학술논문
스포츠영화 관람동기 및 관람 전·후 스포츠이미지에 관한 탐색 / A study on exploration of admission motivation of sports movie and the difference of sports image between before and after watching sports movie
Document Type
Dissertation/ Thesis
Source
Subject
Language
Korean
Abstract
본 연구에서는 개방형 설문지과 심층면접을 통해 스포츠영화 관람객의 관람동기 및 관람 전·후 스포츠이미지 요인을 알아봄과 동시에 잠재요인을 발굴하고 심층 분석하여 스포츠영화 관람동기 및 관람 전·후 스포츠이미지 척도를 개발하는 사전연구로 스포츠영화 관람객 및 스포츠 마케팅 팀에게 유용한 기초자료를 제공하는데 목적이 있다. 이 연구는 2011년 개봉 '투혼(야구)' 영화를 관람하기 위한 부산 동래'CGV'와 부산 롯데시네마 영화관을 직접 찾은 관람객들을 대상으로 설문 조사를 실시하였다. 설문조사 된 개방형 설문지의 반응을 주제별 빈도로 산출하였으며, 귀납적 사용하여 원 자료, 세부영역, 일반영역으로 3단계 범주화하였다. 귀납적 분석방법의 타당성과 신뢰성을 높이기 위하여 삼각검증법을 실시하였다. 또한 자료의 내적 타당성을 높이기 위해서 스포츠영화 관람객을 대상으로 남자 6명, 여자 6명씩 총 12명의 관람객에게 연구의 취지를 설명하고 1대1의 심층면접을 실시하였다. 첫째, 개방형 질문지를 이용하여 스포츠영화를 관람하게 된 동기와 관련된 원 자료를 바탕으로 내용이 중복되거나 유사한 자료를 통합시켜 요인 1차 원 자료 848개를 추출하였다. 스포츠영화 과람동기의 유사한 1차 원 자료를 묶어 2차 자료 9개 세부영역으로 구분하였다. 유사한 2차 자료를 다시 묶어 3차 자료 상업적 원천, 개인적 원천, 공공적 원천, 경험적 원천 4개의 일반영역으로 분류하였다. 둘째, 개방형 질문지를 이용하여 스포츠영화를 관람하기 전에 해당종목 이미지와 관련된 원 자료를 바탕으로 내용이 중복되거나 유사한 자료를 통합시켜 요인 1차 원 자료 637개를 추출하였다. 해당종목 이미지의 유사한 1차 원 자료를 묶어 2차 자료 17개 세부영역으로 구분하였다. 유사한 2차 자료를 다시 묶어 3차 자료 행동적 면, 심리적 면, 평가적 면, 부정적 면 4개의 일반영역으로 분류하였다. 셋째, 개방형 질문지를 이용하여 스포츠영화를 관람한 후에 해당종목 이미지와 관련된 원 자료를 바탕으로 내용이 중복되거나 유사한 자료를 통합시켜 요인 1차 원 자료 577개를 추출하였다. 해당종목 이미지의 유사한 1차 원 자료를 묶어 2차 자료 16개 세부영역으로 구분하였다. 유사한 2차 자료를 다시 묶어 3차 자료 행동적 면, 심리적 면, 평가적 면, 부정적 면 4개의 일반영역으로 분류하였다.
The objective of this study was to provid basic data, which is useful for sports movie viewers’ admission motivation of sports movie and the difference of sports image between before and after watching sports movie through open questionnaire and in-depth interviews in finding and analyzing in-depth potential factors at the same time.For this study, the investigated audience objects watched the movie screened in 2011 in the ‘Busan DongLai CGV’ and ‘Busan LOTTE cinemas' cinemas. The reaction of open question paper in the survey was calculated for thematic frequency. It was categorized into 3 stages, original data, detailed area and general area by using inductive analysis. Triangular verification was done to improve the feasibility and reliability of inductive analysis method. Further, the intent of the study was explained to 12 sports movie viewers composed of 6 male and 6 female for in-depth interview in 1:1 so as to heighten the internal feasibility of data.First, the redundant or similar data was integrated on the basis of original data related to the sports movie viewers’ admission motivation of sports movie so as to extract 848 original data in the first place. The similar 1st data of sponsor satisfaction was combined to be divided into 9 detailed areas of the 2nd data. The similar 2nd data was combined again to be divided into 4 general areas of 3rd data, that is, commercial sources, personal sources, public sources, and empirical sources, etc.Second, the redundant or similar data was integrated on the basis of original data related to the sports movie viewers’ sports image before watching sports movie extracted 637 original data in the first place. The similar 1st data of sponsor satisfaction was combined to be divided into 17 detailed areas of the 2nd data. The similar 2nd data was combined again to be divided into 4 general areas of 3rd data, that is, behavioral, psychological, evaluative, and negative, etc.Third, the redundant or similar data was integrated on the basis of original data related to the sports movie viewers’ sports image after watching sports movie extracted 577 original data in the first place. The similar 1st data of sponsor satisfaction was combined to be divided into 16 detailed areas of the 2nd data. The similar 2nd data was combined again to be divided into 4 general areas of 3rd data, that is, behavioral, psychological, evaluative, and negative, etc.
The objective of this study was to provid basic data, which is useful for sports movie viewers’ admission motivation of sports movie and the difference of sports image between before and after watching sports movie through open questionnaire and in-depth interviews in finding and analyzing in-depth potential factors at the same time.For this study, the investigated audience objects watched the movie screened in 2011 in the ‘Busan DongLai CGV’ and ‘Busan LOTTE cinemas' cinemas. The reaction of open question paper in the survey was calculated for thematic frequency. It was categorized into 3 stages, original data, detailed area and general area by using inductive analysis. Triangular verification was done to improve the feasibility and reliability of inductive analysis method. Further, the intent of the study was explained to 12 sports movie viewers composed of 6 male and 6 female for in-depth interview in 1:1 so as to heighten the internal feasibility of data.First, the redundant or similar data was integrated on the basis of original data related to the sports movie viewers’ admission motivation of sports movie so as to extract 848 original data in the first place. The similar 1st data of sponsor satisfaction was combined to be divided into 9 detailed areas of the 2nd data. The similar 2nd data was combined again to be divided into 4 general areas of 3rd data, that is, commercial sources, personal sources, public sources, and empirical sources, etc.Second, the redundant or similar data was integrated on the basis of original data related to the sports movie viewers’ sports image before watching sports movie extracted 637 original data in the first place. The similar 1st data of sponsor satisfaction was combined to be divided into 17 detailed areas of the 2nd data. The similar 2nd data was combined again to be divided into 4 general areas of 3rd data, that is, behavioral, psychological, evaluative, and negative, etc.Third, the redundant or similar data was integrated on the basis of original data related to the sports movie viewers’ sports image after watching sports movie extracted 577 original data in the first place. The similar 1st data of sponsor satisfaction was combined to be divided into 16 detailed areas of the 2nd data. The similar 2nd data was combined again to be divided into 4 general areas of 3rd data, that is, behavioral, psychological, evaluative, and negative, etc.