스포츠 참여 유형과 고용주 브랜딩

최세희(Choi, Se-Hee),이승필(Lee, Seung Pil) 한국사회체육학회 2017 한국사회체육학회지 Vol.0 No.69

The purpose of this study was to investigate the relationships between the types of sports participation and employer branding for corporate sponsors and to examine the mediating effect of empowerment in the structural relationship between sport participation and employer branding. The survey instrument consisted demographic questions, types of sports participation, empowerment measures and employer branding measures. The subjects of the study were 470 volunteers who participated in the Southeast Asian Games 2015 as volunteer. The findings show that there was no significant direct effect from the type of sport participation to the perceived value of employer branding for corporate sponsor. Interestingly, the findings demonstrate that the types of sport participation can have positive influence on employer branding for corporate sponsor through the mediating effect of empowerment.

프로야구 구단의 사회적 책임 활동이 구단이미지 및 관람자태도에 미치는 영향

최세희(Se Hee Choi),김차용(Cha Yong Kim),이성호(Sung Ho Lee) 한국사회체육학회 2009 한국사회체육학회지 Vol.0 No.37

This study studied the influence of CSR(Corporate Social Responsibility) to the team`s image and the spectator`s attitude. 412 professional baseball spectators in 2009 were analyzed with methods including t-test, ANOVA, regression analysis and decision tree analysis to reach the following conclusions. First, the recognition of CSR was higher with spectators who came to more games. The group without an experience of watching a game showed a meaningful difference in recognition compared with the group with the experience. Second, CSR of a team and its player positively influenced the images of the team and the corporation and the attitudes of the spectators. The images of the team and the corporation positively influenced the attitudes of the spectators. Third, the element that influences the attitudes of the spectator the most was the attitudes of the spectator. With the group of older persons, CSR of the team was a bigger influence than CSR of players. In conclusion, to realize this study, true CSR meeting the social need must be put before most of the existing CSR, and differentiated long-term programs must be settled in the field of professional sports.

e-스포츠 스타플레이어 이미지가 시청만족, 구단이미지, 충성도, 지속의도에 미치는 영향

최세희(Choi, See-He),정한울(Jeong, Han-Ul),허세응(Huh, Seh-Eng),김차용(Kim, Cha-Yong) 한국사회체육학회 2016 한국사회체육학회지 Vol.0 No.64

The purpose of this study was to investigate the e-sports star player image on viewer satisfaction, team image, team loyalty, adherence intention. The Participants who were university students of 7 university located in Chung cheong do and made total of 277 copies which were chosen as the final valid samples. The data were analyzed by frequency analysis, reliability analysis, confirmatory factor analysis and structural equation modeling with SPSS 22.0, AMOS 22.0 program. The results of this study were as follow. First, e-sports star player image negatively influenced team image. Second, e-sports star player imamge positively influenced viewer satisfaction. Third, e-sports star player image negatively influenced team loyalty. Fourth, viewer satisfaction positively influenced team image. Fifth, viewer satisfaction positively influenced team loyalty. Sixth, viewer satisfaction positively influenced adherence intention. Seventh, team image positively influenced adherence intention. Eighth, team loyalty negatively influenced adherence intention.

온라인 배드민턴 레슨컨텐츠 이용동기가 인지된 유용성, 수용태도 및 온라인 구전에 미치는 영향

최세희(Sehee Choi),이승필(Seung Pil Lee) 한국자료분석학회 2023 Journal of the Korean Data Analysis Society Vol.25 No.6

