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신태근(Tae Geun Shin),손원일(Won Il Son),유재구(Jae Gu Yu) 한국사회체육학회 2011 한국사회체육학회지 Vol.0 No.43
This study aimed to verify the sport participating motivation factors, and determined predict items that influenced participant motivation building. The participant motivations were composed of the leisure use and health motivation, and individual psychological traits were composed of the list of values and self-esteem. The 553 adult samples were collected by random sampling method. For the analysis of dada, SPSS 15.0 and AMOS 7.0 conducted confirmatory factor analysis, structural equation model analysis and answer tree analysis. The results are follows. First, LOV(list of values) and self-esteem affects on leisure use motivation and health motivation. Second, the group of leisure use motivation is formed by self-recognition of needed by others·fun and excitement, and this group is classified into resolving of boredom·psychological stability. The health motivation group is formed by value of oneself·positive attitude at oneself·self-value recognition, and this group is classified into health maintains·obesity prevent and treatment·body shape management.
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신체이미지 자각과 스포츠참여의 자아존중감을 통한 상호영향력 검증
유재구(Jae Gu Yu),김홍백(Hong Back Kim),신태근(Tae Geun Shin) 한국사회체육학회 2010 한국사회체육학회지 Vol.0 No.42
The purpose of this study was verified that body image perception could affect to sport participation through self-esteem, and sport participation could have feedback effect also. Data were collected by convenience sampling method from 542 sports participating persons who over 17 ages. The survey method was used, and the data were analyzed by exploratory factor analysis, confirmatory factor analysis and structural equation model by SPSS Ver.15.0 and AMOS 7.0. The results were as following. First, appearance satisfactions from others influenced on sport participations through positive and negative self-esteem. Second, sport participations had feedback effect on body image satisfactions through positive self-esteem. Overall path had not a simple reflect path, but it was a circulation structure. Satisfactions of appearance, which had complex recognition, were affected both of positive and negative self-esteem. Then, self-esteem lead to sport participates, and these sport participations had feedback effect on body image perception through positive self-esteem.
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스포츠이벤트 개최도시의 도시마케팅 효과 : 개최도시 주민대상 설문조사를 중심으로
유재구 ( Jae Gu Yu ),왕석우 ( Suk Woo Wang ),신태근 ( Tae Geun Shin ) 한국스포츠산업경영학회 2010 한국스포츠산업경영학회지 Vol.15 No.4
이 연구는 지방자치단체의 스포츠이벤트를 통한 도시마케팅 효율성을 확인하기 위하여 스포츠이벤트 전략과 도시마케팅 효과를 검증하는데 목적이 있다. 따라서 본 연구는 지역 구성원에 의하여 지각된 스포츠이벤트의 도시마케팅 효과를 분석하기 위하여 스포츠이벤트의 개최수준, 스포츠마케팅 전략, 그리고 도시마케팅 효과의 관계를 규명하였다. 조사 대상은 국제 스포츠이벤트를 개최한 경험이 있는 8개 도시 17세 이상 남녀를 대상으로 임의표본추출 방법으로 설문을 실시하여 1,199부를 분석하였다. 자료처리는 SPSS WIN Ver. 15.0과 AMOS 7.0을 이용하여 확인적요인분석 및 구조모형분석을 실시하여 다음과 같은 결과를 도출하였다. 첫째, 스포츠이벤트의 개최수준이 클수록 도시정비효과, 경제효과, 관광 및 여가효과, 시민통합효과에 직접적인 영향력이 있다. 둘째, 스포츠이벤트 개최 시 스포츠마케팅의 전략적 수행은 도시정비효과, 경제효과, 관광 및 여가효과, 시민통합효과에 긍정적인 매개효과가 있다. 구체적으로 광고 및 홍보 전략은 관광 및 여가효과, 시민통합효과에 긍정적인 매개효과가 있으며, 시설 및 상품 전략은 관광 및 여가효과, 경제효과, 시민통합효과에 긍정적인 매개효과가 있다. This study aimed to define the effect of city marketing and sports events, to confirm the effectiveness of city marketing through sport event hosting. Thus, this study verified the relationship among sport event scale, the effect of city marketing to analyze the effect of city marketing perceived by local residents. The actual verification has been executed in 8 cities nationwide which have hosted international mega event and the poll has been conducted for 1,119 persons above age of 17 by using convenience-sampling method and self-administration method for survey. The data have been processed confirm factor analysis and structural Equation Model analysis through SPSS 15.0 and AMOS 7.0 The results are as follows:First, sport event scale directly effected urban rehabilitation, economy, tour and leisure, and citizen integration. Second, sports marketing strategy had positive intermediary effect on urban rehabilitation, economy, tour and leisure, and citizen integration when venue held sport events. In the detail of sports marketing strategy, PR and promotion strategy appeared to have intermediary effect on tour and leisure area, and citizen integration area. Attractive facilities and extended products appeared to have intermediary effect.
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