태권도장 학부모가 지각하는 관계혜택에 관한 연구

이정학(Jeong Hak Lee),이경률(Jing Lu Li),이숙경(Suk Kyung Lee),장완석(Wan Suck Jang) 한국사회체육학회 2012 한국사회체육학회지 Vol.0 No.50

This study determined the target population by selecting parents of trainees from 9 Taekwondo studios in Seoul and Gyeonggi area from April 5 to May 16, 2012, who have been enrolled to one studio longer than 6 months, and then they were requested to respond the survey questionnaire through self-administration method by applying them with convenience sampling method among non-probability sampling methods. 450 copies of survey questionnaire were distributed in total, and 391 copies were selected as final effective samples. Collected responses were treated with frequency analysis, factor analysis, correlation analysis, and multiple regression analysis with PASW 18.0 version and following results were obtained. First, According to the result of the effects of the parents of trainees` perceived relationship benefits on relationship quality, the sub-factors of relationship benefits, which includes psychological benefits, customized benefits, economic benefits in order, these sub-factors had significantly influenced on satisfaction. In addition, the sub-factors of relationship benefits, which includes social benefits, psychological benefits, customized benefits in order. These sub-factors had significantly influenced on loyalty. As for the sub-factors of relationship benefits, which includes social benefits, customized benefits, psychological benefits in order, these sub-factors had significantly influenced on commitment. Second, According to the result, the sub-factors of relationship benefits, which includes psychological benefits, customized benefits, economic benefits, social benefits in order, these factors had significantly influenced on word-of-mouth intention. In addition, the sub-factors of relationship benefits, which includes social benefits, customized benefits, psychological benefits, economic benefits in order, these sub-factors had significantly influenced on repurchase intention. Third, According to the result, the sub-factors of relationship quality, which includes satisfaction, commitment, loyalty in order, these sub-factors had significantly influenced on word-of-mouth intention. In addition, the sub-factors of relationship quality, which includes satisfaction, loyalty, commitment in order, these sub-factors had significantly influenced on repurchase intention.

태권도 지도자의 감정노동과 직무소진 및 고객지향성의 관계

이정학 ( Jeong Hak Lee ),이경률 ( Jing Lu Li ),이숙경 ( Suk Kyung Lee ),장완석 ( Wan Suck Jang ) 한국스포츠정책과학원(구 한국스포츠개발원) 2013 체육과학연구 Vol.24 No.4

본 연구는 태권도 지도자의 감정노동과 직무소진 및 고객지향성의 관계를 규명하는데 목적이 있다. 연구대상은 제6회 전국태권도장 경영 및 지도법 경진대회에 참가한 관장과 사범을 모집단으로 설정하여 편의표본추출법을 이용하여 311명의 표본을 추출하였다. 수집된 자료는 PASW 20.0과 AMOS 20.0을 이용하여 빈도분석, 확인적 요인분석, 상관관계분석, 구조방정식모형분석을 실시하였으며, 다음과 같은 결론을 도출하였다. 첫째, 태권도 지도자의 감정노동 중 내면행위는 직무소진에 부정적인 영향을 미치는 것으로 나타났다. 둘째, 태권도 지도자의 감정노동 중 표면행위는 직무소진에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 태권도 지도자의 직무소진은 고객지향성에 부정적인 영향을 미치는 것으로 나타났다. 넷째, 태권도 지도자의 감정노동 중 내면행위는 고객지향성에 긍정적인 영향을 미치는 것으로 나타났다. 다섯째, 태권도 지도자의 감정노동 중 표면행위는 고객지향성에 긍정적인 영향을 미치는 것으로 나타났다. This study examines the relationships among the emotional labor, job burnout and customer orientation of taekwondo instructors. Using the convenience sampling method, a sample of 311 taekwondo instructors was extracted from taekwondo head masters and instructors gathered for the 6th National Contest of Taekwondo Studio Management and Taekwondo Instruction Methodology. PASW 20.0 and AMOS 20.0 were used to conduct frequency analysis, confirmatory factor analysis, correlation analysis and structure equation modeling. The conclusions are as follows. First, the inner behavior of instructors` emotional labor was found to have a negative effect on the job burnout they experienced. Second, the surface behavior of instructors` emotional labor was found to have a positive effect on the job burnout they experienced. Third, job burnout experienced by instructors was found to have a negative effect on their customer orientation. Fourth, the inner behavior of the instructors` emotional labor was found to have a positive effect on customer orientation. Finally, the surface behavior of instructors` emotional labor was found to have a positive effect on customer orientation.

