스키캠프 타이틀 스폰서에 대한 이미지가 참가자 만족도및 스폰서에 대한 충성도에 미치는 영향 (Effect of Ski Camp Title Sponsor Image on Satisfaction and Loyalty)

서지정보

· 발행기관 : 한국사회체육학회
· 수록지 정보 : 한국사회체육학회지 / 31호 / 217 ~ 226페이지
· 저자명 : 김용만, 이계석, 정정희

초록

The purpose of this study was to clarify the effect of the image of ski camp title sponsor on the satisfaction and loyalty of participants. To attain the purpose of this study, the researcher set the image of title sponsor as 'independent variable', the degree of satisfaction of participants as 'intervening variable', and the degree of loyalty as 'dependent variable.' The questionnaire was pre-examined for validity and reliability. Then the researcher secured 5 surveyors who had been trained in advance for this purpose and had them conduct survey by self-administration method. The subjects were 400 people who participated in the ski camp at Yong Pyeong Ski Resort in 2006-2007. Data processing was conducted for 351 samples of them. SPSSWIN Ver. 12.0 was employed for frequency analysis and exploratory factor analysis, and AMOS 4.0 for confirmatory factor analysis and the structural equation model. The results were as follows: Firstly, in relationship between the image of title sponsor and the degree of participants' satisfaction, it was found that the images of business behavior and social contribution being subordinate factors of image of sponsor had positive effect upon the degree of participants' satisfaction.
Secondly, in relationship between the image of title sponsor and the degree of loyalty, it was found that the images of business behavior and social contribution being subordinate factors of image of sponsor had positive effect upon the degree of loyalty.
Thirdly, in relationship between the degree of participants satisfaction and the degree of loyalty, it was found that the degree of participants' satisfaction had positive effect upon the degree of loyalty.

영어초록

The purpose of this study was to clarify the effect of the image of ski camp title sponsor on the satisfaction and loyalty of participants. To attain the purpose of this study, the researcher set the image of title sponsor as 'independent variable', the degree of satisfaction of participants as 'intervening variable', and the degree of loyalty as 'dependent variable.' The questionnaire was pre-examined for validity and reliability. Then the researcher secured 5 surveyors who had been trained in advance for this purpose and had them conduct survey by self-administration method. The subjects were 400 people who participated in the ski camp at Yong Pyeong Ski Resort in 2006-2007. Data processing was conducted for 351 samples of them. SPSSWIN Ver. 12.0 was employed for frequency analysis and exploratory factor analysis, and AMOS 4.0 for confirmatory factor analysis and the structural equation model. The results were as follows: Firstly, in relationship between the image of title sponsor and the degree of participants' satisfaction, it was found that the images of business behavior and social contribution being subordinate factors of image of sponsor had positive effect upon the degree of participants' satisfaction.
Secondly, in relationship between the image of title sponsor and the degree of loyalty, it was found that the images of business behavior and social contribution being subordinate factors of image of sponsor had positive effect upon the degree of loyalty.
Thirdly, in relationship between the degree of participants satisfaction and the degree of loyalty, it was found that the degree of participants' satisfaction had positive effect upon the degree of loyalty.

참고자료

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