수상레저스포츠 참여자의 여가관여도와 스포츠소비문화의 관계에서 소비욕구의 매개효과 연구

이동욱(Lee, Dong-Wook) 한국체육과학회 2016 한국체육과학회지 Vol.25 No.6

The purpose of this study was to examine the relationship between leisure involvement and sports consumption culture in water leisure sports, and whether these relationships are mediated by consumption desire. For this purpose, a survey was conducted 308 users of water leisure sports. The data were treated with the SPSS 18.0 and AMOS 18.0 program. As a result, the following conclusion were drawn. First, research model about leisure involvement, sports consumption desire and sports consumption culture of water leisure sports suit research’s purpose. Second, leisure involvement, consumption desire and consumption culture of water leisure sports are related to each other. Truth, leisure involvement influence on the Sports consumption desire and Sports consumption culture positively. The more Sports consumption desire is, the more positive sports consumption culture is changed. Third, Sports consumption desire of water leisure sports facilitates leisure involvement to have an effect on sports consumption culture. So the route model set up for this study is appropriate to develop researches on the samples. These results were discussed based on previous literature and theory.

직장인 여가스포츠 참여자의 사회심리학적 변인과 스포츠 소비욕구 및 스포츠 소비문화의 관계모형연구

이호열(Lee Ho-Youl) 한국체육과학회 2008 한국체육과학회지 Vol.17 No.1

This study is aimed to consider if sports consumption culture promotes an increase in working people's recognition of leisure activities, which has been caused by changes in social and economic environment in the modern society. To do that, the present author made efforts to determine the causation among such social psychological variables as leisure value, leisure attitude, leisure involvement degree, sports consumption desire, and sports consumption culture, with a view to provide basic materials for participants in leisure sports to deeply understand sports consumption culture and for theories of relevant studies to develop in the modern society. The population in this study was employed to sample 600 panels for an Internet questionnaire survey. Such technological statistics as SPSS statistic package 11.0 was hired to process the collected data, and AMOS 4.0 program was employed. The following is a summary of the findings of this study. First, there is relationship between social psychological variables of leisure sports participants and their desire for sports consumption. Second, there is relationship between social psychological variables of leisure sports participants and their sports consumption culture. Third, there is sports consumption desire of leisure sports participants and their sports consumption culture. Fourth, the sports consumption desire of leisure sports participants facilitates social psychological variables to have an effect on sports consumption culture. Fifth, a stable model is suitable to those who regularly work five or six days a week but not to those who irregularly work five days a week.

여가스포츠 참가유형에 따른 소비성향, 성취목표성향 및 행복감의 구조적 관계

김동건(Kim, Dong Gun),김재중(Kim, Jae Joong),김선주(Kim, Sun Joo) 한국문화융합학회 2020 문화와 융합 Vol.42 No.9

