Exploring the Impact of Emotions Induced by the Olympic Games on the Consumption Values, Attitudes and Purchase Intention Toward the Olympic Sponsor

오인애,이태훈,장지석,임충훈 상명대학교 글로벌문화예술교육연구소 2021 Research in Dance and Physical Education Vol.5 No.2

The purpose of this study is to examine how emotional arousal and pleasure experienced during Olympic competitions affect the consumption values, attitudes, and purchase intentions toward sponsoring brands. To fulfill this purpose, an experimental study was conducted with 30 participants and the research design consisted of 2 (Pleasure: Win/Loss) x 2 (Arousal: High/Low) between subjects. Data analyses included Reliability Tests, Independent Samples t-test, and two-way Analysis of Variance (ANOVA) using SPSS 25.0 statistical packages. The findings suggest the pleasure induced by the Olympics is an important factor in its rising positive effect on the consumption values (economic, social and product quality value), attitudes and purchase intentions toward Olympic sponsors. Although it was hypothesized that arousal due to the Olympics positively affects consumption values, attitudes and purchase intentions toward sponsoring brands, analysis results revealed only one significant effect on emotional consumption value. These findings show that arousal and pleasure, which increase in the Olympic competition, play an independent role in evaluating the consumption value of sponsors. Further, factors evaluating the value of Olympic sponsors cannot be assessed only through winning or losing.

소비자가 인지하는 스포츠 이벤트의 가치가 후원 기업 가치에 미치는 영향 분석

오인애(Oh, In-Ae),장지석(Chang, Ji-Suk),원동천(Won, Dong-Chun),임충훈(Lim, Choong-Hoon) 한국체육과학회 2020 한국체육과학회지 Vol.29 No.2

The purpose of this study was to explore the influence of a sport event’s values on the values of a sponsoring company. Furthermore, by applying the Model of Image Creation and Image Transfer (AMICIT), this study aimed to analyze the differential transfer of the values depending on whether or not a company sponsors the event. To accomplish this purpose, questionnaires were collected from a total of 445 participants who were recruited during the 2018 PyeongChang Winter Olympic Games. Data analyses included Descriptive Analysis, Reliability Tests, Confirmatory Factor Analysis, independent samples t-test, and Multiple Regression using SPSS 22.0 and AMOS 22.0 statistical packages. The results are as follows. First, the global values (i.e., vision and mission) of the Olympics significantly influenced the Economic, Sociocultural, Environmental, and Experiential values of the sponsoring company. Second, consumers’ perceived specific values (i.e., economic, sociocultural, environmental, experiential, and moral values) of the Olympics significantly influenced the economic, sociocultural, environmental, experiential, and moral values of the sponsoring company. Third, the means for the sponsoring company’s economic, sociocultural, environmental, experiential, and moral values were significantly higher than the means for the non-sponsoring company (p<.001).

스포츠 이벤트 가치 척도 개발 및 적용

오인애(Oh, In-Ae),임충훈(Lim, Choong-Hoon) 한국체육과학회 2019 한국체육과학회지 Vol.28 No.2

The purpose of this study was to develop a valid and reliable scale to measure perceived value of sporting event. Also, this research attempted to provide the psychometrics properties in terms of its external validity and applicability so that future event organizers can utilize this scale for their events. To accomplish the goal of the study, the consumers’ perceived value scale in sport event was developed in seven phases. For the data processing, this research conducted Descriptive Analysis, Reliability Test, Confirmatory Factor Analysis, and Multiple Regression techniques by using SPSS 21.0 and AMOS 22.0. Based on data processing, a new perceived value of consumer in sport event scale with five factors(Economic, Culture & Social, Environmental, Experiential, Moral) and fifteen items were developed. The result of predictive validity of developed items are as follow. First, economic, culture & social, environmental, experiential, moral of perceived value had significantly influence on consumers’ attitude toward sport event. Second, economic, culture & social, experiential, moral of perceived value had significantly influence on consumers’ intention to watch the game of sport event.

e스포츠상황에서 시각적 주의도가 A보드광고기억에 미치는 영향분석: 명시적·암묵적 기억을 중심으로

오인애 ( Inae Oh ),김현우 ( Hyunwoo Kim ),임충훈 ( Choonghoon Lim ) 한국스포츠산업경영학회 2016 한국스포츠산업경영학회지 Vol.21 No.5

