전기방사를 이용한 폴리우레탄 나노섬유 필터의 제조

양걸,정은환,전현정,육지호 한국공업화학회 2006 한국공업화학회 연구논문 초록집 Vol.2006 No.-

97-03 한국남자 프로농구 경기의 승패 요인 분석

양걸,김용규,최현희,최현민 한국스포츠리서치 2004 한국 스포츠 리서치 Vol.15 No.6

스키리조트 이용객의 선택속성에 따른 포지셔닝

양걸(GirlYang),강지현(JiHyunKang) 한국체육학회 2012 한국체육학회지 Vol.51 No.1

본 연구에서는 스키리조트 이용객의 선택속성에 따라 스키리조트를 어떻게 평가하고 인지하고 있으며 어떤 스키리조트가 동질적으로 인식되고 있는지를 파악하고자 하였다. 이를 위해 2010년 12월 4일부터 2010년 12월 19일까지 모두 6차례에 걸쳐 선정된 스키리조트(대명비발디파크, 하이원스키장, 휘닉스리조트, 무주리조트, 용평리조트, 한솔오크밸리리조트)마다 100부씩 총 600부의 설문지를 배포하여 응답이 불성실한 자료를 제외하고 540부를 본 연구에 사용하였다. 설문지는 스키리조트의 선택 시 상대적으로 중요하다고 생각하는 스키리조트 선택속성(주시설, 부대시설, 가격, 접근성, 촉진)을 사용하였다. 분석방법은 MDS의 방법 중 PROXSCAL분석기법과 다중회귀분석을 이용하였다. 연구결과를 요약하면, 용평리조트와 무주리조트의 경쟁관계가 가장 높고 휘닉스리조트와 한솔오크밸리리조트의 경쟁관계가 가장 낮게 나타났다. 스키리조트 선택속성 중 주시설에서는 하이원스키장이 가장 높게 포지셔닝하였고 부대시설과 가격에서는 한솔오크밸리리조트가 가장 높게 포지셔닝하였으며 접근성에서는 대명비발디파크가 가장 높게 포지셔닝하였고 촉진에서는 휘닉스리조트가 가장 높게 포지셔닝하였다. This study aimed to identify what choice attributes of ski resort users estimate the ski resort and which ski resorts are recognized as the same quality. Data were collected at six ski resorts(Daemyung ski resort, High One ski resort, Phoenix ski resort, Muju ski resort, Yongpyong ski resort and Oak Valley ski resort) from December 4th to 19th in 2010. The 100 Questionnaires were distributed in six each resort and a total of 540 questionnaires out of 600 were used for this study, except 40 unfaithful responses. The contents of questionnaire were included in such five choice attributes as "main facilities, subsidiary facilities. price, distance, and promotion" which were considered relatively important by authors. The collected data were analyzed by PROXSCAL technique, one method of the MDS(Multidimensional Scaling), and Multiple Regression. As a result of this study, the highest competitive relationship among resorts showed Yongpyong ski resort and Muju ski resort and the lowest showed Phoenix ski resort and Oak Valley ski resort. Concerning choice attribute of ski resort, High One ski resort showed the highest positioning in the main facility. Oak Valley ski resort showed highest positioning in the subsidiary facilities and price. Deamyung Vivaldi ski resort showed highest positioning in the distance and Phoenix ski resort showed highest positioning in the promotion.

스포츠산업,경영학 : 경기장광고와 가상광고의 광고효과 비교 연구

양걸(GirlYang),곽정현(JeongHyeonKwak),전익기(IkKiJeon) 한국체육학회 2005 한국체육학회지 Vol.44 No.5

The purpose of the present study is to examine the effects of virtual advertising on TV viewers. For this purpose, the author researched and compared the effects on the stadium ads and the virtual ads. The results suggest the following:First, regarding the analysis of exposure effects of the advertising between the stadium ads and the virtual ads, the virtual ads showed more effects than the stadium ads, by 5.77% in recall rate and 8.82% in recognition rate. This result would support and generalize the research by Kim Hyo-kyu (2000) that the effects of the virtual ads were more effective than the real advertising boards around the stadium and company logos on the players’ uniform in regards of the viewers’ recognition and recollection. Furthermore, the virtual ads were inserting advertised images into the appropriate location such as empty space on the stadium without artificial appearance, eventually leading to exposure effects more efficiently than the stadium ads.Second, regarding the advertising attitudes between the stadium ads and the virtual ads, reliability and notice effects of the virtual ads in the cognitive advertising attitude were higher than those of the stadium ads. The results explained that the virtual ads could enhance the reliability of the brand, and that had more notice effects than the stadium ads. Regarding the emotional advertising attitude, the virtual ads showed more effects than the stadium ads in relation to empathy. This also explained that the technique of the virtual ads aroused more empathy in the viewers’ emotional aspects than that of the stadium ads. The results of analyzing the synthetic advertising attitudes found no difference. Synthetically, although the virtual ads did not stimulate the viewers’ desire, it proved that they provided information and facts, and that they were more effective than the stadium ads in attitude and emotional aspects. It was meaningful to establish the fact that the virtual ads were more effective than the stadium ads since the advertising attitudes would eventually lead to product attitudes.

