• Title, Summary, Keyword: 스포츠 스타

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A Study of Sports Stars' Guarantee Advertising and Consumers' Intention to Purchase Sporting Goods (스포츠스타의 보증광고 속성과 소비자의 스포츠용품 구매의도 연구)

  • Ko, Wi-Sug;Park, Sung-Hye
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.14 no.5
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    • pp.2187-2197
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    • 2013
  • The purpose of this study is to investigate the influence of guarantee advertising by three sports stars (Jisung Park, Doori Cha, and Tahwan Park) working for famous sport brand names such as Nike, Adidas, and Fila on the intention of purchasing. In the study, total 240 people of all ages but those who are under twenty are chosen to conduct a survey. The results of investigation is the followings. First, with the respect of gender and age there are statistically meaningful differences between sports stars' guarantee advertising and consumers' intention of purchasing sporting goods that result from demographical elements. Second, how the guarantee advertising of sports stars have an influence on consumer's intention of purchasing products results in the three sports stars in a different way. As for Jisung Park, the result represents that his athlete characteristics such as expertise, creditability and similarity have to do with consumers' intention of purchasing goods most. Third, as for Doori Cha, the result identifies that his creditability and similarity plays an important role for the consumers' intention of purchasing. Forth, as for Tahwan Park, similarity has some meaningful influence on the sport consumer's intention of purchasing. The fact that similarity plays an important role in common for the consumers' intention of purchasing is noteworthy to the researchers relating to the advertisement area.

Effect of the Tourist Behavior on the Sports Spectating Factors and Team Association Components (스포츠 관람요인과 팀 연상이 관광행동에 미치는 영향)

  • Lim, Yeon-Woo;Chun, Joo-Hyung
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.18 no.2
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    • pp.456-464
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    • 2017
  • These days, the sports industry and related industries are growing very fast due to active sports participation. Recently, tourism products that integrate tourism with sport have already appeared. The products include tourism behavior, such as sports activities, sports spectating, and visiting sports memorial halls and museums, etc. This study examined the relationship among the tourist behavior, sports spectating factors, and team association components. Based on the theoretical study, a field survey was performed by questionnaires. The sports spectating factors and team association components have a slight influence on the tourist behavior after analysis using the SPSS program. The implications are as follows. First, sports teams should make efforts not only on the team's win at the sports game, but also to develop marketing strategies about the sports complex, and star players of their team. Second, sports teams have to develop tourist products that collaborate with the local tourism industry linked to tourist attractions, accommodations, souvenir shop, and entertainment facilities for sports spectators.

The Effect of Brand Personality and Sports Star Personality on Brand Attachment and Brand Loyalty (스포츠브랜드 기업의 브랜드 개성과 스포츠 스타 개성이 브랜드 애착 및 브랜드 충성도에 미치는 영향)

  • Kim, Jae-Hwan
    • The Journal of the Korea Contents Association
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    • v.17 no.12
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    • pp.92-103
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    • 2017
  • This study compared and analyzed the effects and differences of sports brand and sport star's personality on brand attachment and brand loyalty. For this purpose, we conducted a questionnaire survey of university students in Busan and Gyeongsang provinces. A total of 316 copies were selected as valid samples for this study. For the data analysis method, using SPSS 18.0 version, frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, corresponding sample t-test and multiple regression analysis were carried out. The results of this study are as follows: First, sports brand personality had a significant effect on brand attachment in order of interest, sophistication, and robustness. Second, the sport brand personality had a significant effect on behavioral loyalty in order of interest, sophistication, and robustness, and effect on attitudinal loyalty in order of robustness, interest, ability. Third, sports star personality had a significant effect on brand attachment in order of interest, trust, and sophistication. Fourth, sports star personality had a significant effect on behavioral and attitudinal loyalty in order of interest, trust and ability. Fifth, the analysis of the difference between sports brand personality and sports star personality showed that the difference between the mean values of all factors was statistically significant.

