스포츠용품 브랜드자산과 브랜드태도, 브랜드몰입 및 브랜드 신뢰와의 관계

서일한(Seo, Il-Han),김선희(Kim, Sun-Hee) 한국체육과학회 2021 한국체육과학회지 Vol.30 No.6

The purpose of this study is to investigate the relationship between sporting goods brand equity and brand attitude, brand immersion and brand trust. For the study, 310 questionnaires were distributed and 298 copies were finally selected and analyzed using the statistical program SPSS 24.0. As analysis methods, frequency analysis, reliability analysis, confirmatory factor analysis, descriptive statistical analysis, and path analysis were performed. The results of the study were first, that the brand assets of sporting goods had a positive effect on the brand attitude. Second, sporting goods brand assets were found to have a positive effect on brand immersion. Third, sporting goods brand assets were found to have a positive effect on brand trust. Fourth, sporting goods brand attitude was found to have a positive effect on brand belief. Fifth, it was found that brand immersion in sporting goods had a positive effect on brand belief. As can be seen from the results, the brand image was sensitive to fashion, liking, sophistication, and personality in the past, but now, with the brand image of sporting goods fixed, the brand image no longer affects the brand attitude, brand immersion, and brand trust. In this respect, new implications of this study can be found.

무용공연관람자의 공연인지도가 공연이미지 및 티켓구매의도에 미치는 영향

서일한(Seo, Il-Han),하희문(Ha, Hee-Moon),김선희(Kim, Sun-Hee) 한국체육과학회 2020 한국체육과학회지 Vol.29 No.4

This study, which began with a concern for the creation of paid audiences in dance performances, aims to identify the impact of the performance recognition on the performance image and the intention to purchase tickets. The conclusions of the resulting research are as follows: First, a regression analysis was conducted to find out the impact of performance recognition on the performance image of a dance performance viewer, and it was found that the dancer"s and work"s recognition had a significant impact on the performance image. Among the performances, it was found that the dance troupe had no significant impact on the performance image. Second, a regression analysis was conducted to find out the impact of performance recognition on ticket purchase intentions of dance performance viewers, and it was found that the recognition of works and the recognition of dance companies among performance recognition had a significant impact on ticket purchase intentions. It turns out that dancer guidance has no significant impact on ticket purchasing intentions. Third, a regression analysis was conducted to find out the impact of the performance image of the dance performance viewer on the intention to purchase tickets, and the results showed that the performance image had a significant impact on the intention to purchase tickets.

생활스포츠에 참여하는 뉴실버세대의 라이프스타일이 여가만족 및 생활만족에 미치는 영향

서일한(Seo, Il-Han),김선희(Kim, Sun-Hee),정아람(Jung, A-Lam) 한국체육과학회 2021 한국체육과학회지 Vol.30 No.2

The purpose of this study is to identify the impact of lifestyle and leisure satisfaction on the New Silver Generation participating in daily sports. In order to achieve this goal, a survey was conducted on members who exercise at private sports centers and public sports facilities located in the Seoul metropolitan area as of 2020. The subjects of this study were surveyed on elderly people participating in daily sports at sports welfare facilities located in the Seoul metropolitan area in 2020. A total of 300 copies were distributed to use 283 questionnaires in this study, excluding 17 that were deemed unfaithful or missing answers, and frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and regression analysis resulted in the following conclusions: First, it has been shown that the New Silver Generation"s lifestyle of socializing, fulfillmentism, and healthism have a positive impact on leisure satisfaction. Second, lifestyle socialism, achievementism, and healthism of the New Silver Generation have been shown to have a positive impact on life satisfaction. Third, leisure satisfaction has been shown to have a positive effect on living satisfaction. Considering the above results, the lifestyle of the New Silver generation affects the satisfaction of life through the medium of leisure satisfaction.