본 연구의 목적은 온라인 배드민턴 레슨컨텐츠의 이용동기가 인지된 유용성, 수용태도 및 온라인 구전에 미치는 영향을 규명하는데 있다. 이를 위해 온라인 배드민턴 레슨컨텐츠 이용경험이 있는 성인 231명을 대상으로 연구를 수행하였으며, 자료수집은 온라인 서베이 업체를 통해 표본을 추출하였다. 설문 문항에 대한 확인적 요인분석 검증 결과 X²/df=2.577, CFI=.918, TLI=.882, IFI=.920 RMSEA=.083으로 나타났다. 가설 검증결과 온라인배드민턴 레슨컨텐츠의 이용동기의 정보추구, 시간소비는 수용태도와 인지된 유용성에 정적(+)영향을 미치는 것으로 나타났으며 사회적 교류는 부적(-) 관계가 있음이 확인되었다. 또한 인지된 유용성은 온라인 구전과 확산에 정적(+)인 영향 관계가 나타났으며 수용태도는 온라인 구전 수용에 정적(+)인 영향관계가 나타났으며, 온라인 구전확산에는 유의한 영향 관계가 나타나지 않았다. 온라인레슨 컨텐츠의 경우 제공되는 정보의 신뢰성, 전문성이 검증되었을 때 전반적으로 긍정적인 결과가 확인됐으며, 종목의 특성에 따라 영향 관계가 상이하게 나타날 수 있기 때문에 관련 분야의 연구가 지속되어야 한다. The purpose of this study is to investigate the influence of motivation for using online badminton lesson content on perceived usefulness, acceptance attitude, and online word of mouth. For this purpose, a study was conducted on 205 adults who had experience using online badminton lesson content. The confirmatory factor analysis results showed χ ²/df=2.577, CFI=.918, TLI=.882, IFI=.920 and RMSEA=.083. As a result of the hypothesis testing, it was confirmed that information seeking and time consumption as motivation for using online badminton lesson content had a positive (+) effect on acceptance attitude and perceived usefulness, while social exchange had a negative (-) relationship. In addition, perceived usefulness showed a positive (+) relationship with online word-of-mouth and spread, and acceptance attitude showed a positive (+) relationship with acceptance of online word-of-mouth, and a significant relationship with online word-of-mouth spread. didn't In the case of online lesson content, overall positive results were confirmed when the reliability and expertise of the information provided were verified, and research in related fields should continue because the influence relationship may appear differently depending on the characteristics of the event.

사회적 책임활동 경험이 스캔들 경력 선수의 리그 복귀 시 소비자 태도에 미치는 영향

최세희(Choi, Se-Hee) 한국사회체육학회 2023 한국사회체육학회지 Vol.- No.93

Purpose: The purpose of this study is to find out whether engaging isno cial responsibility activities can help alleviate consumers’ negative perceptions when players, who have previously been involved in a scandal, return to the league after participating in continuous social responsibility activities. Method: To achieve the research goal, a survey was conducted among 600 individuals, and the collected data were analyzed using the SPSS 24.0 program. Frequency analysis was performed, and exploratory factor analysis (EFA) was conducted to confirm the factor loadings. Additionally, correlation analysis was conducted to verify the relationship between factors, and multivariate analysis of variance (MANOVA) was used to identify differences among each group. Results: The results of this study are as follows. 1) It was found tht aplayers who engaged in deviant behavior related to overseas gambling had a positive effect onim proving both the player’s image and the parent company’s image, compared to players who did not engagein socially responsible activities in the past. 2) Athletes who involved in deviant behavior related to cshool violence did not have a significant effect on improving consumers’ attitudes, even if they had contiunously performed social responsibility activities in the past. 3) It was confirmed that players who hav econtinuously engaged in socially responsible activities and then experienced deviant behavior related to drug use, but later returned to the league, found it more beneficial in improving their image compared to players who did not engage in such activities. Conclusion: In summary, this study reveals that continuous social responibsility activities have limitations in improving negative perceptions caused by deviant behavior. Since negative perceptions and images imprinted on consumers are difficult to improve through social contribution activities, clubs and players must sincerely reflect on their. It is judged that the most effecteiv approach to address this is to promptly issue an apology.

