프로골프 선수의 스폰서 만족ㆍ불만족 요인에 관한 탐색

조용찬(Cho, Yong-Chan),남재준(Nam, Jae-Jun),박현진(Park, Hyun-Jin),이현우(Lee, Hyun-Woo) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.1

The objective of this study is to provide basic data useful for pro golfer and sponsor business as preliminary study to develop scale of satisfaction and dissatisfaction of pro golf sponsor by checking the satisfactory and unsatisfactory factor of sponsor for pro golfer through open questionnaire and in-depth interview and finding and analyzing in-depth potential factor at the same time. For this study, questionnaire was done to male pro golfers visiting golf course to participate in the ‘2010 GS Caltex Maekyung Open’ ‘2010 SK Telecom’ and ‘2010 CJ & TJ Golf, the 53rd KPGA Championship’ as well as female pro golfers participating in ‘2010 Taeyoung Cup the 24th Korea Female Open Golf Championship’ and ‘2010 Woori Investment Securities Ladies Championship.’ Out of 231 respondents, 11 were excluded for insincere response to take 118 male pro golfers and 102 female pro golfers, totalling to 220 respondents for final analysis. The reaction of open question paper in the survey was calculated for thematical frequency. They were categorized into 3 stages, original data, detailed area and general area by using inductive analysis. The result of this study, pro golfers have satisfaction in psychological, golf goods, economical, managing player, motivation, deposit, sense of attachment, PR, corporate image. But they have dissatisfaction in PR, golf goods, psychological, discrimination, managing player, contract, personal factor.

프로축구 서포터즈의 관여도와 팀몰입이 재관람의도 및 라이센싱제품 구매의도에 미치는 영향

조용찬 ( Yong Chan Cho ),이승철 ( Seung Chul Lee ) 한국스포츠산업경영학회 2006 한국스포츠산업경영학회지 Vol.11 No.4

e-sport 산업의 발전전략 수립을 위한 이용자의 성향 분석

조용찬(Cho Yong-Chan),신충식(Sin Chung-Sik),설정덕(Sul Jeong-Dug) 한국체육과학회 2006 한국체육과학회지 Vol.15 No.4

The purpose was to present user tendencies and difference of perceptions that are necessary for establishing effective development strategy of e-sport which was rising as a new industry in the field of sports industry and to became helpful as a part of target marketing where e-sport which was making rapid development chronologically or historically could set the position as a sound culture to general public as true sports by analyzing the difference of perceptions toward user preferences and development status. The following conclusions were derived as a result of performing the awareness of e-sports and degree of understanding as sports according to demographic characteristics (gender, age) of subjects for research, difference in factors related to game media, frequency analysis, Chi-Square verification and t-test verification toward the difference in negative perceptions followed by addiction and development outlook of e-sport. 1. Through rational and effective publicizing activities, it must form a golden nugget marketing that can create a high added value in sports industry as well as being recognized as a true form of sports by general public. 2. By precognizing the social and cultural negative factors that e-sports can exert, it must make preparations to develop specific programs and healing methods to prevent these negative factors. 3. Based on clear logic and basis, it must present the true existence of e-sports and potential for its development by preparing the legal and systematic bases related to e-sports as well as the comprehensive and standardized e-sport regulations. 4. By connecting to new development of genres preferred by users, it must make efforts to expand the base of e-sport and increase popularity through ensuring and operating game channels that can provide such genres in diversity.

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.

프로스포츠 관람제약요인과 응원활동, 응원몰입 및 관람만족 관계 검증

조용찬(Yong Chan Cho),남재준(Jae Jun Nam),김종환(Chong Hwan Kim) 한국사회체육학회 2013 한국사회체육학회지 Vol.0 No.52

