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프로농구 스타선수 이미지가 관람만족, 구단이미지 및 재관람의도에 미치는 관계 분석
조용찬(Cho, Yong-Chan),신승애(Shin, Seung-Ae) 한국체육과학회 2013 한국체육과학회지 Vol.22 No.2
The objective of this study is to clarify the verification of model on the relation between the image of pro-basketball star player and satisfaction in viewing, club image and intent to view again. To this end, questionnaires were done to 300 spectators who visited basketball court in Seoul, Gyeonggi and Incheon to view the pro-basketball season in 2011-2012. Among the collected question papers, 282 ones excluding the 18 ones insincerely filled were utilized as the final data. The collected data was analyzed by searching factor analysis, reliability analysis and correlation analysis through SPSS 18.0 Window Version and by Confirmatory factor analysis (CFA) through AMOS 18.0. The following result was drawn by performing Structural Equation Model (SEM). First, the image of star player was found to positively affect satisfaction in viewing. Second, satisfaction in viewing was not found to positively affect the club image. Third, satisfaction in viewing was found to positively affect intent to view again. Fourth, the club image was found to positively affect intent to view again. Fifth, the image of star player image was found to positively affect the club image. Sixth, the image of star player image was found to positively affect intent to view again.
프로야구 타이틀 스폰서십 활동이 기업이미지 및 구매결정에 미치는 영향
조용찬(Cho Yong-Chan),설정덕(Sul Jung-Dug),이명석(Lee Myung-Suk) 한국체육과학회 2011 한국체육과학회지 Vol.20 No.2
The objective of this study was to analyze the influence that the activity of pro-baseball title sponsorship has on the CI and purchase decision to provided basic materials on the effect for enterprise to participate in the pro-baseball title sponsorship. The following result was drawn on the basis of objective of study. Checking if the activity of pro-baseball title sponsorship was recognized or not due to demographic and statistical property (gender, age, schooling, occupation), it was recognized through relay broadcasting, new/newspaper article, portal Internet site, admission ticket, etc. The communication activity. title sponsor activity and image enhancing activity of enterprise was found to have significant influence on the specialized image. The communication activity of title sponsor activity and image enhancing activity of enterprise was found to have significant influence on trust image. The communication activity of title sponsor activity and image enhancing activity of enterprise was found to have significant influence on the image of social contribution. The communication activity of title sponsor activity and image enhancing activity of enterprise was found to have significant influence on the intent to purchase. The communication activity of title sponsor activity of enterprise was found to have significant influence on the trust of consumer.
프로축구 관람 소비자의 관람제약요인, 응원활동, 응원몰입 및 소비자행동 관계
조용찬(Yong Chan Cho),남재준(Jae Jun Nam) 한국사회체육학회 2012 한국사회체육학회지 Vol.0 No.50
The purpose of this study was to closely examine relationship among Professional football spectating consumers` watching limitation, cheering activity, cheering commitment, and consumer behavior. Also, the aim was to utilize it as useful information available for establishing a marketing strategy by verifying the mediating effect of cheering commitment according to relationship between watching limitation and consumer behavior and the mediating effect of cheering commitment according to relationship between cheering activity and consumer behavior. For this, a questionnaire survey was carried out targeting home spectators who directly visited Sangam World-Cup Stadium for watching games of 「Hyundai Oil Bank K-League 2011」. It examined questionnaire given data analysis and used 425 copies except 75 copies of questionnaires, which have insincere response or were omitted. An analysis of the collected data was carried out exploratory factor analysis, reliability analysis, and correlation analysis by using SPSS 18.0 Window Version. Confirmatory factor analysis and SEM(Structural Equation Model) were carried out by using AMOS 18.0. The following results were elicited. First, the watching limitation was indicated to have negative(-) significant influence upon cheering commitment. Second, cheering activity was indicated to have positive(+) significant influence upon cheering commitment. Third, cheering commitment was indicated to have positive(+) significant influence upon consumer behavior. Fourth, watching limitation was indicated to have negative(-) significant influence upon consumer behavior. Fifth, cheering activity was indicated not to have positive(+) significant influence upon consumer behavior. Sixthly, the partial mediating effect of cheering commitment was indicated in relationship between watching limitation and consumer behavior. Seventh, the perfect mediating effect of cheering commitment was indicated in relationship between cheering activity and consumer behavior. Eighth, the moderating effect of team confidence(high/low) was indicated in relationship among watching limitation, cheering activity, cheering commitment and consumer behavior, in relationship between watching limitation and consumer behavior and in relationship between watching limitation and cheering commitment.
