대학생의 스포츠의류 소비에 대한 과시적 소비성향과, 브랜드태도, 브랜드이미지 및 브랜드충성도의 구조적관계

이계석(Lee, Kye-Sok),김봉경(Kim, Bong-Gyung),한태용(Han, Tae-Yong) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.4

This study inquired into the relationship between conspicuous propensity for consumption, brand attitude, brand image, and brand loyalty in a college student’s consumption of sportswear. After selecting a total of 280 copies as final valid samples with the exception of 20 copies, which were thought to be unsuitable for the research, out of all collected samples of 300 copies, this study conducted confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation model (SEM) analysis using SPSSWIN Ver.18.0 and AMOS 18.0 in an effort to verify the hypotheses consequent on research purposes. The research results are as follows: First, the sub-factors of conspicuous propensity for consumption-personality-pursuing orientation and fashion-pursuing orientation were found to have a significant influence on brand attitude, but brand-orientation and high-price-orientation were found not to have a significant influence on brand attitude. Second, the result revealed that brand attitude had a significant influence on brand image. Third, brand attitude was found to have a significant influence on brand loyalty. Fourth, the results found that brand image had a significant influence on brand loyalty.

스포츠용품 매장의 점포속성이 매장감정, 매장이미지, 브랜드이미지 및 브랜드충성도에 미치는 영향

이계석 ( Kye Sok Lee ),김용만 ( Yong Man Kim ) 체육과학연구원 2009 체육과학연구 Vol.20 No.3

이 연구의 목적은 스포츠용품 매장의 점포속성과 매장에 대한 감정, 매장이미지, 브랜드이미지 및 브랜드충성도와의 관계를 규명하는 데 있다. 연구의 대상은 서울에 있는 스포츠의류용품 매장을 방문한 고객 296명이다. 자료처리는 연구의 목적을 달성하기 위하여 빈도분석, 탐색적요인분석 및 확인적요인분석 그리고 구조방정식모형분석을 하였다. 이 연구의 결과는 다음과 같다. 첫째, 스포츠용품 매장 점포속성의 하위요인인 제품구색, 매장분위기, 구매후서비스는 감정에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 스포츠용품 매장 점포속성의 하위요인인 제품구색, 매장분위기는 매장이미지에 긍정적인 영향을 미치는 것으로 나타났으나, 구매후서비스는 영향을 미치지 않는 것으로 나타났다. 셋째, 감정은 매장이미지 및 브랜드이미지에 긍정적인 영향을 미치는 것으로 나타났다. 넷째, 매장이미지는 브랜드이미지에 긍정적인 영향을 미치는 것으로 나타났다. 다섯째, 브랜드이미지는 브랜드충성도에 긍정적인 영향을 미치는 것으로 나타났다. 이러한 결과를 통해서 스포츠용품 매장을 찾는 고객들에게 매장에 대해 긍정적인 감정과 좋은 이미지를 지각시키기 위해 여러 가지 다양한 점포 속성들을 부각시키는 것이 중요함을 알 수 있었다. The purpose of this study was to investigate the relationship between store attribute of sports good, store emotion, store image, brand image and brand loyalty. The subjects of the study were 296 customers who visited 6 sports good stores in Seoul. Data were analyzed by using descriptive analysis, exploratory factor analysis, confirmatory factor analysis, and structural equation model. The results of this study were as follows; First, it was shown that values, assortment, store`s atmosphere, service after purchasing, which are sub-factors of store attribute, had positive impacts on store emotion. Second, although values, assortment, and store`s atmosphere, which are sub-factors of store attribute, had positive impacts onstore image, service after purchasing did not have significant impact. Third, store emotion had positive impacts on store image and brand image. Fourth, store image had positive impacts on brand image. Fifth, brand image had positive impacts on brand loyalty. Findings indicated that promoting the diverse attributes of a store is critical to make customers perceive positive emotion and image.

