스포츠중계방송의 광고형태에 따른 관여도와 광고효과의 관계

양걸(Yang Girl),전익기(Jeon Ik-Ki) 한국체육과학회 2009 한국체육과학회지 Vol.18 No.2

This research purports to provide the basic data to raise corporate images and to evaluate consumers' recognition by proposing effective sponsorship behaviors and advertisement types to the companies that take sports sponsorship and by measuring the effects of each advertisement type. This research conducted a questionnaire survey of college students and a total of 583 questionnaires were collected and used for analysis. The questionnaire is composed of: 4 questions regarding demographic characteristics; 3 questions regarding the similarity of advertisement type; and 42 questions regarding the image properties of advertisement types. The video of a major league baseball game, and this research inserted the advertisement of Pocari Sweat, Gatorade, and Power Aid into the experiment video and the size of exposure same. In relation to the image properties by advertisement type, the respondents recognized that the advertisement in a stadium had a favorable and proper advertisement image, that virtual advertisement was understanding, useful, interesting, and easily visible, and that PPL advertisement was persuasive, pleasant, sympathetic, favorable, appealing, and positive. The research results show that the unique advertisement exposure effect of sports programs, the segmentation of a target market, and high acceptability of advertisement are great means for public marketing, but recently, sports consumers' concentration on advertisement in broadcasting is going down so the rate of their advertisement recollection is very low and even they tend to avoid advertisement so a new type of advertisement should be developed.

무도 체육관 마케팅 요인(4P) 분석을 통한 포지셔닝 전략

양걸(Girl Yang),김종경(Jong-Kyung Kim),조성균(Sung-Kyun Cho) 한국무예학회 2007 무예연구 Vol.1 No.1

오늘날 꾸준히 증가하는 무도 체육관은 경쟁이 심화될 것으로 예상된다. 따라서 본 연구는 무도 체육관의 마케팅 요인을 구성하고 있는 속성들에 의해 무도 체육관이 어떤 경쟁 위치에 있는지 파악하고 경쟁적 우위를 획득하고 타 무도와의 차별화된 마케팅을 위한 무도 체육관 포지셔닝 전략을 수립하는데 목적이 있다.본 연구를 위하여 2007년 7월 20일부터 25일까지 경기도 용인시와 수원시 지역 주민을 대상으로 편의표본추출법으로 선정하여, 총 150명에게 설문지를 나누어 주고 자기평가 기입법(Self-administration method)으로 응답하도록 한 후 회수하였다. 회수된 설문지 중 132부를 실제 연구에 사용하였다. 인지도가 높다고 판단되는 무도 종목을 전문가와의 협의를 통해 4종목(태권도, 합기도, 검도, 유도)을 선정하였고, 설문지는 인구사회학적 특성 2문항을 포함하여 54문항이다. 회수된 설문지는 Window용 SPSS Version 12.0 통계 프로그램을 이용하여 인구사회학적 특성에 관한 빈도분석과 체육관 마케팅 요인에 대한 신뢰도검증(Cronbach's α), 다차원척도법(MDS: Multidimensional Scaling)의 방법 중 PROXSCAL분석기법, 다중회귀분석(Multiple Regression Analysis)을 사용하였다.무도 체육관 마케팅 요인을 근거로 유사성 거리를 측정한 결과, 검도와 합기도가 가장 가깝게 나타났다.체육관 마케팅 요인에 따라서 각각의 무도 체육관의 순위를 살펴보면, 제품과 장소요인에서 태권도>검도>합기도>유도의 순서로 나타났다. 가격요인에서 태권도>검도>유도>합기도의 순서로 나타났다. 촉진요인에서 태권도>유도>검도>합기도의 순서로 나타났다. 따라서 체육관 마케팅 요인에 따른 선호도가 비교적 낮은 집단은 소비자들에게 보다 많은 정보를 제공하고 적절한 마케팅 전략을 수립하여야 할 것이며, 유사성 거리가 가까운 집단군은 경쟁관계가 높은 것이기 때문에 더욱 차별화된 전략으로 소비자를 공략하여야 할 것이다. High competition is expected among rapidly increasing number of martial arts center. Therefore, this study aims to understand the current competition status of martial arts center according to properties consisting of marketing elements of martial arts center and to set up a positioning strategy of martial arts center to procure competitive edge and differentiated marketing.For this end, we randomly selected 150 samples among the residents in Yongin and Suwon and distributed questionnaires to them from July 20 ~ July 25, 2007, and let them answer for the questions in self-administration method. We used 132 questionnaires among collected questionnaires for analysis. We selected 4 recognized marital arts (Tae Kwon Do, Hap Gi Do, Gum Do, Judo) through discussion with experts. The questionnaire has total 54 questions including 2 population sociology questions. For the collected questionnaires, we applied Cronbach|||’s α for frequency analysis about population sociological featu es and marketing elements of martial arts center, PROXSCAL of MDS (Multidimensional Scaling) methods, and Multiple Regression Analysis by using Windows SPSS Version 12.0 statistics program.When we measure similarity distance based on the marketing elements of martial arts center, Gum Do and Hap Gi Do were most close to each other.When we rank martial arts based on the marketing elements of martial arts center, it is Tae Kwon Do]Gum Do]Hap Gi Do]Judo in terms of product and location, it is Tae Kwon Do]Gum Do]Judo]Hap Gi Do in terms of lesson fee, and it is Tae Kwon Do]Judo]Gum Do]Hap Gi Do in terms of promotion. Therefore, the martial arts whose rank is low in terms of the marketing elements, they need to provide more information to customers and set up an appropriate marketing strategy, and the martial arts which have short similarity distance with other martial arts should appeal to customers with more differentiated strategy because competition is high.

