프로야구 관중의 사회·심리적 관전동기와 관전만족과의 관계에서 응원만족의 조절효과 분석 연구

정영열(Chung, Young-Ryuel),김수현(Kim, Soo-Huyn),김진국(Kim, Jin-Kook) 한국사회체육학회 2016 한국사회체육학회지 Vol.0 No.64

The purpose of this study was to find out the moderating effects of cheering satisfaction on the relationship between pro-baseball spectators’ social•psychological motivation and viewing satisfaction, and to show thought-provoking for developing pro-baseball clubs’ marketing strategy. For this, the questionnaires were conducted for 279 pro-baseball spectators. The analysis was based on data collected and correlation analysis, stepwise regression analysis, and hierarchical regression analysis were conducted by the SPSS 18.0. The results were as follows. First, social relationships, recreation, and escape of pro-baseball spectators’ social•psychological viewing motivation factors except achievement showed a significant effect on the spectator satisfaction. Second, the moderating effect of cheer satisfaction on the relationship between social•psychological viewing motivation and viewing satisfaction have an influence on entertainment and escape. These results highlight that cheer satisfaction has not an effect on social relationships and achievement but plays an important part in pleasant pro-baseball viewing and way to break out of my daily routine as eustress. Thus, marketing strategy should be planned to develop cheering effect and expand cheering roles.

프로축구구단의 CSR활동이 구단이미지와 관전의도에 미치는 영향

정영열(Chung, Young-Ryuel),이병찬(Lee, Byung-Chan) 한국체육과학회 2014 한국체육과학회지 Vol.23 No.6

The purpose of this research was to examine the effect of the CSR activity of pro-football clubs on team image and viewing intentions to make the effective marketing strategies and provide fundamental data for follow up research for finding ways to secure more spectators. For this, 290 pro-football spectator from Seoul and Gyunggido were selected by convenience sampling and frequency analysis, correlation analysis and structural equation model analysis were used with SPSS 18.0 and AMOS 18.0. The results of this research were as follows: First, economic responsibilities of pro-football club influenced on team image. Second, legal responsibilities of pro-football club effected on team image. Third, ethical responsibilities of pro-football club influenced on team image. fourth, social service responsibilities of pro-football club effected on team image. Fifth, the image of pro-football club effected on viewing-intention.

경평전의 사적 고찰과 의의

정영열(Young-Ryuel Chung),김흥태(Heung-Tae Kim) 한국엔터테인먼트산업학회 2014 한국엔터테인먼트산업학회논문지 Vol.8 No.2

본 논문에서는 경평전의 역사적 고찰과 이에 대한 의의 등을 통한 경평전의 이해 증진과 재개에 대한 공감대 확산을 연구의 필요성 및 목적으로 설정하였다. 이러한 연구목적을 달성하기 위해 각종 자료 및 문헌 등의 분석과 고찰을 통한 문헌고찰 방법을 통해 연구를 수행하였다. 경평전은 1929년 10월에 시작된 이래 1946년 3월 대회를 마지막으로 총 8차례의 경기가 개최되었다. 이와 같은 경평전의 역사적 고찰을 통한 결과는 다음과 같다. 첫째, 경평전은 일제 강점기에 동포애와 민족주의 발로와 발현에 공식적인 기회의 장(場)을 제공하였다. 둘째, 경평전은 일제 강점기에 우리 민족의 기상과 기개를 유감없이 발휘할 수 있는 공식적 기회의 장(場)을 제공하였다. 셋째, 경평전은 일제 강점기에 민중들에게 유희성을 동반한 볼거리라는 관람스포츠의 서막(序幕)을 제공하였다. 넷째, 경평전의 양대 축을 이루었던 경성과 평양 축구단이 광복 이후 각각 남북한을 대표하는 국가대표팀의 주축으로 활동하며 초기 남북한 축구사에 기여하였다. 다섯째, 경평전은 축구에 대한 한민족 정서 형성 및 발달에 중요한 산파(産婆)역할을 자임하였다. The purpose and necessity of this study was set to spread consensus and promote an understanding for the Gyeongpyeongjeon through the significance and historical review of the Gyeongpyeongjeon. To reach the purpose of this study, Literature method was performed by analysis of various materials and literature discussion, etc. Gyeongpyeongjeon the first was held in October 1929. Gyeongpyeongjeon the end of 1946 was stopped in the eighth tournament. The results were as follow: First, the Gyeongpyeongjeon was to provide an official opportunity to demonstrate the expression of Brotherhood and nationalism. Second, the Gyeongpyeongjeon Third, the Gyeongpyeongjeonthe gave an opportunity to reveal our nations" spirit. Fourth, the Gyengsung-Pyenongyang football club which represented each south and north korea after the independence contributed the early stage of south and north soccer history. Finally, the Gyeongpyeongjeon looked on itself as an important the midwife in formation and development of Korean"s emotion for the football.

