e-스포츠 이용동기와 심리적 웰빙의 관계

이준원(JunWonLee) 한국체육학회 2008 한국체육학회지 Vol.47 No.3

현대 사회는 초고속 인터넷 가입자의 증가, PC 소유 층의 확대 그리고 주 5일 근무 확대 등에 따른 생활양식의 변화와 사회 전반적인 변화 속에 e-스포츠가 새롭게 생성되고 발전하게 되었다. e-스포츠는 인터넷의 이용이 상대적으로 적극적인 10대와 20대를 주축으로 하나의 여가활동으로 자리를 잡아가고 있다. 이에 이 연구는 여가활동으로서 자리잡은 e-스포츠에 대한 이용동기와 심리적 웰빙의 관계를 구조모형을 통해 검증하여 e-스포츠의 긍정적 효과를 알아보고자 한다. 이 연구는 고등학생과 대학생 300명을 대상으로 편의표본추출법을 이용하여 표집한 후 연구에 적절하지 않은 30부를 제외한 총 270부를 최종 유효 표본으로 활용하였다. 자료처리는 SPSSWIN Ver. 14.0과 AMOS 6.0을 활용하여 모형의 적합도 검증을 확인한 후 개별 가설들을 검증하였다. 실증분석을 통하여 검증된 연구의 결과는 다음과 같다. 첫째, e-스포츠 이용동기(회피, 여가문화, 커뮤니티, 성취만족, 오락) 중 ‘여가문화’를 제외한 ‘회피’, ‘커뮤니티’, ‘성취만족’ 그리고 ‘오락’은 몰입에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 몰입은 자아실현감, 유능감 그리고 행복감에 정(+)의 영향을 미치는 것으로 나타났다. In modern society, accompanied by lifestyle & overall societal changes by growth of high-speed internet customers, growth in number of PC possessors, expansion of five-day workweek, etc., e-sports has been newly created and developed. Now e-sports has become one of the leisure activities of the people mostly in their teens and twenties who are relatively active in using the internet. On this background this study is aimed to verify the relationship between motive for using e-sports, settled as a leisure activity, and psychological well-being using structural model analysis to find out the positive effects of the e-sport. This study was conducted for 300 highschool and university students. Using convenience sampling, 270 data collected were finally used excepting 30 not fit for the study purpose. Data analysis was done using SPSS for Windows ver. 14.0 and AMOS 6.0 for the test of individual hypotheses after the test of model's suitability. Results of the study tested by emperical analysis are as follows; First, among the 4 motives for using e-sports, avoidance, community, achievement/satisfaction and entertainment except leisure culture were all found to have a positive effect on absorption. Secondly, absorption was found to have a positive effect on self-realization, perceived competence and happiness.

스포츠산업,경영학 : 스포츠스타이미지가 브랜드이미지, 구매의도 및 타인추천의도에 미치는 영향

정정희(JungHeeJung),이준원(JunWonLee),김혜련(HyeLyunKim) 한국체육학회 2005 한국체육학회지 Vol.44 No.6

The purpose of this study was to identify factors consisting of sports star image recognized by customers. And then, with the identified factors, it was to suggest that they should contribute to enhancing brand image. For this purpose, it was reviewed how the specific brand image would affect purchase intention the product of the brand or that of recommendation intention it to others. Two approaches are employed as follows: First, it was to identify causal relationships among sports star image of and brand image, purchase intention and recommendation intention. Second, it was to reveal causal relationships among brand image and purchase Intention and recommendation intention. The method of measurement was stimulus and survey, and 240 university students were surveyed. Among them, 218 was relevantly sampled, and with the results, paired t-test and multiple regression analysis were conducted with SPSSWIN 12.0. For relationships among an image of a sports star and a brand image, purchase intention and recommendation intention, the main findings of this study were as below: First, among factors consisting of sports star image, only the factor of confidence reliably influenced highly recognized brand image. Second, among factors consisting of sports star image, qualities as non-sports star and personal attractiveness reliably influenced image of contributing to the society. Third, among factors consisting of sports star image, only the factor of confidence reliably influenced purchase intention. Fifth, among factors consisting of sports star image, both the factor of personal attractiveness and confidence reliably influenced intention of recommendation intention. For the relationships among a brand image and purchase intention and recommendation intention, the main findings of this study were as follows: First, among factors consisting of brand image, both the factor of highly recognized image and image of contributing to the society reliably influenced purchase intention. Second, among factors consisting of brand image, both the factor of highly recognized image and image of contributing to the society reliably influenced recommendation intention.

스포츠산업,경영학 : 정보유형에 따른 스포츠보증인의 속성이 광고효과에 미치는 영향

김용만(YongManKim),이준원(JunWonLee) 한국체육학회 2004 한국체육학회지 Vol.43 No.5

The purpose of this study was to examine whether favorable attitude and emotion affect attitude toward advertisement (AA), attitude toward brand (AB), corporate image (CI), and purchase intention (PI). It also studies celebrity athlete endorser's effectiveness of advertising under the negative information context. Still more studies regarding effectiveness of advertising and negative information toward celebrity athlete endorser need to be made. Therefore, this study finds out the effects of positive or negative information on effectiveness of advertising and checks that it is effective whether celebrity athlete endorser appears in the advertisement so that it tries to suggest a way of effective advertising through the results of the study. The results are as follows.First, all the attributes of expertise, attractiveness, reliability, AA, AB, good corporate image (GCI), contribution to society image (CCI), and PI show a significant difference according to the information type. Second, in case of the positive information types, attractiveness and reliability out of the attributes of celebrity athlete endorser show significant effects on AA, AB, and GCI. CCI shows significant effects on attractiveness as PI shows significant effects on reliability. In addition, in case of the negative information types, attractiveness and reliability out of the attributes of celebrity athlete endorser show significant effects on AA and CCI. Expertise and reliability show significant effects on AB and GCI as PI shows significant effects on reliability. Moreover, AA and AB show significant effects on GCI and PI, regardless of information types. Finally, in case of the positive information types, CCI out of the attributes of celebrity athlete endorser shows significant effects on PI. Meanwhile, in case of the negative information types, GCI out of the attributes of celebrity athlete endorser shows significant effects on PI.

