생활체육 참가자의 스포츠용품 구매과정에서 브랜드자산 구성요소의 순차적 효과와 제품구매의 관계분석

김민철(Min Cheol Kim),박익열(Ik Ryeul Park) 한국사회체육학회 2014 한국사회체육학회지 Vol.0 No.57

The purpose of this study is to analyze the cascade effects obf rand equity elements which are shown inthe repeated purchase of specific sports goods brand by sportsfo r all participants and the direct relationshipbetween brand equity elements and product purchase. For the puprose, a questionnaire survey was conductedwith volleyball, badminton, tennis, football, table tennis, golf and marathon club members residing inJeollanam-do and 265 questionnaires that are collected by the system stratified cluster random sampling wereused for the final analysis. The structural equation model(SEM) was used for statistical analysis to derive studyresults and the conclusions were as follows. First, the analysis results of the sequential model of sports goodsbrand equity in sports for all participants demonstrated a cauasl model of brand awareness-brand imagebrandsatisfaction-brand trust-brand loyalty. Second, sports for all participants responded that brand satisfactionand brand loyalty had effects on product purchase in bran dequity elements. Finally, this study revealedthat effective brand equity should be secured to attack the sports goods market of the sports for all field whichhas been rapidly expended and brand management should be made in the course of brand awareness-brandimage-brand satisfaction-brand trust-brand loyalty. Moreover, products which can satisfy sports for all pa-rticipants should be continuously producted and company strategeis focused on brand satisfaction and brandloyalty should be promoted.

MZ세대의 골프연습장 선택요인이 고객만족 및 추천의사에 미치는 영향

이승은(Sheng Yen Lee),박은지(Eun Ji Park),박익열(Ik Ryeul Park) 융복합지식학회 2021 융복합지식학회논문지 Vol.9 No.4

본 연구는 MZ세대의 골프연습장 선택요인이 고객만족 및 추천의사에 미치는 영향을 검증하기 위하여 수행되었으며, 이에 대한 연구 결과는 다음과 같다. 첫째, 골프연습장의 선택요인(편의성, 비용, 시설, 프로그램)의 하위요인 중 시설요인만 고객만족에 정적인 영향을 미치는 것으로 나타났다. 둘째, 골프연습장의 선택요인(편의성, 비용, 시설, 프로그램)의 하위요인 중 비용과 시설요인만 추천의사에 정적인 영향을 미치는 것으로 나타났다. 셋째, 고객만족은 추천의사에 정적인 영향을 미치는 것으로 나타났다. 넷째, 골프연습장의 선택요인(편의성, 비용, 시설, 프로그램)의 하위요인 중 비용요인과 추천의사의 영향관계에서만 고객만족은 매개역할을 하는 것으로 나타났다. 본 연구결과를 토대로 MZ세대 골퍼의 특징을 요약해 보면 첫째, SNS를 통하여 남에게 적극적으로 보여주는 활동을 하면서 소통하기 때문에 골프연습장의 물리적 환경에 대하여 중요하게 인식하는 것으로 나타났다. 둘째, 인터넷에 익숙하고 가격비교를 통한 합리적인 소비에 대하여 매우 중요하게 인식하고 있기 때문에 이에 맞는 가격구성 등의 전략이 필요하다는 연구의 결과이다. This study was conducted to verify the effect of MZ generation’s golf practice facility’s selection attributes on customer satisfaction and intention to recommend. The results of this study are as follows. First, Selection attributes (convenience, cost, facility, program) of golf practice facility, only the facility factor was found to have a positive effect on customer satisfaction. Second, Selection attributes (convenience, cost, facility, program) of golf practice facility, only cost, and facility factors were found to have a positive effect on intention to recommend. Third, Customer satisfaction was found to have a positive effect on intention to recommend. Fourth, Selection attributes (convenience, cost, facility, program) of golf practice facility, customer satisfaction was found to have a mediating effect only in the relationship between the cost factor and intention to recommend. As the summary of a characteristic of MZ generation golfers is as follows. First, it was found that the physical environment in golf practice facility was recognized as important because they communicate while actively showing others through SNS. Second, it is the result of the study that because they are familiar with the internet and recognize that rational consumption through price comparison is very important, a strategy such as a price composition is necessary.

골프장 서비스품질이 장소애착도 및 고객행동에 미치는 영향

이승은(Sheng Yen Lee),박은지(Eun Ji Park),박익열(Ik Ryeul Park) 융복합지식학회 2021 융복합지식학회논문지 Vol.9 No.2