프로스포츠구단의 고객관계관리가 비재무적 경영성과에 미치는 영향

정영열(Young Ryuel Chung),강현민(Hyun Min Kang) 한국사회체육학회 2012 한국사회체육학회지 Vol.0 No.47

The purpose of this study is to suggest a strategic plan for maximizing business performance of professional sports teams through verifying the influence of such CRM success factors of professional sports teams on business performance. The subject group of this study consisted of thirty-three domestic mainstream professional sports teams across three types of group sports. The study was conducted using a questionnaire format survey and collected data was analyzed through the statistical and analysis programs SPSS(version 18.0). The results of this study were as following; First, among CRM success factors, customer orientation, and organizational culture and staff of professional sports teams significantly influence customer performance of non-financial business performance factors. However, CEO support and interdepartmental collaboration did not significantly influence customer performance. Second, Organizational culture and staff of professional sports teams significantly influence the education and training of non-financial business performance matters. Moreover, CEO support, customer orientation, and interdepartmental collaboration do significantly influence education and training. Third, culture and staffs, interdepartmental collaboration, and customer orientation of professional sports teams significantly influence growth of non-financial business performance. However, CEO support negatively influence on growth. Fourth, organizational culture and staffs, interdepartmental collaboration, and customer orientation of professional sports teams significantly influence internal operational processes relating to non-financial business performance, however, CEO support does not significantly influence internal operational processes. It can be concluded that the role of chief executive officer in professional spots team should be increased to maximize the business performance of professional sports team introducing and utilizing CRM.

프로농구경기장의 물리적환경과 재방문의도 관계에서 관람만족의 매개효과 연구

정영열(Chung, Young-Ryuel),이병찬(Lee, Byung-Chan),전주원(Chun, Joo-Won) 한국체육과학회 2015 한국체육과학회지 Vol.24 No.3

The purpose of this study was to verify the role of satisfaction as mediator that examine the relationship between the physical environment of professional basketball arena and revisit intention. A total of 254 questionnaires were conducted by Professional basketball spectators of Seoul student gymnasium. This research adopted frequency analysis, confirmatory factor analysis, reliability verification, correlation analysis, structural equation modeling analysis and Bootstrapping utilizing SPSS 18.0 and AMOS 18.0. The results are as follows. First, the physical environment of professional basketball arena had significant influence on viewing satisfaction. Provide a pleasant environment of a professional basketball arena will be preceded because physical environment related to viewing satisfaction. Second, viewing satisfaction was found to have a direct impact on professional basketball arena revisit intentions. Therefore, in order to secure the loyalty of spectator need more efficient facility management through a Needs Assessment it is required. Third, the physical environment of a professional basketball arena was found not to affect the intent to revisit. Positive or negative feelings about the physical environment of the arena through which it can be seen that does not have a direct impact on the revisit intention. Fourth, the viewing satisfaction was identified as having been fully mediating effect on the relationship between the physical environment of professional basketball arena and also revisit intention.

프로야구 여성 관람객의 관람동기와 생활만족간의 관계에서 여가만족의 매개효과검증 연구

정영열(Young Ryuel Chung),김진국(Jin Kook Kim) 한국여가레크리에이션학회 2014 한국여가레크리에이션학회지 Vol.38 No.2

The purpose of this study was to examine the role of leisure satisfaction as mediator that explains the relationship between attendance motivation and life satisfaction. Participants(N=289, females) were administered questionnaires to assess their perceptions of leisure satisfaction, participating motivation, and life satisfaction. Structural equation modeling and bootstrapping methods were performed to identify the relations among the constructs. The results are the followings: first, the female`s motivation of visiting to pro-baseball stadium significantly influenced on the leisure satisfaction. Second, the female`s motivation significantly effected on the life satisfaction. Third, the females leisure satisfaction significantly influenced on the life satisfaction. Forth, leisure satisfaction partially mediated the relationship between intrinsic motivation and life satisfaction. Fifth, leisure satisfaction was significantly revealed as mediating effect between extrinsic motivation and life satisfaction. Sixth, leisure satisfaction was significantly revealed as mediating effect between amotivation and life satisfaction.