부동산 담보부 부실채권 투자의사결정 기준에 관한 연구

최세희(Se-Hee Choi),이상엽(Sang-Youb Lee) 韓國住宅學會 2011 주택연구 Vol.19 No.2

국내은행의 부실채권(NPL) 비율은 2007년말 금융위기를 고비로 증가 일로에 있으며, 심각한 사회적 문제가 되고 있다. 금융기관 입장에서는 2011년부터 IFRS가 도입됨에 따라 NPL의 적정 매각이 중요한 관심사로 등장하였다. 이에 본 연구에서는 부동산 담보부 부실채권을 대상으로 투자의사결정시 중요하게 고려하는 요인을 AHP기법을 활용하여 살펴보았다. 금융기관의 입장에서는 좀 더 효율적인 NPL 처리를 위한 기초적 정보를 제공하고, 투자자의 입장에서는 다른 투자자들은 어떠한 요인을 중요하게 고려하고 있는지를 합리적인 의사결정모형을 제시하고자 하였다. 결론적으로 NPL 투자자들은 NPL 자산 자체나 담보부동산의 개별적 특성보다는 투자의 외부환경에 대한 요인을 중시하여 투자의사결정을 하고 있고, 세부적으로는 자산의 수익성을 가장 중요시하면서 수익성을 판단하는 기준으로 부동산가격 전망, NPL공급 전망, 금융시장 전망 등 투자시장의 전반적 예측을 중요하게 고려하고 있는 것으로 나타났다. 또한 타인자본비용보다 높은 수준의 목표수익률을 고려하는 자기자본 비중이 큰 회사가 자본조달환경에 민감한 것으로 나타났고, 수익성 위주의 투자방식을 가장 우선시하는 외국자본 역시 자본조달환경을 중요한 요소로 고려하는 것으로 나타났다. This study aims to identify the decision making factors for financial institution to invest the asset-backed non-performing loans and develop the importance weight level of identified factors by implementing the Analytic Hierarchy Process methodology. This study also presents the basic information for the efficient disposal of NPL from the financial institution’s perspectives. Research findings indicate that the NPL investors make an investment decision by the consideration of the external investment environment rather than the individual characteristics of the NPL asset or secured real estate. Equity investors(ie, investment capital mainly raised by equity), who have higher required rate of return, consider the environment of capital raising to be important other than the loan investors(ie, investment capital mainly raised by loans) did. The foreign investors are inclined to take priority over the profitability of the asset and consider the environment of capital raising to be important. As a future research, an empirical analysis of the case of NPL investments is advised.

프로스포츠 팬들의 스타플레이어 사회적 활동 인식이 사회적 자본에 미치는 영향

최세희(Choi, Se-Hee),이승필(Lee, Seung Pil) 한국사회체육학회 2017 한국사회체육학회지 Vol.0 No.67

The purpose of this study is to examine the relationships between sports fan’s perception of the social activities of star player and social capital. A total of 456 respondents who are the sports fans participated in the survey. SPSS 20.0 and AMOS 20.0 were utilized to analyze and frequency analysis, correlation analysis, confirmatory factor analysis and structural analysis were conducted . Base on our data analysis, the study found the following results. First, professional sports participation had significant impact on star player’s social activities . Seconds, professional sports participation was found not to have significant impact on social capital. Third , professional sports participation was found not to have significant impact on image and performance. Fourth , perception of star player’s social activities had significant impact on image and performance. Fifth, perception of star player’s social activities was found not to have significant impact on social capital. Sixth, image and performance had significant impact on social capital.

골프클럽 브랜드 소비행위에 관한 마케팅 개발 : 골프용품 브랜드 마케팅을 통한 신소재 적용

최세희(Choi, Se-Hee),최영진(Choi, Young-Jin) 한국체육과학회 2023 한국체육과학회지 Vol.32 No.3

This study analyzed the differences in the selective attributes and consumption behavior of golf club brands, and based on this, attempted to identify the overall position of the brand using a multidimensional scale method. For data collection, an online survey (URL, E-Mail) was conducted for consumers who had purchased golf clubs from March 1 to October 1, 2021, and a total of 193 people were studied. applied to the results. As a result of the analysis, there were statistically significant differences in the functional factors, design factors, A/S factors, and specification factors by sub-attributes of golf brand optional attributes recognized by consumers. As a result of brand positioning for purchasing brands and each optional attribute, brands close to function and design were Cleveland, Taylor Made, and XXIO, A/S was Mizuno, and spec factors were Nike, Tour Stage, and Callaway. In addition, as a result of brand positioning for purchase brands and each consumption behavior, product sharing and opinion acceptance were found in Titleist, Honma, Ping, PXG, Mizuno, Nike, Yamaha, Taylor Made, Tour Stage, and Callaway. Finally, Cleveland and XXIO appeared as brands close to repeat purchases and expression of opinions.