스포츠센터의 관계적 신뢰특성이 신뢰결과요인에 미치는 영향

이계석 ( Kye Sok Lee ),김용만 ( Yong Man Kim ) 한국스포츠정책과학원(구 한국스포츠개발원) 2007 체육과학연구 Vol.18 No.4

이 연구의 목적은 주로 조직이나 기업 차원에서만 국한되었던 신뢰의 대상을 상업스포츠센터와 센터의 지도자 두 가지 다차원으로 확장시킨 후, 이들 신뢰 대상이 신뢰 및 신뢰결과요인에 미치는 효과와 더불어 다차원으로 분류된 신뢰 대상간의 관계를 규명하는 데 있다. 즉, 스포츠센터 관계적 특성(평판, 물리적 특성, 커뮤니케이션)과 지도자 관계적 특성(호감 및 전문성, 접촉빈도)을 독립변수로 하고 신뢰(센터 & 지도자), 고객만족, 센터에 대한 태도를 매개변수로, 그리고 센터에 대한 충성도를 종속변수로 구성하여 변수들의 인과관계를 규명하는 것이다. 연구의 대상은 2007년 서울특별시와 수원시에 소재한 7개 스포츠센터의 회원이며, 편의표본추출법을 통해서 표집한 전체 표본 720부 중에서 712부(회수율: 98.89%)를 회수하였다. 이 중 연구에 적절치 않은 61부의 표본을 제외한 651부(응답율: 91.43%)를 최종 유효표본으로 선정하였다. 설문조사 시점은 센터를 이용하는 고객들이 센터 지도자에게 강습을 받고난 뒤로 하였다. 사전에 센터지도자에게 양해를 구한 뒤 강습 이후에 고객들에게 강사와의 면담시간을 공지한 후 면담시간에 지도자와 함께 참여하여 연구자가 직접 연구의 목적과 취지를 설명한 후 배포 및 회수하였다. 자료처리는 SPSSWIN Ver. 12.0과 AMOS 4.0을 활용하였다. 자료처리를 하여 모형의 접합도 검증을 확인한 후 개별 가설들을 검증하였는데, 그 결과를 보면 다음과 같다. 1) 스포츠센터 관계적 특성의 하위요인 중 센터에 대한 평판과 센터의 커뮤니케이션은 센터에 대한 신뢰에 유의한 영향을 미쳤으나, 센터의 물리적 특성은 센터에 대한 신뢰에 영향을 미치지 않았다. 2) 지도자 관계적 특성의 하위요인인 지도자의 호감 및 전문성과 지도자와의 접촉빈도는 지도자에 대한 신뢰에 유의한 영향을 미쳤다. 3) 센터에 대한 신뢰는 지도자에 대한 신뢰, 고객만족 그리고 센터에 대한 충성도에 유의한 영향을 미쳤으나, 센터에 대한 태도에는 부정적인 영향을 미쳤다. 4) 지도자에 대한 신뢰는 센터에 대한 태도와 센터에 대한 충성도에 유의한 영향을 미쳤으나, 고객만족에는 부정적인 영향을 미쳤다. 5) 고객만족은 센터에 대한 태도와 센터에 대한 충성도에 유의한 영향을 미쳤다. 6) 센터에 대한 태도는 센터에 대한 충성도에 유의한 영향을 미쳤다. The primary purpose of this study was to expand the construct of trust which has been mainly applied to both commercial sports centers and coaches in business settings in the past, and to identify the impacts of trust objects on trust and trust consequences and the relationships among the trust objects. That is, it is to find the cause-and-effect relationships among the 3 kinds of variables. the independent variables include the relationship quality of commercial sports center (reputation, physical quality, communication) and the relationship quality of instructors (favorableness, professionalism, contact frequency). The mediating variables include the trust (in terms of sports centers and instructors), customer satisfaction, and attitude toward sports centers. And dependent variable is the degree of loyalty to sports centers. The respondents were members of 7 commercial sports center located in Seoul and Kyunggido in 2007. By using a convenience sampling method, 651 samples were utilized for the final statistics (91.43% of response rate). Less than 3% of respondents refused for the participation in this study. Sixty-one samples were excluded because of improper or unanswered answers for this research. The respondents were intercepted on site right after the classes. The respondents were explained concerning process while the instructor existed in the classroom. Data were analyzed by using SPSSWIN Ver. 12.0 and AMOS 4.0. The findings of this study were as follows: First, The reputation of sports centers and communication among the sub-dimensions of sports centers relationship dimension had significant effect upon trust in sports centers, while physical quality of sports centers were not found to have significant effect upon trust in sports centers. Second, favorableness of instructors, professionalism and frequency of contact with instructors, which are sub-dimensions of the relationship quality of physical directors had significant effect upon trust in instructor. Third, trust in sports centers had significant effect upon trust in instructors, customer satisfaction, and the degree of loyalty to sports centers, but had negative effect upon their attitude toward sports centers. Fourth, trust in instructors had significant effect upon their attitude toward sports centers and loyalty to sports centers, but had negative effect upon customers satisfaction. Fifth, customer satisfaction had significant effect upon their attitude toward sports centers and loyalty to sports centers. Sixth, customers` attitude toward sports centers had significant effect upon the degree of loyalty to sports centers.