본 연구의 목적은 정교화가능성 모델(Elaboration Likelihood Model)과 단순노출 효과(Mere exposure effect)를 토대로 산업의 규모가 점차 확장되고 있는 e스포츠 환경에서 A보드를 활용한 기업의 스폰서십 효과를 측정하는 것이다. 본 연구의 실험자극물에 대한 피험자의 시각적 주의도가 명시적 기억과 암묵적 기억형성에 미치는 영향을 살펴보기 위해 e스포츠 주 고객층이라고 할 수 있는 대학생 및 대학원생을 모집단으로 선정하여 2015년 8월 한 달간 실험을 진행하였으며 연구의 결과로 첫째, A보드 광고존 응시시간과 응시횟수는 게임존에 비하여 현저히 낮은 것으로 나타났다. 둘째, 피험자들의 A보드 광고존 응시시간과 응시횟수 모두 암묵적 기억에 영향을 미치는 것으로 나타났다. 셋째, 피험자들의 A보드 광고존 응시시간은 명시적 기억에 영향을 미치는 것으로 나타났지만 응시횟수는 영향을 미치지 않는 것으로 나타났다. 넷째, 암묵적 기억은 A보드 광고에 대한 브랜드 친숙도의 영향을 받는 반면 명시적 기억은 영향을 받지 않는 것으로 나타났다. The purpose of this study was to measure the effectiveness of a company sponsorship which utilized A board advertising in the gradually expanding e-sports industry with the Elaboration Likelihood Model and Mere Exposure Effect. Twenty seven bachelor and master degree students, the major customers of e-sports, were recruited as the subject during August, 2015. By reviewing the impact of experimental stimulus images on the formation of explicit and implicit memories, the study ascertained following findings. Firstly, the gazing duration and numbers in A board advertising were significantly lower than those in the game zone. Secondly, both A board advertising gazing duration and numbers influenced subjects`` explicit and implicit memories. Thirdly, A board advertising gazing duration affected the explicit memory but gazing numbers did not. Lastly, the implicit memory was affected by the familiarity of A board advertising but not the explicit memory.

전통마케팅과 체험마케팅이 경기장 재방문 의도 및 프로팀 브랜드 자산에 미치는 영향: 프로 야구 관람객을 중심으로

오인애(OhInae),정명수(JungMyengsoo),임충훈(LimChoongHoon) 한국체육학회 2017 한국체육학회지 Vol.56 No.5

본 연구는 프로야구 경기장을 방문한 관람객들을 대상으로 전통마케팅과 체험마케팅이 브랜드 자산 및 재방문의도에 미치는 영향을 검증하는 데 그 목적이 있다. 이에 따라 프로야구 경기를 직접 관전하러 온 관람객 총 277명을 대상으로 설문지를 배부하였으며, 그 중 불성실하게 응답한 11부의 설문지를 제외한 266부를 최종적으로 사용했다. 선정된 설문지는 IBM Statistic SPSS 21.0과 IBM SPSS AMOS 21.0 프로그램을 사용하여 기술통계 분석, 신뢰도 및 타당도 분석, 확인적 요인분석, 구조방정식모형 검증을 실시하였다. 그 결과는 다음과 같다. 첫째, 전통마케팅은 체험마케팅에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 체험마케팅은 재방문 의도와 브랜드 자산에 각각 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 전통마케팅과 재방문 의도 및 브랜드 자산의 관계에서 체험마케팅이 매개역할을 하는 것으로 나타났다. The purpose of this study was to examine the structural relationship among traditional and experiential marketing, brand equity and revisit intention. To accomplish the goal of the study, 277 questionnaires were handed out to spectators of professional baseball games and 266 of them were utilized for data analysis. For the data processing, this study conducted Descriptive Analysis, Reliability Test, Confirmatory Factor Analysis, and Structural Equation Modeling techniques by using IBM Statistic SPSS 21.0 and IBM SPSS AMOS 21.0. The results are as follow. First, traditional marketing positively influenced experiential marketing. Second, experiential marketing positively influenced both brand equity and revisit intention. Third, experiential marketing was a significant mediating factor among traditional marketing, revisit intention and brand equity.

콜로이드 자기조립법에 의해 제조된 다공질 구형 타이타니아 분말의 광촉매 특성

오인애 ( In-ae Oh ),신철환 ( Cheol Hwan Shin ),조영상 ( Young-sang Cho ) 대한금속재료학회(구 대한금속학회) 2016 대한금속·재료학회지 Vol.54 No.8

