유럽프로축구 TV 시청자의 시청동기가 시청몰입과 재시청의도 및 타인추천에 미치는 영향

전찬수 ( Chan Soo Jun ),김형석 ( Hyung Seok Kim ),신승호 ( Seung Ho Shin ) 한국스포츠산업경영학회 2011 한국스포츠산업경영학회지 Vol.16 No.3

이 연구의 목적은 유럽프로축구 TV 시청자의 시청동기가 시청몰입과 재시청의도 및 타인추천에 미치는 영향을 알아보기 위한 것이다. 연구 대상은 서울에 위치한 4년제 대학의 대학생들을 대상으로 눈덩이표집법(snowball sampling)을 이용하여 총300부를 배포하고 그 중 불성실하게 응답한 것으로 간주되는 14부를 제외시키고 286(95.3%)부를 최종 유효 표본으로 사용하였다. 자료처리는 Windows for SPSS 12.0을 이용하여 빈도분석(frequency analysis), 요인분석(factor analysis), 신뢰성분석(reliability analysis), 상관관계분석(correlation analysis), 다중회귀분석(multiple regression analysis)을 실시하였으며, 다음과 같은 결과를 도출 하였다. 첫째, 유럽프로축구 TV시청동기에서 오락추구, 대리만족, 시간소비 요인이 시청몰입에 유의한 영향을 미치는 것으로 나타났다. 둘째, 유럽프로축구 TV시청동기에서 대리만족과 오락추구 요인이 재시청의도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 유럽프로축구 TV시청동기에서 대리만족과 오락추구 요인이 타인추천에 유의한 영향을 미치는 것으로 나타났다. 넷째, 유럽프로축구 시청몰입은 재시청의도에 유의한 영향을 미치는 것으로 나타났다. 다섯째, 유럽프로축구 시청몰입은 타인추천에 유의한 영향을 미치는 것으로 나타났다. The purpose of this study was to analyze the effect of European professional football TV viewers`` motives on viewing flow, re-viewing intention and word-of-mouth. To achieve this purpose subject was selected by university students in Seoul. Total 300 surveys were distributed and 286 samples were finally used after eliminating 14 incomplete samples using snowball sampling. The data was analyzed by frequency analysis, reliability analysis, factor analysis, correlation analysis, and multiple regression analysis by using Windows for SPSS 12.0. The findings of this study were as follows. First, entertainment, vicarious satisfaction, and passing time factor of European professional football TV viewer motives had significantly effect on viewing flow. Second, vicarious satisfaction and entertainment of European professional football TV viewer motives had significantly effect on re-viewing intention. Third, vicarious satisfaction and entertainment of European professional football TV viewer motives had significantly effect on word-of-mouth. Fourth, viewing flow had significantly effect on re-viewing intention. Fifth, viewing flow had significantly effect on word-of-mouth.

리조트 이용객의 라이프스타일이 선택속성에 미치는 영향

전찬수(Chan Soo Jun),임기태(Ki Tae Yim) 한국사회체육학회 2009 한국사회체육학회지 Vol.0 No.36

의류브랜드의 프로야구 스폰서십활동이 브랜드태도 및 구매의도에 미치는 영향

전찬수(Jun, Chan-Soo),강준상(Kang, Jun-Sang) 한국사회체육학회 2016 한국사회체육학회지 Vol.0 No.63

The purpose of this study was to examine the influence of sponsorship activities by sports brands upon brand attitude and purchase intention in professional baseball league. For this study, 320 spectators from post-season were chosen as the sample through convenience sampling method. Frequency, Cronbach′s α and correlation analysis were conducted by using SPSS WIN Ver 21.0. CFA(Confirmatory Factor Analysis) and SEM(Structural Equation Modeling) were conducted in order to verify overall fit of the model and hypothesis by using AMOS 18.0. The results were as follows: First, communication and image improving activities have a positive effect on brand attitude. Second, communication and image improving activities have a positive effect on purchase intention. Third, brand attitude has a positive effect on purchase intention. Thirdly, job satisfaction has a positive effect on customer orientation.

