프로야구 구단의 사회적 책임활동과 팀 애착의 관계

김일광(Ill Gwang Kim),최진호(Jin Ho Choi),김미숙(Mi Suk Kim) 한국사회체육학회 2013 한국사회체육학회지 Vol.0 No.54

The purpose of this study was to first identify the relationshi p of professional baseball team`s CSR activities and spectators` team attachment and then to identify the mediating effect of fit. The study consisted of dis-tributing a survey(construct reliability .719~.939) to 344 spectators from the 2010 CJ Magu Magu Professional Baseball League`s 3 home teams and 3 away teams using the convenience sampling method. As a result, data from 294(85.5%) participants were analyzed after recollection and screening for reliability. The data analysis consisted of applying descriptive analysis, CFA, and SEM using SPSS 18.0, Amos 18.0 and of using bootstrapping to identify any indirect effect. The results are as follows: First, team`s donation and amateur athlete support positively and significantly affect Team-CSR fit. Second, amateur athlete support positively and significantly affect team attachment. Third, donations have an indirect effect on team attachment through the complete mediating effect of Team-CSR Fit. Forth, in the relationship between amateur athlete support and team attachment, Team-CSR fit partially has a mediating effect.

프로야구 구단의 사회공헌활동 적합성(fit)과 관람의도의 관계

김일광(Kim, Ill-Gwang),최진호(Choi, Jin-Ho) 한국체육과학회 2011 한국체육과학회지 Vol.20 No.6

The purpose of this study was to identify the relationship between a professional baseball spectators’ recognition of social philanthropy fit and the watching intention: focused on mediating effect of team confidence. In order to achieve this goal, 277 baseball spectators were selected by the convenience sampling method in 2010 season. The instrument for data collection was a questionnaire that was previously inspected by experts and later found to have Cronbach’s alpha values ranging from .810 to .930. The data were analyzed by using Window SPSS ver. 19.0 and AMOS 18.0 program and by conducting descriptive analyses, confirmation factor analysis to identify the fit degree of factors, structural equation model, and bootstrapping. The results are follows: First, recognition of professional baseball team’s social philanthropy fit influence team confidence positively. Second, team confidence influences watching intention positively. Third, team confidence totally mediated the relationship between recognition of team’s social philanthropy and watching intention.

2010 남아공 월드컵 대회의 독점중계 방송품질과 방송사 이미지 및 채널 충성도의 관계

김일광 ( Ill Gwang Kim ),김성덕 ( Sung Duck Kim ),김주영 ( Joo Young Kim ) 한국스포츠산업경영학회 2011 한국스포츠산업경영학회지 Vol.16 No.4

