프로야구 관중의 인구통계학적 특성에 따른 관여도, 충성도, 재관람 의도 및 타인 추천의도 차이

박세혁(Se-Hyuk Park) 한국스포츠산업경영학회 2003 한국스포츠산업경영학회지 Vol.8 No.2

본 연구는 프로야구 관람자의 인구학적 특성에 따른 충성도, 관여도, 재구매 의도, 타인 추천의도를 분석하여 마케팅전략 수립의 기초자료를 제공하는데 목적을 두었다. 본 연구는 서울 잠실야구장에서 열리는 두산의 홈경기 관중을 대상으로 2003년 5월 두 차례에 걸쳐 비확률표본추출법 중 편의표집방법 (Convenience sampling method)을 이용하여 수행되었다. 경기 시작전과 5회가 끝나고 갖는 Cleaning Time에 설문지를 배포한 후 자기평가기입법 (Self-administration method)으로 작성케 하였으며, 응답이 불성실하다고 판단된 237명의 자료를 제외한 총 1050명 (82%)의 자료로 분석을 실시하였다. 분석을 위해 사용된 조사도구는 참여스포츠 소비자를 대상으로 사용한 Park (2001)의 관여도와 Park과 Kim (2000)의 충성도 설문지로써, 본 연구의 목적에 맞도록 재구성하였다. 관여도와 충성도의 구인타당도 (Construct validity)를 검증하기 위한 요인분석은 각각 3개의 요인 모두 고유치가 1.0 이상이며, 전체 변량의 59.1%와 54.2%를 각각 설명하였다. 설문지의 신뢰도는 Cronbach's α방법을 이용하여 검증되었으며, 하위요인별로 만족스런 신뢰도 계수를 보여주었다 (충성도는 757~.825, 관여도는 .762~.819). 연구결과에 따르면, 성, 연령, 학력수준, 여가비용 지출 능력에 따라 프로야구 관람자들의 관여도 충성도, 재구매 의도, 타인 추천의도가 통계적으로 유의한 차이가 나타났다. 즉, 프로야구 관람자들의 관여도, 충성도, 재관람 의도 및 타인 추천의도는 성, 수입, 교육수준, 여가비용 등의 특성에 따라 예측될 수 있음을 의미한다. 프로야구 구단은 관람자들의 인구통계학적 특성뿐 아니라 심리적 특성을 고려하여 시장을 세분화하고 차별화 된 마케팅전략을 세워야 할 것이다. The sport spectator makes an important contribution to the success of most sporting events primarily through financial support. A necessary step in marketing professional baseball is to identify variables that affect game attendance. Spectator behavior in attending a sporting event has been primarily investigated from product quality perspective with game attendance level variables. However, information about the relationship between psychological factors such as involvement and socio-demographic variables at professional baseball games is limited. The purpose of this study was to assess spectators' involvement, loyalty, intention to repurchasing, and intention to recommendation according to socio-demographic factors at professional baseball games. The present study is one of the first efforts to corroborate the idea that loyalty and involvement constructs should be viewed multidimensionally at professional sporting events. Subjects (N=1050) were spectators selected from two season home games of Doosan Bears by using the convenience sampling technique. A questionnaire was passed out to spectators before and during game intermissions. A series of t-test and ANOVA revealed that spectators' involvement, loyalty, intention to repurchasing, and intention to recommendation are significantly different based on educational level, age, gender, and discretionary money. The current study demonstrates that a professional baseball team should consider spectators' involvement, loyalty, intention to repurchasing, and intention to recommendation as well as socio-demographic backgrounds of spectators in formulating and implementing marketing strategies. The data were recorded and analyzed using the SPSS 10.0 statistical computer package. Results are discussed in detail, and implications for practice and for future research are suggested.

