K-리그 관중의 축구이벤트 속성과 스타선수 요인에 따른 관계의 질 및 소비자행동 간의 구조적 관계

남재준(Nam, Jae-Jun) 한국웰니스학회 2020 한국웰니스학회지 Vol.15 No.1

본 연구에서는 축구이벤트 경기를 관람하기 위해 경기장을 직접 찾은 관중을 대상으로 축구대회의 이벤트 속성과 스타선수 요인에 따른 관계의 질 및 소비자행동 관계를 분석하였다. 이를 통해 축구이벤트를 통한 마케팅 전략수립과 스타선수를 활용한 홍보 전략을 도출하여 충성고객을 증가시킴으로써 프로축구 활성화 방안을 위한 기초 자료를 제공하는데 그 목적이 있다. 연구대상은 2019년 7월 26일 팀 K리그와 유벤투스의 경기를 직접 관람하러 경기장을 찾은 271명을 대상으로 실시하였다. 자료처리는 SPSS 25.0 통계프로그램을 이용하여 빈도분석(frequency analysis)과 상관관계분석(reliability analysis)을 하였고, AMOS 25.0통계프로그램을 활용하여 확인적 요인분석(Confirmatory Factor Analysis: CFA)과 구조방정식모형분석(Structural Equation Model: SEM)을 실시하였다. 그 결과 첫째, 이벤트속성은 관계의 질에 유의한 영향을 미치는 것으로 나타났다. 둘째, 스타선수 요인은 관계의 질에 유의한 영향을 미치는 것으로 나타났다. 셋째, 관계의 질은 소비행동에 유의한 영향을 미치는 것으로 나타났다. 넷째, 이벤트속성은 소비행동에 유의한 영향을 미치는 것으로 나타났다. 마지막으로 스타선수 요인은 소비행동에 유의한 영향을 미치지 않는 것으로 나타났다. This study analyzed quality of relation between soccer event attributes & star player factor and soccer event as well as relation of consumer behavior for spectators who visit stadium to view game. The purpose is to provide basic data for activation method of pro soccer by increasing loyal spectators by establishing marketing strategy through soccer event and drawing publicity strategy which utilizes star player. The study objects are 271 spectators who visited stadium to view game of Team K League & Juventus on July 26, 2019. To process the data, frequency analysis & reliability analysis were done by using SPSS 25.0 statistical program and Confirmatory Factor Analysis(CFA) & Structural Equation Model(SEM) were done by utilizing AMOS 25.0 statistical program. As a result, first, it is found that quality of relation is significantly influenced by event attributes. Second, quality of relation is significantly influenced by star player factor. Third, it is found that consumer behavior is significantly influenced by quality of relation. Fourth, it is found that consumer behavior is significantly influenced by event attributes. Finally, it is found that consumer behavior is not significantly influenced by star player factor.

2030 여성 골프소비자의 골프웨어 선택속성 요인과 브랜드충성도 및 지속행동의도 간의 구조적 관계

남재준 ( Jaejun Nam ),양준석 ( Joonseok Yang ) 사단법인 아시아문화학술원 2021 인문사회 21 Vol.12 No.2

본 연구에서는 2030 여성 골프소비자를 대상으로 골프웨어 선택속성이 브랜드충성도와 지속행동의도에 미치는 영향을 분석하여 골프산업 활성화와 골프웨어 브랜드들이 지향해야하는 마케팅 전략을 제시하는데 연구 목적이 있다. 연구대상은 서울, 경기, 강원 지역의 실내·외골프연습장 실제 이용고객 356명을 대상으로 실시하였다. 자료처리는 SPSS 25.0 프로그램을 이용하여 빈도분석, 상관관계분석을 실시하였고, AMOS 25.0 프로그램을 이용하여 확인적 요인분석과 구조방정식모형분석을 실시하였다. 첫째, 골프웨어 선택속성은 브랜드충성도에 통계적으로 유의한 영향을 미치는 것으로 나타났다. 둘째, 브랜드충성도는 지속행동의도에 통계적으로 유의한 영향을 미치는 것으로 나타났다. 셋째, 골프웨어 선택속성은 지속행동의도에 통계적으로 유의한 영향을 미치지 않는 것으로 나타났다. 마지막으로 골프웨어 선택속성과 지속행동의도 관계에서 브랜드충성도는 완전매개 효과가 있는 것으로 나타났다. The purpose of this study is to present marketing strategy that should be pursued by golf industry activation & golfware brands by analyzing the influence of golfware selection attributes on brand loyalty & continuous behavior intent of 2030 female golf consumers. The study subject was 356 golf consumers, the actual customers of indoors & outdoors golf course in Seoul, Gyeonggi, & Gangwon province. Data was processed with frequency analysis and reliability analysis by using SPSS 25.0 window version and with confirmatory factor analysis (CFA) & structural equation model (SEM) by using AMOS 25.0 statistical program. First, golfware selection attributes were found to significantly affect brand loyalty. Second, brand loyalty was found to significantly affect continuous behavior intent. Third, golfware selection attributes were found to significantly affect continuous behavior intent. Finally, brand loyalty was found to have complete mediation effect on the relation between golfware selection attributes and continuous behavior intent.

