골프장 이용객의 소비과정행동 요인간의 관계

정경회 ( Kyung Hoi Jung ) 한국스포츠산업경영학회 2010 한국스포츠산업경영학회지 Vol.15 No.1

본 연구의 목적은 골프장 이용객의 골프장 소비 후, 획득가치에 대한 이성적 판단 및 기대감정 등을 모두 고려한 통합적소비과정행동을 연구함으로써 골프 경영에 중요한 자료를 제공하는데 있다. 연구대상은 골프장 소비경험이 있는 전주시에 거 주하는 소비자를 대상으로 하였고 표본추출은 편의표본추출법을 이용하였다. 총 300부의 자기 기입식 설문지를 배포·수집하였 고 신뢰성이 결여된 24부의 자료를 제외한 276부를 통계처리 하였다. 연구대상자의 특성 및 설문 문항을 설명하기 위해 SPSS WIN Ver. 15.0을 이용하여 빈도분석, 탐색적 요인분석, 신뢰도 분석 그리고 상관분석을 실시하였고, 연구 가설을 검증하기 위 해 LISREL 8.50을 이용하여 확인적 요인분석과 구조방정식 모형분석(SEM : Structural Equation Modeling)을 실시하였다. 연 구의 조사기간은 2009년 9월에서 2009년 10월까지 총 2개월에 걸쳐 설문 조사하였다. 이에 따른 본 연구의 결과는 다음과 같 다. 첫째, 소비의지에 관련된 가설에서는 지각된 기대가치, 긍정적 기대감정은 통계적으로 유의하게 나타났지만 부정적 기대감 정은 통계적으로 유의하게 나타나지 않았다. 둘째, 소비행동의 적극성에 관련된 가설에서는 지각된 기대가치, 긍정적 기대감 정, 소비의지 모두 통계적으로 유의하게 나타났지만 부정적 기대감정은 통계적으로 유의하게 나타나지 않았다. 셋째, 획득가치 에 관련된 가설에서는 소비행동의 적극성은 통계적으로 유의하게 나타났다. 넷째, 소비 후 긍정적 감정에 관련된 가설에서는 소비행동의 적극성은 통계적으로 유의하지 않게 나타났고, 획득가치는 통계적으로 유의하게 나타났다. The purpose of this research is providing critical information about golf management by studying integrated behavior of consumption procedure, considering reasonable judgement and anticipated emotion on acquisition value after golfers use green golf courses. The subjects of the research were golfers in Jeon-Ju City who have ever played on green fields and the way of sampling was convenient sampling. Three hundred sheets of questionnaire were distributed and collected. Then we got 276 sheets available for statistics and 24 sheets excluded with no reliability. To confirm the characteristics of the subjects and the questionnaire, we implemented frequency analysis, exploratory factor analysis, reliability analysis and correlation analysis using SPSS WIN ver. 15.0. And using LISREL 8.50 to prove the hypothesis of the research, we implemented confirmatory factor analysis and SEM(Structure Equation Modeling. The Period of the research was two months from September to October in 2009. Based on these, the conclusions were as follows ; First, perceived anticipated value, positive anticipated emotion were statistically similar but negative anticipated emotion not similar statistically. Second, perceived anticipated value, positive anticipated emotion and consumption volition were statistically similar but negative anticipated emotion not similar statistically. Third, in the hypothesis on acquisition value, activity of consumption behavior was statistically similar. Fourth, in the hypothesis on post-consumption positive emotion, activity of consumption behavior not similar statistically but acquisition value was similar.

프로농구관람의 대기관리, 수용가능성 및 관중만족과의 관계

정경회(Jung, Kyoung-Hoi) 한국체육과학회 2014 한국체육과학회지 Vol.23 No.1

This study was to explore the relationship waiting service management of viewing for professional basketball games, receptivity and spectator satisfaction. For this, spectator in Jeonju KCC, Seoul SK, Changwon LG were surveyed. Except for 58 questionnaires, final 392 out of 450 ones was statistically managed and SPSS 18.0 and LISREL 8.80 were used for statistical analysis. The result of this research was as follows: First, the professional basketball spectator’s perceived waiting time had significant influence on receptivity and caring for waiting time for spectator of professional basketball had significant influence on receptivity. But negative emotional responses of spectator of professional basketball did significant impact on receptivity. Second, the receptivity of spectator of professional basketball had significant influence on Spectator Satisfaction