이 연구는 2010 남아프리카 공화국 월드컵 대회를 독점 중계한 방송사의 중계방송 품질이 방송사 이미지 및 채널 충성도에 미치는 영향을 분석하는데 그 목적이 있다. 이를 위한 조사대상은 2010 남아공 월드컵 대회를 TV로 시청한 시청자를 모집단으로 하여 수도권에 거주하고 있는 시민들을 대상으로 편의표본추출방법(convenient sampling method)을 이용하여 총 400부의 설문지를 배포하고 회수된 설문지 중 불성실하게 응답했다고 판단되거나 신뢰성이 없다고 판단되는 33부를 제외한 367부를 자료 분석에 이용하였다. 자료 분석을 위해 SPSSWIN Ver. 15.0과 AMOS 16.0을 활용하였다. 즉, 자료의 판별타당도를 검증하기 위해 상관분석을 하였고, 신뢰도를 측정하기 위해 Cronbach``s a 검사를 하였다. 그리고 이론적 근거에 의해 설정한 모형을 검증하기 위해 AMOS 16.0을 활용해서 구조방정식모형 분석을 통해 적합도를 확인 한 후 가설을 검증하여 다음과 같은 결과를 얻어냈다. 첫째, 독점중계 방송품질의 정보제공, 중계현황이 방송사 이미지에 영향을 미치는 것으로 나타났다. 둘째, 독점중계 방송품질은 채널 충성도에 영향을 미치지 않았다. 셋째, 독점중계에 대한 방송사 이미지는 채널충성도에 영향을 미치는 것으로 나타났다. 이상의 결과를 통해서 독점중계 방송품질과 방송사 이미지 및 채널 충성도의 경로구조를 다음과 같이 요약할 수 있다. 독점중계 방송품질의 정보제공과 중계현황만이 직접적인 경로구조를 구성하고 있음을 알 수 있다. 이러한 점에 비추어 다음과 같은 제언을 하였다. 첫째, 방송사는 국민적 관심이 높은 월드컵이나 올림픽과 같은 메가 스포츠 이벤트를 독점으로 중계할 때, 시청자의 인식을 환기 시킬 수 있는 방안을 마련해야 할 것이다. 둘째, 방송사는 차별된 스포츠 중계를 통해 자사 채널이 지속적으로 선택받을 수 있도록 중계방송 품질을 보완하여야 할 것이다. The purpose of this study was to identity in the affect of monopoly sports broadcasting quality on broadcasting station`s image and channel loyalty. The subject was selected from TV viewers who watched the 2010 South Africa World-Cup Soccer Match and residing in the metropolitan area of Seoul and the Gyeonggi Provincial. 400 questionnaires distributed and 367 were collected. Then data were analyzed using SPSS 15.0 and AMOS 16.0. The goodness of fit and the respective hypothesis for the study were tested by structural equation model analysis, and the result is the followings, First, information about sports event and relay broadcasting of sport broadcasting quality factor had affect on monopoly sports broadcasting station`s image. Second, broadcasting station`s channel loyalty of sport broadcasting quality factor had affect on monopoly sports broadcasting station`s image. As hypothesized, the direct and causal relationships among study variables were found only broadcasting station`s image and broadcasting station`s channel loyalty.

중학생의 여가스포츠활동 참가가 대인관계 성향 및 사회성발달에 미치는 영향

김일광(Ill Gwang Kim),김명애(Myung Ae Kim),정재엽(Jae Yup Jung),신종관(Jong Kwan Shin) 한국체육교육학회 2003 한국체육교육학회지 Vol.8 No.2

월드컵 독점중계 방송품질에 대한 시청태도 채널이미지, 시청의도의 관계

김일광(Kim Ill-Gwang),김성덕(Kim, Sung-Duck) 한국체육과학회 2013 한국체육과학회지 Vol.22 No.1

The purpose of this study was to identity in the relationship of monopoly sports broadcasting quality on the channel image and viewing attitude, viewing intentions. The subject was selected from T V viewers who watched the 2010 South Africa World-Cup Soccer Match and residing in the metropolitan area of Seoul and the Gyeonggi Provincial. 300 questionnaires distributed and 278 were collected. Then data were analyzed using SPSS 18.0 and AMOS 18.0. Frequence analysis, The goodness of fit and the respective hypothesis for the study were tested by structural equation model analysis, and the result is the followings, First, information about sports event and broadcasting situation of sport broadcasting quality factor had affect on viewer"s attitude. Second, viewer"s attitude influenced channel image and viewer"s intention. Third, channel image influenced viewer"s intention.

프로배구 고객충성도에 대한 스폰서동일시와 이벤트동일시 경로의 구조적 관계

김일광 ( Ill Gwang Kim ),정정희 ( Jung Hee Jung ) 한국스포츠정책과학원(구 한국스포츠개발원) 2015 체육과학연구 Vol.26 No.3