프로축구 구단의 사회적책임(CSR) 활동이 구단이미지와 모기업 충성도에 미치는 영향 : FC서울구단을 중심으로

서일한(Seo, Il-Han) 한국체육과학회 2020 한국체육과학회지 Vol.29 No.1

This study empirically examines corporate social responsibility in order to examine the effects of CSR activities on professional image and parental loyalty. The purpose is to provide information. Data were collected using the convenience sampling method for FC Seoul home fans in 2019, and the questionnaire response was collected 246 out of a total of 250 questionnaires. Proceeded. For data processing, frequency analysis, reliability analysis, and correlation analysis using SPSS 23.0 were conducted. AMOS 22.0 was used to verify the model"s fit and the hypothesis of the study through confirmatory factor analysis and structural equation model analysis. First, as a result of verifying the CSR and image of professional soccer teams, social contribution activities and consumer protection activities have a significant effect on the formation of the team"s image. Second, as a result of verifying the relationship between professional soccer team image and parent company loyalty, it was found that professional soccer team image had a significant effect on parent company loyalty. Third, as a result of verifying CSR and parental loyalty of professional football teams, economic responsibility and social contribution activities of social responsibility activities have a significant effect on parental loyalty.

골프초보자의 여가제약이 몰입 및 운동지속의도에 미치는 영향

서일한 ( Seo¸ Il Han ),김도균 ( Kim¸ Do Kyun ),김선희 ( Kim¸ Sun Hee ) 한국이벤트컨벤션학회 2020 이벤트 컨벤션 연구 Vol.16 No.4

Purpose - It purpose to provide basic data for stable formation of the golf market as a lifelong sport by grasping the effect of golf beginner's leisure restrictions on immersion and exercise speed. Design, data, and methodology - The measurement tools are a total of 29 questions about demographic characteristics, leisure constraints, immersion, and intention to continue exercise and the statistical processing was analyzed by the SPSS 25.0 program Result - First, the leisure Constraints of golf beginners had a significant impact on cognitive and behavioral immersion. Second, leisure Constraints had a significant effect on the intention to continue exercise. Third, immersion had a significant effect on the intention to continue exercise. Conclusions -The golf market will be revitalized through an in-depth understanding of golf beginners who are new customers in the golf market.

타이틀스폰서 활동이 브랜드 인지도와 이미지 및 충성도에 미치는 영향 : 2018 프로야구리그 중심으로

이대한(Lee, Dae-Han),김태형(Kim, Tai-Hyung),서일한(Seo, Il-Han) 한국체육과학회 2020 한국체육과학회지 Vol.29 No.2

The purpose of this study is to investigate how title sponsorship activity affects brand awareness, image, and brand loyalty. A total of 250 questionnaires were distributed for the questionnaire response and the research was conducted based on 222 copies. For data processing, frequency analysis, factor analysis, reliability analysis, and correlation analysis were performed using SPSS 21.0. An exploratory factor analysis was conducted to verify the validity of the measurement tool, and multiple regression analysis was performed to investigate the relationship between variables. Through the hypothesis test, the following conclusions were drawn. First, among the sub-factors of 2018’s professional baseball league’s title sponsorship activity, it was found to have a significant effect on brand awareness in event contribution and image enhancement activities. Second, in the sponsorship of 2018 professional baseball league, the image enhancement and event contribution activities showed a significant influence on the brand image. Third, the 2018 professional baseball league sponsorship had a significant impact on the brand awareness and brand loyalty of the company. Fourth, the 2018 professional baseball league sponsorship showed that corporate brand image had a significant effect on loyalty. Fifth, the title sponsorship activity of 2018 professional baseball league has a significant effect on brand loyalty in event contribution and image enhancement activities among sub-variables.