대학 교양체육수업에 참여하는 참여자들에 체육수업 몰입과 수업 참여만족 및 주관적 정서와의 구조적 관계

이계석(Lee, Kye-Sok),최성범(Choi, Seong-Beom),한태용(Han, Tae-Yong) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.6

The purpose of this study was to examine the relationship among class flow, class participation satisfaction and subjective emotion in university student taking general physical education class. For this research 400 students from 4 University located in Seoul, Gyeonggi-do, Chungcheong-do and Gangwon-do were selected through the convenience sampling method, and from the collected sample of 400, a total of 381 samples were used as the final valid sample without the 19 samples which were unsuitable for this research. To investigate the problem of the research following the purpose, PASW 18.0 and AMOS 18.0 was used with this data for frequency analysis, confirmatory factor analysis, reliability analysis and structural equation model. The results of the study are as follows. First, in subordinate factors of class Flow, the between autotelic experience and focus in class content a significant effect on class satisfaction. Second, the class satisfaction has significant effects on subjective emotion.

상업스포츠센터 서비스 특성이 고객과의 관계형성, 신뢰의 속성 및 관계유지에 미치는 영향

이계석(Lee, Kye-Sok),최성범(Choi, Seong-Beom),한태용(Han, Tae-Yong) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.6

This study inquired into the relationship between sports center service characteristics and formation of relationship with customers, attribute of reliability, and customer satisfaction & retention of relationship. Its subsequent research subjects were 250 members at 5 commercial sports centers located in Seoul and Gyeonggi-do. Using convenience sampling, this study limites its subjects to the members who are taking group lessons from a regular leader at the center which the subjects are currently using. This study used a total of 245 copies of questionnaire except for 5 copies out of all samples, which were judged to be not suited for this research as final valid samples. For data processing, this study used PASW Ver.18.0 for frequency analysis, exploratory factor analysis, reliability analysis and correlation analysis and also used AMOS 18.0 for confirmatory factor analysis and structural equation model analysis. As a result, first, it was found that non-formation and the nondetachable out of sub-factors of service characteristics has a significant influence on formation of relationship. Second, the result found that formation of relationship had a significant influence on all sub-factors of reliability attributes. Third, the result revealed that faithfulness and ability out pf the sub-factor of reliability attributes had a significant influence on customer satisfaction. Fourth, customer satisfaction was found to have a significant influence on retention of relationship.