Macroporous titania crystallites were synthesized using an emulsion-assisted self-assembly method to prepare a photocatalyst for the decomposition of organic dyes such as methylene blue. The porous structure was prepared using polymeric particles as sacrificial templates, which were synthesized by large-scale dispersion polymerization. An in-depth study was performed to characterize the photocatalytic performance of the porous spherical titania particles by evaluating the rate constants of the decomposition reactions. Factors affecting the reaction rates were studied by controlling the size of macropores, the average diameter of the porous particles, the amount of photocatalysts and methylene blue in reaction mixture, and the power of the UV light sources. Enhanced photocatalytic performances were also observed for porous particles with hollow microstructure obtained using a rotating cylinder system, or bimodal porous particles. (Received February 2, 2016; Accepted March 31, 2016)

Super-insulating properties of porous ceramic particles fabricated by a self-assembly process using complex fluids

조영상,오인애,정누리 한양대학교 세라믹연구소 2016 Journal of Ceramic Processing Research Vol.17 No.6

Porous silica particles were synthesized by an emulsion-assisted self-assembly process. The templating materials, polymericnanospheres or block copolymers, were self-organized with the precursor inside emulsions to prepare porous ceramic particlesafter calcination. The thermal insulating properties of mesoporous, macroporous, and meso-macroporous particles werecompared by measuring their thermal diffusivity using a laser flash apparatus. The insulating properties of the porousparticles could be controlled by changing the emulsification conditions using a rotating cylinder instead of a conventionalhomogenizer to induce a hollow interior structure of the porous particles. The lowest value of the thermal conductivity wasrecorded as roughly 10 mW/mK for the meso-macroporous particles, which is comparable to previous materials includingaerogels. The porous ceramic particles additionally can be applied as coating materials for superhydrophobic surfaces via alotus effect.

스포츠팬의 팀에 대한 공감이 재관람의도에 미치는 영향: 시즌평가와 용서의 매개효과

장남경,오인애,홍석표 한국스포츠산업경영학회 2023 한국스포츠산업경영학회지 Vol.28 No.6

이 연구는 스포츠팬의 팀에 대한 공감이 재관람의도에 미치는 영향에서 시즌과정과 결과에 대한 평가, 그리고 용서가 어떤 역할을 하는지 확인하고자 진행되었다. 구체적으로, 서비스 실패 관점에서 시즌 과정과 결과를 정의하고 이에 따른 팬들의 팀과 선수에 대한 공감이 어떤 역할을 하는지 확인하였다. 기아타이거즈 팬 300명을 대상으로 설문을 진행하였으며 이 중 시즌과정과 결과에 대한 기억이 불명확한 49명을 제외하고 총 251명을 분석하였다. SPSS와 AMOS 통계 패키지를 활용하여 빈도분석, 신뢰도 분석, 상관관계분석, 확인적 요인분석, 그리고 경로분석을 진행했다. 연구결과, 공감은 스포츠팬의 시즌 과정, 결과평가에 정(+)의 영향을 미치는 것으로 나타났다. 또한, 용서와 재관람의도에 정(+)의 영향을 미쳤다. 시즌결과 평가는 용서에 정(+)의 영향을 미쳤으며, 재관람의도에 미치는 직접효과는 통계적으로 유의미하지 않았으나, 용서를 통한 완전매개효과가 있는 것으로 나타났다. 시즌과정평가는 용서와 재관람의도에 유의미한 영향을 미치지 못하는 것으로 나타났다. 이 연구를 통해 불만족스러운 시즌 결과가 발생했을 때, 공감이 팬들의 시즌 과정과 결과평가 그리고 용서에 어떤 영향을 미치는지 확인할 수 있었다. 이를 통해 스포츠 구단과 기업이 보다 효과적으로 시즌과정과 결과에 대한 효과적 대처를 할 수 있기를 기대한다. The objective of this research is to investigate the influence of empathy and forgiveness on sports fans' perceptions of a team's season performance, outcomes, and their intention to revisit. The study defined a team's season performance and outcomes from a service failure perspective and examines the role of fans' empathy towards teams and players. For the methodology, a survey was conducted with 300 Kia Tigers fans. After excluding 49 respondents with unclear memories of the season performance and outcomes, a total of 251 respondents were analyzed. For the analysis, frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis, and path analysis, were performed using SPSS and AMOS. The results indicate that empathy has a positive impact on sports fans' evaluation of the team's season performance and outcomes. Additionally, forgiveness positively influences the intention to revisit. The evaluation of season outcomes has a positive impact on forgiveness. While the direct effect on the intention to revisit was not statistically significant, a mediating effect through forgiveness was observed. However, the evaluation of the season performance did not significantly impact forgiveness or the intention to revisit. This study helps to understand how fans' empathy influences their evaluation of a team's season performance and outcomes and their capacity for forgiveness when faced with unsatisfactory season results. It is expected that sports teams and corporations can effectively manage and cope with a team's season performance and outcomes based on these findings.

