효과적인 마케팅 전략 수립에 필요한 기초자료를 제공하는데 있다. 본 연구에서는 서울 소재 골프연습장 이용자들을 모집단으로 선정하였으며, 표본 추출을 위해 서울 소재 5개 골프연습장을 선정한 후 비확률표본추출법 중 편의추출법을 사용하여 총 400부의 설문지를 배부하였다. 설문지는 자기평가기입법에 의해 작성되었으며, 이중 불성실하게 응답한 자료를 제외한 총 312부의 자료가 실제 분석에 사용되었다. 본 연구의 자료처리는 윈도우용 SPSS 10.0 통계패키지를 이용하여 빈도분석, 독립표본 t-검정, 일원분산분석, 다중회귀분석을 실시하였으며 다음과 같은 결론을 얻었다. 첫째, 이용자들의 인구통계학적 특성에 따라 골프연습장 이용만족도에는 통계적으로 유의한 차이가 있었다. 둘째, 골프연습장 이용만족도가 재구매의도에 미치는 영향을 살펴본 결과, 먼저 이용만족도 하위 4개 요인 중 골프연습장 시설, 서비스, 지도자 요인이 전체만족도에 통계적으로 유의한 영향을 미치는 것으로 나타났고 시설, 지도자, 편리성이 재구매의도에 영향을 미치는 것으로 나타났다. 끝으로 이용자들의 전체만족도는 재구매의도에 통계적으로 유의한 영향을 미치는 것으로 나타났다. The purpose of this study was to investigate the influence of customer satisfaction on intention to repurchase in golf driving ranges and to offer effective marketing information through assessing the magnitude and direction of each predictors(facility, service, coaching, and convenience) on customer satisfaction and intention to repurchase. Respondents were 312 customers sampled from 5 different golf driving ranges in Seoul. Questionnaires were obtained using convenience sampling and self-administration method. Frequency analysis, independent sample t-test, one-way ANOVA, and multiple regression were used for data analysis. The results of this study were as follows: First, there was a significant difference by demographic variables(gender, age, education, income, and training period) in customer satisfaction. Second, the findings of the multiple regression to analyze the effect of customer satisfaction factors on intention to repurchase in golf driving ranges showed that factors related to facility, service, and coaching influenced significantly on total satisfaction. Also, factors related to facility, coaching, and convenience influenced significantly on intention to repurchase. Finally, total customer satisfaction influenced significantly on intention to repurchase.

상호정전용량 터치스크린을 활용한 정보 전달용 터치 제어 회로

유용상(Yong-Sang Yoo),최병덕(Byong-Deok Choi) 대한전자공학회 2015 대한전자공학회 학술대회 Vol.2015 No.11

In this paper, we propose a touch controller circuit which enables a touch screen to be used for information transmission. The proposed circuit transfers information to mobile devices based on touch or non-touch in format of temporal order or spatial patterns. This allows a new format of user experience which provides very intuitive information transmission to mobile devices.

스포츠이벤트 서비스품질과 개최지 관광이미지가 참가자 만족 및 재방문의도에 미치는 영향

유용상(Yoo, Yong-Sang) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.3

The purpose of this study was to examine the effect of service quality of sport event and destination image on sport tourists’ satisfaction and revisit intention. the subjects of this study were 279 sport tourists and spectators who participated at the ‘83th Dong-A Swimming Championships’ in Ulsan. For data analysis, frequency analysis was employed to identify the demographic characteristics of respondents and exploratory factor analysis, Cronbach’s α analysis, correlation analysis and multiple regression analysis were employed to test the research hypothesis by using PASW 18. The results were as follows. First, the service quality of sport event had a significant positive effect on sport tourists’ satisfaction and revisit intention. Second, the destination image of the host city had a significant positive effect on sport tourists’ satisfaction and revisit intention.

골프클럽 구매 시 지각된 위험과 위험감소행동에 관한 연구

유용상(Yong Sang Yoo) 한국사회체육학회 2008 한국사회체육학회지 Vol.0 No.33