태권도장 경영환경과 수련지속의도의 관계

양걸(Yang, Girl),강지현(Kang, GI-Hyun),전익기(Jeon, Ik-Ki) 경희대학교 스포츠과학연구원 2009 태권도과학 Vol.2 No.1

본 연구는 태권도장의 경영환경이 수련생만족과 수련지속행동에 미치는 영향을 규명하게 마케팅전략수립을 위한 기초자료를 제공함으로써 각 태권도장의 수련생 관리와 더불어 피드백을 제공할 수 있다는 점에서 본 연구의 필요성이 있다. 이에 따라 연구를 실시한 결과는 다음과 같다. 첫째, 저학년일수록 태권도장의 경영환경, 수련생만족, 수련지속행동에 대한 만족 및 인식이 높게 나타났다. 둘째, 태권도장 경영환경의 모든 하위요인은 수련생만족에 정의 영향을 미치고 있으며 그중 지도자요인이 수련생만족에 가장 높은 영향을 미치는 것으로 나타났다. 셋째, 태권도장의 경영환경 중 지도자요인이 수련생의 수련지속행동에 정의 영향을 미치고 있는 것으로 나타났다. 넷째, 태권도장 수련생의 수련생만족은 수련지속행동에 정의 영향을 미치고 있는 것으로 나타났다. This study is an empirical study of business environment in Taekwondo academies that investigates its influences on the training satisfaction of trainees and training sustainable behaviors for establishing management strategies. Thus, this study is to be required for the evaluation of customer management and providing possible feedbacks. The conclusions obtained from this study can be summarized as follows: First, in the results of the analysis of relationship marketing strategy, customer orientation, and perceived management performance according to the demographic characteristics, a young and highly educated group showed high levels in the analysis. Second, in the results of the analysis of the influence of the business environment on training satisfaction of trainees, it is evident that it affects the training satisfaction of trainees. Third, in the results of the analysis of the influence of the business environment on training sustainable behaviors, it is evident that it affects the training sustainable behaviors. Fourth, in the results of the analysis of the influence of the training satisfaction of trainees on training sustainable behaviors, it is evident that it affects the training sustainable behaviors.

태권도 격파왕대회 타이틀 스폰서십의 광고노출효과 분석

양걸(Yang Girl),강지현(Kang Gi-Hyun),전익기(Jeon Ik-Ki) 한국스포츠산업경영학회 2010 한국스포츠산업경영학회지 Vol.15 No.6

