한국 프로야구단 공식 홈페이지의 컨텐츠 만족도, 소비자 충성도, 그리고 재 방문 의사의 관계

최병호(Choi Beung Ho),서원재(Seo Won Jae) 한국스포츠산업경영학회 2003 한국스포츠산업경영학회지 Vol.8 No.1

본 연구의 목적은 한국 프로야구단 공식 홈페이지의 컨텐츠 만족도 및 소비자 충성도가 재 방문 의사에 미치는 영향을 규명하는데 있다. 따라서 프로야구단 공식 홈페이지 등록 회원을 대상으로 인터넷 조사를 실시하였으며, 연구자의 인터넷 홈페이지 전자 메일로 실시간 접수된 자료 중에서 불성실한 응답 27부를 제외한 층 1,124부를 조사 자료로 선정하였다. 조사 도구는 Smith가 개발한 「인터넷 정보 평가 기준 척도」, Funk가 개발한 「팬 충성도 척도」, 그리고 「재 방문 의사 척도」를 본 연구의 목적에 맞게 재구성 하였다. 수집된 자료는 SPSS/win program 10.0 통계 패키지를 이용하여 빈도분석. t-검증, 일원변량분석, 중다회귀분석 등을 실시하였다. 그 결과 다음과 같은 결론을 도출하였다. 첫째, 10대 및 20대 학생층과 미혼자 및 다량 수용자를 중심으로 '참여유도성' 만족도가 높게 형성되고 있다. 그리고 10대 및 20대 학생층과 다량 및 중량 수용자를 중심으로 행동적ㆍ태도적 충성도 및 재 방문 의사가 높게 형성되고 있다. 둘째, 컨텐츠 만족도의 하위변인인 탐색편리성, 구조간결성, 그리고 정보충실성은 행동적 충성도를 매개변인으로 재 방문 의사에 간접 효과를 미친다. 특히 참여유도성은 행동적ㆍ태도적 충성도 모두에 영향을 미치는 중요한 요인이며, 탐색편리성은 행동적 충성도에 영향을 미치는 요인 중에서 가장 영향력이 크다. 또한 탐색편리성, 정보충실성, 그리고 참여유도성은 재 방문 의사에 직접 효과를 미친다. The main purposes of the study were to (1) identify demographic variables of Korea professional baseball official web-site's user, and (2) investigate the relationship of contents satisfaction, web-site loyalty and revisitation intention. The data were collected by internet and directly sent to the investigator's e-mail(chuiangor@eorgio.net). The subjects(male:830, female:294) were members who voluntarily answered the questionnaire linked to 'fan forum' of each team's web-site. The questionnaire was composed of 'contents satisfaction', 'web-site consumer loyalty' and 'revisitation intentions'. SPSS/win was performed to analyse data. Factor analyses and reliability analyses were performed to determine a validity and reliability of questionnaires. One-way ANOVA and t-test were performed for looking over the difference among demographic characteristics. Multi-Regression was conducted to determine whether each variable had relationship. The results of the study were as follows. (1) The respondents under age 30s and heavy users who navigated team web-site for the more 2 hours a week showed strong 'pursue of pleasure', on the other hand weak 'cognition of risk'. (2) The respondents under age 30s, unmarried subjects and heavy users showed strong satisfaction of 'communication contents'. (3) The respondents under age 30s, heavy and middle users(navigation from 1 to 2 hours a week) showed strong behavioral, attitudinal loyalty and revisitation intentions. (4) There were both direct and indirect effects among contents satisfaction, web-site loyalty and revisitation intentions.

