스포츠이벤트 개최도시의 도시마케팅 효과 : 개최도시 주민대상 설문조사를 중심으로

유재구 ( Jae Gu Yu ),왕석우 ( Suk Woo Wang ),신태근 ( Tae Geun Shin ) 한국스포츠산업경영학회 2010 한국스포츠산업경영학회지 Vol.15 No.4

이 연구는 지방자치단체의 스포츠이벤트를 통한 도시마케팅 효율성을 확인하기 위하여 스포츠이벤트 전략과 도시마케팅 효과를 검증하는데 목적이 있다. 따라서 본 연구는 지역 구성원에 의하여 지각된 스포츠이벤트의 도시마케팅 효과를 분석하기 위하여 스포츠이벤트의 개최수준, 스포츠마케팅 전략, 그리고 도시마케팅 효과의 관계를 규명하였다. 조사 대상은 국제 스포츠이벤트를 개최한 경험이 있는 8개 도시 17세 이상 남녀를 대상으로 임의표본추출 방법으로 설문을 실시하여 1,199부를 분석하였다. 자료처리는 SPSS WIN Ver. 15.0과 AMOS 7.0을 이용하여 확인적요인분석 및 구조모형분석을 실시하여 다음과 같은 결과를 도출하였다. 첫째, 스포츠이벤트의 개최수준이 클수록 도시정비효과, 경제효과, 관광 및 여가효과, 시민통합효과에 직접적인 영향력이 있다. 둘째, 스포츠이벤트 개최 시 스포츠마케팅의 전략적 수행은 도시정비효과, 경제효과, 관광 및 여가효과, 시민통합효과에 긍정적인 매개효과가 있다. 구체적으로 광고 및 홍보 전략은 관광 및 여가효과, 시민통합효과에 긍정적인 매개효과가 있으며, 시설 및 상품 전략은 관광 및 여가효과, 경제효과, 시민통합효과에 긍정적인 매개효과가 있다. This study aimed to define the effect of city marketing and sports events, to confirm the effectiveness of city marketing through sport event hosting. Thus, this study verified the relationship among sport event scale, the effect of city marketing to analyze the effect of city marketing perceived by local residents. The actual verification has been executed in 8 cities nationwide which have hosted international mega event and the poll has been conducted for 1,119 persons above age of 17 by using convenience-sampling method and self-administration method for survey. The data have been processed confirm factor analysis and structural Equation Model analysis through SPSS 15.0 and AMOS 7.0 The results are as follows:First, sport event scale directly effected urban rehabilitation, economy, tour and leisure, and citizen integration. Second, sports marketing strategy had positive intermediary effect on urban rehabilitation, economy, tour and leisure, and citizen integration when venue held sport events. In the detail of sports marketing strategy, PR and promotion strategy appeared to have intermediary effect on tour and leisure area, and citizen integration area. Attractive facilities and extended products appeared to have intermediary effect.

신체이미지 자각과 스포츠참여의 자아존중감을 통한 상호영향력 검증

유재구(Jae Gu Yu),김홍백(Hong Back Kim),신태근(Tae Geun Shin) 한국사회체육학회 2010 한국사회체육학회지 Vol.0 No.42

The purpose of this study was verified that body image perception could affect to sport participation through self-esteem, and sport participation could have feedback effect also. Data were collected by convenience sampling method from 542 sports participating persons who over 17 ages. The survey method was used, and the data were analyzed by exploratory factor analysis, confirmatory factor analysis and structural equation model by SPSS Ver.15.0 and AMOS 7.0. The results were as following. First, appearance satisfactions from others influenced on sport participations through positive and negative self-esteem. Second, sport participations had feedback effect on body image satisfactions through positive self-esteem. Overall path had not a simple reflect path, but it was a circulation structure. Satisfactions of appearance, which had complex recognition, were affected both of positive and negative self-esteem. Then, self-esteem lead to sport participates, and these sport participations had feedback effect on body image perception through positive self-esteem.