프로야구 관람객의 좌석 이용형태에 따른 행동의도 차이 분석 연구

정영열(Chung, Young-Ryuel),김수현(Kim, Soo-Huyn),김진국(Kim, Jin-Kook) 한국사회체육학회 2016 한국사회체육학회지 Vol.0 No.66

This study is carried out to examine the differences on spectators’ behavior intention by the seats usage patterns in pro-baseball stadium. In order to achieve the purpose of this study, the questionnaires were conducted for spectators who utilized table seats and infield reserved seats in Jamsil baseball stadium and Incheon Munhak Stadium. The collected data were analyzed by the SPSS 18.0 and AMOS 18.0. The results were as follows: First, cleanliness of physical environment factors did not influence on watching satisfaction in the table seats spectators group. But lay out and connivence factor significantly affected on watching satisfaction. Also, all of physical environment factors in seats significantly influenced on watching satisfaction in the infield reserved seats spectators group. Second, watching satisfaction significantly affected on revisit intention in the both groups. Third, after studying the differences among models which imposed equivalence constraint on baseline model and path coefficient of each group, there was no the differences on causal relationship among all factors except the causal relationship between cleanliness and watching satisfaction. As a result of this study, pro-baseball teams should develop strategies for spectators’ behavior intention based on spectators’ needs by seats usage patterns because there is the difference on spectators’ behavior intention by seats usage patterns.

프로야구 경기장 체험이 관중 행동 의지에 미치는 영향

정영열(Chung, Young-Ryuel),김진국(Kim, Jin-Kook) 한국사회체육학회 2014 한국사회체육학회지 Vol.0 No.58

The purpose of this study was to present thought-provoking for the experience marketing strategy of probaseball teams through finding out the effect of experience fac tors on viewing satisfaction and re-viewing intentions. For this, the questionnaires were conducted to 278 pro-baseball spectators. Techniques for data analysis were frequency analysis, reliability analysis, exploratory factor analysis, confirmatory factor analysis, structural equation modeling by SPSS 18.0 and AMOS 18.0. The results of this study were as follow: First, feel experiences did not influence on viewing satisfaction. Second, think experiences had a positive effect on viewing satisfaction. Third, act experiences factor did not effect on viewing satisfaction. Fourth, relate experiences influenced on viewing satisfaction. Fifth, sense experiences ahd a positive influence on viewing satisfaction. Sixth, viewing satisfaction influenced on re-viewing intentions. Thus, Experiential marketing strategies are necessary to strengthen think, act, and relate experiences for attracting high loyalty spectators.

