유튜브를 이용한 스포츠브랜드 마케팅이 브랜드 인지도 및 구매행동에 미치는 영향

정아람(Jung, A-Lam) 한국체육과학회 2020 한국체육과학회지 Vol.29 No.6

This study sought to find out if the marketing activities of the sports brand YouTube had a significant impact on brand awareness and to suggest a strategy to secure awareness by playing a role in the relationship of brand awareness in terms of impact on purchasing intentions. In order to achieve this goal, a survey was conducted on members who exercise at private sports centers and public sports facilities located in the Seoul metropolitan area as of 2020. A total of 450 copies were distributed to use 403 questionnaires in this study, excluding 47 that were deemed unfaithful or missing answers, and frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and regression analysis resulted in the following conclusions: First, the reliability and information quality of YouTube marketing have been shown to have a positive impact on brand awareness. Second, the reliability, informality and specificity of YouTube marketing have been shown to have a positive impact on purchasing intentions. Third, brand awareness has been shown to have a positive effect on purchasing behavior. These findings are meaningful in providing basic data to sports brand companies considering YouTube for new marketing activities and presenting practical implications.

스포츠용품 구매행동결정요인의 위계적 중요도 산출

정아람(Jung, A-Lam) 한국체육과학회 2013 한국체육과학회지 Vol.22 No.3

Literature investigation was conducted to support this dissertation, and buying defined factors obtained through survey athletes and sports club members and people who have physical education background. Based on the results, the significance was calculated through experts’ forum, exploratory factor analysis, confirmatory factor analysis, and statistical analysis of hierarchical verification. The results are as following; First, five factors that affect buying decisions of sporting goods were found, and each factor’s elements were brand (brand value, famous brand), price (reasonable prices, sale price), functionality (durability, AS, function, ventilation), word-of-mouth effect (acquaintance recommendation, Internet information), and self-ostentatious (zebonastic, uncommon, whether or not to use your favorite players). Second, the importance of factors affecting buying decisions of Sporting Goods were evaluated in order of Bnmd, Price, functionality, word-of-mouth effect, self-ostentatious. Third, verify the results of the difference, according to the demographic characteristics of four factors that affect purchasing decisions Sporting Goods, Word-of-mouth effect were significant differences depending on the gender factor and Athletic career showed significant differences in functionality and price factors. Income levels depending on the brand, functionality, and price factors in the significant difference was found. price factors, last depending on the age of the brand and price factors showed no significant differences.

유아체육서비스업의 고용안정화 전략

정아람(Jung, A-Lam),김태형(Kim, Tai-Hyung) 한국체육과학회 2016 한국체육과학회지 Vol.25 No.5

This research is to elucidate the strategy to ensure stable employment of employees in kids P.E. service to overcome limitation on financial development based on macroscopic view. For this, among many problems, this research is trying to suggest holistic solution in terms of the problems of the relationship of employees. This research found two problmes to overcome through in-depth interview with research participants. Along with this, using IPA Matrix analysis, this research classifies what to conduct first, what to sustain, the development of the sector, simplification, reinvestigation and ineffectiveness. Lastly, based on the results driven through each research methods, this research suggests how to boos communication between employee and employers.

스포츠브랜드 매장기반 체험마케팅이 브랜드 자산, 고객태도, 구매의도에 미치는 영향

나찬수(Na, Chan-Soo),이지환(Lee, Ji-Hwan),정아람(Jung, A-Lam) 한국체육과학회 2016 한국체육과학회지 Vol.25 No.6

The collected questionnaires were analyzed by using SPSS ver. 21, a statistical program. The data were processed statistically for frequency analysis, explorative factor analysis, reliability analysis, correlation analysis, and multiple regression analysis, which led to the following conclusions: First, the researcher looked into the effect of run club experiential factor on brand asset. The results showed that relationship and perception factor had a significant effect on brand awareness and that sensation, sensibility, and relationship factor had a significant effect on brand image while sensation, sensibility, perception, and relationship factor had a significant effect on brand loyalty. Second, the researcher investigated the effect of run club experiential factor on customer attitude, and the results showed that sensation, sensibility, perception, and relationship factor had a significant effect on customer attitude emotional factor while sensation, perception, and relationship factor had a significant effect on customer attitude perception factor. Third, the researcher examined the effect of brand asset on purchase intension, and the results showed that both brand awareness and brand loyalty had a significant effect on purchase intension. Fourth, the researcher verified the effect of customer attitude on purchase intension, and the results suggested that both customer attitude emotional factor and customer attitude perception factor had a significant effect on purchase intension.

