로짓모형(Logit Model)을 활용한 스포츠 용품 온라인-오프라인 매장의 소비전환 연구

유광길(Yu Kwang-Kil) 한국체육과학회 2011 한국체육과학회지 Vol.20 No.3

The purpose of this study was to explore the factors to transfer consumption from an off-line sports shopping mall to an on-line one and to provide marketers and online and offline mall managers with efficient means for sales growth. For this, the sampling was carried out with the convenient sampling of customers living in Chonbuk Province. Statistical processing was based on 276 questionnaires with reliability out of 300 ones. SPSSWIN Ver 18.0 was used for frequency analysis, reliability analysis, exploratory analysis, factor analysis and logistic regression analysis. The results from this study were as follows: First, regarding symbolic channel factors, user interface design, merchandise information and user convenience were statistically meaningful to the on-offline consumption transition. Second, with regard to practical channel factors, merchandise diversity, payment system and delivery service were significant to the conversion. Last, it was seen in environmental factors that access convenience, discretionary shopping time and relative price superiority had a significant impact on the transfer.

지식경영, 지식경영활동 및 스포츠이벤트 성과의 구조관계

유광길(Yu, Kwang-Kil) 한국체육과학회 2011 한국체육과학회지 Vol.20 No.5

The purpose of this study was to provide effective information for establishing knowledge management by clarifying structural relation among knowledge management, knowledge management activities and sports event achievement, and to suggest the detailed measures of effectual knowledge management activities for successful sorts event. For this, the survey was earned out to the public officials responsible for athlete administrative organization in the provincial and local governments of Jeonbuk and the personnel of the Jeonbuk Sports Council, the Jeonbuk Council of Sports for All and the Jeonbuk Sports Association for the Disabled. SPSS Win 18.0 and LISREL 8.80 were used for statistical analysis. Followings are the results of this research. First, business performance capability, inter-personal relation, information technology and strategy in knowledge management factors were significantly influential to knowledge sharing, and business performance capability, organization culture, information technology and strategy were meaningful to knowledge creation. Second, the knowledge sharing and knowledge creation of knowledge management activities had significant effect on sports event achievement.

시장실패이론이 한국스포츠산업에 주는 함의

유광길(Yu, Kwang-Kil),정경구(Jung, Kyung-Koo) 한국체육과학회 2013 한국체육과학회지 Vol.22 No.3

The purpose of this study was to explore the cause of market failure on the Korean sports industIy and suggest a logical foundation for the justification of public sector intervention. The following result was the cause of the failure reason of a sports industry and the logic of the intervention based on the perspective of economic theory. First, sports industry was characterized by public goods. Second, it had the nature of merit goods. Third, it retained the externalities which had great social influence. Fourth, it was not supposed by a perfect competition market. Fifth, due to the frequency of wide-coverage and long-term projects in a sports industry, it could not only depend on the function of a market. Last, like other industries, a sports industry was not in comparison income distribution into productive contribution. In this regard, public sector intervention to a sports industry could be justified.

스포츠테마파크의 핵심역량, 본원적 경쟁전략 및 경영성과 간의 구조모형검증

유광길(Yu, Kwang-Kil) 한국체육과학회 2013 한국체육과학회지 Vol.22 No.5

This study was to explore a structural relation model among the core competence, three-dimensional competitive strategy and management performance of a sport theme park. For the verification of the model and hypothesis in this study, the staff working in a sports theme park were surveyed. 368 questionnaires with reliability were acquired through convenient sampling method, and SPSS WIN Ver. 18.0 and LISREL 8.80 were used for data processing. The results were as follows: First, regarding the relation between the core competence and management performance of the theme park, management resource competence was influential to both of financial and non-financial performances, and marketing competence was significant for financial performance. Second, in the relation of the core competence and three-dimensional competitive strategy, management resource competence gave a significant influence to differentiation and focus strategies. Marketing competence was significant for cost leadership, differentiation and focus strategies. Third, regarding the relations of the three-dimensional competitive strategy and management performance, differentiation and focus strategies significantly affected financial performance and a differentiation strategy importantly did non-financial performance.

AHP 분석을 통한 풋살 프로리그(F-K League) 출범에 따른 리그 성공요인 우선순위 연구

유광길(Yu Kwang-Kil) 한국체육과학회 2011 한국체육과학회지 Vol.20 No.2

This study aims to supply efficient information capable of making contribution for the management of the league and clubs by drawing the order of priority in success factors founding Futsal League (F-K League). The data processing for this research(AHP) has been rooted in the SPSS Win ver. 18.0, Expert Choice 2000 and Microsoft Office Excel 2007. The following conclusion is drown in this research. First, the official of the league and clubs give the priority to making successful league in the order of securing a main sponsor, the financial independence of clubs and media exposure. Second, futsal fans consider the priority lies in the order of media exposure, facility condition and securing a main sponsor. Third, pro players consider the order of securing a main sponsor, the financial independence of clubs and sport facility for establishing a successful league. Lastly, regarding the order of priority for a successful league, the official of the league association and clubs give the high rank to the administrative independence of the league association and the speciality of management, spectators give a priority to the increase of club number, competition way, media exposure and facility condition, and finally, players' priority is given to competition way, securing a main sponsor and the financial independence of clubs.