BLS모형 기반 2028년 스포츠건강 고용시장 예측

유재구(Yu, Jae-Gu),김종환(Kim, Chong-Hwan),조용찬(Cho, Yong-Chan),김현정(Kim, Hyum-Jung) 한국스포츠산업경영학회 2019 한국스포츠산업경영학회지 Vol.24 No.3

이 연구는 BLS모형을 기반으로 10년간의 스포츠건강 관련 고용시장을 예측하는데 목적이 있다. 이러한 목적을 달성하기 위해 고용시장 전망에 주로 사용되는 BLS모형을 스포츠 건강분야에 맞게 응용하였다. 주요 연구내용은 장래 총인구, 장래 노동공급규모, 직업 고용수준, 장래 노동수요규모 네 가지를 예측하도록 구성하였다. 자료수집은 통계청, 교육통계서비스, 통계분류포털의 자료를 토대로 수치를 산출하였으며, BLS모형 분석 절차에 따라 스포츠건강분야 10년 뒤 고용시장예측을 한 결과는 다음과 같다. 첫째, 2018년 대비 2028년 장래 총인구는 약 2.36% 증가, 학령인구는 약 28.6% 감소, 생산가능인구는 약 7.95% 감소, 출산율은 약 0.08% 증가할 것으로 예측되었다. 둘째, 2018년 대비 2028년 장래 노동공급규모는 약 26.3% 감소할 것으로 예측되었다. 셋째, 2018년 대비 2028년 스포츠건강 관련 직업고용수준은 전통적 스포츠분야 44.8% 증가, IT분야 77.3% 증가, 건강분야 142.0% 증가할 것으로 예측되었다. 넷째, 종합적으로 2018년 대비 2028년 스마트 스포츠건강산업의 노동수요 규모는 약 74.6% 증가할 것으로 예측되었다. 이러한 연구결과는 실무현장의 수요를 파악하고 융·복합 전문인력 양성을 제고하는 결과라 할 수 있으며, 나아가 학문적으로 타 분야와의 융․복합 가능성의 근거로 활용될 수 있을 것이다. The purpose of this study is to predict the 10-year sports health employment market based on BLS model. To achieve that, this study applied the BLS model used for predicting the employment market to the field of sports health. Main research contents were a future total population, a future labor supply size, a rate of employment, and a future labor demand size. Data were collected from Statistics Korea, Korean Educational Statistics Service, and Korean Standard Statistical Classification. According to the analysis procedure of BLS model, the future 10-year employment market in the field of sports health was predicted. As a result, firstly, it was predicted that from 2018 to 2018, the future total population would increase about 2.36%, the total school-age population would decrease about 28.6%, the total working age population would decrease about 7.95%, and the total fertility rate would increase about 0.08%. Secondly, the future labor supply size from 2018 to 2028 was predicted to decrease about 26.35%. Thirdly, in terms of the rate of employment related to sports health from 2018 to 2028, it was predicted that the traditional sports field would increase 44.8%, the IT field would increase 77.3%, and the health field would increase 142.0%. Fourthly, comprehensively, the labor demand size in the smart sports health industry from 2018 to 2028 was predicted to increase about 74.6%. Such research results can be considered results that grasp the demands of work sites and that improve integrated professional manpower training and further, they can be used as grounds for academic integration with other fields.

브랜드 인지도 및 지각된 품질이 브랜드 충성도에 미치는 영향

유재구(Jae Gu Yu),윤동건(Dong Keun Yoon),이창민(Chang Min Lee) 한국사회체육학회 2011 한국사회체육학회지 Vol.0 No.44