스포츠중계방송의 광고형태에 따른 이미지 포지셔닝

양걸(GirlYang),전익기(IkKiJeon) 한국체육학회 2009 한국체육학회지 Vol.48 No.4

본 연구의 목적은 향후 스포츠 스폰서십을 행하는 기업 측면에서 효과적인 스폰서십 행위와 광고형태를 제시하고 각 광고형태에 따른 광고효과를 계량적으로 파악하여 기업의 이미지 제고와 소비자의 인식 정도를 평가할 수 있는 기초 자료를 제공하는 것이다. 연구대상은 대학생으로 총 583부의 자료가 실제분석에 사용되었고 설문지의 구성은 크게 인구통계학적특성 변인 4개 문항, 광고형태의 유사성 3개 문항, 광고형태의 이미지 속성 42개 문항으로 구성되었다. 실험도구로 사용된 실험영상물은 메이저리그 야구경기로 선정하였고 포카리스웨트, 게토레이, 파워에이드를 광고형태에 따라 노출시간, 노출크기 등을 동일하도록 실험영상물에 삽입하여 실험을 실시하였다. 연구결과, 광고형태에 따른 이미지속성에서 경기장광고는 호의적이고 적절한 광고형태의 이미지를 가지고 있고 가상광고는 이해가 가고 유용하며 흥미롭고 눈에 띄는 광고형태라고 인식되고 있으며 PPL광고는 설득적이고 유쾌하며 공감 및 호감이 가고 신뢰할 수 있고 호소력이 있으며 긍정적인 느낌의 광고형태로 인식되는 것으로 나타났다. This research purports to provide basic data to raise corporate images and to evaluate consumers' recognition by proposing effective sponsorship behaviors and advertisement types to the companies that accept sports sponsorship and by measuring the effects of each advertisement type. This research conducted a questionnaire survey of college students and a total of 583 questionnaires were collected and used for the analysis. The questionnaire is composed of: 4 questions regarding demographic characteristics; 3 questions regarding the similarity of advertisement type; and 42 questions regarding the image properties of advertisement types. In a video of a major league baseball game, this research inserted the advertisements of Pocari Sweat, Gatorade, and Power Aid into the experiment with the same amount of exposure of the three advertising products. In relation to the image properties by advertisement type, the respondents recognized that the advertisement in a stadium had a favorable and proper advertisement image, and that virtual advertisement was understand, useful, interesting, and easily visible, and in addition the PPL advertisement was persuasive, pleasant, sympathetic, favorable, appealing, and positive.

태권도장 경영환경과 수련지속의도의 관계

양걸(Yang, Girl),강지현(Kang, GI-Hyun),전익기(Jeon, Ik-Ki) 경희대학교 스포츠과학연구원 2009 태권도과학 Vol.2 No.1

본 연구는 태권도장의 경영환경이 수련생만족과 수련지속행동에 미치는 영향을 규명하게 마케팅전략수립을 위한 기초자료를 제공함으로써 각 태권도장의 수련생 관리와 더불어 피드백을 제공할 수 있다는 점에서 본 연구의 필요성이 있다. 이에 따라 연구를 실시한 결과는 다음과 같다. 첫째, 저학년일수록 태권도장의 경영환경, 수련생만족, 수련지속행동에 대한 만족 및 인식이 높게 나타났다. 둘째, 태권도장 경영환경의 모든 하위요인은 수련생만족에 정의 영향을 미치고 있으며 그중 지도자요인이 수련생만족에 가장 높은 영향을 미치는 것으로 나타났다. 셋째, 태권도장의 경영환경 중 지도자요인이 수련생의 수련지속행동에 정의 영향을 미치고 있는 것으로 나타났다. 넷째, 태권도장 수련생의 수련생만족은 수련지속행동에 정의 영향을 미치고 있는 것으로 나타났다. This study is an empirical study of business environment in Taekwondo academies that investigates its influences on the training satisfaction of trainees and training sustainable behaviors for establishing management strategies. Thus, this study is to be required for the evaluation of customer management and providing possible feedbacks. The conclusions obtained from this study can be summarized as follows: First, in the results of the analysis of relationship marketing strategy, customer orientation, and perceived management performance according to the demographic characteristics, a young and highly educated group showed high levels in the analysis. Second, in the results of the analysis of the influence of the business environment on training satisfaction of trainees, it is evident that it affects the training satisfaction of trainees. Third, in the results of the analysis of the influence of the business environment on training sustainable behaviors, it is evident that it affects the training sustainable behaviors. Fourth, in the results of the analysis of the influence of the training satisfaction of trainees on training sustainable behaviors, it is evident that it affects the training sustainable behaviors.