무용인에 대한 사회적 지지가 몰입 및 무용지속의도에 미치는 영향

김선희(Kim, Sun-Hee),서일한(Seo, Il-Han) 한국체육과학회 2020 한국체육과학회지 Vol.29 No.6

The purpose of this study is to provide basic data to prepare various conditions for specialization and revitalization of dance by revealing the effect of social support for dancers on immersion and intention to continue dance. This study was conducted from June 1 to July 7, 2019, and 208 of 220 questionnaires were statistically processed as final valid samples. For data processing, frequency analysis, factor analysis, reliability analysis, correlation analysis, and regression analysis were performed using spss 25.0 ver. First, material support for dancers, emotional support, and evaluative support all have a positive effect on cognitive and behavioral commitment. However, it was found that informational support did not significantly affect behavioral commitment among the sub-factors of commitment. Second, material support, emotional support, and informational support for dancers have a positive effect on the intention to continue the dance. However, it was found that evaluative support did not significantly affect the intention to continue dance. Third, it was found that the dancer’s commitment has a positive effect on the intention to continue the dance.

홈트레이닝 참여자의 기대가 지각된 가치 및 운동지속의도에 미치는 영향

김선희(Kim, Sun-Hee),서일한(Seo, Il-Han),이승만(Lee, Seung-Man) 한국체육과학회 2021 한국체육과학회지 Vol.30 No.4

The purpose of this study is to identify the impact of at-home workouts participants" expectations on perceived values and their intentions to continue the exercise. Through the survey, the study was conducted based on the response of the final part 181. Data processing was done using spss 25 ver. Frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, regression analysis, and conclusion are as follows. First, both the predictions and coordinated expectations of at-home workouts participants have a positive impact on emotional value, functional value, and economic value, which are the subfactors of perceived value. Second, it has been shown that the predictive expectations and coordinated expectations of at-home workouts participants have a positive effect on the motion continuation intention. Third, emotional value, functional value, and economic value, which are sub-factors of perceived value of at-home workouts participants, are shown to have a positive effect on intention to continue exercise. This study is meaningful in that it focused on participants themselves and dealt with internal factors, rather than external factors such as technology, products, and environment, in at-home workouts research. These results will be meaningful as basic data for understanding at-home workouts participants and continuous market expansion.

스포츠브랜드 콜라보레이션 제품특성이 브랜드 가치 및 충성도에 미치는 영향

김현수(Kim, Hyun-Su),서일한(Seo, Il-Han) 한국체육과학회 2020 한국체육과학회지 Vol.29 No.1

To study how sports brand collaboration product characteristics affect brand value and brand loyalty, I have conducted a survey of consumers who visited stores equipped with collaboration products such as Nike, Adidas, Fila and New Balance for about one month from September 2 to October 3, 2019 and distributed a total of 300 questionnaires, out of which 31 responses of non-reply and duplicate replies have been excluded, for a total of 269 responses were used for this study. Using IBM SPSS 23.0 as my research method, the objectives of the study were derived by conducting frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and regression analysis, and the results are as follows: First, originality, symbolism and rarity among sub components of sports collaboration product characteristics had a statistically significant effect on brand value. Second, among the sub components of sports collaboration product characteristics, originality, symbolism had a statistically significant effect on brand loyalty. Third, sports brand collaboration brand value had a statistically significant effect on brand loyalty.

스포츠 인플루언서 특성, 서비스 만족, 브랜드 신뢰성, 구매 의도에 관한 연구

김영미(Kim, Young-Mi),서일한(Seo, Il-Han) 한국체육과학회 2024 한국체육과학회지 Vol.33 No.4

The purpose of this study is to analyze and understand the relationship between sports influencer characteristics, service satisfaction, brand trust, and purchase intention. To achieve the purpose of this study, we selected members and hobbyists participating in sports facilities in Seoul and the metropolitan area for six weeks from April 1 to May 16, 2024 as users of smart media. As a result of conducting frequency analysis, exploratory factor analysis, reliability (Cronbachs α), correlation, multiple regression analysis, and simple regression analysis on the data obtained for this study using SPSS 27.0, the following results were obtained. First, the characteristics of sports influencers were found to affect service satisfaction. Second, the characteristics of sports influencers were found to affect brand trust. Third, the characteristics of sports influencers were found to affect purchase intention. Fourth, service satisfaction was found to have an effect on purchase intention. Fifth, brand trust was found to affect purchase intention.