Disciplinary Leisure & Recreation : 여가경혐 제공을 통한 자원봉사자 동기유발

박세혁,장미영 ( Se Hyuk Park,Mi Young Chang ) 한국체육학회 1996 국제스포츠과학 학술대회 Vol.1996 No.1

교사제언-기초과학교육 활성화를

박세혁,Park, Se-Hyeok 한국과학기술단체총연합회 1994 과학과 기술 Vol.27 No.10

성상세포종에서 혈관내피세포 성장인자의 발현

박세혁,장인복,김창현,조용준,조병문,신동익,오세문,김덕환,남은숙,Park, Se-Hyuck,Chang, In-Bok,Kim, Chang-Hyun,Cho, Young-Jun,Cho, Byung-Moon,Shin, Dong-Ik,Oh, Sae-Moon,Kim, Duk-Whan,Nam, Eun-Sook 대한신경외과학회 2001 Journal of Korean neurosurgical society Vol.30 No.6

Objective : Angiogenesis, the proliferation of capillary endothelial cells, is a vital component in the development, progression, and metastasis of many human tumors. Vascular endothelial growth factor(VEGF) is an endothelial cell-specific mitogen and induces angiogenesis and vascular permeability. The features of glioblastoma, distinct from low grade astrocytomas, are the presence of necroses and vascular endothelial proliferation. In this study, we investigated VEGF expression in the different grades of astrocytomas and determined whether VEGF expression correlates with development of glioblastoma and progression of astrocytomas. Patients and Methods : Forty seven patients with astrocytic tumors(24 males and 23 females), aged 3 to 65 years, were evaluated. Immunohistochemical staining was carried out using labelled streptavidin biotin method and primary antibody was a antirabbit polyclonal Ab against N-terminus region of VEGF165(Oncogene research product, MA, USA). Immunoreactivity(IR) was classified into no IR(absent or a trace of stain), moderate IR and intense IR by level of staining amount and intensity. Results : Six pilocytic astrocytomas showed 3 no IR and 3 moderate IR, 10 astrocytomas showed 2 no IR, 6 moderate IR and 2 intense IR, 12 anaplastic astrocytomas showed I no IR, 7 moderate IR and 4 intense IR and 19 glioblastomas showed 1 no IR, 11 moderate IR and 7 intense IR. Immunoreactivity was significantly different between low and high grade of tumors but there was no significant difference between anaplastic astrocytomas and glioblastomas. Gemistocytic tumor cells represented the predominent VEGF-immunoreactive cell types, as compared with compactly-arranged small tumor cells. In glioblastomas VEGF IR was observed in both perinecrotic and vital tumor areas. Conclusion : VEGF seems to be a important angiogenic factor in anaplastic astrocytomas and glioblastomas and VEGF expression may contribute to neovascularization of human astrocytomas.

프로축구와 프로야구 관람자들의 감정적충성도 차이에 따른 마케팅 함의

박세혁 ( Se Hyuk Park ) 한국스포츠산업경영학회 2004 한국스포츠산업경영학회지 Vol.9 No.3

Examining the Link between Involvement and Organizational Commitment in Sport Volunteerism