스매쉬스타 vs 러브포티

  • Jeong, Dong-Jin
    • Digital Contents
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    • no.9
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    • pp.87-89
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    • 2006
  • 온라인게임 시장의 규모가 커지면서 소재 역시 다양해지고 있다. 그 중에서도 MMORPG에 비해 개발기간이 짧은 캐주얼 장르가 큰 인기를 모으고 있다. 캐주얼 게임의 성장세를 이끄는 분야는 단연 스포츠다. 진입장벽이 비교적 낮을 뿐만 아니라, 스포츠의 모토인 경쟁요소가 게임 속에 녹아들어 있기 때문. 이 중에서도 테니스를 소재로 한 게임으로는 플레이엔씨의 <스매쉬스타>를 필두로 엔덴게임스의 <겜블던>, 스타이리아의 <러브포티>가 있다. 최근 서비스를 중단한 <겜블던>을 제외한 <스매쉬스타>와 <러브포티>를 중심으로 테니스게임에 대해서 알아보자.

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The Type and Characteristics of Korean Sport Star' TV Commercial by Period (시대별 한국 스포츠 스타 TV광고의 형태와 특성)

  • Yi, Eun-Surk
    • Journal of Digital Convergence
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    • v.15 no.9
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    • pp.543-550
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    • 2017
  • The purpose of this study is to investigate the change of the type and characteristics of Korean sports star TV commercials and to deeply investigate the relationship with social contexts and backgrounds. In order to solve the purpose of this study, This study collected data of 38,517 TV advertisements from 1970 to 2009, and analyzed data of 146 media contents. The results obtained are as follows. First, Korean sports star TV commercials showed a steady increase with the economic growth and media development of Korea, and the percentage of total TV advertisements was low. Second, sports star TV advertising plays a role of expanding the sports industry, but it shows that the efficiency of relationship persistence decreases without social situation and public recognition.

콘텐츠라인 / 서울 e스포츠 패스티벌

  • Gwon, Gyeong-Hui
    • Digital Contents
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    • no.1
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    • pp.98-99
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    • 2005
  • ‘제 1회 서울 e스포츠 페스티벌’이 지난 12월 18일 서울대학교 종합체육관에서 열렸다. 서울디지털대학교가 주최한 이번 행사는 21세기의 대표적인 문화콘텐츠로 자리잡은 e스포츠를 이해하고 즐길 수 있는 문화적 행사로 마련됐다. 이번 행사는 e스포츠의 꽃인 스타크래프르, 속타 등 총 4개의 게임으로 진행됐으며, 2,500여명의 경기 참가자와 3,000여명의 관람객이 참여해 성황리에 이뤄졌다.

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A Study on the Mods-Look Expressed on the 21st Century Fashion (21세기 패션에 표현된 모즈 룩 연구)

  • Chu, Mi-Kyung;Kim, Soon-Ja
    • Journal of the Korean Society of Clothing and Textiles
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    • v.32 no.6
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    • pp.859-870
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    • 2008
  • The purpose of this study is to investigate the fashion reflecting the aesthetic consciousness of a generation and age spirit and to study Mods-Look aesthetically by analyzing how Mods-Look expressed on the fashion magazines(Collezioni Donna) from 2001 to 2006 developed into a new form. 1960's Mods-Look appeared in the well known collections such as New York, Paris, Milan in the form of crossover or with a changed style. Especially after 2000's, in addition to the British fashion, even a new word Mods Story was created to prominently express the free style of the Mods spirit. The expressive characteristics represent 1) minimal style, 2) sports casual style, 3) vintage style, 4) dandy & androgynous style. In conclusion, Mods-Look in 21st fashion used to be street fashion started from minority subculture after world war II, but now suit of that time, geometrical pattern and sensibility are becoming design sources for the various fashion market from high fashion to sports look. Therefore, as young people are becoming the center of society in new millenium, sensibility of that time will be reinterpreted to design and Mods-Look will not be limited to subculture but reflected in design development fulfilling people's taste and new future fashion sense by compromising the past and new trend.

