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- 저자 : 김운숙 ( Woon Sook Kim ) (검색결과 4 건)
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프로야구단의 소셜네트워크서비스(SNS)가 구단신뢰, 구단몰입 및 관계지속의도에 미치는 영향
김운숙(Woon Sook Kim) 한국사회체육학회 2014 한국사회체육학회지 Vol.0 No.56
The purpose of this study is to empirically investigate how the characteristic of Social Network Service influences Club Trust, Club Commitment, and Relationship Continuity Intention. The subject of study is a total of 400 adult, over 20 years old, spectators who have experience using Social Network Service. Sample is collected by convenience sampling method and selected only 271 copies of questionnaire as final valid samples out of 400 copies after removing 129 copies of questionnaire that are considered as non valid samples. This study used SPSSWIN Ver.14.0 for analysis of frequency, used AMOS 7.0 for confirmatory factor analysis: CFA and structural equation model: SEM. After verify goodness of fit of the model and verify individual hypothesis, this study reached to five conclusions. First, in the relationship between the characteristic Professional Baseball Club Social Network Service and Club Trust, sociality have positive influence on Club Trust, but personalization does not. Second, sociality and personalization, two features of Professional Baseball Club Social Network System, have positive impact on Club Commitment. Third, Club Trust does not have positive influence on Club Commitment. Fourth, Club Trust affect Relationship Continuity Intention positively. Fifth, Club Commitment has positive influence on Relationship Continuity Intention.
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프로야구단 SNS 관계지향활동이 관계몰입, 이용만족 및 지속적 이용의도에 미치는 영향
김운숙(Kim, Woon-Sook) 한국체육과학회 2014 한국체육과학회지 Vol.23 No.2
The purpose of this study is to empirically investigate how the Professional Baseball SNS community relationship-oriented activity influences Relationship Commitment, Level of Satisfaction and intention to use. The subject of study is a total of 300 adult, over 20 years old, spectators who have experience using Social Network Service. Sample is collected by convenience sampling method and selected only 255 copies of questionnaire as final valid samples out of 300 copies after removing 45 copies of questionnaire that are considered as non valid samples. This study used SPSSWIN Ver.14.0 for analysis of frequency, used AMOS 7.0 for confirmatory factor analysis: CFA and structural equation model: SEM. After verify goodness of fit of the model and verify individual hypothesis, this study reached to five conclusions. First, Professional Baseball Club SNS community relationship-oriented activity (organizational Knowledge dissemination, interactive way, providing core services, organization is contributing) and Relationship Commitment(Continuous Relationship, Emotional Relationship) providing core services and organization is contributing have positive influence on Continuous Commitment. Second, Relation Commitment have positive influence on Level of Satisfaction. Third Relation Commitment have positive influence on Continuous Use Intention. Forth, Level of Satisfaction have positive influence on Continuous Use Intention.
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스포츠용품 브랜드개성이 브랜드만족, 브랜드동일시 및 브랜드충성도에 미치는 영향
김용만 ( Yong Man Kim ),김경춘 ( Kyung Chun Kim ),김운숙 ( Woon Sook Kim ) 한국스포츠산업경영학회 2009 한국스포츠산업경영학회지 Vol.14 No.3
이 연구의 목적은 스포츠용품의 브랜드개성이 브랜드만족, 브랜드동일시 및 브랜드충성도에 미치는 영향을 규명하는 것이다. 연구대상은 충청남도 C시의 3개 대학(D대학, S대학, B대학)에 재학 중인 남, 여 300명이다. 표본은 편의표본추출법에 의해 추출하였으며, 전체 표본 중 불성실하게 응답한 것으로 판단되는 11부의 설문을 제외한 총 289부를 최종유효표본으로 선정하였다. 자료처리는 SPSSWIN Ver.14.0으로 빈도분석과 탐색적요인분석, AMOS 7.0으로는 확인적요인분석과 구조방정식모형분석을 하였다. 모형의 적합도를 확인한 후 개별 가설들을 검증하여 다음과 같은 결과를 얻었다. 첫째, 스포츠용품 브랜드개성 중확실성과 고급성은 브랜드만족에 긍정적인 영향을 미쳤으나, 믿음성, 흥미성 및 활동성은 영향을 미치지 않는 것으로 나타났다. 둘째, 브랜드만족은 브랜드동일시에 긍정적인 영향을 미치지 않는 것으로 나타났다. 셋째, 브랜드만족은 브랜드충성도에 긍정적인 영향을 미치는 것으로 나타났다. 넷째, 브랜드동일시는 브랜드충성도에 긍정적인 영향을 미치는 것으로 나타났다. The purpose of this research was to investigate the effect of the brand personality of sporting goods on brand satisfaction, brand identification, and brand loyalty. The research subject is 300 male and female students who are at 3 colleges[D College, S College and B College] located in Chungcheongnam-do. The samples were collected through the convenience sampling method and a total of 289 copies were selected as final valid samples excepting 11 questionnaires which were judged to respond unfaithfully. As for data processing, this research made a frequency analysis and exploratory factor analysis (EFA) using SPSSWIN Ver.14.0 and also made a confirmatory factor analysis (CFA) and an analysis of structural equation model (SEM). After confirming the goodness of fit of a model, this research obtained the conclusions as follows by verifying individual hypotheses: First, it was found out that the certainty and classic quality among the brand personality of sporting goods had a positive effect on brand satisfaction, while reliability, interest, and activity didn``t have a positive effect on brand satisfaction. Second, brand satisfaction was found to have no positive effect on brand identification. Third, brand satisfaction was found to have a positive effect on brand loyalty. Fourth, brand identification was found to have a positive effect on brand loyalty.
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프로야구 타이틀스폰서십 활동이 스폰서이미지, 프로야구-스폰서일치성, 스폰서공신력, 스폰서태도 및 스폰서 제품의 구매의도에 미치는 영향
조태룡(Cho, Tae-Rying),김운숙(Kim, Woon-Sook) 한국체육과학회 2013 한국체육과학회지 Vol.22 No.2
The purpose of this study is to empirically investigate the relationship between professional baseball title sponsorship activities and Sponsor image, Professional Baseball’s -Sponsor Congruity, Sponsor Public Confidence, Sponsor Attitude and Intention of Purchase Sponsor Product. This study set a total of 400 adult spectators respectively for Samsung Lions and SK Wyverns which come out into the “2012 Paldo Professional Baseball” Korean Series as research subjects, and selected 337 copies of Questionnaire as final valid samples out of 400 copies collected by convenience sampling. The results are as follows: First, communication, one of the minor factors of professional baseball title sponsorship, was found to have a negative influence on sponsor image but improving group’s image and contribution to the event were found to have a positive influence on sponsor image. Second, sponsor’s image was found to have a positive influence on professional baseball sponsor congruity. Third, sponsor’s image was found to have a positive influence on sponsor public confidence. Fourth, the result suggested that Professional baseball-sponsor congruity had a positive influence on sponsor congruity. Fifth, professional baseball-sponsor congruity was found to have a positive influence on Sponsor attitude positively. Sixth, the study revealed that sponsor public confidence had a positive influence on sponsor attitude. Seventh, sponsor attitude is found to be a factor that affects intention of purchase sponsor product positively.
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