A research on professional sports spectatorship constraints has great influence in a sense of clarifying a cause for spectatorship constraints and of offering information on the pro sports spectating activation. The background that professional sports could be continuously developed through competition in good faith with other leisure activities is not only because it offers opportunity of sound leisure activity to people as the spec-tating sport, but also because the phenomenon of cheering commitment through creative, unique and pas-sionate cheering activity peculiar to pro sports is functioning as a detonator of pro sports with highlighting the stadium atmosphere. Accordingly, the purpose of this study is to establish a differentiated marketing strategy in line with pro sports characteristics by analyzing which difference there is in relationship among pro sports spectatorship constraints, cheering activity, cheering commitment and spectating satisfaction. The research subjects were carried out targeting home spectators with 380 people for 「2011 Lotte Card Professional Baseball」, 374 people for 「Hyundai Oil Bank K-League 2011」, 377 people for 「2010-2011 Hyundai Mobis Professional Basketball」, and 378 people for 「2010-2011 NH V-League」. Questionnaire was composed of spectatorship constraint factor, cheering activity factor, cheering commitment factor and spec-tating satisfaction factor. Reliability in each of factors was indicated to be more than .70 in all factors. Data processing was carried out EFA(exploratory factor analysis) by using SPSS 18.0 Window Version. Also, the fit and the individual hypothesis of research model were verified through CFA(Confirmatory factor analysis) and SEM(Structural Equation Model) by utilizing AMOS 16.0. And to secure convergent validity, AVE(average variance extracted) and conceptual reliability were confirmed. Examining the findings, first, the relationship between pro sports spectatorship constraints and cheering commitment was indicated that there is difference among pro baseball, pro basketball, pro football, and pro volleyball. Second, the relationship between pro sports cheering activity and cheering commitment was indicated that there is no difference among pro base-ball, pro football, pro basketball, and pro volleyball. Third, the relationship between pro sports cheering com-mitment and spectating satisfaction was indicated that there after purchase is no difference among pro base-ball, pro football, pro basketball, and pro volleyball. Fourth, the relationship between pro sports spectatorship constraints and spectating satisfaction was indicated that there is difference among pro football, pro baseball, pro basketball, and pro volleyball. Fifth, the relationship between pro sports cheering activity and spectating satisfaction was indicated that there is difference among pro baseball, pro volleyball, pro football, and pro bas-- ketball. Examining the specific results of hypothesis verification, they are as follows. As a result of empirical analysis on Hypothesis 1, the pro baseball and pro basketball were rejected. As a re-sult of empirical analysis on Hypothesis 2, the pro baseball, pro football, pro basketball and pro volleyball were all adopted. As a result of empirical analysis on Hypothesis 3, the pro baseball, pro football, pro basketball and pro volleyball were all adopted. As a result of empirical analysis on Hypothesis 4, the pro football was adopted. Pro baseball, pro basketball and pro volleyball were rejected. As a result of empirical analysis on Hypothesis 5, the pro baseball and pro volleyball were adopted. Pro football and pro basketball were rejected. In light of these findings, the spectating satisfaction is considered to be likely to naturally get higher given solving the spectatorship constraints amid the deepening market competition and allowing the audiences to be committed to cheering based on active cheering activity in order to further develop pro sports.

아마추어 골프 스폰서십을 통한 구매의사 결정 경로 분석

조용찬(Cho Yong-Chan),이종훈(Lee Jong-Hun),신충식(Shin Chung-Sick) 한국체육과학회 2010 한국체육과학회지 Vol.19 No.1

The purpose of this study was to validate a influential process on Sport sponsorship purchase decision of national companies through amateur golf. A survey was conducted, with 268 samples of amateur golf player, using convenience sampling among the nonprobability sampling method. For the variables of this study, sponsorship exposure route was selected as an Independent variable and purchase decision was selected as a dependent variable. To extract usually result brand image was selected as a intermediary factors regression analysis. For all variations, reliability analysis, factor analysis, and correlation analysis were conducted. And to verify the influencing relation of variations, regression analysis was used. To test appropriateness of structural model, path analysis was conducted. According to study result, the results are as follows. First, exposure route are reduced in to sponsor, endorsement equipment, and endorsement wear factor. Brand image is reduced in to soft image and hard image factor, and Purchase decision, in to transmission and purchasing factor. The result revealed that all factors are correlated positively. Second, the factors have effect on soft image are upper garment and commercial of golfer. Upper garment, shoes, hat were the factors that influence hard brand image. Third, brand image of clearness and joy is influential with transmission and interest, joy, clearness, and highly wrought are influential with purchasing. Fourth, hat, glove, exposure route of broadcasting sponsor influence for transmission directly. For purchasing behavior, ball sponsor, title sponsorship, and gallery exposure are the influential factors. Fifth, according to intermediary effectiveness of structural model sponsor influences purchasing and reveals positive effectiveness through soft image.

프로농구 여성 관람객의 참여이유와 관람 방해요인 탐색

조용찬(Cho Yong-Chan),신승애(Shin Seung Ae),허정훈(Huh Jung-Hoon) 한국체육과학회 2010 한국체육과학회지 Vol.19 No.3

The purpose of this study was to analyze traits of female professional basketball audience, why they go to stadiums and what factors prohibit them from watching games. For 212 female spectators, an open-ended questionnaire survey was conducted. The analysis result showed that the major reason of participating in the games was in order of frequency: team/fandom, fun, social intercourse, stress relief, invitation, atmosphere, leisure, cheering, environment, event and the others. The result revealed that female audience visit basketball courts to meet players in person. To analyze factors prohibiting female audience from watching games, a total of 467 raw data was subdivided into 26 categories which in turn categorized into 11 general groups. The analysis result showed that the major prohibiting factor was in order of frequency: environment, social intercourse, cost and ticketing, game factor, personal factor, team/fan factor, facility, confusion/disorder, service/event, health, and the others. Such results provided very detailed information, and it is significant that such data could be utilized as important materials in categorizing female markets.

