스포츠스타 광고활동이 심리적 연대감과 스포츠참여에 미치는 영향 (The Effect of Sport Star Advertising Activity on the Psychological Sense of Community and Sports Participation)

서지정보

· 발행기관 : 한국체육학회
· 수록지 정보 : 한국체육학회지 / 51권 / 5호 / 507 ~ 516페이지
· 저자명 : 김홍남, 최환석, 김보룡

초록

본 연구는 스포츠 스타를 이용한 광고활동이 심리적 연대감과 스포츠 참여에 미치는 영향을 알아보고 이를 바탕으로 기업들의 긍정적인 이미지 창출과 더불어 제품판매 증진, 스포츠 대중화를 위한 방안을 모색하는데 있다. 조사대상은 2012년 현재 국내 대구와 광주지역 20세 이상 성인 463명의 유효데이터를 수집․분석하였다. 측정도구의 신뢰도 검사 결과 Cronbach's α는 .890 에서 .845 사이에 위치하는 것으로 나타났으며, 이상과 같은 연구방법 및 자료분석 방법에 따라 다음과 같은 연구결론을 얻었다. 첫째, 광고활동의 신뢰성과 매력성이 심리적 연대감의 지역애착과 시민참여에 영향을 미친다. 둘째, 광고활동의 신뢰성과 매력성이 스포츠참여의 직접참여와 간접참여에 영향을 미친다. 셋째, 심리적 연대감의 지역애착과 시민참여가 스포츠참여의 직접참여와 간접참여에 영향을 미친다. 이를 종합해 볼 때, 스포츠스타의 광고활동은 심리적 연대감과 스포츠참여에 영향을 미친다는 결론을 얻었다.

영어초록

This research aims to provide practical data to help sports star advertising companies by building a study module based on precedent study of sports market via mass media, and it defines how sports star advertising effects on the relationship between people’s solidarity, and participating in sports. The goal is that companies which are willing to advertise by professional sports star build up positive images of companies and increase marginal profit of companies in sports market and popularize sports. To verify of a result of the research, Target of research was selected as 500 adults, over the age 20, currently residing in Daegu city and Kwangju city in South Korea as of 2012. Convenience sampling was chosen as a sampling method, and questionnaires by 500 peoples were chosen as valid sampling. Confidence level shows that a Cronbach's α level is between .890 and .845, and It proves to be appropriate for this study by determining Goodness of fit(R^2) which is approached around 1.0. In addition, multiple regression analysis was used to analyze the result. Based on such research method, the following results were obtained. First, a commercial reliability of advertising and a commercial attraction of advertising have psychologically influenced on community solidarity to increase a recognized place and citizen participation. Second, a commercial reliability of advertising and a commercial attraction of advertising have significantly influenced on direct participation and indirect participation in sports. Third, community solidarity positively effects on recognized place and citizen participation, so it cause people are willing to participate sports, so It significantly related to community solidarity. Conclusively, sports star advertising have a significant influence on people who are willing to participate in sports, so it cause that people would like to increase community solidarity and they prefer to play sports whenever they want.

참고자료

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