이 연구는 2019년 6월부터 9월까지 전국적으로 여가스포츠(지상:골프, 승마, 수상:윈드서핑, 수상스키, 항공:패러글라이딩, 초경량항공기)에 참가하고 있는 만 20세 이상의 성인 남·녀 643명을 대상으로 여가스포츠 참여자의 소비성향과 성취목표성향, 행복감의 관계를 규명하였다. 소비성향은 15문항, 성취목표성향은 10문항, 행복감 11문항으로 구성되었고, SPSS 18.0과 AMOS 18.0을 최종분석에 활용하였다. 연구대상자의 일반적 특성을 파악하기 위해 빈도분석을, 설문지의 타당도와 신뢰도를 확보하기 위해 탐색적 요인분석, 확인적 요인분석, 신뢰도 검증 및 상관관계분석을, 모형의 검증을 위해 구조방정식모형을 적용하여 분석하였으며, 다음과 같은 결론을 도출하였다. 첫째, 소비성향은 성취목표성향에 직접효과가 있고, 소비성향은 행복감에 직접효과와 간접효과가 있어 총 효과를 가지고 있는 것으로 나타났으며, 성취목표성향은 행복감에 직접효과가 있는 것으로 나타났다. 그리고 소비성향과 성취목표성향, 행복감은 구조적인 관계가 있는 것으로 나타났다. 둘째, 지상유형에서 소비성향은 성취목표성향에 직접효과가 있고, 행복감에는 직접효과와 간접효과가 있어 소비성향은 행복감에 대해 총 효과를 가지고 있는 것으로 나타났으며, 성취목표성향은 행복감에 직접효과가 있는 것으로 나타났다. 셋째, 수상유형에서 소비성향은 성취목표성향에 직접효과가 있고, 행복감에는 직접효과와 간접효과가 있어 소비성향은 행복감에 대해 총 효과를 가지고 있는 것으로 나타났으며, 성취목표성향은 행복감에 직접효과가 없는 것으로 나타났다. 넷째, 항공유형에서 소비성향은 성취목표성향에 직접효과가 있고, 행복감에는 직접효과가 있으며, 소비성향은 행복감에 직접효과와 간접효과 있어 소비성향은 행복감에 총효과를 가지고 있는 것으로 나타났다. The purpose of this study was to examine the relationship between consumption tendency and achievement goal tendency among participants of leisure sports. For that, the author conducted a survey of 643 adult men and women aged 20 or older who were participating in leisure sports (ground sport type: golf, horse-riding; water sports type: wind surfing, water-skiing; aerial sports type: paragliding, ultra-light aircraft) from June to September, 2019. The questionnaire consisted of 15 questions on consumption tendency, 10 questions on achievement goal tendency, and 11 questions on sense of happiness. The collected data were processed by using SPSS 18.0 and AMOS 18 for final analyses. Frequency analysis was performed to determine general characteristics of the subjects. Exploratory factor analysis and confirmatory factor analyses were performed to substantiate the validity and reliability of the questionnaire used in this study; a reliability test (Cronbach’s) and correlation analysis were also carried out. To validate the model, a structural equation model was used for analyses. Based on aforesaid procedures of study, the following conclusions were drawn: First, consumption tendency had a direct effect on achievement goal tendency. Consumption tendency had both direct and indirect effects on sense of happiness, suggesting that consumption tendency had an overall effect. Achievement goal tendency had a direct effect on sense of happiness. Consumption tendency, achievement goal tendency, and sense of happiness had a structural relationship. Second, consumption tendency had a direct effect on achievement goal tendency and had both direct and indirect effects on the sense of happiness in connection with ground sports type, suggesting that consumption tendency had an overall effect on sense of happiness. Achievement goal tendency had a direct effect on the sense of happiness. Third, consumption tendency had a direct effect on achievement goal tendency and had both direct and indirect effects on the sense of happiness in connection with water sports type, suggesting that consumption tendency had an overall effect on the sense of happiness. Achievement goal tendency did not have any direct effect on the sense of happiness. Fourth, consumption tendency had a direct effect on achievement goal tendency and had a direct effect on the sense of happiness in connection with aerial sports type. Consumption tendency had both direct and indirect effects on the sense of happiness, suggesting that consumption tendency had an overall effect on the sense of happiness.

The Citespace Approach on the Changes of Trends and Hotspots to Consume SPORT Products of Chinese Collegiate Students

Xuefeng Bai,Hongbum Shin J-INSTITUTE 2021 Kinesiology Vol.6 No.4

Purpose: With the national emphasis on the high-quality development of sports industry and the cultivation of new cultural formats and consumption patterns, sports consumption of college student has become a hot topic of academic attention, and a lot of research has been carried out. In order to fully understand the research status of sports consumption of college student in China, this study conducted scientific econometric statistics on related researches in the past 20 years, aiming to analyze the hot spots and trend evolution of sports consumption of college students. Method: In this paper, 487 valid samples were obtained by searching the literature related to college student sports consumption collected by CNKI from 2001 to 2021. CiteSpace was used to conduct visualized analysis, and through the collation of knowledge map, it revealed the hot spots and trend evolution of Chinese collegiate stu-dent sports consumption. Results: The results of descriptive statistical analysis from literatures for this study showed that the time dis-tribution characteristics of Chinese collegiate student who consume sport products could be divided into four stages: 1)steady growth stage from 2001 to 2005, 2)rapid development stage from 2006 to 2008, 3)ups and downs stage from 2009 to 2014, and 4)slow decline stage from 2015 to 2021. These literatures were mainly studied by colleges and universities, involving physical education, pedagogy, economics. The research hotspots analysis showed that the main keywords of Chinese collegiate student sports consumption were sports consump-tion, college students, current situation, influencing factors, sports consumption behavior, college student sports consumption, female college students, consumption consciousness, sports consumption structure and motivation. The results of emerging trend analysis showed that the research on sports consumption of collegiate student in China could be divided into four development stages: it mainly involved the definition and interpretation of sports consumption of college students, the investigation of the current situation in different regions, the analysis of influencing factors and the proposal of consumption countermeasures from 2001 to 2008. The research from 2009 to 2014 mainly included sports consumption consciousness and sports consumption behavior. From 2015 to 2019, sports and fitness consumption and sports consumption motivation were mainly discussed. After 2019, due to the short period of time and the gradual maturity of research in this field, the research mainly focused on the comprehensive discussion of sports consumption of collegiate students. Conclusions: As the data used for this study were only collected from CNKI literature, there are limitations in obtaining data which were the previous literature. In addition, due to the strict limitation of keywords in the literature search process, it may lead to the omission of sport consumption contents of college student in other articles. Therefore, it is hoped that these problems can be properly solved in the future scientometrics researches.