해양레저스포츠 활동의 무형적 편익 척도개발 및 IPA 기법을 통한 활성화 방안

전찬수(Jun, Chan-Soo) 한국사회체육학회 2015 한국사회체육학회지 Vol.0 No.61

The purpose of this study was to examine strategies for improving marine leisure sports through investigating and analyzing intangible benefits which acquired by participating marine leisure sports. For this study, users over 20s from 21 marine leisure sports facilities were chosen as the sample through convenience sampling method, and 1,064(88.7%) questionnaires were used for the data analysis. Data analysis were as follows: Firstly, in order to develop scales of benefits, factors for benefits which consist of physical, social, leisure cultural and psychological benefit were extracted by literature review and expert group meeting. The questionnaires were organized through pilot test and experts’ opinions. Descriptive statistics, Factor analysis and Cronbach′s α were conducted by using SPSS 18.0. CAF(Confirmatory Factor Analysis) was conducterd by using AMOS 18.0. Secondly, the questionnaire was executed by direct visiting to the marine leisure sports facilities, and the results of benefits were analyzed by IPA(Importance-Performance Analysis).

경마공원의 서비스품질이 고객만족, 고객신뢰 및 재방문의사에 미치는 영향

전찬수 ( Chan Soo Jun ),김정현 ( Jung Hyun Kim ),김욱 ( Wook Kim ),김시경 ( Si Gyeong Kim ),신승호 ( Seung Ho Shin ) 한국스포츠산업경영학회 2007 한국스포츠산업경영학회지 Vol.12 No.4

프로야구단의 사회공헌활동이 모(母)기업명성 및 브랜드태도에 미치는 영향

전찬수(Chan Soo Jun),강준상(Jun Sang Kang) 한국사회체육학회 2012 한국사회체육학회지 Vol.0 No.50

The purpose of this study was to analyze the influence of professional baseball team`s corporate social responsibility activities on corporate reputation and brand attitude. To achieve this purpose, the subjects were selected by professional baseball spectator in SK Wyverns. Total 300 surveys were distributed and 282 samples were finally used after eliminating 18 in-complete samples. The data was analysed by using Windows for SPSS 12.0. The findings of this study were as follows. First of all, SK Wyverns`s corporate social responsibility activities significantly affected on corporate reputation. Second, SK Wyverns`s corporate social responsibility activities had significantly effect on brand attitude. Finally, corporate reputation had significantly effect on brand attitude.

검도의 마케팅 활동과 조직환경분석을 통한 활성화 방안

전찬수(Chan-soo Jun),신승호(Seung-Ho Shin) 대한검도학회 2006 대한검도학회지 Vol.22 No.2

이 연구는 검도의 활성회를 위하여 마케팅 활동과 조직환경 분석을 통한 검도에 대한 대중들의 인식을 규명하는데 그 목적이 있다. 이를 위해 서울에 거주하고 있는 시민들을 대상으로 획률표본추출방법(probability Sampling Method) 중에서 유층집락무선표집법(stratified cluster random Sampling)을 사용하여 388부(97.0%)를 표집하여 조사대상으로 이용하였다. 자료수집을 위한 측정도구는 설문지로 요인분석을 통해 타당도를 검증하였으며, 신뢰도는 Cronbach's α .901~.730으로 나타나 신뢰할만한 설문지로 판단되어 사용하였다. 자료처리를 위한 통계방법은 Window용 SPSS/PC+12.0 Version을 이용하여 독립 t검증과 일원변량분석(one-way ANOVA)을 실시하였다. 분석결과 차이가 있을 경우, Scheffe 사후비교분석을 이용하였으며 다음과 같은 결론을 얻었다. 첫째, 검도의 마케팅 활동에 대한 대중들의 인식은 전반적으로 남자가 여자보다 긍정적으로 평가하고 있으며, 특히 가격과 제품에서 평가가 긍정적이며 학력, 연령, 월 평균 소득이 높은 집단이 촉진과 가격에서 긍정적으로 평가하고 있다. 둘째, 검도의 환경분석(SWOT)에서는 대체로 기회(Opportunities)에서 긍정적으로 위기(Threats)에서는 부정적으로 평가하고 있다. The purpose of this study was to examine people's cognition about Kumdo through marketing activity and organization SWOT analysis in order to activate Kumdo. To achieve this purpose, target were Seoul citizen. They were selected by using stratified cluster random sampling out of probability sampling method, 388 questionnaires were finally used for this study indicating 97.0 percent retaining rate. The instrument used in this study was questionnaire and validity was verified through factor analysis. It was resulted in a reliable instrument since computing Cronbach which is a way of measuring reliability of these factors. The alpha coefficients for this questionnaires were from .901 to. 730. The data was analyzed by using SPSS Ver. 12.0 for Windows and statistical methods such as independent t-test and one-way ANOVA. If the results from one-way ANOVA had difference Scheffe analysis was conducted. The result of this study were as follows: First, people's cognition about Kumdo's marketing activity was evaluated positively by male rather than female. Especially evaluation was positive in price and product and high group in academic career, age, month average income evaluated positively in promotion and price. Second, evaluation was positive at opportunities but negative at threats in Kumdo's SWOT.