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.

스포츠산업,경영학 : 인터넷 스키동호회의 커뮤니티 특성이 커뮤니티 몰입과 성과에 미치는 영향

김용만(YongManKim),이승철(SeungChulLee),이준원(JunWonLee) 한국체육학회 2004 한국체육학회지 Vol.43 No.6

The internet community has received a substantial interest recently. Despite little attention has focused so far on identifying and measuring the determinants of success for internet community. In their review of previous studies, internet community have been concentrated on the result-oriented research and process-oriented research. Result-oriented researches are focused on the straight relationship between online community itself and result variables such as customer loyalty, process-oriented researches are focused on the role of mediating variables like sense of community or identification The purpose of this study was to examine the relationship among community characteristics and community commitment and performance in internet ski community. Subjects(n=202) were collected members at internet ski community(www. skill4.com). We estimated the hypothesized structural equation model using Amos 4.0. These results suggest that social needs of member showed positive effect on community commitment, but economical needs and interaction through internet ski community not effects on community commitment. Also, community commitment have relationships with the intention to remain in the future community and intention to make transactions on the community. The results of this research offer important implications for the development and maintenance of internet ski communities. In particular, the results of the study demonstrated that ski community as business do their best to meet needs of community members in order to build up relationship and gain sustainable competitive advantage.

인문,사회과학편 : 국내외 체육단체의 윤리경영 현황: 사회공헌활동을 중심으로

이승철(SeungChulLee),신충식(ChungSickShin),이준원(JunWonLee),나상현(SangHyunNa),홍석표(SeokPyoHong),권민혁(MinHyukKwon) 한국체육학회 2011 한국체육학회지 Vol.50 No.5

본 연구에서는 체육단체의 범위를 현재 국내의 체육단체를 대표할 수 있는 조직들로 국민체육진흥공단, 대한체육회와 산하경기연맹, 국민생활체육협의회, 국내외 프로스포츠 연맹과 구단을 연구대상으로 하였다. 조사방법은 문헌조사로 국내외 체육단체의 자료와 보고서를 수집하고 각 단체의 홈페이지와 신문사의 데이터베이스를 방문하여 윤리경영과 사회공헌 활동의 사례들에 대한 자료들을 수집하였다. 수집된 자료는 귀납적 내용분석을 통해 국내외 프로스포츠 구단의 윤리경영 사례를 부문별로 분류하였다. 분류기준에 따른 윤리경영 차원에서의 사회공헌활동은 사회복지분야, 교육, 학교, 학술연구분야, 문화예술 및 체육 분야, 국제구호 및 교류활동 분야, 의료보건분야, 응급 및 재난구호 분야, 환경보전과 기타로 분류하고 빈도분석을 통해 국내외 프로구단의 윤리경영 현황을 비교, 분석하였다. 본 연구의 결과, 높은 외부적, 내부적 성향을 띠고 있는 체육단체의 특성상 각자의 재능을 최대한 활용해서 사회적 이득과 가업적 이득 모두를 창출해 내는 장기적인 CSR 활동과 윤리경영이 필수적이다. The purpose of this study was to assess and compare the levels of moral management practice among sport organizations in domestic and foreign countries, The subjects of research included KSPO, KOC and its subsidiary federations, Korea Counsil of Sport for All, and professional sport federations and clubs of both domestic and foreign countries. For the analysis, sport organizations` websites, tangible reports and documents, and newspaper article database were utilized to extract data related to each sport organization`s moral management practice and CSR activities. Based on the result of inductive content analysis, collected data were then categorized into the following domains: social welfare, education, school, academic research, cultural arts and sports, international relief and exchange, healthcare, disaster relief, environmental protection, and others. Frequency analysis of these CSR activities reflecting the values of moral management practice were used to compare the levels of moral management practice among different sport organizations. The result of the analysis showed that sport organizations showed either highly intrinsic or extrinsic orientation towards its moral management practice. Therefore, it should be noted that, by utilizing its unique resources, all sport organizations should exert efforts to achieve both organizational and social benefits through CSR activities in the long run.

인문,사회과학편 : 프로축구구단의 지각된 가치가 타인추천의도 및 재관람의도에 미치는 영향

김용만(YongManKim),김은정(EunJungKim),이준원(JunWonLee) 한국체육학회 2006 한국체육학회지 Vol.45 No.1

This study was to investigate the relationships among perceived value in professional soccer games, satisfaction of the teams, a team image, re-purchasing intentions and recommendation intention. The subjects were from the spectators who went to watch the games of Suwon Samsung, which was first ranked in Hausen Cup competition of professional soccer games, 2005. The convenience sampling was employed. The total number of sampling was 306, however among them, the sampling of 11 was not included because they were not relevantly responded. With the results of questionnaire, the validity was first analysed through exploratory factor analysis and confirmatory factor analysis, and then the reliability was finally tested on the questions of the questionnaire. SPSSWIN Ver. 12.0 and AMOS 4.0 were employed to process data. After testing the goodness of fit of the research model, the individual hypothesis was verified. With actual analysis, some results were drawn as follows:First, the perceived value was found to affect the satisfaction of the team. Second, the satisfaction of the team was found to affect the team image. Third, the satisfaction of the team was found to affect recommendation and re-purchasing intentions respectively. Fourth, the team image was found to affect recommendation and re-purchasing intentions respectively.