Z세대의 라이프스타일과 소비가치에 따른 스포츠 소비행동

정지영(Jung, Ji-Young),박상현(Park, Sang-Hyun),원영신(Won, Young-Shin) 한국체육과학회 2019 한국체육과학회지 Vol.28 No.3

This study aims to identify Z-generation"s sports consumption behavior in terms of lifestyle and consumption value. The sports consumption was categorized as ‘sports motivation’ and ‘sports involvement’. The sample consists of 356 participants who were born between 1995 and 2010 and have got involved in sports. The data was analyzed by using t-test and one-way ANOVA to assess differences in Gen Z"s sports consumption behavior related to their lifestyle and consumption value. The findings show that the differences in sports consumption behavior depend on the lifestyles and consumption values of the Z-generation. The Z-generation with lifestyles such as conservative thought, pursuit of stability or pursuit of innovation behave differently on sports consumption behavior. In addition, the generation who are to show off themselves through consumption is prominent in sports consumption behavior.

SPORT Fans’ Learning Process in Relation to Sport Rules and Future Consumption of Sport Products

Wanyong Choi,Namhun Lim,Hongbum Shin J-INSTITUTE 2021 Kinesiology Vol.6 No.2

Purpose: The purpose of the study is to conceptualize and test the relationship to determine the influence sport rules acquisition has on sport consumption behaviors. Specially, this study aims to provide more practical evidence regarding the relationship between the processes associated with learning sport rules and intentions regarding future consumption. Consequently, by examining sport rules as they relate to sport fans’ behaviors, this study is to recognize the significance of sport rules and the value they have with regard to marketing practitioners who will be in the position to design more effective marketing strategies. Method: A total of 260 usable responses were collected via QUALTRICS, one of external online survey providers. Rule recognition process was comprised of four subscales and sport consumption behaviors were measured with four subscales. Confirmatory factor analysis(CFA) was conducted based on the procedures. Structural equation modeling was used to examine the structural relationship among variables and the reliability(Cronbach’s alpha) of each subscale was checked. The average variance extracted(AVE) values were also evaluated, as they indicated whether each item contributes to the basic construct of the scales. Results: Confirmatory Factor Analysis(CFA) showed the measurement of the model and structural model had reasonable fit. The structural model provides a good basis for testing the nature of each individual relationship based on the regression weights, standard error, and critical ratio. The results also showed that statistically significant differences existed between how learning of rules occurred and future consumption pathways. Conclusion: A core product of sport management is the game itself and understanding sport rules is a prerequisite to enjoy the core product. Therefore, it is suggested that the role of understanding sport rules should be considered an important factor for understanding and predicting the sport fan development process and future behaviors.Learning rules via media consumption lends to future consumption of media consumption. Regarding the learning by way of playing sport pathway, it is demonstrated to have a meaningful influence in respect to purchasing sporting goods and attending sporting events.