골프장 소비가치가 소비성향, 스포츠태도 및 행동의도에 미치는 영향

김가나(Kim, Ga-Na),최세희(Choi, Se-Hee),김차용(Kim, Cha-Yong) 한국사회체육학회 2020 한국사회체육학회지 Vol.0 No.80

Purpose: The purpose of this study is to figure out causal relationsph iamong golf course consumers’ consumption value, consumption tendency, sports attitude and behavior intention. Ways to manage and to improve were expected to be found through this study which can ehnance management effectiveness of golf course and increase competitiveness. Method: The subjects of this research were members of a golf courseo clated in Chungcheong area who have played golf for more than one year and played a round of golf at least ten times. In probability sampling, cluster & systematic sampling were chosen and used. 500 surveyp apers were distributed and 411 papers were used as valid samples except 89 papers which were insincere or had some missing content. Results: The results of this study are as follows. 1) It appeared th aftunctional value, social value and conditional value in golf course consumers’ consumption values sig nificantly influence conspicuous consumption tendency. 2) It appeared that only emotional value in golf course consumers’ consumption values significantly influences practical consumption tendency. 3) It appeared thatf unctional value, social value, emotional value and epistemic value in golf course consumers’ consumption valuse significantly influence sports attitude. 4) It appeared that conspicuous consumption tendency significantly influences sports attitude while practical consumption tendency does not significantly influence sports attitude. 5) It appeared that conspicuous consumption tendency, practical consumption tendency and sports attitude significantly influence behavior intention. Conclusion: Today, with the development of society, economy and technoloyg, the range of thinking and behavior of consumers is widened, and the desires are diversified accordingly. Therefore, if we establish marketing strategy considering various aspects such as empirical nad goal-oriented aspects that are appropriate for each golf course based on the results derived from this study and meet the values pursued by consumers, it will be possible to increase the efficiency of golf course management more efficiently. We believe it will be able to secure a competitive advantage too.

스쿠버다이버의 라이프스타일에 따른 선택속성이 만족도 및 행동의도에 미치는 영향

이강윤(Kangyoun Lee),최세희(Sehee Choi),김차용(Chayong Kim) 한국자료분석학회 2023 Journal of the Korean Data Analysis Society Vol.25 No.1

본 연구의 목적은 스쿠버다이버의 라이프스타일에 따른 선택속성이 만족도와 행동의도에 미치는 영향을 규명하는 데 있다. 이를 위해 코로나-19 이후 제주도와 강원도에서 스쿠버다이빙을 경험한 스쿠버다이버를 대상으로 설문조사를 실시하여, 205부를 분석 자료로 사용하였다. 스쿠버다이버의 행동 양식을 검증하기 위해 라이프스타일 요인을 실속추구형, 유행추구형, 변화추구형 3개 요인, 선택속성은 시설, 가격(이용요금) 2개 요인, 만족도와 행동의도는 단일 항목으로 각각 구성하였다. 확인적 요인분석 결과 본 연구모형의 적합성은 x²/df=1.726, CFI=.922, NFI=.836, TLI=.907 RMSEA=.060로 나타났다. 요인 간 설정된 가설을 검증하기 위하여 상관분석과 구조모형분석(SEM)을 실시하였다. 검증 결과 라이프스타일 유형 중 변화추구형 스쿠버다이버만이 시설(t=2.111)과 가격(t=2.149) 요인 모두 영향을 받는 것으로 나타났으며, 스쿠버다이빙 샵의 시설은 만족도(t=4.290)와 행동의도(t=5.464)에 유의한 영향을 미치는 것으로 나타났다. 이러한 결과는 스쿠버다이빙 업계 종사자들이 참여자들의 라이프스타일과 선택속성을 규명하여 현장 적용의 전략적 대응에 실무적 시사점을 제시하는 데 그 의미가 있었다. The purpose of this study is to investigate the effect on satisfaction and behavioral intention by selection attributes (facility, price) according to the scuba diver's lifestyle (prestige pursuit type, fashion pursuit type, change pursuit type). A survey was conducted at a SCUBA diving shop located in Jeju island and Gangwon-do province with 250 adults aged 20 or older who had scuba diving experience at least once a year, and the final 205 people were used for the study. The collected data was subjected to frequency analysis and correlation analysis using the SPSS program, and confirmatory factor analysis and structural equation analysis were performed through AMOS to verify the research hypothesis. As a result of verifying the fit of the research model, x²/df=1.874, CFI=.903, TLI=.888 RMSEA=.065. As a result of hypothesis testing, only change pursuit type SCUBA divers among lifestyle types were found to be affected by Facilities (t=2.111), Price (t=2.149). and also SCUBA diving shop facilities affect satisfaction(t=4.290) and behavioral intention(t=5.464). Most domestic SCUBA diving facilities are operated with similar facilities and prices, and are only available for a short period of time due to the specificity of the season. Therefore, only users with a change pursuit type lifestyle SCUBA divers have an impact on facilities and prices, and it has been verified they have a positive effect on satisfaction and behavioral intention by level of facilities.