축구동호회 참여와 여가만족도 및 생활만족도의 관계

최병호(Beung Ho Choi) 한국사회체육학회 2004 한국사회체육학회지 Vol.0 No.21

This research aims to identify the relation between people`s participation in private soccer clubs, their satisfaction with leisure activities and their satisfaction with living. The survey targeted 407 people who registered with private soccer clubs in P City, asking them about their socio-demographic backgrounds, club participation period, satisfaction with leisure activities and satisfaction with living. The research conducted a covariance analysis and multiple regression analysis of the data. And, it came out with the following conclusion. First, during their initial stage (0.5-1 year) in private soccer clubs, respondents had high levels of satisfaction-psychological, educational, and leisure. The longer respondents participated with the period ranging from 1 to 3 years, the further they increased their social and leisurely satisfaction. Second, during their initial stage (0.5-1 year) in private soccer clubs, respondents had high levels of satisfaction with their health life and economy. The longer respondents continue the participation period (1-3 years and over 3 years), the further they increased their satisfaction with home life and health life. And, the group with over three years of participation had higher levels of satisfaction with time management. Third, respondents` psychological and leisure satisfaction levels had effects on their satisfaction with time management. Their social and leisure satisfaction levels had effects on their satisfaction with time management and home life. Likewise, their physiological and leisure satisfaction levels had effects on their satisfaction with time management and health life. Also, their psychological and leisure satisfaction levels had effects on their satisfaction with health life. Still, respondents` environmental and leisure satisfaction levels had effects on time management and economy, while their leisure satisfaction levels had effects on their economy.

TV 스포츠뉴스의 언어기호 이미지 해독

최병호(Beung Ho Choi) 한국사회체육학회 2004 한국사회체육학회지 Vol.0 No.21

This research aims to interpret linguistic sign images in TV sports news. The survey targeted 100 college students(grouped into ten each consisting of ten people) as focused panelists who watched TV sports news with high frequencies(over four times a week), and conducted semi-structured interviews with them. In particular, the research introduced Bauer`s obstinate audience theory to interpret images. The method is to determine the audience`s selective acceptance attitude and obstinate acceptance attitude regarding linguistic sign images in TV sports news, and interpret corresponding inclinations. Thus, the research reached the following conclusion. First, only 13 respondents or 13.0% said that they were interested, and 69 people or 69.0% responded that they were largely satisfied. Also, 29 people(29.0%) were found to be obstinate viewers and 71 people(71.0%) selective viewers. Of them, 12 females(12.0%) and 17 males(17.0%) were found to be obstinate viewers. Second, respondents expressed relatively varying opinions on cases of violating compliance items, over-lexicalization and linguistic signs. In particular, respondents did not separate and interpret cases of violating compliance items, categorization, over-lexicalization, and linguistic signs. But, instead, they were inclined to incorporate and interpret them. They were divided into selective viewers and obstinate viewers. Third, determining factors for obstinate viewing were found to be essential use of standard language, professionalism, ethics and post-colonialism. Determining factors for selective viewing were found to be generosity, common sense, entertainment, and nationalism.

Disciplinary Session3 / Sport Sociology ( Moogunghwa Rm ) : 상업스포츠센터 조직의 커뮤니케이션과 직무스트레스가 조직몰입에 미치는 효과

최병호(Beung Ho Choi) 한국체육학회 1999 New Millennium and Sport Vision PROCEEDINGS1 Vol.- No.-

스포츠신문의 미디어 공신력에 관한 연구

최병호(Beung Ho Choi) 한국스포츠사회학회 2004 한국스포츠사회학회지 Vol.17 No.2

대학생 운동선수의 스포츠지향성과 스포츠맨십에 관한 연구

정의권(Eui Kwun Chung),김용주(Yong Ju Kim),최병호(Beung Ho Choi) 한국사회체육학회 2004 한국사회체육학회지 Vol.0 No.22

This study result is same following. First, male students had higher levels in respect for social convention, self-management and skill orientation than female students and upper-class students are on the higher level in self-management and competition orientation than lower-class students. Second, the top group in sports experiences showed higher level in the total variables of sportsmanship and skill orientation compared to middle and low group. The participants in rhythm sports, competition sports, and ball sports had a high level of utmost efforts, observance of regulation and self-management, respectively. While participants in team sports showed the high level of utmost efforts and observance of regulation, those in individual sports had the high level of self-management. In addition, the group with sports injury had the higher level of self-management than the group without injury. Third, the observance of regulation(M=4.05) and skill orientation(M=4.5) of the top group in sports experiences as well as the observance of regulation(M=4.11) of the participants in competition sports were on the high level. The participants of low group in sports experiences showed the low level of self -management(M=1.56). Fourth, those who had higher competition orientation showed the high level of utmost efforts, observance of regulation and self-management and those with higher skill orientation had the high level of utmost efforts, respect for social convention and self-management. On the other hand, those with high skill orientation are on the low level of respect for referees. Finally, skill orientation gives influence to utmost efforts, observance of regulation, respect for referees, respect for social convention and self-management while competition orientation affects self-management.

