지역별 비교우위 스포츠산업 도출을 위한 연구

조운용(Cho, Oun-Yong),신선윤(Shin, Sun-Yun),서정운(Suh, Jung-Woon) 한국체육과학회 2013 한국체육과학회지 Vol.22 No.6

This study investigated, analyzed and drew comparative advantage sports industry by regions from an angle of cultivating regional sports industry so as to grasp regional market accurately and select comparative advantage industry which can represent the region for effective cultivation of regional sports industry. To draw comparative advantage sports industry by regions, metric analysis and non-metric analysis were conducted. For metric analysis, economy census(2010) was used and for non-metric analysis, it was drawn by the procedure of total 5 stages. And, for standardization of comparative advantage sports industry score drawn by metric analysis and non-metric analysis, each value was unified to Z value and then, final comparative advantage sports industry was drawn by heaving weighted value by decisive factors of comparative advantage industry through the AHP analysis. Main results of research are as follows. Comparative advantage sports industry of Seoul, Busan and Daegu were textile products and clothes manufacturing industry. Incheon, U1san, Gyeonggi-do and Gyeongsangnam-do showed other industry of sports facility operation. Gwangju showed other manufacturing industry of non-alcohol and Daejeon showed other industry of sports service. Gangwon-do, Chungcheongbuk-do, Chungcheongnam-do, Jeollabuk-do, Jeollanam-do and Jeju island showed golf course and ski resort operation industry as the comparative advantage sports industry.

대중골프장 CRM활동과 지각된 관계적편익, 관계몰입 및행동의도의 구조적관계

조운용 ( Oun Yong Cho ) 한국스포츠산업경영학회 2010 한국스포츠산업경영학회지 Vol.15 No.1

본 연구는 대중골프장의 CRM활동과 지각된 관계적 편익, 관계몰입 및 행동의도의 구조적관계를 규명하는데 그 목적이 있다. 경기, 충청권 대중골프장 방문객 408명의 자료가 실제 분석에 사용되었으며, 표집방법은 편의표본추출법을 사용하였다. 그 리고 자료처리는 Window용 SPSS 13.0과 AMOS 5.0을 이용하였다. 본 연구에서는 변수간의 구조적 관계를 규명하기 위하여 구조모형분석을 이용하였으며, 매개효과는 Bootstrapping 검증법을 이용하였다. 분석결과는 다음과 같다. 첫째, CRM활동이 고 객의 지각된 편익, 행동의도에 정(+)의 영향을 미치는 것을 나타났다. 둘째, 고객의 지각된 편익은 관계몰입과 행동의도에 정 (+)의 영향을 미치는 것으로 나타났다. 셋째, 관계몰입은 행동의도에 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 고객의 지 각된 편익은 CRM활동과 관계몰입 사이에서 매개하는 것으로 나타났다. 다섯째, 고객의 지각된 편익과 관계몰입은 CRM활동 과 행동의도 사이에서 매개하는 것으로 나타났다. The purpose of this study was to verify structural relationship between public golf course CRM activities and customers`` perceived relational benefit, relationship commitment and behavioral intention. 408 surveys of Kyeonggi-do, Chungcheong-do golf course were used for the actual analysis. SPSS 13.0 and AMOS 5.0 for Windows were practiced for data processing. To verify the relationship, the verification of structural equation analysis. To verify the mediating effect, the bootstrapping method was used. The results were as follows. First, CRM activities have a positive relationship with customers`` perceived relational benefit and behavioral intention. Second, customers`` perceived relational benefit have a positive relationship with relationship commitment and behavioral intention. Third, relationship commitment have a positive relationship with behavioral intention. Fourth, customers`` perceived relational benefit mediates between CRM activities and relationship commitment. Fifth, customers`` perceived relational benefit and relationship commitment mediates between CRM activities and behavioral intention.