스포츠 참여동기가 스포츠 관여도와 관람/시청 소비행동에 미치는 영향

박현정(Hyun Jung Park),류지아(Ji A Ryu) 한국체육교육학회 2010 한국체육교육학회지 Vol.15 No.2

본 연구는 스포츠 관람자의 스포츠 관람 및 시청에 관한 소비행동에 관한 연구이다. 스포츠에 참여하는 동기가 스포츠 관여도를 매개로 하여 스포츠 소비행동에 미치는 영향을 검정하고자 한다. 이를 연구함으로써 스포츠 소비행동인 스포츠 관람행동(직접소비행동)과 스포츠 시청행동(간접소비행동)에 영향을 미치는 요인을 찾아 스포츠 소비활동을 촉진할 수 있는 기초자료를 제공하고자 한다. 스포츠 참여동기를 일상탈피지향, 문화 및 지식지향, 성취감지향, 사회성지향으로 구분하고 스포츠참여동기가 스포츠 관여도를 매개로 하여 스포츠 소비행동에 미치는 영향을 검정하였다. 10대~40대 남녀를 대상으로 대구 소재 대학교, 대형마트, 스포츠 센터를 중심으로 하여 2009년 11월 2일~13일에 실시되었으며, 편의표본추출방법을 사용하였다. 설문지 221부를 분석에 사용하였으며, 분석결과는 다음과 같다. 첫째, 스포츠 참여동기와 스포츠 관여도와의 영향관계를 분석한 결과, 일상탈피지향, 문화 및 지식지향, 사회성지향은 인지적 관여도에 정(+)의 영향을 미치는 것으로 나타났고, 성취감 지향은 감정적 관여도에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 스포츠 관여도와 스포츠 관람 및 시청 소비행동과의 영향관계를 분석한 결과, 인지적 관여도, 감정적 관여도는 스포츠 관람소비행동(직접소비행동), 스포츠 시청소비행동(간접소비행동) 모두에 정(+)의 영향을 주는 것으로 나타났다. The present study focuses on direct/indirect consumption behavior of people who are interested in sport. Using sports involvement, this article probes how sports participate motive influences sports consumption behavior. This article provides(proposes) bases(basic information) that stimulate sports consumption behavior by looking for the factors which influence direct/indirect consumption behavior. This study identifies whether sport participation motives such as escape orientation, culture and knowledge orientation, accomplishment orientation, and sociality orientation are important in forming sport involvement and consumption behavior. The data were gathered at universities, major supermarkets and sports centers in Daegu from Nov.2, 2009 to Nov. 13, 2009. The subjects of the survey are men and women aged 10`s to 40`s and convenience sampling method is used. A total of 221 usable responses were used for the analysis. The results are below. First, the result of analyzing the relationship between sport participation motive and sport involvement shows that escape orientation, culture and knowledge orientation, and sociality orientation have a positive impact on cognitive involvement. And accomplishment orientation improves emotional involvement. Second, the result of analyzing the relationship between sport involvement and sport consumption behavior was identified that cognitive involvement and emotional involvement have a positive impact on both direct consumption behavior and indirect consumption behavior.

Examining the Relationship among Acquisition of Sport Rule Knowledge, Enjoyment, and Future Consumption for Preventing CRISIS from Challenges in Sport Industry

Choi Wan-yong,Shin Hong-bum J-INSTITUTE 2019 International Journal of Crisis & Safety Vol.4 No.2

The primary purpose of this study was to explore the importance of types of learning sport rules which could influence sport enjoyment and future consumption. This study aimed to find strategies which could prevent crisis from challenges in sports industry with saturated market and declining attendance. Secondly, the researcher could seek to examine the influence of learning sport rules on sport fan behavior. Among many factors, knowledge was considered as a significant element during the initial stage of becoming a sport fan. People that ‘know’ or ‘recognize’ a sport, team, and players by being exposed and learning the rules of play increase awareness, which was a fundamental and basic step for becoming a sport fan for enjoyment. However, learning sport rules was considered a minor aspect of knowledge and little attention has been paid to it as a factor of fan development. Based on 260 respondents, the present study explored the relationship among learning sport rules, enjoyment, and future consumption behavior of sport fans. Structural Equational Modeling(SEM) was used to test the model and examine the more meaningful relationships among learning sport rules, enjoyment, and future consumption behavior. The results showed that the proposed structural model has shown a good fit based on the result of Confirmatory Factor Analysis(CFA) and SEM which indicated that learning types of sport rules influence enjoyment of sport and enjoyment has a significant influence on future intention of sport-related consumption. This finding would aid practitioners in sport-related fields by making it possible to build efficient marketing strategies which could prevent several challenges and crisis of sports industry. Also, the findings of the current study would offer implications for academic and practical personnel by providing specific evidence of how knowledge of sport rules and learning paths impact the understanding of sport fan behavior.