프로스포츠 구단직원의 핵심역량요인 상대적 중요도

유광길(Yu, Kwang-Kil) 한국체육과학회 2017 한국체육과학회지 Vol.26 No.4

This research was to explore the weight and priority order of core competency factors in professional sports teams and thus, provide fundamental information. For this purpose, the Delphi survey was carried out by five gurus and an hierarchy structure was established with agreed survey questions in the third round. Based on this, pair-wise comparison questionnaires were developed. The research targeted team font of Jeonbuk Hyundai, KIA Tigers and Samsung Thunders. Through a consistency test, samples with the lack of reliability were excluded and SPSS WIN Ver. 21.0 and Microsoft Office Excel 2007 were used for data process. The following results came from the research. First, the priority order(relative importance) in evaluation field of core competency factors was customer orientation, job competency, organization management, self-management, interpersonal relationship, general characteristics. Second, The attitude character in the general characteristics among evaluation items, information seeking in the job competency occupied in a top rank. The customer management in the customer orientation among evaluation items, organization harmony in the organization management occupied in a top rank. And the self-development in the self-management among evaluation items, mutual communication in the interpersonal relationship occupied in a top rank. Lastly, the customer management, customer surprise, customer hospitality, organization harmony and information seeking held high ranks in all factors, but reputation management, apparence character and personality character held low in it.

골프용품 소비자의 체면민감성, 과시소비성향 및 소비 후 행동의 구조관계

유광길(Yu, Kwang-Kil) 한국체육과학회 2018 한국체육과학회지 Vol.27 No.4

This study was to explore the relationship among social-face sensitivity, conspicuous consumption and post-purchase behavior of the golf goods customers. For this, the golf goods customers in Jeollabukdo provinces were surveyed. Except for thirty-eight questionnaires, final 362 out of 400 ones was statistically managed and SPSS 18.0 and LISREL 8.80 were used for statistical analysis. The result of this research was as follows. First, the social-face sensitivity of the golf goods customers are significant to conspicuous consumption of the golf goods customers. Second, the conspicuous consumption of the golf goods customers are significant to post-purchase behavior of the golf goods customers. Third, the social-face sensitivity of the golf goods customers are significant to post-purchase behavior of the golf goods customers.

상업스포츠시설 종사자의 이직 결정요인에 관한 상대적 중요도 연구

유광길(Yu, Kwang-Kil) 한국체육과학회 2018 한국체육과학회지 Vol.27 No.6

This research was to explore the weight and priority order of turnover decision factors in commercial sports facilities workers and thus, provide fundamental information. For this purpose, the Delphi survey was carried out by five gurus and an hierarchy structure was established with agreed survey questions in the third round. Based on this, pair-wise comparison questionnaires were developed. The research targeted commercial sports facilities workers of sports center, table tennis facility, bowling center, swimming pool, futsal facility and badminton courts facility in Jeollabukdo provinces. SPSS WIN Ver. 21.0 and Microsoft Office Excel 2007 were used for data process. The following results came from the research. First, the priority order(relative importance) in evaluation field of turnover decision factors was reward factor, job factor, welfare benefits factor, organizational culture factor, individual characters factor. Second, the aptitude and ability in the individual characters factor among evaluation items, job insecurity in the organizational culture factor occupied in a top rank. The low level of job autonomy in the job factor among evaluation items, low level of wage in the reward factor occupied in a top rank. And the poor welfare system in the welfare benefits factor among evaluation items occupied in a top rank. Lastly, the low level of wage, poor welfare system, lack of promotion opportunity, low level of job autonomy and low level of empowerment held high ranks in all factors, but the rigid pecking order, appropriate continuous service and uncooperative colleagueship held low in it.

스포츠 용품 온라인 구매채널 의사결정 영향요인에 관한 가중치 분석

유광길(Yu, Kwang-Kil) 한국체육과학회 2019 한국체육과학회지 Vol.28 No.5

This research was to explore the weight and priority order of the decision making factors of the online purchasing channel of sporting goods and thus, provide fundamental information. For this purpose, the Delphi survey was carried out by five gurus and an hierarchy structure was established with agreed survey questions in the fourth round. Based on this, pair-wise comparison questionnaires were developed. The research targeted consumers with experience in online purchasing of sporting goods in Jeollabukdo provinces. SPSS WIN Ver. 21.0 and Microsoft Office Excel 2007 were used for data process. The following results came from the research. First, the priority order(relative importance) in evaluation field of decision making factors of the online purchasing channel was practical factor, symbolic factor, environmental factor. And the product information delivery in the symbolic factor among evaluation items, the product(brand) diversity in the practical factor occupied in a top rank. The channel accessibility in the environmental factor occupied in a top rank. Second, the product(brand) diversity, price competitiveness, money payment system, channel accessibility, product information delivery and easy of use held high ranks in all factors, but the usable screen design, customer service, additional purchase benefits, shopping atmosphere and product functionality held low in it.

생활체육대회 참가체험, 사회적 연결감, 지역사회 애착도 및 참가 후 행동의 구조관계

유광길(Yu, Kwang-Kil) 한국체육과학회 2017 한국체육과학회지 Vol.26 No.5

This study was to explore the relationship among the participation experience, social connectedness, community attachment and behavior after participation of the Sport for All festival. For this, participant of the Sports for All festival in Jeollabukdo provinces were surveyed. Except for forty two questionnaires, final 358 out of 400 ones was statistically managed and SPSS 21.0 and LISREL 8.80 were used for statistical analysis. The result of this research was as follows. First, the participation experience of the Sport for All festival are significant to social connectedness of participant. Second, the social connectedness of festival participant are significant to community attachment of participant. Third, the social connectedness of festival participant are significant to behavior after participation of the Sport for All festival. Lastly, the community attachment of festival participant are significant to behavior after participation of the Sport for All festival.