High-rate capability of hollow spherical titanium dioxide as negative electrode materials for lithium-ion batteries

홍민영,김두리,오인애,정누리,조영상,류지헌 한국공업화학회 2015 한국공업화학회 연구논문 초록집 Vol.2015 No.0

Hollow spherical TiO2 powders are prepared from the TDIP(titanium diisopropoxide acetylacetonate) precursor by PS(polystyrene) nanosphere template. These hollow spherical TiO2 powders with thin wall thickness (~20 nm) showed better electrochemical characteristics than that of commercial TiO2 nanopowders with 100 nm particle size. Lowcrystalline TiO2 hollow sphere synthesized at 500oC shows higher specific capacity of 190 mAh/g (@0.1 C-rate) and TiO2 hollow sphere heat-treated at 700oC has excellent rate capability with slightly high crystallinity.thiophene (T) spacer between D and A unit as π-bridge is extended π -conjugation lengths. The polymers are showed physical, optical, electrochemical and photovoltaic properties.

소셜 라이브 스트리밍 스포츠방송 BJ 브랜드 이미지 척도개발 및 타당화

양홍위(Yang, Hong Wei),오인애(Oh, Inae),장지석(Chang, Jisuk),임충훈(Lim, Choong Hoon) 한국스포츠산업경영학회 2021 한국스포츠산업경영학회지 Vol.26 No.2

본 연구의 목적은 스포츠의 특성을 고려한 소셜 라이브 스트리밍 스포츠방송 BJ의 브랜드 이미지 척도를 개발하여 타당성 및 유효성을 확보하는 것이다. 연구의 목적을 달성하기 위하여 소셜 라이브 스트리밍 스포츠방송 BJ의 브랜드 이미지에 영향을 미칠 수 있는 요인을 40편의 관련 선행연구 분석으로 추출하였으며, 델파이 조사기법, 확인적 요인분석을 통해 다차원적이고 위계적인 요인구조를 검증하였다. 또한, 총 5단계의 절차를 거쳐 척도의 타당도(내용 타당도, 집중 타당도 및 판별 타당도)을 확보하였다. 본 연구는 소셜 라이브 스트리밍 스포츠방송 시청자 대상으로 총 413명 표본을 수집하였으며 AMOS 25.0, SPSS 25.0을 활용해 분석을 시행하였다. 그 결과, 첫째, 소셜 라이브 스트리밍 스포츠방송 BJ의 브랜드 이미지는 37개 문항으로 타당하게 측정되었다. 둘째, 소셜 라이브 스트리밍 스포츠방송 BJ의 브랜드 이미지는 목소리, 커뮤니케이션 능력, 몸짓스피치스킬, 유머, 관계에 대한 노력, 음성스피치스킬, 스포츠 지식, 경제적 성과, 자아 일치성 및 외모의 10개 하위요인으로 구성되며, 이는 스포츠 BJ의 퍼포먼스, 스포츠 BJ의 매력성, 스포츠 BJ의 상업적 가치의 3개 상위요인으로 구성되었다. 셋째, 확인적 요인분석 및 구조방정식 분석을 통해 소셜 라이브 스트리밍 스포츠 방송 BJ의 브랜드 이미지의 다차원적이고 위계적인 요인구조를 규명하였다. The purpose of this study was to develop a valid and reliable measurement scale for assessing the brand image of Social Live Streaming Sports Broadcasting Jockeys (BJ) by extracting the relevant factors with consideration of sports’ unique characteristics based on previous research. A thorough investigation of the relevant literature resulted in 40 studies directly applicable to the measurement of Social Live Streaming BJ brand image, which were used to extract 10 low-level factors that formatively measure 3 high-level factors. These factors were first confirmed using the Delphi method, followed by Confirmatory Factor Analyses to confirm the multidimensional and hierarchical structure. With five-step procedures, the scale"s validity (content, concentration, and discriminant) were secured. The data was analyzed using SPSS 25.0 and AMOS 25.0 statistical packages by collecting 413 viewers of Social Live Streaming Sports BJ channels. The results of the analyses were as follows. First, it was confirmed that the brand image of a Social Live Streaming Sports BJs can be validly measured using 37 items. Second, the brand image of Social Live Streaming Sports BJs was composed of 10 sub-factors that include BJ’s vocal characteristics, communication ability, gesture appropriateness, humor, relationship effort, speech skill, sports knowledge, financial achievement, self-congruence, and appearance. Lastly, the 10 low-level and 3 high-level multidimensional and hierarchical factor structure were confirmed through Confirmatory Factor Analyses and Structural Equation Modeling.