프로축구 구단의 관계마케팅, 관계유지, 관중신뢰 및 자발적 행동의 관계

정경회(Jung, Kyoung-Hoi) 한국체육과학회 2016 한국체육과학회지 Vol.25 No.3

This study was to explore the relationship among the relationship marketing, relationship retention, spectator trust and voluntary behavior in K-league clubs. For this, pro-sports spectators(Jounbuk Hyundai, FC Seoul, Suwon Samsung) were surveyed. Except for eight questionnaires, final 342 out of 350 ones was statistically managed and SPSS 21.0 and LISREL 8.80 were used for statistical analysis. The result of this research was as follows. First, the relationship marketing of K-league clubs are significant to relationship retention of spectator. Second, the relationship marketing of K-league clubs are significant to spectator trust. Third, the relationship marketing of K-league clubs are significant to voluntary behavior of spectator. Fourth, the relationship retention of spectator are significant to voluntary behavior of spectator in K-league clubs. Lastly, the spectator trust in K-league clubs are significant to voluntary behavior of spectator.

세계 태권도문화 엑스포 방문객의 관계혜택, 관계품질 및 재방문의도 간의 구조모형검증

정경회(Jung, Kyoung-Hoi),김종석(Kim, Jong-Suk),유평희(Yoo, Pyeong-Hee) 한국체육과학회 2013 한국체육과학회지 Vol.22 No.6

This study was to explore a structural relation model among the relational benefit, relationship quality and revisit intention of World Taekwondo Culture Expo" customer. For the verification of the model and hypothesis in this study, the visiter of World Taekwondo Culture Expo were surveyed. 282 questionnaires with reliability were acquired through convenient sampling method, and SPSSWIN Ver. 18.0 and LISREL 8.80 were used for data processing. The results were as follows: First, regarding the relation between the relational benefit and customers" satisfaction of World Taekwondo Culture Expo, relational benefit was influential to customers" satisfaction. Second, in the relation of the relational benefit and customers" trust, relational benefit except economical benefit gave a significant influence to customers" trust. Third, regarding the relations of the customers" satisfaction and revisit intention, customers" satisfaction significantly affected revisit intention. Lastly, regarding the customers" trust and revisit intention, customers" trust significantly affected revisit intention.

태권도원의 전략적 지향성, 지식경영 활동 및 혁신성과의 구조적 관계

정경회(Jung, Kyoung-Hoi),김진기(Kim, Jin-Gi),유광길(Yu, Kwang-Kil) 한국체육과학회 2016 한국체육과학회지 Vol.25 No.3

This study was to explore the relationship among the strategic orientation, knowledge management activities and innovation outcomes of the Taekondowon. For this, Taekondowon employees in Jeollabukdo provinces were surveyed. Except for eight questionnaires, final 192 out of 200 ones was statistically managed and SPSS 21.0 and LISREL 8.80 were used for statistical analysis. The result of this research was as follows. First, the market orientation of Taekondowon are significant to knowledge management activities of Taekondowon employees. Second, the entrepreneurial orientation of Taekondowon are significant to knowledge management activities of Taekondowon employees. Third, the knowledge management activities of Taekondowon employees are significant to innovation behavior. Lastly, the knowledge management activities of Taekondowon employees are significant to innovation acceptance.

태권도원 경쟁력요인에 관한 계층구조 분석

정경회(Jung, Kyoung-Hoi),김범용(Kim, Beom-Yong),유광길(Yu, Kwang-Kil) 한국체육과학회 2017 한국체육과학회지 Vol.26 No.3

This research was to explore the weight and priority order of competitiveness factors of Taekwondowon and thus, provide fundamental information. For this purpose, the Delphi survey was carried out by eight gurus and an hierarchy structure was established with agreed survey questions in the fourth round. Based on this, pair-wise comparison questionnaires were developed. The research targeted sports marketing experts, department of taekwondo’ professor, public employees of taekwondo office, staff of taekwondowon. Through a consistency test, samples with the lack of reliability were excluded and SPSS WIN Ver. 22.0 and Microsoft Office Excel 2007 were used for data process. The following results came from the research. First, the priority order in evaluation field of competitiveness factors was a internal resource factor, external environment factor. Second, a power of visitor in the external environment factors among evaluation items, human resources in the internal resource factors occupied in a top rank. Lastly, the power of visitor, human resources, actual object resources and structure resources held high ranks in all factors, but substitute service threat, financial resources and new beginner threat held low in it.