The Consumer Attitude on Sports Star Model Advertisement according to Sports Involvement (스포츠 관여도에 따른 스포츠스타 모델광고에 대한 태도)

  • Ju, Eun-Seok;Choe, Seung-Ho;Park, Hye-Seon
    • The Journal of Natural Sciences
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    • v.14 no.2
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    • pp.115-131
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    • 2004
  • The purpose of this study was to investigate the differences of sports involvement and consumer attitude on fashion advertisement using sports star models(CAATTM) according to demographics and to investigate the effect of sports involvement to CAATTM. The subjects selected for final analysis were 398 adults living in Daejeon. The statistics used for analysis included factor analysis, ANOVA, multiple range test, regression, $Cronbach'\alpha$, and frequency. The results were as follow: 1. Sports Involvement was divided Cognitive Sports Involvement(CSI) and Emotional Sports Involvement(ESI). The CSI and ESI were different according to sex. And CSI was different according to age, education level and marriage status. 2. CATTM was divided into three factors: Emotional Attitude(EA), Cogitive Attitude(CA), and Ethical Attitude(ETA). CA was different according to sex, age, income, and marriage status. 3. The sports involvement affected CAATTM. People who were high in CSI and ESI showed high attitude in EA and CA.

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A Study on the Modern Sport-Fashion (현대 스포츠패션에 관한 연구)

  • 임은안;채금석
    • Journal of the Korean Society of Clothing and Textiles
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    • v.26 no.9
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    • pp.1308-1319
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    • 2002
  • The purpose of this is to analyze the aesthetics characteristics of our modern sports fashion, and thereby, discuss them in the light of the overall mentality or the 20th century, and thus, present the conditions or sports fashion design meeting modem people's divers aesthetics values and desired. Modern sports fashion sues can be categorized into futurist sports style, erotic sports style and American sheet sports style. And the 20th century mentality characterized by changes of lifestyle, identity and aspiration has influenced the aesthetic features of such sports fashion sues, which can be summed up as follows; first, the futurist sports style applies the functional items and details of active sportswear to design, while heralding a positive and hopeful message of technology and future by using the material of hi-tech functions and senses. This sports style was affected much by shift from social status, attraction and wealth to demonstration of state-of-the-art science, pursuit of functionality in terms of shapes and materials, convenience through See combinations of sportswear items or design elements. Second, the erotic sports style based on minimalism attempted to express the erotic body beauty indirectly by exposing some parts of body or using the material pressed against the body. This sports style was closely related with the changes of sexual identity such as neutral sexualism, bi-sexualism and homo-sexualism. Lastly, the American street sports style was born from black Americarns' sports and dances. This spors style pursues “youth” beyond TPO concept As mass media and commercial sports developed, the young generation copied sports stars' uniforms or fashions to share honor, wealth and youth with them. In sort, the American sheet sports style was affected much by the so-called “heroism”. Such a changed object of aspiration influenced the aesthetic characteristics of American shot sports style directly.

A Study of Service Quality and Identity on Professional Sports for Promoting Licensing Product Intentions (라이센스 제품의 구매 촉진을 위한 프로 스포츠 서비스 품질과 동일시에 관한 연구)

  • Park, Bae Jin;Park, Sun Young
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.11 no.3
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    • pp.189-197
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    • 2016
  • This study is aimed at providing basic data necessary for promoting consumption of professional sports licensing in the industry through service quality. Specifically, the current study examines the effects of service quality and licensing product intentions on professional sports and evaluates the moderating identity. For this study, we distributed a total of 480 questionnaires to those sampled through non-probability sampling from people living in small and medium cities including Seoul. Collected data were coded and entered into the computer, and statistically processed using SPSS Statistics 18 The results were as follow: First, service quality of professional sports significantly effect on licensing product intentions, but identity could not effect on licensing product intentions. Second, Identity as a moderating variable has significantly positive effect on the relationship between star player of service quality and Licensing Product Intentions. In conclusion, the companies that participate as title sponsors in professional sports were proven to promotion their licensing product intentions, as identified with sports fans through service quality of professional sports such as record, attractiveness, star player and locally affiliated.

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