성별에 따른 스포츠의류선택요인의 구인동등성 검증 및 잠재평균분석

조운용(Cho Oun-Yong) 한국스포츠산업경영학회 2007 한국스포츠산업경영학회지 Vol.12 No.3

본 연구의 목적은 스포츠 의류 선택에 관한 척도가 성별에 관계없이 동일하게 사용 될 수 있을지를 검토하기 위해 척도의 구인동등성을 검증하고, 성별에 따라서 스포츠 의류 선택요인의 차이가 존재하는지를 확인하기 위하여 요인 간 잠재평균차이를 확인하였다. 본 연구에서는 SPSS 13.0 프로그램으로 전산처리 후 AMOS 5.0을 이용하여 분석을 실시하였다. 척도의 하위요인별 내적합치도는 양호한 수준이었고 모형에 대한 구인동등성 검증 절차를 통해 형태동일성, 측정동일성, 절편동일성이 확보되었음을 확인하였다. 또한 스포츠의류 선택요인에 대한 잠재평균비교를 하기 위해 요인분산동일성을 확보하여 최종분석을 실시하였다. 잠재평균분석 결과 스포츠 의류선택 4요인(가격요인, 기능성요인, 디자인요인, 이미지요인)에 대한 차이는 가격요인이 -.100, 이미지요인이 -.322, 기능성요인이 -.019, 디자인요인이 -.142로 나타났으며, 이미지요인과 디자인요인 모두 p<.05수준에서 유의한 것으로 나타났다. The purpose of this study is to investigate the sport apparel decision scale of the general four factors and to compare the latent means between male and female students. SPSS 12.0 for window statistics package and AMOS 5.0 for window statistics package were used for data analysis. In the pursuit of the purposes, multi-group confirmatory factor analysis is performed to test whether the scale has configural, metric, and scalar invariance across gender. Results show configural invariance, metirc invariance, and scalar invariance, indicating that different scores on the scale can be meaningfully across the groups. Given the three types of invariance satisfied, latent means analysis(LMA) is performed to test mean differences on the general four factors across the two groups. according to LMA where male students are used as reference group, female student show significantly lower latent mean values than male students.

프로야구 여성팬의 팀 충성도에 영향을 미치는 경기관람 결정요인분석

조운용(Oun Yong Cho),조광민(Kwang Min Cho),정지명(Ji Myung Jung) 한국사회체육학회 2007 한국사회체육학회지 Vol.0 No.30

The purpose of this study is to define decisive factors for the game spectation which affect to the degree of female fans loyalty for their team. I believe this study will provide the actual basic data to help making the strategy for the female fans. For this study, 600 subjects were selected using convenience sampling method from the female fans who directly spectated their home game (Regular season game of Korea Professional Baseball) Among them, 507 data were collected through the survey questionaire. Using self-administration method managed SPSS(version12.0) program was managed for this study. with this data, frequency analysis, factor analysis, reliability analysis, cluster analysis, and multiple regression analysis were used. The following results were acquired from these method and analysis. 1. In regard to the behavioral and attitudinal loyalty, subjects were classified into 4 different groups. And these 4 groups showed meaningful difference in all factors. 2. In regard to the different effect which affect team loyalty according to the female fans type, latent loyalty groups were affected by fan service, facility and condition of stadium. low loyalty group was not affected by any factor. high loyalty group was affected only by team achievement. And spurious group was affected by fan service and team achievement.

국내외골프장 선택속성의 구인동등성 검증 및 잠재평균차이 검증

조운용(Oun Yong Cho),이건희(Gun Hee Lee) 한국사회체육학회 2011 한국사회체육학회지 Vol.0 No.43

The purpose of this study was to investigate the decisive factors of golf course and to compare the latent means between korea golf course and golf course in overseas. SPSS 13.0 for window statistics package and AMOS 5.0 for window statistics package were used for data analysis for 439 samples. In the pursuit of the purposes, multi-group confirmatory factor analysis was performed to test whether the scale has configure, metric, and scalar invariance. The results show configural invariance, metric invariance, and scalar invariance, indicating that different scores on the scale can be meaningfully across the groups. Given the three types of invariance satisfied, latent means analysis(LMA) was performed to test mean differences on the general four factors across the two groups. According to LMA, korea golf course show significantly lower latent mean than golf course in overseas in factor of price.

스포츠센터조직의 리더십유형과 조직유효성 관계에서 팔로워십특성의 조절효과분석

조운용(Oun Yong Cho),남상백(Sang Back Nam),조광민(Kwang Min Cho) 한국사회체육학회 2010 한국사회체육학회지 Vol.0 No.39

The purpose of this study was to indicate the significance of followership in sports complex through moderating effectiveness analysis of followership between leadership styles and organizational effectiveness. 500 employees of sports complex in seoul, kyung-gi and chung-nam were selected as the subject of the study, and 439 surveys were used for the actual analysis. SPSS 13.0 and AMOS 5.0 for Windows were practiced for data processing. To verify the moderating effect, the verification of Ping(1996)`s two-step approach was used. The results were as follows. First, it is revealed that leadership styles had a significant influence organizational effectiveness. Second, it is revealed that followership had a significant influence organizational effectiveness. Third, it is revealed that followership was not moderates between leadership styles and organizational effectiveness.