체육조직구성원의 사회적 책임활동, 사회적 연결감 및 지역사회애착도의 관계

정경회(Jung, Kyoung-Hoi) 한국체육과학회 2018 한국체육과학회지 Vol.27 No.4

This study was to explore the relationship among social responsibility, social connectedness and community attachment of the employee in sports organizations. For this, the employee of sports organizations in Jeollabukdo provinces were surveyed. Except for fourteen questionnaires, final 286 out of 300 ones was statistically managed and SPSS 21.0 and LISREL 8.80 were used for statistical analysis. The result of this research was as follows. First, the social responsibility of the employee in sports organizations are significant to social connectedness of the employee. Second, the social responsibility of the employee in sports organizations are significant to community attachment of the employee. Third, the social connectedness of the employee in sports organizations are significant to community attachment of the employee.

스크린 골프연습장의 경험적 소비특성, 감정반응 및 소비 후 행동의 구조관계

정경회(Jung, Kyoung-Hoi) 한국체육과학회 2016 한국체육과학회지 Vol.25 No.6

This study was to explore the relationship among the experiential consumption characteristic, emotional response and behavior after purchase of the screen golf club. For this, Screen Golf Users in Jeollabukdo provinces were surveyed. Except for eighteen questionnaires, final 302 out of 320 ones was statistically managed and SPSS 21.0 and LISREL 8.80 were used for statistical analysis. The result of this research was as follows. First, the experiential consumption characteristic of screen golf club are significant to emotional response of screen golf users. Second, the experiential consumption characteristic of screen golf club are significant to behavior after purchase of screen golf users. Third, the emotional response of screen golf users are significant to behavior after purchase of screen golf users. Lastly, it is confirmed the emotional response of screen golf users is parameter that this study connected the experiential consumption characteristic of screen golf club to behavior after purchase of screen golf users.

프로농구구단의 SNS마케팅 특성, 사용용이성, 인지된 유용성 및 관람의도의 관계

정경회(Jung, Kyoung-Hoi),류민아(Ryu, Min-Ah),유광길(Yu, Kwang-Kil) 한국체육과학회 2019 한국체육과학회지 Vol.28 No.3

This study was to explore the relationship among the SNS marketing of professional basketball teams, ease of use, perceived usefulness and visit intention of spectators with experience in using SNS. The survey was conducted on the registered user of professional basketball teams’ SNS. Except for seventeen questionnaires, final 333 out of 350 ones was statistically managed and SPSS 21.0 and LISREL 8.80 were used for statistical analysis. The result of this research was as follows. First, the SNS marketing of the professional basketball teams are significant to ease of use of spectators with experience in using SNS. And the SNS marketing of the professional basketball teams are significant to perceived usefulness of spectators with experience in using SNS. Second, the SNS marketing of the professional basketball teams are significant to visit intention of spectators with experience in using SNS. Third, the ease of use of spectators with experience in using SNS are significant to visit intention. And the perceived usefulness of spectators with experience in using SNS are significant to visit intention.

태권도원의 효율적인 운영관리를 위한 AHP 분석

정경회(Jung, Kyoung-Hoi),황보선(Hwang, Bo-Seon),유광길(Yu, Kwang-Kil) 한국체육과학회 2015 한국체육과학회지 Vol.24 No.5

This research was to explore the Priority Order of Efficient Management Factors in in Taekondowon through AHP Method and thus, provide fundamental information for Taekondowon. For this purpose, the Delphi survey was carried out by six gurus and an hierarchy structure was established with agreed survey questions in the fourth round. Based on this, pair-wise comparison questionnaires were developed. The research targeted sports-related works and Taekondowon staff. Through a consistency test, samples with the lack of reliability were excluded and SPSS WIN Ver. 21.0 and Microsoft Office Excel 2010 were used for data process. The following results came from the research. The priority order in evaluation field was a operation management, facility management, service management and promotion management. A private enterprise sector investment in operation management among evaluation items, utilization of facility space in the facility management, customer satisfaction operating in the service management, and effort to dig the customer in the promotion management were occupied in a top rank.