무도 체육관 마케팅 요인(4P) 분석을 통한 포지셔닝 전략

양걸(Girl Yang),김종경(Jong-Kyung Kim),조성균(Sung-Kyun Cho) 한국무예학회 2007 무예연구 Vol.1 No.1

오늘날 꾸준히 증가하는 무도 체육관은 경쟁이 심화될 것으로 예상된다. 따라서 본 연구는 무도 체육관의 마케팅 요인을 구성하고 있는 속성들에 의해 무도 체육관이 어떤 경쟁 위치에 있는지 파악하고 경쟁적 우위를 획득하고 타 무도와의 차별화된 마케팅을 위한 무도 체육관 포지셔닝 전략을 수립하는데 목적이 있다.본 연구를 위하여 2007년 7월 20일부터 25일까지 경기도 용인시와 수원시 지역 주민을 대상으로 편의표본추출법으로 선정하여, 총 150명에게 설문지를 나누어 주고 자기평가 기입법(Self-administration method)으로 응답하도록 한 후 회수하였다. 회수된 설문지 중 132부를 실제 연구에 사용하였다. 인지도가 높다고 판단되는 무도 종목을 전문가와의 협의를 통해 4종목(태권도, 합기도, 검도, 유도)을 선정하였고, 설문지는 인구사회학적 특성 2문항을 포함하여 54문항이다. 회수된 설문지는 Window용 SPSS Version 12.0 통계 프로그램을 이용하여 인구사회학적 특성에 관한 빈도분석과 체육관 마케팅 요인에 대한 신뢰도검증(Cronbach's α), 다차원척도법(MDS: Multidimensional Scaling)의 방법 중 PROXSCAL분석기법, 다중회귀분석(Multiple Regression Analysis)을 사용하였다.무도 체육관 마케팅 요인을 근거로 유사성 거리를 측정한 결과, 검도와 합기도가 가장 가깝게 나타났다.체육관 마케팅 요인에 따라서 각각의 무도 체육관의 순위를 살펴보면, 제품과 장소요인에서 태권도>검도>합기도>유도의 순서로 나타났다. 가격요인에서 태권도>검도>유도>합기도의 순서로 나타났다. 촉진요인에서 태권도>유도>검도>합기도의 순서로 나타났다. 따라서 체육관 마케팅 요인에 따른 선호도가 비교적 낮은 집단은 소비자들에게 보다 많은 정보를 제공하고 적절한 마케팅 전략을 수립하여야 할 것이며, 유사성 거리가 가까운 집단군은 경쟁관계가 높은 것이기 때문에 더욱 차별화된 전략으로 소비자를 공략하여야 할 것이다. High competition is expected among rapidly increasing number of martial arts center. Therefore, this study aims to understand the current competition status of martial arts center according to properties consisting of marketing elements of martial arts center and to set up a positioning strategy of martial arts center to procure competitive edge and differentiated marketing.For this end, we randomly selected 150 samples among the residents in Yongin and Suwon and distributed questionnaires to them from July 20 ~ July 25, 2007, and let them answer for the questions in self-administration method. We used 132 questionnaires among collected questionnaires for analysis. We selected 4 recognized marital arts (Tae Kwon Do, Hap Gi Do, Gum Do, Judo) through discussion with experts. The questionnaire has total 54 questions including 2 population sociology questions. For the collected questionnaires, we applied Cronbach|||’s α for frequency analysis about population sociological featu es and marketing elements of martial arts center, PROXSCAL of MDS (Multidimensional Scaling) methods, and Multiple Regression Analysis by using Windows SPSS Version 12.0 statistics program.When we measure similarity distance based on the marketing elements of martial arts center, Gum Do and Hap Gi Do were most close to each other.When we rank martial arts based on the marketing elements of martial arts center, it is Tae Kwon Do]Gum Do]Hap Gi Do]Judo in terms of product and location, it is Tae Kwon Do]Gum Do]Judo]Hap Gi Do in terms of lesson fee, and it is Tae Kwon Do]Judo]Gum Do]Hap Gi Do in terms of promotion. Therefore, the martial arts whose rank is low in terms of the marketing elements, they need to provide more information to customers and set up an appropriate marketing strategy, and the martial arts which have short similarity distance with other martial arts should appeal to customers with more differentiated strategy because competition is high.