K-리그 관중의 관람만족 요인, 충성도 및 재구매의도 관계

남재준(Jae Jun Nam),김종환(Chong Hwan Kim) 한국사회체육학회 2010 한국사회체육학회지 Vol.0 No.40

The objective of this study was to define the relationships among satisfaction of watching factor, loyalty, and re-purchase intention by K-league spectators. So as to accomplish the purpose of this study, the questionnaires were distributed to the 450 spectators who directly watched K-league at Seoul World Cup Stadium, Suwon World Cup Stadium and Incheon Munhak Stadium. 429 out of 450 copies were selected for the effective data. Frequency analysis, reliability analysis, exploratory factor analysis were carried out by using SPSS 16.0 Window Version. Also, Confirmatory factor analysis(CFA) and Structural Equation Model(SEM) analysis were used by using AMOS 8.0. The following results were acquired through above analysis. First, satisfaction of watching factor had no influence on re-purchase intention. Second, satisfaction of watching factor had influence on royalty. Third, royalty had influence on re-purchase intention. Forth, loyalty was indicated to have the mediating effect on relationship between satisfaction of watching factor and re-purchase intention.

KLPGA 챔피언스 투어 시니어 선수들의 골프재미요인과 여가몰입 및 운동지속의도의 구조적 관계

남재준(Nam, Jae-Jun),조용찬(Cho, Yong-Chan) 한국체육과학회 2019 한국체육과학회지 Vol.28 No.1

The purpose of this study is to clarify the relation between KLPGA champion tour senior players’ interesting golf factors/immersion in leisure and intention to continue exercise. To this end, questionnaire was implemented to senior golfers who personally visited golf course to participate in KLPGA champion tour and 115 copies except 5 insincere ones out of the collected ones were utilized as final data. For collected data, SPSS 18.0 Window Version was used to implement exploratory factor analysis, reliability analysis, correlation analysis and AMOS 18.0 was used to implement confirmatory factor analysis & structural equation modelling analysis. Then, the following result was drawn. First, interesting golf factors is found to affect intention to continue exercise. Second, interesting golf factors is found to significantly affect immersion in leisure. Third, immersion in leisure is found to significantly affect intention to continue exercise. Finally, immersion in leisure is found to have part parameter in the relation between interesting factors and continuance of exercise.

중년여성의 자전거 동호회 참여동기, 운동몰입, 만족 및 운동지속의도 사이의 상호 관계

남재준(Nam, Jae-Jun) 한국체육과학회 2019 한국체육과학회지 Vol.28 No.4

The purpose of this study is to provide the basic data that can help middle-aged women to do the correct leisure activities by analyzing the Interrelation among the motives of participation in cycling club activities, exercise immersion, satisfaction, and intention of exercise continuation. The study was conducted on 482 middle-aged women who participated in cycling clubs in Seoul and Gyeonggi-do. To process the data, Exploratory Factor Analysis (EFA) through SPSS 23.0 Window Version, Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) with AMOS 23.0 statistical program were implemented. As a result, first, participation motives had significant influence on exercise immersion. Second, participation motives had much effect on satisfaction. Third, exercise immersion was found to have significant influence on the intention of exercise continuation. Fourth, satisfaction had no effect on the intention of exercise continuation. Fifth, exercise immersion affected satisfaction. Last, participation motives rarely had influence on the intention of exercise continuation.

회원제 골프장의 마케팅믹스 전략과 지속방문행동 관계에서 관계의 질의 매개효과 검증

남재준(Nam, Jae-Jun) 한국체육과학회 2019 한국체육과학회지 Vol.28 No.5

The purpose of this study is to provide basic data which can further activate membership golf course, increase potential customers and prevent loyal customers from straying by analyzing the relation between relation quality and continuous visit behavior based on marketing mix factor of membership golf course for golf consumers who use membership golf course. 392 golf consumers who use membership golf courses in Seoul, Gyeonggi and Gangwon were taken as study subject. To process data, Exploratory Factor Analysis(EFA) was implemented through SPSS 25.0 Window Version, Verification of medium effect was conducted with Confirmatory Factor Analysis(CFA) & Structural Equation Model(SEM) by AMOS 25.0 statistical program, and Bootstrap analysis. The outcome is as follow. First, marketing mix factor is found to have significant influence on relation quality. Second, marketing mix factor is found to have no significant influence on continuous visit behavior. Third, relation quality is found to have significant influence on continuous visit behavior. Finally, relation quality is found to have complete medium effect in the relation between marketing mix & continuous visit behavior.