The purpose of this study was to examine the effect of sports brand cognition and perceived product`s value on brand royalty among university students in Seoul. This research has a significant casual analysis instead of meaning of phenomenon analysis by explaining the structural path analysis. A survey was conducted on students, both male and female, from three universities. 150 copies of questionnaires were sent to the three universities each. A total of 405 questionnaire was collected, and 399 questionnaires were used for the analysis. 6 questionnaires were excluded because they were incomplete or responded incorrectly. Total 399 questions were used for this survey. They are consisted of 3 questions from demographic characteristics, 4 questions from the brand cognition, 10 questions from the perceived product value, 5 questions from purchase royalty. Collected questionnaires were coded and processed by using SPSS 15.0 version/Windows and AMOS 7.0. was used to do the path analysis. Data were also analyzed by using descriptive statistics, correlation analysis, multiple regression analysis, factor analysis and path analysis. The results of this study are as follows: First, university student`s brand cognition influences perceived product`s value. The factors of brand cognition that includes the public confidence, the familiarity and design have effect on perceived products using satisfactions of trends, wear sensation, and quality. Second, Brand cognition influences brand royalty. A purchase behavior is affected by design and familiarity. Third, perceived product`s value influences brand royalty. Especially, the satisfactions of the quality, the trends, the design have effects on the royalty. Fourth, the brand cognition influences the royalty through the satisfactions on perceived product`s value. The strategy of brand could have the independent effects on purchase. Additionally, perceived product`s value have intermediated and reinforced functions on the brand strategy`s effects on the royalty.

시대상황에 따른 중국의 엘리트스포츠 발전방향 탐색 -현 경제발전 상황과의 관련성을 중심으로-

유재구 ( Jae Gu Yu ),김석규 ( Suk Gyu Kim ) 한국스포츠정책과학원(구 한국스포츠개발원) 2013 체육과학연구 Vol.24 No.2

이 연구는 중국의 현 경제발전 상황을 중심으로 향후 엘리트스포츠의 발전 방향을 탐색하는데 목적이 있다. 또한, 본 연구는 경제발전과 엘리트스포츠의 관계에 대한 일반적인 원리를 제공하며, 향후 한국과 중국의 스포츠협력에 필요한 정보를 제공한다. 연구의 구성은 1949년 건국 이후의 시대흐름에 따른 엘리트스포츠발전에 대한 이해를 우선적으로 실시하였고, 현 상황과 엘리트스포츠와의 관련성을 분석하였다. 그리고 최종적으로 미래 엘리트스포츠의 발전방향을 예측하였다. 건국 이후의 시대상황은 3기로 구분되었으며, 건국기, 개혁개방기 현 경제발전기로 나누어 엘리트스포츠의 발전과정을 살펴보았다. 그리고 현 경제발전기 상황과 엘리트스포츠 관련성 8요인을 도출하였다. 이러한 논의 과정을 통하여 중국의 미래 엘리트스포츠발전 방향을 다음과 같이 예측하였다. 첫째, 중국은 발전제약요인을 전략적으로 도출할 것이다. 둘째 엘리트체육에 국가적 가치를 정의할 것이다. 셋째, 엘리트체육 강국의 면모를 유지할 것이다. 넷째, 경제발전 수준에 맞추어 스포츠의 수요 범위를 확대할 것이다. The purpose of this research was searching for future development direction of elite sports, based on the circumstances of Chinese economic development. futhermore, this research explained the general principle of relationship between economic development and elite sports. In addition, this research have expected to provide essential information on future sports cooperation between Korea and China. The research, first of all, focused on understanding of elite sports development along with time circumstances since the birth of nation in 1949, and analyzed the relation between the current circumstance and elite sports. Then, result have predicted the development direction of elite sports in the future. Since the birth of nation, the era was divided into three periods; the period of foundation, reform and open period, scientific progress period, and the period of present economic development and the research examined the development process of elite sports accordingly. Besides, the study derived eight factors of the relation between the circumstance of the current economic development and elite sports. First, China was expected to elicit the constraint factors of development strategically. Second, it defined the national value on elite sports. Third, it sustained its position as a powerful country for elite sports. Fourth, it expand the range of demands on sports according to the standard of economic development.