필라테스 퍼스널 트레이닝 스튜디오의 고객 만족, 재구매 및 추천의사에 관한 실증연구

정현아(Jung, Hyen-A),정아람(Jung, A-Lam),김도균(Kim, Do-Kyun) 한국체육과학회 2018 한국체육과학회지 Vol.27 No.5

This study is an empirical analysis of the relationship between price satisfaction, program satisfaction, repurchase and recommendation intention of customers’ at pilates personal training studios. The data for the empirical analysis were collected through a survey conducted during the period from November 2017 to January 2018. The survey was conducted in five districts in the greater Seoul metropolitan area and 350 questionnaires were collected. The statistical program STATA 14.0 was used to analyze. The OLS regression analysis and the ordered probit model were utilized to analyze the causal relationship between price satisfaction, program satisfaction, repurchase and recommendation. First, program satisfaction, the priority of PT expenditure, the willingness to continue with a changed program of improved quality and higher cost are positively correlated with price satisfaction. Second, price satisfaction showed a positive correlation with program satisfaction and facility satisfaction. Third, the higher the priority of PT expenditure among monthly expenditures, the higher satisfaction of trainer service and education program. Fourth, exercise enthusiasts displayed less program satisfaction and facility satisfaction than non-enthusiasts. Fifth, program satisfaction. facility satisfaction, trainer service and education program satisfaction and the willingness to continue the more expensive program with increased quality led to greater customers repurchase intention. Sixth, program satisfaction, facility satisfaction, trainer service and education program satisfaction, and price satisfaction increases customer recommendation intention.

TV골프레슨프로그램의 간접광고가 브랜드인지, 브랜드이미지 및 구매의도에 미치는 영향

이지환(Lee, Ji-Hwan),정아람(Jung, A-Lam) 한국체육과학회 2017 한국체육과학회지 Vol.26 No.6

The purpose of this study was to analyze the effect of indirect ads of TV golf lesson programs on brand recognition, brand image and purchase intention. For this purpose, the study collected data using convenience sampling method from seven golf courses, indoor/outdoor driving ranges, and small-sized clubs located at Suwon and Yongin, Gyeonggi-do. Of collected data, those of 278 persons were used for final analysis excluding 22 data that were found to have insincere answers or had some parts unanswered. The study conducted frequency analysis, reliability analysis as well as correlation analysis using PASW Ver. 18.0. To verify the suitability and hypothesis of the established model, AMOS 18.0 performed confirmatory factor analysis and structural equation modeling analysis. The study had following results. First, brand recognition had a positive effect on functional and symbolic images. Second, functional and symbolic images had a positive effect on purchase intention. Third, brand recognition had a positive effect on purchase intention.

필라테스 센터의 서비스스케이프가 고객만족, 애착, 운동몰입 및 충성도에 미치는 영향

박지윤(Park, Ji-Yoon),정아람(Jung, A-Lam),김도균(Kim, Do-Kyun) 한국체육과학회 2021 한국체육과학회지 Vol.30 No.3

The purpose of this study is to identify the influence on customer satisfaction, attachment, exercise Commitment, and loyalty of Pilates Center"s servicescape. In order to achieve the purpose of this study, a population of adults aged 20 or older across the country using Pilates Center was selected more than once a week in the past year and surveyed 600 people using convenient sampling among non-probability sampling methods. Frequent analysis, exploratory factor analysis, confirmative factor analysis, correlation analysis, and path analysis were conducted on 551 effective samples except 49 questionnaires that were answered insincerely among the SPSS 24.0 and AMOS 24.0. The results were as follows. first, atmosphere, service, and instructors have a positive effect on satisfaction among the service-scape factors. Second, among the servicescape factors, facilities, convenience, and instructors have been shown to have a positive effect on attachment. Third, satisfaction has been shown to have a positive effect on attachment, exercise Commitment and loyalty. Fourth, attachment has also been shown to have a positive effect on exercise Commitment and loyalty. Fifth, exercise Commitment has been shown to have a positive effect on loyalty. In addition, discussions and field application measures based on the results of the study and subsequent research opportunities are also presented.

체육교사의 언어적 의사소통 유형이 체육교과 태도 및 체육 수업 만족도에 미치는 영향

김종형(Kim, Jong-Hyung),정아람(Jung, A-Lam),김태형(Kim, Tai-Hyung) 한국체육과학회 2016 한국체육과학회지 Vol.25 No.5

The purpose of this research is to explore the methods in which the physical education teachers listen to the students’ opinions and communicate with them and to present the answers to the question of effective communication methods. first, the results of the analysis of the differences in the attitude toward the physical education according to the physical education teachers’ linguistic communication types showed that, in the accepting and urging communication type, the mean value was the highest in the positive emotion, health and physical strength, physical activity movement, interpersonal relationship, active participation, and positive performance which are the subordinate factors of the attitude toward physical education subject, showing statistically significant differences. Second, the results of the analysis of the differences in the satisfaction with physical education classes according to the physical education teachers’ linguistic communication types showed that in the accepting and urging communication type, the mean value was the highest in the satisfaction with teaching behavior, the satisfaction with physical education environment, the satisfaction with physical education grade, and the satisfaction with exercise ability which are the subordinate factors of the satisfaction with physical education classes, showing statistically significant differences.