우리나라 가계의 스포츠지출 구성비와 수요탄력성의 특성

조광현 ( Kwang Hyun Jho ),이재구 ( Jae Koo Lee ) 한국스포츠산업경영학회 2013 한국스포츠산업경영학회지 Vol.18 No.2

이 연구는 우리나라 가계의 총 소비지출 중 스포츠지출이 차지하는 구성비의 변화와 스포츠수요에 대한 소득탄력성과 가격탄력성이 미치는 영향에 대하여 1990년부터 2011년까지 도시가계연보에 나타난 자료를 바탕으로 분석.구명하고자 하였다. 연구결과에 따르면, 첫째, 지난 20년간 우리나라 가계소비지출에서 운동·오락서비스와 운동캠핑관련 용품의 연평균 성장률은 각각 12.49%와 8.08%로 매우 높게 나타났다. 그러나 둘째, 스포츠지출은 전기(1990-2000년)에 비하여 후기(2000-2010년)에 그 증가폭이 19.76% 감소한 것으로 나타났다. 셋째, 2010년 기준의 스포츠재화 시장에서 스포츠용품.기구류가 38%, 스포츠서비 스류가 62%를 차지한 것으로 나타났다. 넷째, 스포츠수요에 대한 소득탄력성은 1.129로 정상재(normal goods)의 특성을 나타났으나, 가격탄력성의 경우는 비탄력적인 특성(0.497)이 인식되었다. 본 연구는 정량적인 방법으로 가계총지출에서의 스포츠지출에 대한 구성비와 수요탄력성의 특성을 분석한 것으로 향후 인구사회학적인 특성에 따른 스포츠지출의 구성비와 그 특성을 분석.구명할 필요가 요구된다. The focus of this study is to investigate and analyze how the sport expenditure composition of domestic household, and its income elasticity and price elasticity affects on the total consumption expenditures. For the purpose in this study, we handled the data to the total consumption expenditure of domestic household from 1990 to 2011 year. We identified the impact to the sport demands using quantitative analysis and summarized as follows. First, an average annual growth rate of household consumption expenditures to camping and sports-related goods was increased continuously since 1990. Second, the household consumption expenditure such as food, clothing and shelter, alcohol tobacco has been reduced in spending since 1990. Whereas, expenditures of various services has been increased since 2000. Third, sportswear occupied a large proportion of spending on sports goods market. Whereas entertainment and sports organizations occupy also a large proportion of spending in the sports services market. As household consumption expenditure spending was increased, sports goods market also have grown in the sports service area like a typical trend. Fourth, the income elasticity of sports demand showed the same trend as a normal goods, but the price elasticity of sports showed not elastically. Price elasticity of demand for sports in the service market was response sensitively to the good markets. As household income grow up, the demand for sports goods does. This phenomenon mean that various product development, design, development, and commercialization of a multifaceted strategy will be needed for a growing base of demand for sports market. Since sports service shows sensitive response to price, a combination of strategies such as household measures, price discrimination policy will be necessary to increase the demand for sports.

여가스포츠 참여자의 사회심리학적 변인과 스포츠 소비문화의 관계

이호열(Ho Youl Lee),김준희(Jun Hee Kim) 한국여가레크리에이션학회 2008 한국여가레크리에이션학회지 Vol.32 No.1

This study is aimed to consider if sports consumption culture promotes an increase in working people`s recognition of leisure activities, which has been caused by changes in social and economic environment in the modern society. 600 panels from Internet surveys were collected as the population of the study. Such technological statistics as SPSS statistic package 11.0 was hired to process the collected data, and AMOS 4.0 program was employed. The following is a summary of the findings of this study. First, there is relationship between social psychological variables of leisure sports participants and their desire for sports consumption. Second, there is relationship between social psychological variables of leisure sports participants and their sports consumption culture. Third, there is sports consumption desire of leisure sports participants and their sports consumption culture. Fourth, the sports consumption desire of leisure sports participants facilitates social psychological variables to have an effect on sports consumption culture.