스포츠이벤트 참여결정요인이 만족도 및 행동의도에 미치는 영향

양걸(Girl Yang),강지현(Ji Hyun Kang) 한국사회체육학회 2011 한국사회체육학회지 Vol.0 No.43

The purpose of this study was to investigate the effect of sports event on satisfactions and behavior intension. This study set the spectator who participated to a 56th Gyeonggido sports festival its survey targets and selected 476 copies questionnaires as its final valid samples. According to SPSSWIN ver. 15.0, we executed the exploratory factor analysis, reliability analysis and multiple regression. we obtained the following results: First, facility satisfaction of consumer satisfaction influences a benefit, service satisfaction influence a benefit, traffic and service, benefit satisfaction influence a benefit, image, image satisfaction influence a benefit, cost and image, finally traffic satisfaction influence a benefit, traffic and service by the relationship between the effect of sports events participating determinants and consumer satisfaction. Second, repurchase intention of repurchase behavior influences a cost, image and service, recommendation intention influence a facility, cost, image and service by the relationship between the effect of sports events participating determinants and repurchase activity.

스포츠보증인 속성이 광고태도와 광고회피에 미치는 영향

양걸(Girl Yang),전익기(Ik Ki Jeon) 한국사회체육학회 2009 한국사회체육학회지 Vol.0 No.38

The purpose of this study is to analyze the effect of attributes of athlete endorser on attitude toward advertisement and advertisement avoidance, and see what is the most effective factor in predicting attitude toward advertisement and advertisement avoidance among the sub-factors of attributes of athlete endorser. The research object was aimed at university students, and 372 copies of documents were used for practical analysis, and the questionnaire consisted of 2 questions relating to demographical factors, 14 attributes of athlete endorser, 12 attitude toward advertisement, and 8 advertisement avoidance, and the reliability of the questionnaire turned out to be Cronbach`s α=.617~.909. The result of the research is as follows. First, the attributes of athlete endorser turned out to have positive influence on every sub-factor of attitude toward advertisement, and particularly, it affected in the order of social factor, economic factor, and information factor among the sub-factors of attitude toward advertisement, and in the order of reliability and professionalism among the sub-factors of attributes of athlete endorser, and so did have influence on recreational factor among the sub-factors of attitude toward advertisement, and fondness factor among the sub-factors of attributes of athlete endorser. Second, the attributes of athlete endorser turned out to have negative influence on every sub-factor of advertisement avoidance, and particularly, fondness factor affected the advertisement avoidance most among the sub-factors of attributes of athlete endorser. Third, attitude toward advertisement turned out to have negative influence on every sub-factor of advertisement avoidance, and particularly, recreational factor affected the advertisement avoidance most among the sub-factors of attitude toward advertisement.

골프클럽 선택결정요인에 따른 포지셔닝 분석

양걸(Yang Girl),전익기(Jeon Ik-Ki),강지현(Kang Ji-Hyun) 한국체육과학회 2011 한국체육과학회지 Vol.20 No.3

This study aimed to identify how customers estimate golf club brand by golf club choice determinant and which brands are recognized as the same quality by using MDS (multi-dimensional scaling) understanding the position of graphs which is based on the image attribute. Data had been collected from March 22th to April 30th in 2010 for 40 days in Seoul, Gyeong-gi, Busan and Gyeong-nam. we chose 2 golf practice ranges in each region (total: 8 ranges) targeting members 400 questionnaires were distributed and 382 were used for this study. Investigation instruments were used 8 factors which is relatively important golf club choice determinant(price, advertisement, reputation, colour, design, popularity, quality and practicality) when the customers choose golf club reliability coefficient was α=.849. The ways of analysis are PROXCAL analysis technique and Multiple Regression Analysis of MDS. As a result of this study, Titleist, Callaway and Taylormade are in competition and Nike and Mizuno are in competition and Dunlop and Bridgestone are in competition. In addition, We analyze the result based on similarity distance matrix, Taylormade and Nike are in a high positioning in price factor of golf club choice determinant and Titleist is the highest positioning in choice determinant without regarding price.