본 연구는 ‘2009 정관장배 KTA 격파왕대회‘의 광고노출효과를 분석함으로써 태권도 경기대회 타이틀 스폰서십 참여에 따른 효과에 대한 실질적인 자료를 제공하고자 하였으며 이를 위해 2009년 11월 6일 SBS 금요스포츠에서 방송된 '2009 정관장배 KTA 격파왕대회'의 타이틀 스폰서 기업인 ‘정관장’을 대상으로 광고형태에 따라 경기장광고, 가상광고, BPL광고의 광고노출분석을 실시하였다. 연구목적에 따라 연구를 수행한 결과, 다음과 같은 결론을 도출하였다. 첫째, 광고형태에 따른 격파왕대회의 타이틀 스폰서십 광고노출빈도와 광고노출시간은 경기장광고(117회, 1013초), 가상광고(123회, 552초), BPL광고(147회, 1336초)로 나타났고 총 노출빈도는 387회, 총 노출시간은 2901초로 나타났다. 둘째, 격파왕대회의 총 시청률은 1.2%, 총 시청자수는 75,389명, 도달율은 6.8%로 나타났으며, 광고비단가는 SBS방송국의 15초당 1,035,000원으로 책정되어 격파왕대회의 초당 광고비단가는 69,000원/초로 나타났다. 셋째, CBC계산식에 의한 격파왕대회의 타이틀 스폰서십 참여 효과는 200,172,013원 + α 로 나타났다. The purpose of this research is to provide practical data on the effects of participation in title sponsorship of a Taekwondo competition by analyzing advertisement exposure effects of “2009 Jeonggwanjangbae KTA King of Breaking Competition,” and to come up with a plan of growth for Taekwondo competitions based on the findings. The survey participant of this research was “Junggwanjang,” the title sponsor firm for “2009 Jeonggwanjangbae KTA King of Breaking Competition,” which was broadcast on SBS Friday Sports on November 6th, 2009. The ads were broken into different types, namely sports field advertising, virtual advertising, and BPL advertising for the ad exposure analysis. From the findings of the present research carried out according to the research objective, the following conclusions were drawn. First, ad exposure frequency and ad exposure time of the title sponsorship for the King of Breaking Competition for the different types of ads were as follows: sports field advertising (117 times, 1013 seconds), virtual advertising (123 times, 552 seconds), BPL advertising (147 times, 1336 seconds). The total exposure frequency was found to be 387 and the total exposure time 2901 seconds. Second, the total audience rating of the King of Breaking Competition was found to be 1.2%, the total audience number to be 75,389, and reach rate to be 6.8%. The unit cost of advertising was 1,035,000 won per 15 seconds at the SBS broadcaster, from which the unit cost of advertising per second for the King of Breaking Competition was found to be 69,000 won per second. Third, the title sponsorship participation effects for the King of Breaking Competition according to CBC calculation system was found to be 200,172,013 won + α.

골프클럽 선택결정요인에 따른 포지셔닝 분석

양걸(Yang Girl),전익기(Jeon Ik-Ki),강지현(Kang Ji-Hyun) 한국체육과학회 2011 한국체육과학회지 Vol.20 No.3

This study aimed to identify how customers estimate golf club brand by golf club choice determinant and which brands are recognized as the same quality by using MDS (multi-dimensional scaling) understanding the position of graphs which is based on the image attribute. Data had been collected from March 22th to April 30th in 2010 for 40 days in Seoul, Gyeong-gi, Busan and Gyeong-nam. we chose 2 golf practice ranges in each region (total: 8 ranges) targeting members 400 questionnaires were distributed and 382 were used for this study. Investigation instruments were used 8 factors which is relatively important golf club choice determinant(price, advertisement, reputation, colour, design, popularity, quality and practicality) when the customers choose golf club reliability coefficient was α=.849. The ways of analysis are PROXCAL analysis technique and Multiple Regression Analysis of MDS. As a result of this study, Titleist, Callaway and Taylormade are in competition and Nike and Mizuno are in competition and Dunlop and Bridgestone are in competition. In addition, We analyze the result based on similarity distance matrix, Taylormade and Nike are in a high positioning in price factor of golf club choice determinant and Titleist is the highest positioning in choice determinant without regarding price.

스포츠이벤트 참여결정요인이 만족도 및 행동의도에 미치는 영향

양걸(Girl Yang),강지현(Ji Hyun Kang) 한국사회체육학회 2011 한국사회체육학회지 Vol.0 No.43

The purpose of this study was to investigate the effect of sports event on satisfactions and behavior intension. This study set the spectator who participated to a 56th Gyeonggido sports festival its survey targets and selected 476 copies questionnaires as its final valid samples. According to SPSSWIN ver. 15.0, we executed the exploratory factor analysis, reliability analysis and multiple regression. we obtained the following results: First, facility satisfaction of consumer satisfaction influences a benefit, service satisfaction influence a benefit, traffic and service, benefit satisfaction influence a benefit, image, image satisfaction influence a benefit, cost and image, finally traffic satisfaction influence a benefit, traffic and service by the relationship between the effect of sports events participating determinants and consumer satisfaction. Second, repurchase intention of repurchase behavior influences a cost, image and service, recommendation intention influence a facility, cost, image and service by the relationship between the effect of sports events participating determinants and repurchase activity.

태권도 대회 스폰서십의 광고노출효과 분석

양걸(Girl Yang),전익기(Ik Ki Jeon) 한국사회체육학회 2013 한국사회체육학회지 Vol.0 No.52

The purpose of this research is to provide practical data on the effects of participation in sponsorship of a Taekwondo competition by analyzing advertisement exposure effects of “2010 KTA King of Breaking Compe-tition,” and to come up with a plan of growth for Taekwondo competitions based on the findings. The survey participant of this research was broadcast on KBSN SPORTS on September 5th, 2010. From the findings of the present research carried out according to the research objective, the following conclusions were drawn. First, ad exposure frequency and ad exposure time of the sponsorship for the Taekwondo Competition of ads were as follows: Junggwanjang(472 times, 3163.12 seconds), Deado(1 times, 5.98 seconds), Poca-risweat(1 times, 4.89 seconds), Gumi-si(105 times, 769.3 seconds), Korea Gas Corporation(30 times, 344.42 seconds), NIKE(28 times, 272.55 seconds), Korea Sports Promotion Foundation(1 times, 13.8 seconds). The total exposure frequency was found to be 638 and the total exposure time 4574.06 seconds. Second, the total audience rating of the Taekwondo Competition was found to be 0.27%, the total audi-ence number to be 26,744. The unit cost of advertising was 800,000 won per 15 seconds at the KBSN SPORTS broadcaster, from which the unit cost of advertising per second for the Taekwondo Competition was found to be 53,333 won per second. Third, the sponsorship participation effects for the Taekwondo Competition according to CBC calculation system was found to be 240,558,156 won + α.