프로배구 여성 관람객의 관람의사에 따른 귀납적 차이 분석

조용찬(Cho Yong-Chan),신승애(Shin Seung-Ae) 한국체육과학회 2010 한국체육과학회지 Vol.19 No.4

The purpose of this study is to analyze difference in its contents by collecting the spectating intentions of female spectators, who view professional volleyball and female professional volleyball, with qualitative data. It carried out targeting 450 women who directly visited stadiums where are located in Seoul, Gyeonggi, Incheon, Daejeon, and Cheonan. 210 copies of professional volleyball and 208 copies of female professional volleyball were used in the final analysis. Frequency analysis and T-test were carried out by using SPSS Ver. 18.0. Data analysis in the open-ended written questionnaire was elicited the following results by carrying out the inductive analysis. First, the female spectators of professional volleyball were shown difference in the spectating intention between male volleyball and female volleyball according to age. Second, the inductive analysis on the spectating intention of professional volleyball was classified into the original data with 559 pieces, the detailed sphere with 33 pieces, and the general sphere with 11 pieces. It was indicated to be categories in order of team/fan consciousness, leisure, fun, game item/viewing, atmosphere, cheer, removal of stress, recommendation, social gathering, event, and environment. Third, the inductive analysis on the spectating intention of female professional volleyball was classified into the original data with 499 pieces, the detailed sphere with 33 pieces, and the general sphere with 14 pieces. It was indicated to be categories in order of team/fan consciousness, game item/viewing, removal of stress, corporate recommendation, fun, leisure, atmosphere, cheer, recommendation, social gathering, acquaintance's support, environment, event, and others.

프로농구 구단의 마케팅믹스와 관계의 질 및 행동의도의 구조적 관계 검증

조용찬(Cho, Yong-Chan),신승애(Shin, Seung-Ae),남재준(Nam, Jae-Jun) 한국체육과학회 2015 한국체육과학회지 Vol.24 No.1

The purpose of this study is to establish a marketing strategy in line with the characteristics of men’s pro basketball by verifying the structural relationship among variables of marketing mix, relational quality and behavioral intention in professional basketball teams and by inspecting the mediating effect of the relational-quality factor in causality among these things. To achieve this objective, a questionnaire survey was conducted targeting totally 400 copies of samples through sampling by 200 copies in each team targeting the spectators who directly visited the home grounds of Anyang KGC and Goyang Orions in order to watch the men’s pro-basketball games in 2013-2014. Excluding 18 copies of the insincere questionnaire out of this, 382 copies were used in the final analysis. The collected data were carried out EFA(ex-ploratory factor analysis) by using SPSS 18.0 Windows Version. The goodness-of-fit and the individual hypothesis in a research model were verified through CFA(confirmatory factor analysis) and SEM(Structural Equation Model) with the application of AMOS 18.0. According to the research method and procedure in the above, the following conclusions were obtained. First, marketing mix was indicated to have significant influence upon behavioral intention. Second, marketing mix was indicated to have significant influence upon relational quality. Third, relational quality was indicated to have significant influence upon behavioral intention. Fourth, marketing mix was indicated to have significant influence upon behavioral intention after passing through the relational quality, thereby having been shown to have the perfect mediating effect.

프로농구 관중의 관람만족 요인, 충성도 및 재구매의도간의 관계분석

조용찬(Cho Yong-Chan),남재준(Nam Jae-Jun),신충식(Shin Chung-Sick) 한국체육과학회 2010 한국체육과학회지 Vol.19 No.2

This study is to verify the relationship of intention of re-purchase and level of royalty of element of satisfaction of viewing with the object of spectators who visit gymnasiumto watch the games of 「The US Eastern Pro-Basket balls of 2008-2009」 and to analyze the royalty of the media effects of the level of royalty in the relationship between the factors of satisfaction of viewing and intention of re-purchasing. Among total specimens collected, we have carried out Exploratory factor analysis (EFA) using SPSS 16.0 Window Versionafter selecting 266 sheets possible to use except 34 sheets which are not proper for the study. In addition, as the results of reviewing through Confirmatory factor analysis (CFA) and Structural Equation Model (SEM) utilizing AMOS 8.0, first, it was found out that factors of satisfaction of viewing do not provide meaningful effects on intention of re-purchase. Second, it was noticed that the factor of satisfaction of viewing provides meaningful impacts on the level of royalty. Third, it was found out that the level of royalty provides impacts on intention of re-purchase. Fourth, it was noticed that the level of royalty in the relationship between the factor of satisfaction of viewing and intention of re-purchase has a partial media effect.