해외투어 소속 한국여자프로골프 선수이미지, 국가 브랜드 이미지, 마케팅 효과의 국가 간 잠재평균분석 : 미국과 일본 골프소비자를 중심으로

남재준(Nam, Jae-Jun),유재구(Yu, Jae-Gu),이재형(Lee, Jae-Hyoung),조용찬(Cho, Yong-Chan) 한국체육과학회 2020 한국체육과학회지 Vol.29 No.2

This study analyzed the potential average of marketing effect of Korea women golfers image among countries by taking golf consumers in US & Japan as target. Its purpose is to provide basic data for activation of national brand image and consumers behavior by utilizing global marketing strategy establishment of US LPGA & Japan JLPGA as well as golfer image through Korea women golfers. The subjects of study are 559 recipients to whom question papers were sent as they affiliated in SNS official account related to LPGA & JLPGA or who followed the account. The data was processed by utilizing SPSS 23. 0 statistics program and AMOS 23. 0 statistics program. The outcome i s as follows. First, event attributes are found to be significantly related to quality of relation. Second, star player factor is found to significantly affect quality of relation. Third, quality of relation is found to significantly affect consumption behavior. Fourth, event attributes are found to significantly affect consumption behavior. Finally, star player factor is found not to significantly affect consumption behavior. First, player image is found to significantly affect national brand image. Second, player image is found to significantly affect quality of relation. Third, national brand image is found to significantly affect quality of relation. Fourth, quality of relation is found to significantly affect consumption behavior. Fifth, player image is found not to significantly affect consumption behavior. Sixth, national brand image is found to significantly affect consumption behavior. Finally, the gap in potential average is found to be significant at level of p<.001 in the factor of player image and consumption behavior.

골프전공 대학생의 자원봉사 경험만족이 대학정체성, 대학생활만족 및 진로준비행동에 미치는 영향

남재준(Nam, Jae-Jun),조용찬(Cho, Yong-Chan) 한국체육과학회 2020 한국체육과학회지 Vol.29 No.1

This study intends to clarify causal relation between satisfactions of golf majoring university students in volunteer service and university identity, satisfaction in university life & behavior of preparing for course. The purpose is to provide basic data with which golf majoring university students may search their course to the area of golf industry. One hundred and seventy three golf majoring university students in G University of Gangwondo were taken for study subject. To process the data, Exploratory Factor Analysis (EFA) was implemented by using SPSS 25.0 Window Version and Confirmatory Factor Analysis (CFA) was implemented by utilizing AMOS 25.0 statistical program. The result is as follows. First, the satisfaction in volunteer service for snag golf is found to influence university identity significantly. Second, the satisfaction in volunteer service for snag golf is found to influence satisfaction in university life significantly. Third, the satisfaction in volunteer service for snag golf is found to influence behavior of preparing for course significantly.

자전거 동호인에서 발생한 척골신경의 심부 운동 분지의 압박성 신경병증

남재준 ( Jae Jun Nam ),최인철 ( In Cheul Choi ),박지헌 ( Ji Hun Park ),박종웅 ( Jong Woong Park ) 대한스포츠의학회 2020 대한스포츠의학회지 Vol.38 No.4

A 36-year-old female amateur cyclist developed mononeuropathy of the deep branch of the ulnar nerve due to nerve compression adjacent to the ulnar tunnel (type II Guyon’s canal syndrome) caused by prolonged bicycle riding. The patient’s signs and symptoms persisted even after refraining from cycling for 4 weeks; thus, she underwent decompression of the deep branch of the ulnar nerve in the palm and wrist. Three months postoperation, she recovered nearly full power and function of her left hand.

골프지도자의 변혁적 리더십이 학생골프선수의 교육만족과 기술만족에 미치는 영향

남재준(Nam, Jae-Jun1),김민(Kim, Min) 한국체육과학회 2021 한국체육과학회지 Vol.30 No.4

This study intends to clarify the causal relation that golf instructor’s innovative leadership has on satisfaction in education & satisfaction in technique of middle school & high school student golfers training in golf academy. The purpose is to provide student golfers with basic data which help golf academy instructor improving leadership & which can develop golfers to excellent players. The target of study are 305 student golfers who are training in golf academy after affiliating in Korea Middle School & High School Golf Federation. Data was processed with frequency analysis, exploratory factor analysis(EFA), reliability analysis, correlation analysis, multiple regression analysis by using SPSS 25.0 Window Version. As a result, first, it is found that golf academy instructor’s innovative leadership has significant influence on student golfer’s satisfaction in education. Second, it is found that golf academy instructor’s innovative leadership has significant influence on student golfer’s satisfaction in technique.