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김기한,최병호 한국스포츠리서치 2003 한국 스포츠 리서치 Vol.14 No.2
The object of this study is to present the basic data that is necessary for more reasonable and efficient management and activation of an organization through analyzing the commercial sports center consumer, participative motives. Through the study methods above, the conclusions were as follows; as a result of examining the hypothesis on the relations between the sports center users, human social characters and participative characters and exercising motives-1) In the relation between sex and participative motive, the men ' s affiliation & drive was higher than the women's. 2) In the relation between age and participative motive, homoeostasis drive in the fifties was the highest and each activity, purgation, affiliation, and ostentation is the highest in the thirties. 3) in the relation between participative form and exercising motive, homoeostasis, activity, purgation, affiliation, ostentation, achievement, autonomy drives all in the long-term membership system were higher than in the short-term membership system. 4) In the relation between participative experience and exercising motive, homoeostasis drive in the group where participants practiced 1-2 years was the highest and affiliation drive was the highest in the group where participants practiced over five years. 5) Participative frequency had nothing to do with exercising motive. 6) In the relation between regular and irregular participation, the regular group in purgation, achievement, homoeostasis and autonomy drives was higher than the irregular group. 7) In the relation between the number of items and the exercising motive, homoeostasis and achievement drives were higher in three items.
미디어스포츠 관람과 즐거움 : 커뮤니케이션 이론의 관점에서
김기한,인상우 서울대학교 스포츠과학연구소 2009 스포츠과학리뷰 Vol.3 No.2
지난 20여 년 동안 스포츠 산업에 있어서 가장 두드러지게 나타난 현상 중에 하나는 올림픽과 같은 메가스포츠이벤트의 방송에 대한 수요가 지속적으로 증가했다는 것이 다. 그럼에도 불구하고 미디어를 통하여 전달되는 스포츠 관람을 통해 얻어지는 즐거 움에 영향을 주는 요인들에 대한 이해는 부족한 상황이다. 커뮤니케이션 이론을 바탕 으로 한 성향이론(disposition theory)과 드라마 연구에서 많이 다루어지는 서스펜스 (suspense), 즉 극적 긴장감의 개념을 이용해, 본 연구에서는 인간이 스포츠 경기의 어 떠한 요소에서 즐거움을 느끼게 되는가, 그리고 무엇이 미디어 스포츠 관람의 즐거움 을 증대시키거나 감소시키는가에 대하여 논의하였다. 마지막으로 학문적 실무적 연구 의 의의를 논의하였고, 앞으로의 연구에 대한 제안으로 논문을 마무리하였다 The most significant change in the sports industry over the last 20 years has been the increasing demand for sport broadcast, especially for such mega-sporting event as Olympic Games. Yet, not much is known about the factors that govern and control the enjoyment of mediated sport contests. Based on disposition theory and the concept of suspense in communication research, we specifically discuss what is it within a sport contest that people enjoy, and what enhances and what impairs enjoyments from consuming mediated sports. Theoretical and practical implications are discussed and future research directions are presented.
김기한 한국스포츠리서치 2003 한국 스포츠 리서치 Vol.14 No.4
This research sought to diagnose moral and ethical problems that may occur in sports marketing scenes in Korea, and also to present the desirable direction. As to ethical problems in sports marketing, the research reviewed those aspects such as products and ethics, prices and ethics, promotion and ethics, sports media and ethics, and environmental sports and ethics. To resolve these problems, it is necessary to establish an ethics committee, offer education, establish corporate ethical codes, introduce ethical audit system, and reinforce the deliberation of sports advertising. To become a socially responsible sports manager, one is required to have the following management mindset. He must position corporate objectives to embrace appropriate growth to survive rather than maximizing profits. It requires a sound corporation that goes together with society rather than a powerful corporation that wins all competition. The ideal manager should pursue relational marketing to maintain long-term relations with customers.