이 연구의 목적은 스포츠스폰서십 내 상호작용을 통한 관계심화와 동일시형성 및 충성도에 관한 모형을 개발하고 이를 통해 기업의 스포츠스폰서십 구축과 발전에 대한 지침을 제공하는 데 있다. 이를 위해 프로배구와 타이틀스폰서에 대한 소비자와의 상호작용을 통해 관계가 심화되어가는 과정을 2개의 동일시 경로를 통해서 살펴보았다. 연구대상은 2014-2015 프로배구 타이틀스폰서인 ‘NH농협’이며, 설문조사대상은 대한항공, 삼성화재, 한국전력, 우리카드, OK저축은행 및 현대캐피탈 홈관중 264명이다. 표집방법은 편의표본추출법과 설문지작성은 자기기입식으로 하였다. 자료처리는 SPSSWIN Ver. 21.0과 AMOS 18.0을 활용하였다. 그 결과 첫째, 소비자-스폰서상호작용의 연결성은 우리의식에 긍정적인 영향을 미쳤고, 우리의식은 스폰서동일시에 긍정적인 영향을 미쳤으며, 스폰서동일시는 태도적충성도에 긍정적인 영향을 미쳤다. 둘째, 소비자-이벤트 상호작용의 개인화와 즐거움은 이벤트신뢰에 긍정적인 영향을 미쳤고, 이벤트신뢰는 이벤트동일시에 긍정적인 영향을 미쳤으며, 이벤트동일시는 행동적충성도에 긍정적인 영향을 미쳤다. 셋째, 태도적충성도는 행동적충성도에 긍정적인 영향을 미쳤다. The purpose of this study was to develop a model of relationship intensification, identification formation, and loyalty achieved through mutual effect within participants of sports sponsorship. Through this, the study aims to provide guidance to businesses for establishing and developing sports sponsorships. In order to achieve the objective, two identification paths were used to understand the process of deepening consumer-sponsor relationship in professional volleyball title sponsorships. The target of this study is ‘NH Nonghyup’ a valleyball title sponsor in 2014-2015. A survey was conducted on 264 home crowd members of Korea Air, Samsung fire, Kepco, Woori card, OK saving bank and Hyundai capital based in metropolitan regions. Sampling method was Convenience Sampling Mode, and questionnaire has been structured to be self-administerd type. SPSSWIN Ver. 21.0 and AMOS 18.0 have been used for data processing. The results were as follows: Frist, the study showed that the connection between consumer-sponsor mutual effect positively influence "we-ness." "We-ness" in turn positively affected sponsor identification, and sponsor identification in turn positively affected attitudinal loyalty. Second, the personalization and enjoyment in consumer-event mutual effect positively affected event trust, and event trust in turn positively affected event identification, and event identification in turn positively affected behavioral loyalty. Third, attitudinal loyalty positively impacted behavioral loyalty.

직장인의 여가활동 유형에 따른 라이프스타일과 직무만족의 관계

김철주(Kim Chul-Ju),김일광(Kim Ill-Gwang) 한국체육과학회 2011 한국체육과학회지 Vol.20 No.3

This study investigate the Relationship between leisure activity participation, lifestyle and Job Satisfaction of Working Employee. In order to achieve these purpose sampling did by 296 people total adult man and woman businessman ideal 20 years old living in K-city as convenience sampling. Lifestyle used the question item that Kim Yang-Hui(2006) and Kim Tae-Gwang(2008) used the tool which measured the relationship with other people, the accomplishment, the self(Kahle, 1986). It was for self esteem, a family relation, a fashion chase you were composed to three factors. Job-satisfaction used the questionnaire which Gwon Sang-Cheol (1991), a Kim Jeong-Ha(1999) used to a question item to measure job-satisfaction and organization efficiency by related to organizational culture. The lower factor of job-satisfaction was composed of a job-result and organization absorption. Five points of total questionnaires were evaluated to criteria, and Cronbach’s α price that was reliability count appeared by distribution of 0.72~0.96. The way that you use a statistical program, and analyzed effective data to have finished a search that investigation was procedural after withdrawing a questionnaire written in the self-administration method is basic statistical analysis and analysis of covariance(ANCOVA) and a multi regression.