교양체육수업 참가자의 신뢰형성요인과 지도자신뢰, 학교신뢰, 수업태도 및 학교태도와의 구조적 관계

이계석(Lee Kye-Sok),김승용(Kim Seung-Yong) 한국체육과학회 2010 한국체육과학회지 Vol.19 No.4

The objective of this study is to find out the influence of trust in physical director, confidence in school and attitude in class, in identifying relations between factors of building trust in physical directors and the school as recognized by college students who have participated in college physical education classes by using a structural equation. The subjects of this study were students enrolled in physical education courses in four universities located in Seoul, Gyeonggi-do and Chungcheongnam-do. From the study, the following conclusions are deduced: First, credibility and goodwill of a director which are low-level factors in trust-building are appeared as exerting positive influences on the trust in the director. Second, credibility and goodwill of a school which are low-level factors in trust-building are appeared as exerting positive influences on the trust in the school. Third, the trust in a director has positive influence on the trust in a school. Fourth, the trust in a director affects students’ attitudes in class positively. Fifth, the trust in a school exerts a positive influence on students’ attitudes in school. Sixth, the students’ attitudes in class are appeared to affect positively the attitudes in school.

스키리조트 이용객의 고객가치와 고객만족이 구매행동에 미치는 영향

김용만(Kim Yong-Man),이계석(Lee Kye-Sok),서희정(Seo Hee-Jung) 한국스포츠산업경영학회 2003 한국스포츠산업경영학회지 Vol.8 No.3

이 연구의 목적은 스키리조트 이용객의 고객가치와 고객만족 그리고 구매행동과의 관계를 규명하는 것이다. 조사대상자는 현대성우리조트의 이용객 279명으로 하였고, 이 연구에서 사용한 표집방법은 편의표본추출법이며, 연구의 목적을 달성하기 위해 사용한 측정도구는 설문지이다. 측정도구의 타당도는 탐색적요인분석을 통해서 구성타당도를 확보하였고, 신뢰도는 Cronbach' α 분석을 통해서 .738~.938에 이르는 신뢰도계수를 확보하였다. 자료처리는 SPSSWIN Ver. 10.0을 활용하였다. 조사대상자의 특성은 빈도분석, 그리고 스키리조트 이용객의 고객가치와 고객만족 그리고 구매행동과의 관계는 단순 및 다중회귀분석을 통해서 규명하였다. 이상의 연구방법과 절차에 의해 연구를 수행하여 다음과 같은 결과를 얻었다. 첫째, 스키리조트 이용객의 고객가치 요인 중에서 우수성과 편리성은 고객만족에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 고객가치 요인 중에서 우수성과 편리성은 재구매의도 및 타인추천의도에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 스키리조트 이용객의 고객만족은 재구매의도 및 타인추천의도에 긍정적인 영향을 미치는 것으로 나타났다. The purpose of this research was to examine customer value and customer satisfaction, and the relationship between repurchase intention and recommendation intention by ski resort visitors. The research was conducted among visitors of Hyundai Sungwoo Resort, and was processed by utilizing SPSSWIN Ver. 10.0. Specific characteristics of those visitors subject to the research were conducted through Frequency analysis, and Simple and Multiple Regressive analyses were conducted to examine a casual relationship among customer value and customer satisfaction, and purchase behaviors of ski resort visitors. After conducting the research through the above methods and process, it produced the results as follows: Firstly, among important factors of ski resort visitors' customer value, superiority and convenience produced positive influence on customer satisfaction. Secondly, superiority and convenience had positive effects on customer repurchase intention and recommendation intention. Thirdly, customer satisfaction effected ski resort visitors' repurchase intention and recommendation intention.

상업스포츠센터 지도자의 서비스행동이 고객 충성도에 미치는 영향

김용만 ( Yong Man Kim ),이계석 ( Kye Sok Lee ) 한국스포츠정책과학원(구 한국스포츠개발원) 2007 체육과학연구 Vol.18 No.2