스포츠중계방송 시 노출되는 가상광고와 유니폼광고 및 경기장펜스광고 효과 비교연구

전찬수(Chan-Soo, Jun),김영란(Young-Ran Kim),김정만(Jung-Man, Kim) 한국엔터테인먼트산업학회 2012 한국엔터테인먼트산업학회논문지 Vol.6 No.4

이 연구의 목적은 스포츠중계방송 시 노출되는 가상광고와 유니폼광고 및 경기장펜스광고의 효과를 비교하는데 있다. 이를 위해 강원도, 서울특별시, 인천광역시 지역에 소재하고 있는 대학의 재학생들을 대상으로 군집표본추출법을 이용하여 총 280부를 배포하고 그중 불성실하게 응답했다고 판단되거나 조사내용의 일부가 누락된 자료 12부를 제외시키고 268부(95,7%)를 최종 사용하였다. 자료처리는 SPSS 14.0을 이용하여 기술통계(descriptive statistics)와 종속 t-test (dependent t-test)을 실시하였으며, 다음과 같은 결과를 도출하였다. 연구결과 첫째, 광고유형 태도에서 일반광고 보다 가상광고의 광고기법과 광고에 대한 태도가 평균적으로 높았다. 둘째, 스포츠중계방송 시 노출되는 광고의 보조인지도를 규명한 결과 가상광고, 유니폼광고, 경기장 펜스광고 순으로 나타났다. 셋째, 스포츠중계방송 시 노출되는 광고의 비보조인지도에서는 가상광고인 삼성하우젠 ZERO의 인지율이 가장 높았고, 다음으로 유니폼광고인 나이키, 국민은행, 미즈노, 현대의 순으로 나타났다. 그리고 경기장펜스광고는 대부분 낮은 인지율을 보이고 있었다. The purpose of this study was to compare the effects between virtual, uniform and A-board advertising in TV broadcasting. The total number of 280 subjects who are university students in Seoul, Incheon and Gangwon region were extracted by cluster sampling method, and totally 268(95.7%) usable subjects were selected. For data analysis, descriptive statistics and dependent t-test were conducted by using SPSS 14.0 The results were as follows; First, attitude toward virtual advertising was stronger than general advertising. Second, aided awareness of advertising ranked virtual, uniform and A-board advertising in that order. Third, the virtual advertising of Samsung Hauzen ZERO showed the highest unaided awareness, and the uniform advertising of NIKE, KB bank, mizuno and Hyundai ranked in that order. Almost all of the A-board advertising showed low awareness.

월드컵 TV중계 방송사 선택요인이 시청의도에 미치는 영향

전찬수(Jun Chan-Soo),유도상(Yoo Do-Sang) 한국체육과학회 2010 한국체육과학회지 Vol.19 No.1

He purpose of this study was to provide practical data for broadcasting companies and corporations preparing 2010 South Africa World Cup by analyzing the influence of FIFA World Cup TV broadcasting channel selective factor on viewing intention. 540 samples were extracted by using convenient sampling method. The data was analyzed by using SPSS 12.0 version. Descriptive statistics, factor analysis, independent t-test, crosstabs, one-way ANOVA and multiple regression were used. The results were as follows: First, there were differences in academic career, income and occupation in the difference of main viewing broadcasting company according to demographic variables. Second, there was no difference in soccer and World Cup involvement according to main viewing broadcasting company. Third, there was difference in announcer and commentator in the difference of channel selective factor according to main viewing broadcasting company. Fourth, involvement of soccer and world cup had effect on channel selective factor. Fifth, channel selective factor had effect on viewing satisfaction and reviewing intention.

해양레저스포츠 선택속성 중요도 분석에 따른 마케팅 방안

전찬수(Chan Soo Jun) 한국사회체육학회 2014 한국사회체육학회지 Vol.0 No.56

The purpose of this study was to examine selection attributes and its importance in order to suggest marketing strategies which can develop sea leisure sports industry. For this study, Delphi analysis was conducted with 11 sea leisure sports experts (4 from business, 4 from academy and 3 from social community), and evaluation indicators for selection attributes were abstracted. The abstracted evaluation indicators were verified for content validity from 6 experts (3 sports business doctors and 3 sea leisure sports experts). The evaluation indicators are awareness & reputation, human resource, program, cost, circumstances and facility. The data was analyzed by using Expert Choice 11(analytic hierarchy process). The results of this study showed that importance of sea leisure sports selection attributes are cost, circumstances, facility, awareness & reputation, human resource, program in that order.