특수 교육환경에서의 직무스트레스와 직무만족에 관한 실증분석

육종술(Yug Jong Sul),신승엽(Sin Seung Yeob),박명국(Park Myeong Gug) 한국사회체육학회 2003 한국사회체육학회지 Vol.19 No.1

The purpose of this study was to analyze on job stress and job satisfaction of f physical teacher in special school. The subjects were 116 physical teacher of middle school course in special school and 211 physical teacher in middle school and high school. The data were collected from a self-administrated questionnaires. In order to measure the job stress and job satisfaction, questionnaires were used. The reliability of the Likert Scale were confirmed by testing Cronbach Alpha. The collected data were analyzed through t-test, oneway ANOVA and multiple regression analysis. The study results were obtained as follows; First, job stress according to the background of physical teacher didn`t show significant difference, but about job satisfaction, in sex, job result, treatment compensation, and human relationship were showed significant difference, and in job career, job result and human relationship were showed significant difference. Second, job stress according to the educational environment of physical teacher didn`t show signigicant difference, but about job satisfaction, except for treatment compensation job result, job consciousness, and human relationship were showed significant, and physical teachers` satisfaction of special school were higher than physical teachers` satisfaction of normal school. Third, about the relationship between job stress and job satisfaction, the higher the stress of human relationship is, the lower the satisfaction of job result and human relationship is. Finally, the above study result were proposed that to improve quality of physical teacher, suitable compensation of job and re-education of physical teacher will be required and to solve job stress, more various and effective social support system will be required.

커뮤니케이션 믹스로서의 스포츠 스폰서십에 대한 전략적 탐색

육종술(Yug Jong Sul) 한국사회체육학회 2003 한국사회체육학회지 Vol.20 No.1

The sports activities, in general, have the properties of having members who take part in the activities easily assimilated, offering voluntary participations regardless of the ages and sexes of the members. So, the marketing management in the sports activities is getting emphasized when we think it allows us to help get nearer effectively to the five fundamental factors that motivate consumers which are attention, interest, desire, memory, behavior. The marketing management of the sports activities is defined as a promotion media of sports goods and service. Its fine details include consumer behavior, marketing research, market segmentation, promotion strategy and sponsorship. Especially, sponsorship is major part of sports marketing. The sponsorship is defined as fiscal, physical resources by corporates to an event or activity in exchange for a direct contact to the event or activity. The corporates to associated in this contract can use this to achieve either its corporates, marketing strategy, media exposure. In recent years, world wide spending on sports sponsorship has grown dramatically. That`s why many corporates utilize sports as a marketing tool. Sports sponsorship activities of corporate were very effective as a new marketing communication tools, because participation of sports event increased receptivity of advertising by peculiar exposure to mass media, target marketing and a merit to improve corporate image. However, access of sponsorship by sport governing body is not exquisite and systemetic. sports sponsorship is win-win structure between sports governing body and corporate. According to many researches with sponsorship, objectives in sponsorship range from assumption of community relation to the commercial objectives normally proposed for advertising. so, the process of gaining sports sponsor is dependent on an in-depth knowledge of the sponsor`s objective. Therefore, the purpose of this study is to identify and approach sponsor needs and corporate criteria for sponsor evaluation for effective sports sponsorship.

시장세분화변수를 통한 프로야구 관중의 참여결정요인 분석

육종술(Yug Jong Sul) 한국사회체육학회 2003 한국사회체육학회지 Vol.20 No.1

The purpose of this study is to present marketing mix that affect attendance at professional baseball in korea. The data base comprised 546(312 man,234 woman) professional baseball spectators. In order to examine various factors affecting attendance, the questionnaires which were composed of lifestyle as psycho-graphics and consumer behavior as behavioristics was used as a measurement device. For lifestyle, the questionnaire by Youk and Jung(1995) was used on the basis of previous studies by Plumer(1975). For consumption behavior ,the questionnaire by Kang, Youk, Sohn, Kim and Jung(1998) was used on the basis of previous studies by Hansen and Gauthier.(1989), Marcurm and Greenstein(1992), Wakefield and Sloan(1995). The questionnaire consisted of 40 items to reflect lifestyle, and 14 items consumption behavior. The subjects were requested to indicate the extent of their agreement with each item on a 5-point Likert scale ranging from 1(definitely false) to 5 (definitely true).In some instance, however, the respondents did not complete all the items in the questionnaire. Consequently, the degree of freedom varied from analysis to analysis due to missing data. The internal consistency estimates(Cronbach`s alpha) were .710 for entire scale of lifestyle and .712 for "price", .627 "facility", .684 "game" in consumption. In order to statistical analysis, this study used a SPSS version 8.0 program for windows. Statistical treatment were ANOVA, multiple correlation analysis, multiple regression analysis. The result of this study, which were attained through the process, are as follows. First, there were significant difference in life style and consumption behavior according to demographic variables. Second, "facility" was influenced by "fashion", "weak", "will", "vanity", "sports", "responsibility", "brand", "health", and "price" by "self-confidence", "weak will", "vanity", "responsibility", "brand", and "game" by "fashion", "self-confidence", "weak will", "sports" "brand", "health".