메가스포츠스폰서십 유형에 따른 기업이미지, 브랜드 태도, 구매의도간의 관계연구

정영열(Young-Ryuel Chung) 한국엔터테인먼트산업학회 2014 한국엔터테인먼트산업학회논문지 Vol.8 No.2

본 연구는 올림픽과 월드컵의 공식스폰서인 코카콜라를 올림픽스폰서 인지 집단과 월드컵스폰서 인지 집단으로 구분하여 코카콜라에 대한 소비자의 기업이미지가 브랜드태도 및 구매의도에 미치는 영향을 집단별로 규명하고, 각 변수별로 올림픽과 월드컵집단 간에 유의미한 차이가 나타나는지를 검증하는데 목적이 있다. 연구의 수행을 위해 서울 지역의 대학생과 일반인을 대상으로 설문지를 사용하여, 총 410명의 자료를 SPSS 18.0과 AMOS 18.0을 이용하여 빈도분석, 신뢰도, 상관관계, 확인적요인분석, 잠재평균차이 분석, 구조방정식모형분석을 실시하였고 다음과 같은 결과를 도출하였다. 첫째, 올림픽스폰서 인식 집단이 코카콜라에 대해 월드컵스폰서 인식 집단보다 좋은 기업이미지를 갖고 있었으나, 브랜드 태도와 구매의도에서는 집단 간 차이가 나타나지 않았다. 둘째, 올림픽스폰서 인지 집단과 월드컵스폰서 인지 집단에서 기업이미지는 브랜드 태도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 올림픽스폰서 인지 집단에서는 기업이미지가 구매의도에 유의한 영향을 미치지 않는 것으로 나타났으나, 월드컵스폰서 인지 집단에서는 기업이미지가 구매의도에 유의한 영향을 미치는 것으로 나타났다. 넷째, 올림픽스폰서 인지 집단과 월드컵스폰서 인지 집단에서 브랜드 태도는 구매의도에 유의한 영향을 미치는 것으로 나타났다. The purpose of this study was to verify the structural relationship among corporate image, brand attitude, and purchase intention by dividing the Olympic recognized group and the World cup sponsor recognized group for the Coca-Cola, and identify significant differences between the Olympic and World Cup group in each variable. Data were drawn from 410 college students and the public in Seoul by using a questionnaire. The collected data were analyzed through frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis, latent mean difference analysis, and structural equation modeling analysis by SPSS 18.0 and AMOS 18.0. The results were as follow: First, corporate image for the Coca-Cola is more influential to the Olympic sponsor recognized group in comparison to the World Cup sponsor recognized group, but brand attitude and purchase intention did not have a difference between the groups. Second, Corporate image had significantly influence on brand attitude in the Olympic and the World Cup group. Third, Corporate image had significantly influence on purchase intention in the Olympic group, but corporate image did not show influence on purchase intention in the World Cup group. Fourth, Brand attitude had significantly influence on purchase intention in the Olympic and the World Cup group.

Intercollegiate Athletes' Alcohol, Performance Enhancers, and Illicit Drugs Abuse: the Roles of Coaches for Prevention Strategies

Young-Ryuel Chung(정영열) 한국엔터테인먼트산업학회 2014 한국엔터테인먼트산업학회논문지 Vol.8 No.2

오늘날 운동선수들은 다양한 약물사용의 유혹에 노출되어 있고 이로 인한 문제들이 사회적 이슈로 대두되고 있다. 본 연구는 금지된 약물과 약물 테스트에 대한 운동선수들의 태도 전환을 위한 방법과 대학운동 코치들을 위한 약물사용 방지 전략 수립을 위한 기초자료를 제공하는데 목적이 있다. 약물 테스트는 약물사용 방지 프로그램을 계획하기 위한 기초적 자료로서 중요한 부분을 차지하고 있다. 운동선수들의 약물테스트에 대한 적극적 참여를 위해 우선 운동선수들은 약물테스트에 대한 필요성 인식과 긍정적인 태도를 가져야 한다. 이를 위해 운동코치들 역시 약물테스트의 중요성을 인식하고 본인들의 업무와 역할에 대한 책임감을 가지고 있어야 한다. 또한 운동코치들은 약물사용 방지를 위해 약물에 대한 많은 정보와 지식을 가지고 있어야 하고, 약물방지에 대한 보다 적극적인 태도가 요구되며, 어떤 선수들이 약물을 사용하고 있는지에 대한 지속적인 관심을 가지고 있어야 한다. 특히 운동코치들은 학생운동선수들의 약물사용여부를 지속적으로 파악하고 이를 극복하기 위한 도움 제공을 위해 본인들의 역할과 위치를 잊지 말아야 할 것이다. The intercollegiate athletes today are faced with the temptation to use a variety of drugs in their campus and home life. The purpose of this study was to identify the attitudes of intercollegiate athletes toward banned drugs and drug testing, and to suggest drug prevention methods which can be utilized by intercollegiate athletics coaches. Above all, the drug testing is necessary to provide a source of basic information to be used in planning the prevention and intervention program. To accomplish intercollegiate athletes’ participation in drug testing, the intercollegiate athletes should have a positive attitude about the drug testing and perceive the necessity of the drug testing. The athletic coaches also have to have a positive attitude toward the drug testing of intercollegiate athletes and recognize their roles in preventing drug use among intercollegiate athletes. The athletic coaches should have abundant information and knowledge regarding drugs to prevent drug use among intercollegiate athletes as well as to foster a positive and active attitude toward preventing drug use. The athletic coaches also should continuously try to find and identify the intercollegiate athletes who may be using drugs. It is especially important that the athletic coaches should help their intercollegiate athletes to overcome drug use problems and refine their own positions before drug use is detected in their team.