• Journal of the Korean Applied Science and Technology
• /
• v.36 no.3
• /
• pp.830-839
• /
• 2019

The purpose of this study is to analyze the effect of sport sponsorship on the advertising effectiveness by distinguishing products of high sponsorship products from low sponsorship products. For this study, 450 samples who directly spectated their game were selected using convenience sampling method, finally 426 data were used except data which didn't respond or trustlessly responded. Data was collected through questionnaires. Data was analyzed through PASW 19.0 version frequency analysis, reliability analysis, factor analysis, independent sample t-test analysis, one-way ANOVA analysis paired sample t-test analysis was performed. All tests were performed using a .05 significance level. The results are as follows. First, This is the Result of T-test between brand effectiveness and gender. There is a non difference between male and female. Second, The results showed that there was statistically significant difference between the low perception perceived quality and low perceived sponsor familiarity according to current level of Education. Thirdly, This is the Result of T-test between low involvement perceptual quality, low sponsor friendly image and high involvement perceptual quality, high sponsor friendly image. There is a difference.

• Proceedings of the Korea Society of Costume Conference
• /
• 2003.05a
• /
• pp.25-25
• /
• 2003

현대사회는 지속적 성장과 물질적 풍요, 기술발전 등으로 인한 생활 패턴의 변화와 함께 사회, 경제적으로도 많은 변화를 겪고 있다. 과학문명의 발달과 사회변화에 따라 여가선용과 건강증진의 수단으로 스포츠가 크게 부각되고 있으며 스포츠를 즐기는 특정 집단의 한계가 사라지면서 연령과 성별에 관계없이 많은 사람들이 즐기게 되었다. 또한 웰 빙(Well Being)을 추구하는 경향으로 운동을 통해 건강을 지키려는 트렌드와 자신만의 시간을 만끽하고자 하는 라이프 스타일이 확산되어 각종 스포츠와 레져 산업이 각광받고 있다.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.42 no.6
• /
• pp.1025-1038
• /
• 2018

This study identifies the socio-psychological factors on athleisure wear purchase behavior and focuses on the effects of participation motives in sports leisure activity. This research compares athleisure wear purchase behavior among the three groups segmented by participation motives for sports and leisure activity. An online survey on male and female consumers between the ages of 20 and 50 provided 319 responses that were analyzed using SPSS 20.0. The factor analysis and reliability analysis, cluster analysis, variance analysis, Duncan test, and Chi square test were conducted. The results were: 1) From a result of the factor analysis on consumers' sports leisure participation motives clearly showed factorial structures including social interaction, physical health, and pleasant feeling. 2) Cluster analysis indicated three groups of participation motives in sports and leisure activity such as passive motivating type, social interaction type, and wellness type. 3) Consumer groups showed significant differences in purchase reasons, preferred brands, product items, and pursued performance attributes for purchasing athleisure wear products.

• The Journal of the Korea Contents Association
• /
• v.12 no.3
• /
• pp.139-148
• /
• 2012

The purpose of this study was to analysis the characteristics on participation process and meaning of Dancesports participants. The participants could dance both Latin and Modern with more than three years of participation experience. The data analysis was based on open coding, axial coding and selective coding from the grounded theory of Strauss & Corbin(1998). The results of the analysis were as follows; It was found that causal situation have a longing for Dancesports and a means of living, contextual situation indicated perception of potential ability, media, and leisure chance, intervene condition given improvement of interpersonal relationships, bilateral strategies betterment of lesson place and health promotion and others. As results, the participants were able to find out their positive and negative aspects of participating Dancesports classes, and showed that Dancesports provided the participants for vitality of life.