상업스포츠센터 스포츠소비자의 라이프스타일 성향분석

이승로(Lee Seung Lo),육종술(Yug Jong Sul) 한국사회체육학회 2003 한국사회체육학회지 Vol.20 No.1

The purpose of this study is to present basic data for market segment as to analyze sport consumer of commercial sport center in Seoul city. The data base comprised 528(325 man, 203 woman). In order to examine various factors of sport consumer`s tendency, the questionnaires which was composed of lifestyle as psycho-graphics was used as a measurement device. For lifestyle, the questionnaire by Youk and Jung(1995) was used on the basis of previous studies by Plumer(1975). The questionnaire consisted of 39 items to reflect lifestyle, and 4 items demographic variables like sex, age, education degree and job pattern . The subjects were requested to indicate the extent of their agreement with each item on a 5-point Likert scale ranging from 1(definitely false) to 5(definitely true).In some instance, however, the respondents did not complete all the items in the questionnaire. Consequently, the degree of freedom varied from analysis to analysis due to missing data. The internal consistency estimates(Cronbach’s alpha) were range from .49 to .81 and .69 for entire scale of lifestyle In order to statistical analysis, this study used a SPSS version 7.0 program for windows. Statistical treatment were ANOVA, Duncan range test. The result of this study, which were attained through the process, are as follows. First, there were significant difference fashion, will, self-confidence, and brand in life style by sex. Second, Achievement and brand in life style were influenced by education degree. Third, Weak, vanity, brand and health in life style were influenced by age. Forth, Fashion, will, weak and brand in life style were influenced by job pattern.

스포츠 활동 유형에 따른 프로스포츠 관람소비자 행동분석

김성규(Kim Seong Gyu),육종술(Yug Jong Sul) 한국사회체육학회 2003 한국사회체육학회지 Vol.19 No.1

The purpose of this study is to analyze consumer behaviors of female and pro-baseball spectators for sports marketing strategy. In order to achieve the purpose, this study examined how sports activity types related to the spectators` satisfaction. For female spectator analysis, 403 randomly chosen spectators were surveyed from jamsil baseball stadium in seoul. The x2-test and ANONA were used for data analyzing. The conclusions of this study were as follows; First, facilities satisfaction according to sports activity types showed significant differences in the participation time, participation events and participation frequency. based upon the survey results, female group that play sports 3 or 4 days per week showed the highest satisfaction in the participation frequency. sports used ball in the participation sports events, play sports more than 2 hours for day in the participation time. Second, expenditure satisfaction according to sports activity types showed significant differences in the participation time, participation events and participation frequency. Female group that play sports 3 or 4 days per week showed the lowest satisfaction in the participation frequency, sports used ball in the participation sports events, play sports 1~2hours for day in the participation time. Third, game satisfaction according to sports activity types showed significant differences in the participation time, participation events and participation frequency. based upon the survey results, female group that play sports 3 or 4 days per week showed the highest satisfaction in the participation frequency, sports used ball in the participation sports events, play sports 1~2 hours for day in the participation time. The finding of this investigation were somewhat suggestive, because they provided empirical evidence about viewing satisfaction related by sports activity types. However, this study must be replicated several times before the findings can be generalized. Nevertheless, this exploratory research results has provided a foundation for the development of a sound knowledge base that will enhance basic marketing strategy.

프로농구 관여도 및 경기관람 유인요인이 팀 충성도에 미치는 영향

신승엽(Seung Yup Sin),손종열(Jong Yeol Son),육종술(Jong Sul Yug),박찬혁(Chan Hyuk Park) 한국사회체육학회 2004 한국사회체육학회지 Vol.0 No.22

Sports have increasingly become one of the most common topics in our daily life. Today`s sports marketing is grown as one of the newest industries with fast economic development. It is getting important as one of the public recreation with economic development, demand of recreational well-being, and need for reduce stress, and sports business is based on the pleasure of sports. and as the masses want to see higher technique and play of competitive players, development of professional sports is necessary to satisfy their demand. The purpose of this study was to analyze the effects of professional basketball involvements and spectating factors of game on team loyalty, and to investigate relation of customers` behavior. The conclusions were as follows; First, team loyalty consisted in behavior loyalty and attitudinal loyalty was affected positively by professional basketball involvement. This result was directly shown that to develop professional and to extend of spectators` inducement, by stages, and systematically, the efforts to heighten involvement should be required. Second, behavior loyalty was affected by game condition factor and public relation factor, and attitudinal loyalty was affected by public relation factor, food service factor, and game condition factor. In the results of this study, the most important factor was game condition factor and public relation factor of spectating game, and because spectating satisfaction and re-purchase could affect by team loyalty, to higher team loyalty sports marketing manager should publicity effort continuously and systematically. And professional basketball league and teams should develop and effective community relation programs. Through these programs, professional basketball teams bring various benefits and effects of image reform. Lastly, to develop professional basketball league, qualitative elevation of game ability should be required. Sometimes sports marketers could be impossible to game situation and game ability factors. Accordingly, to collect professional basketball fans, first of all, they should bringing up and scout for talented player, and make star player. And, sports marketers should offer various spectate opportunities, events, the book of public relation, and the information of the player and team actions.

인터넷상의 스포츠 정보에 대한 만족도 분석

이현섭(Hyun Seob Lee),강현민(Hyun Min Kang),육종술(Jong Sul Yug) 한국사회체육학회 2004 한국사회체육학회지 Vol.0 No.22

The purpose of this study was to analyze the user`s satisfaction for using sport information through the internet. 598 randomly chosen subjects who are participating in sport activities were surveyed. Cross-table, and chi-square verify were used for data analysis. The results were as follows ; 1. The internet and the World Wide Wed was a critical medium for the acquisition of sport information(70.07%). 2. The absence of specialized sport information (34.28%) and the difficulty for searching aimed information(26.92%) were indicated as main obstacles for their usage. 3. The overall satisfaction rates towards their familiar internet sites used for acquiring sport information were shown to be discontented. Moreover, there were significant differences for all variables which determine users` satisfaction except the convenience factor in each gender and age groups. 4. The location of a certain sport facility and the information for how to use it (39.63%), more special and specific leisure information(22.41%), and the information for health living(22.24%) were asked for fulfilling internet users` needs. Significant differences were shown by gender. 5. 93.31% of the respondents request the necessity of a specialized sport information site on the internet.