본 연구는 골프장 서비스품질이 장소애착도 및 고객행동에 미치는 영향을 검증하기 위하여 수행되었으며, 이에 대한 연구결과는 다음과 같다. 첫째, 골프장 서비스품질(유형성, 신뢰성, 응답성, 확신성, 공감성)은 장소애착도에 부분적으로 정적인 영향을 미치는 것으로 나타났다. 둘째, 골프장 서비스품질(유형성, 신뢰성, 응답성, 확신성, 공감성)은 고객행동에 부분적으로 정적인 영향을 미치는 것으로 나타났다. 셋째, 골프장 서비스품질(유형성, 신뢰성, 응답성, 확신성, 공감성)과 고객행동의 영향관계에서 장소애착도는 부분적으로 매개역할을 하는 것으로 나타났다. 특히 서비스품질의 하위요인인 중 유형성과 고객행동과의 영향관계에서만 장소애착도는 매개역할을 하는 것으로 나타났다. 이는 골프장 서비스품질 중 유형성에 해당하는 물리적 환경을 개선하는 것이 무엇보다도 중요하다는 연구결과이며, 골프장의 물리적 환경을 경기요인과 비 경기요인으로 나누어 골퍼들의 선호도에 따라서 운영할 필요성이 있다는 것을 의미한다. 따라서 골프장의 경우 그린의 상태와 빠르기, 페어웨이 잔디의 상태, 벙커의 상태, 러프의 적절성, 티잉 그라운드의 상태 등의 골프 스코어와 관계가 있는 핵심적인 물리적 환경에 대한 세심한 관리가 요구된다. This study was conducted to verify the effect of service quality of golf courses on place attachment and customer behavior. The results of this study are as follows. First, service quality of golf course (tangibles, reliability, responsiveness, assurance, empathy) had a partially positive effect on place attachment. Second, service quality of golf course (tangibles, reliability, responsiveness, assurance, empathy) partially had a positive effect on customer behaviors. Third, in the relationship between golf course service quality (tangibles, reliability, responsiveness, assurance, empathy) and customer behavior, place attachment had a partly mediating role. Among the sub-factors of service quality, place attachment had a mediating role only in the relationship between tangibles and customer behavior. It is most important to improve the physical environment corresponding to the tangibles among the sub-factors of service quality of golf course, and it is necessary to divide the physical environment of the golf course into golf-related factors and a non-golf related factor and operate it according to the needs of golfers. Therefore, in the case of a golf course, careful management of the core physical environment related to the golf score, such as the condition and speed of the green, the condition of the grass of the fairway, the condition of the bunker, the appropriateness of the rough, and the condition of the teeing ground is required.

한국여자프로골프 선수들의 상금 순위 집단간 경기력 분석(2010-2017년 자료를 중심으로)

서한교 ( Seo Han Kyo ),김은혜 ( Kim Eun Hye ),박익열 ( Park Ik Ryeul ) 한국리듬운동학회 2018 한국리듬운동학회지 Vol.11 No.1

The purpose of this study is to investigate the annual performance of the higher group(1-50) and the lower group(51-100) based on the data of 800 people provided by KLPGA from 2010 to 2017, analyzing the tendency of change of performance according to the year and analyzing the differences among groups of performance were as follows. First, the prize money average increased from KRW 92,000,000 in 2010 to KRW 191,000,000 in 2017, but it is necessary to consider the low ranking players in a way that 61% of the total prize money is concentrated in the top(1-10). Second, the higher group players(1-50) showed statistically significant improvement in performance from all items as the year progressed. Third, the lower players(51-100) showed a statistically significant improvement in performance from all items as the year progressed. Fourth, the difference between the higher and lower group showed statistically significant superiority among all measures and their performance was consistent. In conclusion, The higher group(1-50) players belonging to the Korea Ladies Professional Golf Association(KLPGA) seem to be preparing for the birth of the second ‘Park In-Bee’ as the years progressively improved greatly in all the measurement items.

대학 태권도 선수들의 상해유형에 따른 재활형태 및 경기력 영향요인 분석

정홍용(Jung, Hong-Yong),정구열(Jeong, Gu-Yeol),박익열(Park, Ik-Ryeul) 한국사회체육학회 2015 한국사회체육학회지 Vol.0 No.61

This study The purpose of this study is to analyze rehabilitation systems and reduced effects factors according to injury types during training or games in university taekwondo players. For this, this study distributed a 17-item questionnaire to taekwondo players who attended the Department of Taekwondo, C University, located in Gwangju Metropolitan City, and had more than level (33rd Dan) certificate and secured 172 effective samples. Using the chi-square test, distribution analysis by frequency, the following results were obtained. First, the results of analyzing injury types and rehabilitation systems in university taekwondo players were as follows. Most of injuries occurred in the place of training, the exercise injuries of leges and fracture and ligament injuries were the most common, and treatment once or twice per week was common. Second, the results of analyzing the effects of injury types on performance in university taekwondo players were as follows. Exercise injuries occurring in the place of training or game mostly needed 6 months for the return. The exercise injuries of legs which occurred most frequently needed more than 6 months for the return. Ligament injuries needed the longest return period in injury types. Third, the results of analyzing the effects of rehabilitation systems on performance in university taekwondo players were as follows. Hospital treatment needed the longest time for the return to training and games. Medication and physical therapy needed the longest time for the return to training and operation needed the longest time for the return to games.

스마트밴드(워치)의 ‘운동알림’을 통한 중년 여성의 건강관리에 관한 연구

김은혜 ( Kim Eun Hye ),서한교 ( Seo Han Kyo ),박익열 ( Park Ik Ryeul ) 한국리듬운동학회 2018 한국리듬운동학회지 Vol.11 No.1

The purpose of this study was to evaluate the effects of lower body muscle strengthening exercises on middle-aged women during 10min/day, 5time/week, 8week Riding action(exercise), Taekwon action(exercise) and Lunge action(exercise). Also, in order to maintain awareness and awareness of exercise, we encouraged the volunteer to participate in the exercise voluntarily for 10minute once a day by using ‘exercise alert’ of SmartBand(Watch). The results were as follows. First, Body Composition showed significant changes in before and after exercise muscle mass, body fat mass and body fat percentage. Second, Blood Components showed significant changes in triglyceride(TG) and high density cholesterol(HDL) before and after exercise. Third, there was a significant difference in Basic Physical Fitness between right hand strength, back strength, flexibility and balance. In conclusion, the 10minute/day resistive lower body enhancement exercise showed a positive change in body composition, blood components, and basic physical fitness. Therefore 10minute daily exercise method for individual health management is considered to be an effective exercise method.