• Korean Business Review
• /
• v.21 no.1
• /
• pp.37-49
• /
• 2008

Many sports organizations have been founded due to the Increasing demand for sports with the development of leisure culture. As a social institution for sport facilitation, sports organizations should assure rationality and transparence of finance and operation by introducing a system for financial reporting as usually adopted for a profit-making corporation. Also, general regulations on the tax obligation in sports organizations have to be formulated more clearly. This study tried to derive some implications for the accounting and taxation obligations in Korean sports organizations based on a basic model of public sports organizations, formed with a profit-making organization and satisfying the requirements of public interest as regulated by German taxation law.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.20 no.12
• /
• pp.357-366
• /
• 2019

The purpose of this study is to analyze the relationship between students' motivation for participating in leisure sports, students' physical self-concept and the life satisfaction of university students. A total of 419 students were finally analyzed using the convenience sampling method of non-random sampling method after selecting those university students participating in leisure sports at a university located in J district. The results of analysis using SPSS version 21.0 program are as follows. First, there is a positive (+) correlation between the motives of participation of university students and their physical self-concept and satisfaction with university life. Second, the influence of the motive to participate in sports has a positive (+) effect on sports competence and this is affected by health fitness and social interaction, physical activity is affected by pleasure, health fitness, and conditioning, self-esteem, muscular strength is affected by pleasure, health fitness, condition, and society, flexibility is affected by pleasure, health fitness, and society. Third, the influence of participation motive had a positive (+) effect on school satisfaction is affected by pleasure, health fitness, physical condition, external display, socialization, and fellow satisfaction is effected by pleasure and condition.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
• /
• 2014.10a
• /
• pp.492-495
• /
• 2014

In this paper, IT and sports services, a study on the R&D strategy for convergence. The sports industry is based on the consumption of the population continues to increase participation in sport has increased due to the increase in leisure time and increase the income of the people. Differentiated and national income is expected to be $ 20,000 per period is the expansion of high-tech sports consumption in developing countries than developed countries and is active in a variety of sports goods of high consumption, you can feel the satisfaction of the convergence of high value enemy Sports Consumption the situation in and growing rapidly. In this paper, we conduct R&D Strategies for the integration of IT technology and services for the development of sports industry, sports. We hope that this helps the sport policy development and national sports industry overseas markets such as the development of the domestic sports industry achieve in this study was small.

• Proceedings of the Korea Contents Association Conference
• /
• 2009.05a
• /
• pp.1222-1228
• /
• 2009

Recently, industrialization of sports is consisting rapidly as social part of sports is magnified by diffusion of domestic sports market and sport consumer's increase. Sports sponsorship has property of a communication policy too and contributes to climb general communication effect of corporation. The purpose of this study is that we are to review relationship among the sports sponsorship, product attitude and purchase Intention. The results of research hypotheses are that sports players, events sponsorship have effect on product attitude except teams sponsorship, then product attitude has an effect on purchase intention.

• Journal of Family Resource Management and Policy Review
• /
• v.26 no.4
• /
• pp.39-52
• /
• 2022

The purpose of this study was to examine the workday leisure time of dual-income fathers and mothers with preschool children. Data were gathered from the Statistics Korea Life Time Surveys from 2004(y1) and 2019(y2) (n=2,697). Life time was composed of three types(inevitable time, compulsory time, and leisure time) and leisure time was categorized into 11 activities(voluntarism, participation, social relationships, religion, rituals, culture and tourism, sports, game and play, media, rest, and others) to investigate gender differences and time effects. The major results were as follows: First, both working fathers and mothers with preschool children spent less inevitable time, more compulsory time, and less leisure time, than other adult group. Second, fathers spent more time on 10 leisure activities except religion in y1, and on all activities than mothers in y2. In y2, less time on three activities(social relationships, rituals, and media) for both fathers and mothers, less time on religion for mothers only, more time on two activities(participation, game and play) for both groups were spent than y1. Third, in the regression analysis of fathers' and mothers' leisure time on three leisure activities(sports, game and play, and media) with a distinct pattern from leisure time for adult group between y1 and y2, socioeconomic variables and lifetime variables showed different effects by gender and waves. Based on the results, family policy and programs to improve the work-life balances of working fathers and mothers discussed.

• Proceedings of the Korea Contents Association Conference
• /
• 2007.11a
• /
• pp.277-281
• /
• 2007

Up to 20th century, mankind pursues freedom while now in 21st, the thing pursued most could be safety. Economic development and personal improvement in life have yielded the factors that threaten the safety, from which the blank of security is formed so that the private security finally became significant. Thus this study is to present the leisure motivation of private security guards and some required policy data, through improvement of poor working condition and sports participation.