레저스포츠시설 이용의 SNS서비스품질 속성 평가를 통한 서비스 개선 우선순위 분석: Kano 모델과 PCSI 지수 활용을 중심으로

정권철 ( Kwon-chul Jung ),정아람 ( A-lam Jung ),김도균 ( Do-kyun Kim ) 한국체육학회 2021 한국체육학회지 Vol.60 No.3

본 연구는 레저스포츠시설의 SNS서비스 품질을 측정 및 평가하는데 있다. 연구목적을 달성하기 위하여 문헌연구와 전문가 16인을 대상으로 3차례에 걸쳐 델파이조사를 실시하였다. 최종 항목을 통해 이루어진 본 조사는 레저스포츠시설의 SNS를 10회 이상 이용해 본 경험이 있는 이용자 450명을 대상으로 하였으며, 신뢰성이 떨어지는 7부를 제외한 443부를 활용하였다. 자료처리는 MS Office Excel 2019, SPSS 25.0, Kano 모델, Timko(1993)의 고객만족계수와 임성욱(2005)의 PCSI지수를 이용하였다. 본 연구의 결과는 다음과 같다. 첫째, 3차례의 델파이조사를 통해 6개의 요인과 28개의 SNS서비스품질을 도출하였으며, 둘째, Kano모델을 이용하여 레저스포츠시설 이용의 SNS서비스품질 속성을 분류한 결과 28개의 모든 요인이 일원적 요소로 분류되었다. 셋째, Kan20o모델의 서비스품질요소 분류를 통해 고객만족계수를 도출한 결과 Better 지수의 값은 ‘몰입할 수 있는 콘텐츠’, ‘기대충족’, ‘재미 및 즐거움 경험’, ‘레저정보의 흥미 제공’ 항목 순으로 나타났다. 반대로 Worse 지수의 경우 ‘정확한 정보’, ‘신속한 응대’, ‘정보 간결성’, ‘실제 서비스 이용 도움’ 등의 항목별 순위를 보였다. 넷째, 레저스포츠시설 이용의 SNS서비스품질의 잠재적 고객만족 개선지수(PCSI)는 ‘오프라인 대비 예약 관리’ ‘정보 간결성’, ‘예약편리성’, ‘레저스포츠시설 정보 검색 편리’ 순으로 나타났다. The purpose of this study was to measure and evaluate SNS quality of leisure sports facility. For this study, Delphi method was done by 15 experts group. It was composed of total three rounds like reviewing to change or add measured items extracted from preceding researches. This survey conducted through the final item was conducted on 450 users who have used SNS at leisure sports facilities more than 10 times. 443 questionnaires were used for the actual analysis after excluding 7 questionnaires with insincere responses or no reliability. use, and uses Kano model, customer satisfaction coefficient, and Potential Customer Satisfaction Improvement Index(PCSI) analysis in order to evaluate SNS quality of leisure sports facilities and derive improvement priorities. Microsoft Office Excel 2019, SPSS 25.0, Kano model, Timko(1993)’s customer satisfaction coefficient and PCSI index of Lim Sung-wook (2005) were used. The results were as follows: First, the service quality factors of SNS Model in the use of leisure sports facilities were extracted from 52 items of the first 5 components to 28 items of 6 components through the Delphi method. Second, As a result of classifying SNS service quality factors of leisure sports facilities using the Kano model, all 28 factors were classified as unitary quality factors. Third, in the results of drawing the customer satisfaction coefficient through the classification of service quality factors of SNS Model, Better Index showed high value in the order of ‘Contents that can be immersed’, ‘Expectations met’, ‘Fun and enjoyable experiences’, ‘Providing interest in leisure information’. Worse Index showed high value in the order of ‘accurate information’, ‘quick response’, ‘information conciseness’, and ‘help in using actual services’. Fourthly, In the PCSI, when ‘reservation management compared to offline’ is satisfied, the improvement in customer satisfaction is expected to increase the most. Nextly, ‘convenience of information’, ‘convenience of reservations’, ‘convenient to search for information on leisure sports facilities’, were followed.

야구용품소비자의 체면민감성이 구매만족과 브랜드 태도에 미치는 영향

최진(Choi, Jin),이지환(Lee, Ji-Hwan),정아람(Jung, A-Lam),김태형(Kim, Tai-Hyung) 한국체육과학회 2018 한국체육과학회지 Vol.27 No.2

In this research study, the objective is to study the relationship between the variables of social-face sensitivity, purchasing satisfaction, brand attitude of baseball products consumers. Today, baseball products take possession of large part for korean sports industry. and social-face sensitivity is considered as special consumption mentality in korea. The 300 people who purchased baseball products and played the baseball in incheon were selceted by convenience sampling method. People read and answered the questionnaire themselves. A total of 300 copies were handed out and 284 out of them got collected. I singled out 27 copies which are answered dishonestly or considered inappropriate for this research and used the rest 267 copies of questionnaires for final analysis. The result came out through the correlation coefficient analysis, multiple regression analysis using a statistical program called SPSS 22.0. First, there was a significant statical difference between social-face sensitivity and purchasing satisfaction, and concretely, a degree of others consciousness only influenced purchasing satisfaction statistically. Second, there was a significant statical difference between social-face sensitivity and purchasing satisfaction, and concretely, a degree of others consciousness only influenced purchasing satisfaction statistically. Third, there was a significant statical difference between purchasing satisfaction and brand attitude with all sub factors.