프로농구 관중의 관람만족 요인, 구단이미지 및 재구매의도의 관계
조용찬(Cho Yong-Chan),남재준(Nam Jae-Jun) 한국체육과학회 2011 한국체육과학회지 Vol.20 No.1
The objective of this study was to define the relationships among satisfaction of watching factor, team image, and re-purchase intention by professional basketball spectators. So as to accomplish the purpose of this study, the questionnaires were distributed to the 300 spectators who directly watched professional basketball at Anyang KT&G Kites and Wonju Dongbu Promy. 266 out of 300 copies were selected for the effective data. Frequency analysis, reliability analysis, exploratory factor analysis were carried out by using SPSS 18.0 Window Version. Also, Confirmatory factor analysis(CFA) and Structural Equation Model(SEM) analysis were used by using AMOS 18.0. The following results were acquired through above analysis. First, satisfaction of watching factor had no influence on re-purchase intention. Second, satisfaction of watching factor had influence on team image. Third, team image had influence on re-purchase intention. Fourth, team image was indicated to have the mediating effect on relationship between satisfaction of watching factor and re-purchase intention.
프로농구 관람객의 스타선수 속성과 관람만족, 팀 충성도 및 관람 후 행동의 관계
조용찬(Cho, Yong-Chan),신승애(Shin, Seung-Ae),남재준(Nam, Jae-Jun) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.3
This study intends to identify the model verification for relation between the attributes of star player of pro basketball spectators, satisfaction in view, team loyalty and behavior after watching. To this end, questionnaire was performed to 390 spectators visiting basketball court in Seoul, Gyeonggi & Incheon to view games of 2011-2012 pro basketball season. Among the collected question papers, 356 sheets except 34 sheets (filled in roughly) were used as final data. The searching factor analysis, reliability analysis and correlation analysis of the collected data were performed by using SPSS 18.0 Window Version and Confirmatory factor analysis (CFA) and Structural Equation Model (SEM) were performed by using AMOS 18.0 to make the following result. First, it is found that satisfaction in view is positively affected by attributes of star player. Second, it is found that team loyalty is positively affected by satisfaction in view. Third, it is found that behavior after view is not positively affected by satisfaction in view. Fourth, it is found that behavior after view is positively affected by team loyalty.
KLPGA 골프대회 타이틀스폰서십 활동이 브랜드인지도, 브랜드이미지 및 브랜드충성도에 미치는 영향
조용찬(Cho, Yong-Chan),남재준(Nam, Jae-Jun),권선아(Kwon, Sun-A) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.2
This study analyzes on influence of KLPGA(Korea Ladies Professional Golfers" Association) sponsorship activity upon brand awareness, brand image, and brand loyalty based on theoretical ground of prior researches. Thus, the aim is to offer useful basic data that can be utilized as a marketing strategy for title sponsor contract to KLPGA authorities for activating KLPGA(Korea Ladies Professional Golfers" Association). It selected 280 galleries, who directly visited Sky 72 Golf Club for watching a game of "KB Financing STAR Championship Golf Tournament," as the final significant sample, and carried out frequency analysis, exploratory factor analysis, correlation analysis, reliability analysis, and multiple regression analysis by using SPSS 18.0 Window Version. As a result, first, the communication and the event contribution out of title sponsor activity were indicated to have significant influence upon brand awareness. However, image improvement was indicated not to have significant influence. Second, the communication and the event contribution out of title sponsor activity were indicated to have significant influence upon brand image. However, image improvement was indicated not to have significant influence. Third, the image improvement and the event contribution out of title sponsor activity were indicated to have significant influence upon brand loyalty. However, communication was indicated not to have significant influence.
유산소운동과 저항운동이 고령여성의 DHEA 및 Estrogen 호르몬에 미치는 영향
조용찬(Cho Yong-Chan),한정규(Han Joung-Kyue) 한국체육과학회 2007 한국체육과학회지 Vol.16 No.3
Korea has entered phase of aging society already in 2000 due to increase in population of the aged persons with increase in the average life expectancy of general population. According to the recent result of population estimation by the National Statistical Office, it is forecasted that Korea will enter the phase of aged society by 2018. In relations to this, it is known that DHEA and Estrogen Hormone, hormones related to aging, imparts substantial effect on the human body and are causes of physical and psychological problems particularly in women who are undergoing menopause. Accordingly, this Study obtained the following conclusion as the result of analysis of the effects of aerobic exercise and resistance exercise on DHEA and Estrogen Hormone in aged women. There were significant differences in DHEA [F=12.99, p<.01] and Estrogen Hormone [F=12.48 p<.01] in accordance with the time of measurement. Furthermore, it was found that secretion increased further when subjected to resistance exercise in comparison to aerobic exercise. Therefore, it is believed that aerobic exercise and resistance exercise in aged women can prevent health issues, and maintain and improve health in aged women by preventing osteoporosis, prevention of dementia, promotion of synthesis of neurotransmission material, and improvement of immune function through exercising by bringing about increase in secretion of DHEA and Estrogen Hormone, along with accompanied effect of prevention of cardiac disorder and arteriosclerosis.