한국 프로 스포츠 이미지 비교분석 ( 프로스포츠 )

목차

Ⅰ. 서론

Ⅱ. 연구방법

Ⅲ. 연구 결과


Ⅳ. 논의

Ⅴ. 결론

참고문헌

*한글97

본문내용

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ABSTRACT
The Comparative Analysis of the Korean
Professional Sports Image
Gu, Ki-yong · Cho, Kwang-min
(Yonsei University)
The purpose of this study was to compare and analyze the university students' images about Korean professional sports such as soccer, baseball, and basketball. Professional sports images were classified into ideal and realistic images which were subdivided into four subcategories; behavioral, psychological, evaluating, and negative. One thousand six students from seven universities in Seoul were selected via stratified cluster random sampling procedure to serve as sample. The survey questionaries with 5 point Likert Scale, The Comparative Analysis of The Korean Professional Sports Image, was used to collect data from the subjects. The interest level of the subject was determined by checking five items such as (1) the annual frequency of watching sport games, (2) the expected watching frequency of TV sports programs, (3) the number of purchasing sport newspapers per week, (4) the number of purchasing the sport magazines, and (5) the number of participation in sport games during leisure time. Eleven adjectives which have been used by Hackforth (1995) and 26 adjectives used by Ferrand and Monique (1996) were referred to choose 27 adjectives in this study. The t-test, ANOVA, and Scheffe's Test for Post-Hoc comparison were used to test statistical significance with the significant level of 0.05.
The followings are significant findings based on the data analysis.
First, there were significant differences between ideal image and realistic image of professional soccer, baseball, and basketball. This signified that students expected higher level of professional sports images than present level.
Second, there were significant differences between ideal image and realistic image of professional soccer, baseball, and basketball according to the sex. Men had more affirmative expectancy level in realistic image and ideal image than women.
Third, there were significant differences between ideal image and realistic image of professional soccer, baseball, and basketball according to the frequency of inclination for sports.

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