스포츠 휴먼브랜드 속성이 브랜드 동일시, 소비자-브랜드 관계 및 확장된 브랜드 구매의도에 미치는 영향

이정학(Lee, Jeong-Hak),이경률(Li, Jing-Lu),김재환(Kim Jae-Hwan),이성빈(Lee, Sung-Bin) 한국사회체육학회 2015 한국사회체육학회지 Vol.0 No.59

This study aimed to determine how human brand attributes relate to human brand identification, consumer-human brand relationship, and expanded human brand purchase intention. Using the snowball sampling of the non-probability sampling, online questionnaire method was conducted for 15 days in August, 2014 and the target were citizens in Seoul and Gyeonggi-do. Except for 15 data which were not seriously taken, 435 responses were used as valid samples. PASW 21.0 was used to conduct frequency analysis, exploratory factor analysis, reliability analysis, and correlation analysis, and AMOS 21.0 was used to conduct confirmatory factor analysis and structure equation modeling. The conclusions drawn from this study are as follows. First, the reliability and attractiveness of human brand attributes were found to have a positive effect on human brand identification, but professionalism had no effect on human brand identification. Second, human brand identification had a positive influence on the consumer-human brand relationship. Third, human brand identification had a positive impact on expanded human brand purchase intention. Lastly, the consumer-human brand relationship had a positive influence on expanded human brand purchase intention.

IPA와 MDS를 이용한 방송사별 해설자 공신력에 관한 연구 - 2014 FIFA 브라질월드컵 중계방송 중심으로 -

이정학 ( Jeoung Hak Lee ),이경률 ( Jing Lu Li ),김재환 ( Jae Hwan Kim ) 한국스포츠정책과학원(구 한국스포츠개발원) 2015 체육과학연구 Vol.26 No.2

본 연구는 방송사별 해설자 공신력에 대한 미디어수용자들의 기대수준과 지각된 성과의 차이를 통해 해설자의 공신력을 평가하고 이러한 속성이 미디어수용자들에게 어떻게 인식되고 있는지를 규명하는데 그 목적이있다. 연구대상은 2014 FIFA 브라질월드컵 중계방송을 시청한 경험 있는 서울·경기지역 거주자를 모집단으로 설정하였으며, 눈덩이표집법을 이용하여 총 218부의 자료를 유효 표본으로 선정하였다. 수집된 자료는 PASW 21.0을 이용하여 빈도분석, 탐색적 요인분석, 대응표본 t-test, IPA, PROXSCAL분석, 다중회귀분석을 실시하였으며, 다음과 같은 결론을 도출하였다. 첫째, IPA분석결과 Ⅰ사분면은 현상유지 영역으로 KBS와 SBS 해설자의 전문성이 포함되어 있다. Ⅱ사분면은 집중노력지향 영역으로 KBS와 SBS 해설자는 역동성, MBC 해설자는 전문성과 역동성이 포함되어 있다. Ⅲ사분면은 열등순위 영역으로 KBS와 SBS 해설자의 경우 대중성이, MBC 해설자는 신뢰성이 포함되어 있다. Ⅳ사분면은 과잉노력지양 영역으로 KBS와 SBS 해설자의 경우 신뢰성이, MBC 해설자는 대중성이 포함되어 있다. 둘째, MDS분석결과 공신력 속성 중 전문성,신뢰성, 역동성 에서는 KBS>SBS>MBC 순으로 나타났으며, 대중성에서는 KBS>MBC>SBS 순으로 나타났다. The purpose of this study was to evaluate sports commentators’ public confidence by the difference between media recipients’ expected level on the public confidence and their perceived outcomes, and to investigate how such characteristics are perceived by media recipients. The questionnaires were given out to people in Seoul and Gyeonggi province, who have experience of having watched the 2014 FIFA World Cup Brazil. The samples were collected by snowball sampling method and a total of 218 questionnaires were chosen as final validity sample. For data analysis, frequency analysis, exploratory factor analysis, paired t-test, importance-performance analysis (IPA), PROXSCAL analysis, and a multiple regression analysis were done by using PASW 21.0. The derived results are as follows: First, according to results from IPA analysis, the Quadrant I is a status-quo area, which is inclusive of the professionalism of KBS and SBS commentators. The Quadrant Ⅱ is a concentrated effort-oriented area, which includes dynamics of KBS and SBS commentators, and professionalism and dynamics of MBS commentators. The Quadrant Ⅲ is an inferiority ranking area, which contains popularity of KBS and SBS commentators, and reliability of MBC commentators. The Quadrant Ⅳ is a rejection of overexertion area, which incorporates reliability of KBS and SBS commentators and popularity of MBC commentators. Second, according to results from MDS analysis in terms of the characteristics of public confidence, an order of KBS>SBS>MBC appeared in the fields of professionalism, reliability and dynamics, and an order of KBS>MBC>SBS appeared in popularity.