Park, Se-Hyuk(박세혁) 한국사회체육학회 2015 한국사회체육학회지 Vol.0 No.61

스포츠 프로그램이나 이벤트의 성공은 인적자원을 얼마나 효율적으로 활용하느냐에 달려있다. 특히, 재정적 지원이 줄어들고 있는 공공스포츠 프로그램에 있어 스포츠자원봉사자들의 중요성은 점차 커지고 있다. 본 연구는 스포츠자원봉사자들이 스포츠조직에 갖는 조직충실도와 자원봉사에 대한 관여도가 자원봉사행동에 어떻게 영향을 미치는지 분석하는데 주목적을 두었다. 본 연구는 서울시, 경기도, 강원도에 소재하는 스포츠조직의 이벤트나 프로그램에 자원봉사하는 성인을 대상으로 설문을 실시하였다. 조사 대상의 표본추출 방법은 비확률표본추출법중 편의표집방법 (Convenience sampling method)을 이용하였다. 조사대상자에게 설문지를 배포할 때 설문지의 목적, 내용 및 응답 시 유의사항을 간단히 설명하였으며, 자기평가기입법 (Self-administration method)에 의해 작성된 설문지를 그 자리에서 회수하였다. 총 300부를 배포 및 회수하였으며, 그 중 불성실하게 응답한 자료라고 판단되거나 조사내용의 일부가 누락된 표본을 제외하고 총 244명의 자료를 실증분석에 적용하였다. 본 연구 결과는 선행연구와 유사하게도, 자원봉사에 대한 관여도 하위요인은 스포츠자원봉사자들의 조직충실도 각 하위요인에 직접적으로 유의한 영향을 미치는 것으로 드러났다. 특히, 자원봉사에 대한 태도와 행동의 관계를 측정한 결과에서는, 행동적으로 많은 빈도로 스포츠자원봉사활동에 참여한 사람은 그렇지 않은 사람보다도 감정적, 표준적, 투자적 조직충실도가 높게 나타났다.

외관 검사의 정확도 개선을 위한 멱함수 변환 기법 개발

박세혁(Se-Hyuk Park),강수민(Su-Min Kang),허경무(Kyung-Moo Huh) 대한전기학회 2007 정보 및 제어 심포지엄 논문집 Vol.2007 No.4

자원봉사자의 감정적조직충실도와 여가몰입이 행복감에 미치는 영향

박세혁(Park, Se-Hyuk),한동유(Han, Dongyoo),한수아(Han, Sua),김유식(Kim, Yusik),이솔잎(Lee, Solyeep) 한국사회체육학회 2021 한국사회체육학회지 Vol.- No.84

Purpose: The primary purpose of this study is to explore the relationships among affective commitment, flow, and happiness for volunteers. Methods: The affective organizational commitment, flow and happiness scales used in previous studies were revised and supplemented for this study. These instruments were applied to 178 volunteers. Data were collected from volunteers for selected 7 churches by using the convenience sampling technique in Seoul, Korea. The data were analyzed by frequency analysis, correlation analysis, confirmatory analysis, one-way ANOVA, and multiple regression by using SPSS 20.0 and AMOS 20.0 programs. The significant level of hypothesis verification is set-up as α=.05. Results: Findings are as follows: First, flow subcomponents predicted affective commitment and happiness. Second, affective commitment predicted the perception of happiness. Third, frequency of volunteerism and age were found to be significantly related to flow subcomponents. Conclusions: The findings in this study may provide a practical and theoretical framework for managing volunteers. The results are discussed within the framework of the volunteerism literature and various suggestions are offered.

여가프로그램 자원봉사자들의 몰입과 행복감과의 관계분석

박세혁(Park, Se-Hyuk) 한국사회체육학회 2016 한국사회체육학회지 Vol.0 No.66

A lot of studies showed positive physical and mental health consequences of volunteerism. However, the previous researches seem to have not explored the relationship between flow experience and its effects on happiness for volunteers. The primary purpose of this study is to examine the relationship between flow and happiness for volunteers in leisure service program. Data were collected from volunteers (N=192) at 8 leisure service programs by using the convenience sampling technique in Seoul and Gyunggi-do, Korea. The leisure service programs were all provided by churches. The fin dings were as follows: First, consistent with the elaborated model, volunteers’ happiness was predicted by flow subcomponents (challenge-skill balance, clear goal, concentration on task, sense of control, autotelic experience, and unambiguous feedback). Second, a significant difference was found between highly engaged group and other groups in relation to perceived happiness. Third, a significant difference was also found between highly engaged group and other groups in relation to intention of continuing volunteerism. Findings indicated that volunteers’ perceived flow and happiness explain their intention to continue volunteerism at the respective organization. The outcomes of this study may provide practical and theoretical framework in managing volunteers at leisure service organizations.

여가산업의 현황과 과제

박세혁 ( Se Hyuk Park ) 한국여가학회 2007 한국여가학회지 Vol.8 No.1