이 연구의 목적은 스포츠센터 지도자의 서비스행동으로서의 전문성 및 관계적 행위가 지도자에 대한 신뢰와 만족에서 센터에 대한 신뢰와 만족을 통해 최종적으로 센터에 대한 태도와 충성도에 영향을 미치는 인과구조를 규명하는 것이다. 조사대상자는 2006년 서울특별시에 소재한 3개의 상업스포츠센터와 경기도 S지역에 소재한 2개의 상업스포츠센터의 회원들이다. 표집은 설문지를 이용하여 해당 스포츠센터에서 개인 또는 단체 지도를 받고 있는 고등학생 이상의 남·여 300명에게 편의표본추출법을 활용하여 추출하였다. 자료는 SPSSWIN Ver. 12.0과 AMOS 4.0을 이용하여 연구의 목적에 맞게 처리하였다. 특히, AMOS 4.0 프로그램은 모형의 적합도와 개별가설을 검증하기 위해 활용하였다. 연구 결과 얻은 내용을 보면 다음과 같다. 첫째, 스포츠센터 지도자의 전문성과 관계적행위는 지도자신뢰에 통계적으로 모두 유의한 영향을 미쳤다. 둘째, 스포츠센터의 지도자신뢰는 지도자만족 및 센터신뢰에 통계적으로 모두 유의한 영향을 미쳤다. 셋째, 지도자만족은 센터신뢰 및 센터만족에 통계적으로 모두 유의한 영향을 미쳤다. 넷째, 센터신뢰는 센터태도 및 센터충성도에 통계적으로 모두 유의한 영향을 미쳤다. 다섯째, 센터만족은 센터태도 및 센터충성도에 통계적으로 모두 유의한 영향을 미쳤다. 여섯째, 센터태도는 센터충성도에 통계적으로 유의한 영향을 미쳤다. The purpose of this study was to examine the causal relationship of the professionalism and interpersonal activities of the coaches at fitness centers transfer into the trust and satisfaction toward the coaches, and then finally to attitude toward center and loyalty toward the centers. The subjects were members of three commercial fitness centers located in Seoul and two centers located in S area, Kyeonggi-do in 2006. The samples were extracted by using questionnaire distributed to 300 males and 300 females above high school age who are being trained individually or in groups at the fitness centers according to the convenience sampling method based on purposive sampling method. The collected data were analyzed by exploratory factor analysis and the confirmatory factor analysis using SPSSWIN Ver. 12.0 and AMOS 4.0. Also the study has gained liability through Cronbach` atest. By using AMOS 4.0, the structural equation model was analyzed. By conducting the study according to the aforementioned process, the following results were received. First, the professionalism and interpersonal activity of fitness center coaches have affected the liability of coaches with statistically significance. Second, the liability of fitness center coaches has a statistically significant effect on both coach satisfaction and center liability. Third, the coach satisfaction has a statistically significant effect on both center liability and center satisfaction. Fourth, The center liability has a statistically significant effect on both attitude toward center and loyalty toward center. Fifth, the center satisfaction has a statistically significant effect on attitude toward center and loyalty toward center. Sixth, attitude toward center has a statistically significant effect on loyalty toward center.

상업스포츠센터의 명성이 태도, 충성도 및 고객유지에 미치는 영향

김용만 ( Yong Man Kim ),이계석 ( Kye Sok Lee ),김은정 ( Eun Jung Kim ) 한국스포츠산업경영학회 2005 한국스포츠산업경영학회지 Vol.10 No.4

체육계열 대학생의 일과 여가에 대한 가치관이 진로결정 자기효능감 및 진로준비행동에 미치는 영향

한태용(Han, Tae-Yong),이계석(Lee, Kye-Sok),최성범(Choi, Seong-Beom) 한국체육과학회 2013 한국체육과학회지 Vol.22 No.2

This study is to examine the relationships between the values on work and leisure, career decision making self-efficacy and their career preparation behavior of college students’ in the department of physical education. In order to testify the hypotheses, the subjects were gathered was 169 for male and 54 for female students located in Gangwon Province. The data were analyzed using IBM SPSS/PC for Windows 19.0. The following are the findings of this study: Work and leisure values of physical education majoring students influenced career decision making self efficacy. Also, the results showed there was significant influence between career decision making self-efficacy and career preparation behavior.