골프장 물리적환경과 고객의 감정반응(PAD) 및 행동의도의 관계

이정학(Lee, Jeong-Hak),이경률(Li, Jing-Lu),김경자(Kim, Kyung-Ja) 한국사회체육학회 2014 한국사회체육학회지 Vol.0 No.58

The purpose of the study was to understand how the physical environment of a golf course is related to the emotional reactions and behavioral intentions of customers. The members of three golf clubs located in the Gyeonggi province were selected as the target population, and a total of 314 samples were identified, through convenience sampling. Using PASW 21.0 and AMOS 21.0, the collected data was studied using frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation modeling. The findings of the analyses are summarized as follows. First, the physical environment of the golf course was observed to have a significant influence on dominance, arosual, and pleasure. Second, dominance had a significant correlation with arousal and pleasure, while arousal was significantly related to pleasure. Third, only pleasure caused a significant effect on behavioral intentions.

프로스포츠구단의 마케팅활동과 브랜드자산 간의관계

이정학(Lee, Jeong-Hak),이경률(Li, Jing-Lu),김호(Jin, Hao) 한국체육과학회 2014 한국체육과학회지 Vol.23 No.6

The purpose of this study is to deliberate the basic marketing data for professional football team by inquiring the structure relationship between marketing 4P and brand awareness, brand image, brand loyalty. The questionnaires were given out to spectators who were attended to watch game between Guang Zhou Ever Grande FC and Shan Dong Lu Neng FC by using convenient sampling method. A total of 500 questionnaires were used as final validity sample and frequency analysis, confirmatory factor analysis, correlation analysis, structure equation model analysis were used by using PASW 20.0 and AMOS 20.0 version. And the results are as follow. First, the marketing activity of professional football team had significantly influenced on brand awareness. Second, he marketing activity of professional football team had significantly influenced on brand image. Third, he marketing activity of professional football team had significantly influenced on brand loyalty.

태권도대회 참가자의 선택속성이 참가만족 및 도시이미지에 미치는 영향

이정학(Lee, Jeong-Hak),이경률(Li, Jing-Lu),장완석(Jang, Wan-Suck) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.1

This research has the objective of providing the elementary data for the establishment of marketing strategy of sports event by studying on the casual relationship between the variables of selection attributes, satisfaction of participation, and city image of the participants of Taekwondo tournament. The investigation object was the 383 people that was selected through the convenient specimen sampling method with the population of the participants of the international Taekwondo tournament that was opened in Chunocheon for the 8th time. For data analysis was made by PASW 18.0 performing frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis and multiple regression analysis and have deducted the following result. First, the adjacency and the convenience had the significant affect on the satisfaction of participation among the selection attributes of the participating athletes of the Taekwondo tournament. Second, among the selection attributes of the participating athletes of the Taekwondo tournament, in the order of sightseeing, adjacency and the convenience, they showed significant effect on the city image.