스포츠정보탐색 모형 검증

김재우(Kim Jae-Woo),유재구(Yu Jae-Gu) 한국체육과학회 2009 한국체육과학회지 Vol.18 No.1

The purpose of this thesis is to separately provide with information search model by implementing situational approaching method, as to the common line of consumers’ behavior with sports information and the use of the mass media in sports. A survey was conducted, with 833 samples, in order to verify the research model and the research hypothesis.A profiling of the research objectives and verifying sports information search model have been made by making use of structural equation model(SEM). the conclusion as follows. In order to induce reinforced behaviors in terms of sports, keeping a proper utilization level and reinforcing the experience of the flow. Throughout the research conclusion that the grouping according to background variations of psychographics affects the overall research result and a proper strategy according to the individual objective should be established even when the comprehensive model is used.

해외투어 소속 한국여자프로골프 선수이미지, 국가 브랜드 이미지, 마케팅 효과의 국가 간 잠재평균분석 : 미국과 일본 골프소비자를 중심으로

남재준(Nam, Jae-Jun),유재구(Yu, Jae-Gu),이재형(Lee, Jae-Hyoung),조용찬(Cho, Yong-Chan) 한국체육과학회 2020 한국체육과학회지 Vol.29 No.2

This study analyzed the potential average of marketing effect of Korea women golfers image among countries by taking golf consumers in US & Japan as target. Its purpose is to provide basic data for activation of national brand image and consumers behavior by utilizing global marketing strategy establishment of US LPGA & Japan JLPGA as well as golfer image through Korea women golfers. The subjects of study are 559 recipients to whom question papers were sent as they affiliated in SNS official account related to LPGA & JLPGA or who followed the account. The data was processed by utilizing SPSS 23. 0 statistics program and AMOS 23. 0 statistics program. The outcome i s as follows. First, event attributes are found to be significantly related to quality of relation. Second, star player factor is found to significantly affect quality of relation. Third, quality of relation is found to significantly affect consumption behavior. Fourth, event attributes are found to significantly affect consumption behavior. Finally, star player factor is found not to significantly affect consumption behavior. First, player image is found to significantly affect national brand image. Second, player image is found to significantly affect quality of relation. Third, national brand image is found to significantly affect quality of relation. Fourth, quality of relation is found to significantly affect consumption behavior. Fifth, player image is found not to significantly affect consumption behavior. Sixth, national brand image is found to significantly affect consumption behavior. Finally, the gap in potential average is found to be significant at level of p<.001 in the factor of player image and consumption behavior.

체육계열 전공 대학생들의 전공 및 전공만족에 따른 NCS기반 직무능력 인식에 관한 연구

박성제(Park, Sung-Je),유재구(Yu, Jae-Gu),손진웅(Son, Jin-Woong),김석규(Kim, Suk-Kyu) 한국체육과학회 2018 한국체육과학회지 Vol.27 No.2

The purpose of this study is to examine how three factors extracted as data analysis skills, occupational skills, and basic job skills differ according to sex or the expected area of employment and also how four groups divided by their major and major satisfaction differ from one another. Also, was investigate how the recognition of basic job competence of those four groups divided influence their recognition on the importance of basic job skills. To address the goal, SPSS 23.0 was used to analyze 430 questionnaire sheets collected, and frequency analysis, exploratory factor analysis, the independent sample t-test, and multiple regression analysis were done. The findings of this study are as follows. First, according to sex, there is no significant difference afound in any of the three factors. Second, regarding the expected area of employment, only basic job skills indicate significant difference. Third, concerning difference between the four groups according to their major and major satisfaction, all the three factors indicate significant difference. Fourth, among the four groups, in group A and group B, occupational skills, the subfactor of recognition on basic job competence, influence basic job skills significantly, and in group C and group D, there is no significant effect found in that.