TV 스포츠 저널리즘 언어기호의 준수항목 분류분석 : TV 스포츠뉴스를 중심으로 Centering on TV sports news

최병호 한국스포츠리서치 2003 한국 스포츠 리서치 Vol.14 No.1

This research aimed to target linguistic signs embodied through TV sports journalism, conduct the classification and analysis of their observation items, and determine the inclination of the misuse and abuse and relevant problems. 1) The types and frequency of linguistic signs that contradicted the observation items did not show high levels, but specific misused languages were frequently abused. Such inclination was deepened the most in the routine sports news and international sports events sports news reports. Also, the three broadcasting companies' sports news reports showed similar propensity. 2) Jargons, vulgar languages, and inappropriate coined and abbreviated words linguistic signs were used for negative purpose, and diverse forms of foreign languages and Chinese characters were abused even when Korean words could replace them. In particular, the use of Chinese characters was inclined to deepen in connection with contents and results of games. 3) Diverse types of linguistic signs were used for guessing linguistic signs, and these were mostly used without scientific base or with indifference to the advice of experts. As for specialized linguistic signs, specialized terms were used that were difficult for sports fans to understand without supplementary explanation, and this propensity appeared with higher frequencies in news reports relating to soccer, basketball, baseball and golf. Also, Japanese-style expressions were cited as erroneous sports terminologies.

중·고등학교 체육교사의 Image Making에 관한 연구

최병호,김영갑 한국스포츠리서치 2003 한국 스포츠 리서치 Vol.14 No.4

The purpose of this study is to closely examine the image of physical education teachers by conducting a survey of junior high school students and high school students in Daegu sity. Followed is the result of analysis on this survey. Firstly, After examining the image of physical education teachers, the level of satisfaction and interest in the physical education classes and the level of participation in extracurricular activities according to the demography, the quality image of the teachers was relatively high and the image of teachers in performing their duties was normal. The level of satisfaction and interest in the physical education classes was normal overall according to the demography, but in case of students who have experience of physical activities, the level was somewhat high. For the type of participation in extracurricular activities, in case of students of both sexes, in any grade and whose participation in extracurricular activities is relatively low, physical extracurricular activities were the highest. For the students who have experiences of physical activities, physical extracurricular activities were the highest, and for the students who have no experience of physical activities, social extracurricular activities were the highest. Secondly, In case of the image according to the type of participation in extracurricular activities, the group of students who do artistic activities evaluated the image of teachers in professionalism and specialties more positively than any other group. Thirdly, After examining factors which influence the image of physical education teachers considering the level of satisfaction and interest in the physical education classes, the interest in the physical education classes was appeared to influence negatively on the image of attitude. And the satisfaction in the physical education classes was appeared to influence positively on the professionalism and specialties.

우리 나라의 지방재정조정제도에 있어서 Flypaper effect 에 관한 실증적 분석

최병호,문병근,정종필 한국국민경제학회 1998 경제연구 Vol.7 No.1

직업전문학생의 여가활동 참여정도와 가치관 형성의 관계

최병호,김기한 한국스포츠리서치 2003 한국 스포츠 리서치 Vol.14 No.4

The purpose of this study is to re-examine the relationship between leisure-time activities and formation of value system in vocational school. For this purpose, this study has surveyed the participation of the students in leisure-time activities in vocational schools, where they take vocational training under the rubric of "First human, Second function". 1. The man has more active than the woman in terms of the frequency of participation as well as in terms of the period of participation. As for the period of participation, the university graduate is the longest. In terms of the attitude of participation, the middle school graduate is most active. 2. The group who participates in leisure-time activities less than three times a week has more positive point of view toward nation, occupation, marriage, family, livelihood and human life than the other groups. 3. The more frequent the group participates in leisure-time activities, the more positive point of view toward occupation. On the contrary, the less frequently participating group has a more positive point of view toward livelihood. 4. The group who is organizational in participation has a positive point of view toward nation and marriage. Meanwhile, the group who is not organizational has a positive point of view toward life, occupation and human life. 5. The group who takes an active attitude to participating in leisure-time activities has a positive point of view toward livelihood and human life. 6. The group who participates in the physical leisure-time activities has a positive point of view toward marriage, while the group who participates in the social leisure-time activities has a positive point of view toward family and life. 7. The frequency of participation is inversely proportional to the point of view toward family and life, while the period of participation is directly proportional to the point o view toward occupation and human life.