중국 축구 귀화 선수의 이미지가 구단이미지와 팬십에 미치는 영향

국문 초록 (Abstract)

본 연구는 중국 축구 귀화 선수의 이미지가 구단이미지와 선수팬십에 미치는 영향을 규명하는 것이다. 이러한 목적을 달성하기 위해 2020년 10월에 중국 프로축구 커뮤니티 활동자들을 대상으로 온라인 설문조사를 진행하였다. 총 212명이 응답하였으나 회수된 설문지 중 성실하게 답변되지 않았다고 판단된 26부의 설문지를 제외한 후 총 186부의 자료가 활용되었으며, 자료 분석은 Window용 SPSS/PC + 21.0 version의 통계패키지 프로그램을 이용하여 기술통계분석, 탐색적 요인분석, 신뢰도분석 및 표준다중회귀분석으로 이루어졌다. 결과는 다음과 같다. 첫째, 귀화 선수의 기술력, 스포츠맨십 및 매력성에 대한 이미지 순으로 구단의 경기력에 대한 이미지에 영향을 미치고, 귀화 선수의 매력성, 스포츠맨십 및 기술력에 대한 이미지 순으로 지역사회공헌에 대한 이미지에 영향을 미친다. 둘째, 귀화 선수의 매력성, 기술력 및 스포츠맨십에 대한 이미지 순으로 선수팬십에 영향을 미친다. 셋째, 구단의 경기력과 지역사회공헌에 대한 이미지가 선수팬십에 영향을 미친다.

다국어 초록 (Multilingual Abstract)

The purpose of this study was to identify the effect of the image of foreign players with Chinese citizenship on China's pro-soccer team image and fanship. In order to achieve this goal, an online survey research was conducted in October 2020 with China's pro-soccer community members as its participants. Although a total of 212 persons responded, upon discarding unreliable data from 26persons, only data from 186persons were accepted. Data were analyzed using the SPSS/PC(21.0 version) statistical package program, and specifically descriptive analysis, exploratory factor analysis, reliability analysis, and standard multi-regression analysis was conducted. The results are as follows:
First, Chinese nationalized athlete's image of sport performance, sportsmanship, and attractiveness effect team's performance image in mentioned order, and Chinese nationalized athlete's image of sport attractiveness, sportsmanship, and sport performance effect team's social contribution image in mentioned order.
Second, Chinese nationalized athlete's image of attractiveness, sport performance, and sportsmanship effect fanship in mentioned order.
Third, Team performance and social contribution image effect athlete fanship.

목차 (Table of Contents)

• 목차
• I. 서론 ··························································1
• 1. 연구의 필요성·················································1
• 2. 연구의 목적···················································5
• 3. 연구변인 및 가설··············································5
• 1) 연구변인····················································5
• 2) 연구가설····················································6
• 4. 용어의 정의···················································7
• 5. 연구의 제한점·················································8
• Ⅱ. 이론적 배경···················································9
• 1. 중국 축구 현황················································9
• 1) 중국 축구 산업··············································9
• 2) 귀화 선수 제도··············································9
• 2. 선수의 이미지················································12
• 1) 선수 이미지의 개념·········································12
• 2) 선수 이미지의 영향·········································12
• 3) 선수의 이미지 구성요인·····································13
• 3. 구단이미지···················································18
• 1) 구단(기업)이미지의 개념····································18
• 2) 구단이미지 구성요인········································19
• 3) 구단 이미지의 영향·········································20
• 4. 팬십(fanship)················································21
• 1) 팬십의 개념················································21
• 2) 팬십의 3가지 요소··········································21
• 3) 팬십의 영향················································22
• Ⅲ. 연구방법·····················································24
• 1. 연구대상·····················································24
• 2. 조사도구·····················································25
• 3. 조사절차·····················································29
• 4. 자료처리·····················································29
• Ⅳ. 결과 및 논의·················································31
• 1. 결과·························································31
• 2. 논의·························································34
• Ⅴ. 결론 및 제언·················································40
• 1. 결론·························································40
• 2. 제언·························································41
• 참고문헌·························································42
• 부 록·························································52
• ABSTRACT·························································57
• 표 목차
• 표 1. 현재 중국 귀화 축구선수 정보·······························11
• 표 2. 조사대상자의 인구통계학적 특성·····························24
• 표 3. 설문지 구성내용············································26
• 표 4. 귀화 선수 이미지의 요인분석 및 신뢰도 검증 결과············27
• 표 5. 구단이미지의 요인분석 및 신뢰도 검증 결과··················28
• 표 6. 귀화 선수의 이미지가 구단이미지 중 구단 경기력에 미치는 영향························································32
• 표 7. 귀화 선수의 이미지가 구단이미지 중 지역사회공헌에 미치는 영향························································32
• 표 8. 귀화 선수의 이미지가 선수팬십에 미치는 영향················33
• 표 9. 구단이미지가 선수팬십에 미치는 영향························34
• 그림 목차
• 그림 1. 연구모형··················································5