스포츠보증인 속성이 광고태도와 광고회피에 미치는 영향

양걸(Girl Yang),전익기(Ik Ki Jeon) 한국사회체육학회 2009 한국사회체육학회지 Vol.0 No.38

The purpose of this study is to analyze the effect of attributes of athlete endorser on attitude toward advertisement and advertisement avoidance, and see what is the most effective factor in predicting attitude toward advertisement and advertisement avoidance among the sub-factors of attributes of athlete endorser. The research object was aimed at university students, and 372 copies of documents were used for practical analysis, and the questionnaire consisted of 2 questions relating to demographical factors, 14 attributes of athlete endorser, 12 attitude toward advertisement, and 8 advertisement avoidance, and the reliability of the questionnaire turned out to be Cronbach`s α=.617~.909. The result of the research is as follows. First, the attributes of athlete endorser turned out to have positive influence on every sub-factor of attitude toward advertisement, and particularly, it affected in the order of social factor, economic factor, and information factor among the sub-factors of attitude toward advertisement, and in the order of reliability and professionalism among the sub-factors of attributes of athlete endorser, and so did have influence on recreational factor among the sub-factors of attitude toward advertisement, and fondness factor among the sub-factors of attributes of athlete endorser. Second, the attributes of athlete endorser turned out to have negative influence on every sub-factor of advertisement avoidance, and particularly, fondness factor affected the advertisement avoidance most among the sub-factors of attributes of athlete endorser. Third, attitude toward advertisement turned out to have negative influence on every sub-factor of advertisement avoidance, and particularly, recreational factor affected the advertisement avoidance most among the sub-factors of attitude toward advertisement.

케이블TV 스포츠채널의 채널브랜드자산이 광고수용성에 미치는 영향

강지현(Kang, Ji-Hyun),양걸(Yang, Girl),송정명(Song, Jeong-Myeong),전익기(Jeon, Ik-Ki) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.1

The purpose of this study is to provide broadcasters with basic data for managing their channel brand equities by suggesting the data about the relationship between channel brand equity and advertisement acceptance as well as the difference in receiver’s advertisement acceptance with regard to channel brand equity. The students of K, S and D universities located in Gyeonggi area, who are watching cable TV now, were selected as a population. For the study target sampling, among non-probability sampling methods, convenience sampling method was used, total 250 questionnaires were distributed and collected 227 questionnaires were used as final effective samples. For the data analysis, SPSS for window 17.0 statistic package was used to perform frequency analysis, reliance analysis, exploratory factor analysis, one-way ANOVA, correlation analysis and multiple regression analysis. Following results were drawn. First, from the result of verifying difference among broadcasters, it was found that channel loyalty, channel recognition and advertisement acceptance of SBS SPORTS were relatively higher than those of other broadcasters but for channel image, there was no significant difference in 3 broadcasters. Second, from the result of analyzing the correlation between channel brand equity and advertisement acceptance factors, the correlation between all factors excluding channel image was significant within significance level .01, showing mutually high correlation. Third, from the result of analyzing the effect of channel brand equity on advertisement acceptance, channel recognition gave a significant effect to 3 channels, channel loyalty gave a significant effect to 2 channels and channel image gave a significant effect to only 1 channel.

지역사회 애착도가 경륜장에 대한 지역주민의 태도에 미치는 영향

강지현(Kang Ji-Hyun),양걸(Yang Girl) 한국체육과학회 2010 한국체육과학회지 Vol.19 No.3

The purpose of this study was to identify the effect of community attachment on attitude. The cycle race track that are located on Gwangmyeong area were set and 300 questionnaire were givens as the target of this research. The samples were collected through the convenience sampling method and a total of 243 copies were selected as final valid samples excepting 57 questionnaires which were judged to respond unfaithfully. As for data processing, this research made a frequency analysis, exploratory factor analysis (EFA), reliability test, correlation relative analysis and multiple regression were carried out using SPSS 17.0. As the result of analysis; first, community attachment had a positive influence on economic impact. second, community attachment had a positive influence on social-cultural impact. third, community attachment had a positive influence on environmental impact.