시각장애인의 레저스포츠활동 참여제약이 무력감과 재참여의도에 미치는 영향

구교만(Koo, Kyo-Man),김일광(Kim, Ill-Gwang) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.4

The purpose of this study was to identify the influence of participation obstacle of the visually disabled’s leisure sports activity on powerlessness and re-participation intention. 148 leisure sports participants were selected by the convenience sampling method from The 30<SUP>th</SUP> national sports games for the disabled and sport for all clubs. The instrument data collection was a questionnaire that was previously inspected by experts and later found to have construct reliability values ranging from .764 to .843. The data were analyzed by using Window SPSS ver. 15.0 and Amos 7.0 program and conducting descriptive analyses, SEM, bootstrapping, CFA to identify the fit degree of factors. The results are as follows: First, physical and mind, information technology, accessibility, partner on participation obstacle influence on powerlessness. Second, powerlessness influence on re-participation intention.

스포츠지도자의 DISC행동유형에 따른 직무만족의 차이

김성덕 ( Sung Duck Kim ),김수잔 ( Su San Kim ),김일광 ( Ill Gwang Kim ) 한국스포츠산업경영학회 2008 한국스포츠산업경영학회지 Vol.13 No.3

이 연구는 스포츠지도자의 DISC행동유형에 따른 직무만족의 차이를 규명하는데 그 목적이 있다. 이러한 목적을 달성하기 위하여 서울과 경기에 소재하고 있는 25곳의 공공 및 민간 스포츠시설의 지도자를 대상으로 설문조사를 실시하였다. 총 215명의 응답자료를 토대로 SPSS 11.0 통계패키지 프로그램을 이용하여 사원변량분석 및 기술통계분석을 실시한 결과 행동유형에 따라 후생복지, 보험 또는 승진에 대한 만족도에는 유의한 차이가 나타나지 않았으나 행동유형에 따라 직무의 적합성에 대한 만족도에는 유의한 차이가 나타났다. 또한 주도형과 신중형의 상호작용에 따라 임금에 대한 만족도에 유의한 차이가 나타났으며, 주도형, 안정형 및 사교형의 상호작용에 따라 동료관계에 대한 만족도에 유의한 차이가 나타났다. 아울러 안정형과 신중형의 상호작용에 따라 상사관계에 대한 만족도에서도 유의한 차이가 나타났다. The purpose of this study was to identify the differences in sport instructors`` job satisfaction with respect to their DISC behavior. In order to achieve this goal, 240 employees were cluster sampled from 25 sport organizations located in the Seoul and Kyonggi area, and a questionnaire was distributed. After screening for reliability, data from 215 employees were analyzed by using Window SPSS/PC+ (11.0 version) to conduct descriptive analysis and four-way analysis of variance. As a result, it was found that satisfaction with public welfare, health benefit, and promotion did not differ with respect to DISC behavior, but satisfaction with job fit differed with respect to DISC behavior. It was also found that satisfaction with pay differed with respect to the interaction between two groups and that satisfaction with relationship with co-workers differed with respect to the interaction among three groups. Lastly, satisfaction with relationship with the boss differed with respect to the interaction between two groups.

프로스포츠 종목별 사회적 책임활동에 대한 소비자태도 분석 : 프로야구와 프로축구의 차이

임내락(Lim Nae-Rack),김일광(Kim Ill-Gwang) 한국체육과학회 2010 한국체육과학회지 Vol.19 No.4

The purpose of this study was to identify The analysis on consumer attitude through a professional sports team association's corporate social responsibility activities : focused on difference between baseball and soccer. In order to achieve this goal, 574 baseball and soccer's spectators were selected by the convenience sampling method in 2009 season. The instrument for data collection was a questionnaire that was previously inspected by experts and later found to have Cronbach's alpha values ranging from .796 to .962. The data were analyzed by using Window SPSS ver. 15.0 and AMOS 7.0 program and by conducting descriptive analyses, confirmation factor analysis to identify the fit degree of factors, structural equation model, and multiple group analysis. The results are follows: First, soccer group more recognizes the team image in the CSR activities, team reputation in team image, and behavior loyalty in team reputation than baseball group. second, baseball group more influence team reputation by CSR activities, and behavior loyalty by team image than soccer group.