월드컵 스폰서십 사업구조와 현황

유용상 ( Yong Sang Yoo ),조운용 ( Oun Yong Cho ) 숭실대학교 국민생활체육연구소 2002 생활체육연구소논문집 Vol.2 No.-

The purpose of this study was to assist to understand sport sponsorship through investigating the business structure and present condition of the `94 US World Cup and the `98 France World Cup sponsorship. The World Cup is the world`s most popular single sporting event. 37billions people watched the `98 France World Cup TV broadcast. This popularity of The World Cup was to a good chance for advertising exposure at the corporate which endeavored to improve the corporate/brand image and recognition. The World Cup marketing was planed and executed by The Federation International Football Association(FIFA). The Local Organizing Committee(LOC), and Marketing Agency. The FIFA acquired the highest income because it was the primary decision-making organization in marketing activity. The structure of 2002 World Cup sponsorship was simplified to two categories which were official FIFA partner and official local supplier. FIFA monopolized all marketing rights choosing official partner and official licensing partner. Consequently, income of KOWOC was relatively decreased. So KOWOC had to develop another marketing strategies for increasing the income. Finally, we must do our best in preparations for 2002 World Cup because the holding of 2002 World Cup was an marketing opportunity for developing our economy.

스포츠의류제품의 구매의도에 영향을 미치는 제품선택속성과 모델속성의 상호작용효과 검증

강민홍(Kang Min-Hong),조운용(Cho Oun-Yong) 한국체육과학회 2009 한국체육과학회지 Vol.18 No.3

The purpose of this study was to analyze the interaction effect between decisive factors of sports-outfit and model's image which affect to the purchase intention. and it is believed that that this study will provide the actual basic data to help making the spelling check. For this study, 200 subjects were selected using convenience sampling method. Among them, 184 surveys were used for the actual analysis. To verify the interaction effect, SPSS 13.0 and AMOS 5.0 for Windows were practiced for data processing, and to verify the interaction effect, the verification of Ping(1996)'s two-step approach was used. The results were as follows. it is revealed that the interaction effect between function factor and model's trustworthiness, expertness, attractiveness which affect to purchase intention. but purchase intention was not affected by interaction factor between price, brand, design factor and model's image.

학교 정규체육수업에 대한 청소년기 여학생들의 인식조사

곽민석(Min-Seok Kwag),조운용(Oun-Yong Cho) 한국여성체육학회 2015 한국여성체육학회지 Vol.29 No.2

중년세대의 여가인식과 스포츠 참여동기 관계에서 스포츠 가치관의 매개효과분석

최석환(Suk Hwan Choi),조운용(Oun Yong Cho) 한국사회체육학회 2009 한국사회체육학회지 Vol.0 No.37

This research intends to provide the basic data for the middle-aged generation`s(who will become old population)efficient and positive use of their leisure time that is on increase. For this purpose, The present study examines the factor of Sport of Values and the Recognition of Leisure and the Motives for Participation in Leisure Sports and then verifies the direct effect of the relationship between the features of the middle-Aged Generation`s Recognition of Leisure and the Motives for Participation in Leisure Sports. Lastly, it verifies the indirect effect of Values of Sports. The subject of this study was the members of a sports center in Seoul who were 40~59 years old classified as the middle-aged generation by many scholars. After getting the consent of the owner and the coaches of the sports center, a survey was conducted right before or right after the members started an exercise. Convenience sampling, which is a non-probability sampling, was used. Among a total of 420 questionnaires distributed, 387 copies were collected back. And the questionnaires that were insincerely replied, double-replied or judged useless for the study were excluded and a total of 372 questionnaires were analyzed. In order to get the objective propriety of the contents of the questionnaire, one professor in the major and three researchers verified it. For the analysis of the data, SPSS 13.0 version for Windows and AMOS 5.0 for the verification of mediating effects. At this time, the level of statistical significance was set at a=.05 and the results of the analysis are as follows: First, the features of Generation`s Recognition of Leisure exert passive influence on the intention to the Motives for Participation in Leisure Sports. Secondly, the Values of Sports mediates between the middle-Aged Generation`s Recognition of Leisure and the Motives for Participation in Leisure Sports but the mediating effect appears partially.