올림픽 스폰서십의 노출 효과 및 보조인지 효과 분석

박위진 ( We Jin Park ),유재구 ( Jae Gu Yu ) 한국스포츠산업경영학회 2011 한국스포츠산업경영학회지 Vol.16 No.4

이 연구는 대한체육회에 대한 기업후원 활동의 효과 분석을 목적으로 한다. 스폰서십의 수용자에 의한 효과를 확인하기 위하여 브랜드 인지도를 먼저 확인 한 후, 올림픽 스폰서십 메시지를 제공하여 RYN 재인을 통한 사전-사후 평균비교를 실시하였다. 또한 효과 경로를 확인하기 위하여 감정적/인지적 올림픽관여도, 이미지 효과, 및 구매의도의 관계를 구조적으로 확인하였다. 조사 대상은 2011년 스포츠 현장에 참여한 자를 모집단으로 하였으며, 비확률 표본 추출법의 편의표본추출로 추출한 224명을 실증 분석에 이용하였다. 설문은 올림픽 후원 메시지에 대한 인지반응을 보기 위해, 교육을 받은 조사원에 의하여 1:1 면접방식으로 이루어졌다. 자료 분석은 SPSS 와 AMOS를 이용하여 사전-사후 평균비교, 확인적요인분석, 공분산구조분석를 실시하였으며, 이와 같은 과정에 의하여 도출된 결론은 다음과 같다. 첫째, 기존의 올림픽스폰서십에 의한 RYN 브랜드 인지율은 약 20% 정도로 나타났으며, 전 조사대상에게 올림픽후원 활동 메시지를 제공한 결과 구매의도가 상승하였다. 따라서 지속적인 노출을 통한 커뮤니케이션은 후원 효과를 극대화 할 수 있다. 둘째, 올림픽에 대한 인지·심리적 관여도의 이미지효과를 매개로한 구매효과가 확인되었으며, 이는 구매의도의 상승기전을 설명하는 의의를 가진다. 특히 인지적 올림픽 관여도가 높은 집단에게는 기존 후원활동과 관련한 메시지를 전달하는 것이 사후 마케팅의 효과가 높은 것으로 나타났다. The purpose of this research was to analyze an acceptance effect of corporations` sponsorship at Korean Olympic Committee. To analyze the Olympic sponsorship effect on receivers, Paired T test production of RYN Jane was conducted after checking the brand awareness and re-exposure of Olympic sponsorship message. Furthermore, to verify the effect paths, structural equation modeling was conducted among the Olympic involvement (emotional and cognitive relation), the image effect (corporation image and product image), and purchase intention. The subjects of this study were people who participated in 2011 sport field, 224 surveys were selected through convenience sampling method in non?probability sampling used for actual analysis. The survey was enforced man-to-man interview method by educated surveyor to check cognitive psychological reaction to the Olympic sponsorship massage. Data was analyzed through paired t-test, confirmatory factor analysis and covariance structure analysis using SPSS and AMOS package for Window. The following results were extracted through the experiment above. First, the awareness of RYN brand was 20 percent, and the purchase intend was increased by showing the Olympic sponsorship massage to whole subjects. Thus, exposing sponsorship image consistently could maximize sponsorship effect. Second, the Olympic related emotional involvement and cognition had positive effect on purchase intention through image effect, and this result explains the mechanism of increase of purchase intention.

대학 축구팀 충성도와 동일시 확장을 위한 이미지요인 작용기전

최덕환(Deok Hwan Choi),유재구(Jae Gu Yu) 한국사회체육학회 2012 한국사회체육학회지 Vol.0 No.48

The purpose of the study is to establish a ground for image strategy to activate college football league and to present which recognized image by audience affects loyalty and identification. In addition, a practical plan would be built through checking the prediction image item about loyalty and identification. In other words, the objective is not drawing a fragmentary effect but setting the structure of specific image item. The survey was conducted to achieve the goal. Multiple regression analysis, tree analysis and path analysis were implemented to analyse 259 subjects by SPSS and AMOS. The result of the research represents that strictness, excellence and integrity should be considered for the image strategy. First, the strategy of strictness for loyalty requires an image which shows extermination of foul play. The image strategy for excellence requires an exciting image of game by managing play skillfully and for integrity requires sportsmanship. Second, the strictness image strategy for identification needs the image of extermination of foul play and acceptance of the game result. Also, excellence image strategy needs the image of skillful management of play and integrity image strategy needs the image of the extermination of matching-fix and the image of demonstration of sportsmanship.