해외자본의 국내프로야구단 후원에 대한 스포츠팬 인식조사

Abstract

최근 국내 스포츠 영역에서 해외자본의 유입이 자연스러운 흐름이 되었으며, 향후에도 더욱 다양한 종목에서 활발히 일어날 것이라고 예상된다. 국내 프로야구단은 과거 모기업 중심의 홍보수단이라는 개념에서 벗어나 수익과 경영에 초점을 두면서, 다양한 해외 자본의 스폰서십에 적극적인 태도를 가질 것이라고 사료되며, 또한 대부업체나 제2금융권에서는 대부업에 대한 부정적인 이미지를 바꾸기 위해 스포츠 영역에 끊임없는 진입 시도가 예상되어진다. 따라서 본 연구는 지난 2015년 10월 국내 프로야구단 넥센 히어로즈와 일본계 금융기업 J트러스트 간에 있었던 네이밍 스폰서 계약 논의 사례를 중심으로 해외자본의 국내프로야구단 후원에 대한 스포츠팬들의 인식을 조사하는데 목적이 있다. 또한 계약 논란 과정에서 나타난 일본기업과 대부업에 대해 스포츠팬들의 인식을 파악하고 팀에 대한 충성도와 넥센 히어로즈 구단의 이미지가 해외자본의 후원 인식에 어떠한 영향을 미치는가를 알아보고자 한다. 이와 같은 목적을 달성하기 위해 국내 프로야구단 넥센 히어로즈 경기를 중심으로 2016년 4월 21~22일 양일에 걸쳐 인천 SK행복문학경기장 3루측 원정팀 응원석과 서울 고척 스카이돔 1루측 홈팀 응원석를 찾은 스포츠팬을 대상으로 무선표집방법을 사용하여 360부를 표집 하였다. 설문조사를 실시한 후 회수 되어진 자료 중에서 조사내용의 일부가 누락되었거나 불성실하게 응답했다고 판단되는 17부의 자료를 제외한 343부를 최종 분석에 사용하였다. 수집된 자료를 이용하여 분도분석, 독립 t-검정, 일원변량분석, 상관관계분석, 다중회귀분석을 실시하였고 다음과 같은 결과를 얻었다. 첫째, 조사대상의 일반적 특성을 분석한 결과 팀 충성도는 프로야구 관람 횟수와 관람경력에서 높은 유의한 차이를 보였다. 서울 히어로즈 구단 이미지는 성별과 수입에 따라 유의한 차이를 나타내었으나 평균을 살펴보면 약간 높은 수준으로 나타났다. 일본기업에 대한 이미지는 수입과 관람횟수를 제외한 일반적인 특성에서 유의한 차이를 보였는데 일본기업에 대한 각 요인의 평균을 비교해보면 감정적 이미지가 낮고, 인지적 이미지는 보통으로 나타났다. 이는 일본기업에 대해 감정적으로는 부정적으로 보지만, 제품이나 평판에 대해서는 중립적인 태도를 가지고 있는 것으로 판단할 수 있다. 대부업의 이미지는 성별, 연령, 학력, 관람횟수에 따라 유의한 차이를 보였는데, 평균은 낮게 나타나 대부업 이미지에 대해 매우 부정적으로 생각하는 것으로 보인다. 해외자본의 수용인식은 연령, 수입, 관람횟수, 일본 이미지에 따라 유의한 차이를 보였고, 긍정적 인식에서 평균이 약간 높게, 부정적 인식에서 낮게 나타났다. 이는 해외자본의 국내프로야구단 후원에 대해 스포츠팬들은 긍정적으로 인식한다고 볼 수 있다. 둘째, 조사대상의 팀 충성도, 넥센 히어로즈 구단 이미지, 일본기업 이미지, 대부업 태도, 해외자본의 국내프로야구단 후원에 대한 인식의 상관관계를 살펴보면, 해외자본의 부정적 인식을 제외하고는 정(+)적인 상관관계를 나타내었다. 각 요인과 해외자본의 부정적 인식의 관계는 일본기업의 감정적 이미지를 제외하고 부(-)적 상관관계가 나타났는데 이는 해외자본에 긍정적으로 인식하고 있다고 볼 수 있다. 일본기업의 감정적 이미지는 해외자본의 부정적 인식과 정(+)적 관계가 나타났는데, 이는 조사대상의 일본기업에 대해 감정적으로 부정적인 이미지를 가지고 있으나 해외자본에 대해서는 긍정적으로 인식하고 있다고 볼 수 있다. 셋째, 조사대상의 팀 충성도, 넥센 히어로즈 구단 이미지, 일본기업 이미지, 대부업 태도가 해외자본의 국내프로야구단 후원에 대한 긍정적 인식에 미치는 영향을 보면, 넥센 히어로즈 구단 이미지를 제외하고 팀 충성도, 일본기업의 인지적 이미지, 대부업 태도는 정(+)적인 영향을, 일본기업의 감정적 이미지는 부(-)적 영향을 미치는 것으로 나타났다. 이는 앞서 상관관계에서 제시하였듯이 일본기업에 대해 감정적으로 부정적인 이미지를 가지고 있으나 해외자본에 대해서는 긍정적으로 인식 하고 있다고 볼 수 있다. 이러한 결론에 따라 다음과 같은 제언을 하고자 한다. 첫째, 본 연구에서는 스포츠 영역에 유입되는 자본의 성격을 구분하지 않고 스포츠팬들의 인식을 알아보았다. 글로벌화로 인한 자본의 초국가적 이동에 대해 스포츠팬들은 개방적인 태도를 가지고 있는 것으로 나타났다. 하지만 후속 연구에서는 스포츠 영역에 유입되는 자본의 성격을 구분하여 연구할 필요가 있다. 경륜·경정, 대부업, 사행산업 등과 같이 불편한 시선으로 바라보는 자본들에 대해 스포츠팬들의 인식을 살펴보는 것은 다양한 논의가 전개될 것이라고 사료된다. 둘째, 본 연구에서는 넥센 히어로즈 사례를 중심으로 일본 기업과 대부업의 이미지에 따른 인식을 살펴보았으나 후속 연구에서는 다양한 국가 및 기업의 이미지에 따라 스포츠팬들의 인식이 어떠한 양상으로 나타나는지 살펴볼 필요가 있다. 셋째, 본 연구에서는 연구대상을 국내 프로야구 스포츠팬으로 설정했기 때문에, 연구결과를 일반화하기에는 한계점이 따른다. 이에 후속 연구에서는 인기, 비인기 종목에 따른 해외자본의 스포츠 스폰서십에 대한 스포츠팬들의 인식 연구를 수행하여 연구결과의 한계성을 극복하여야 할 것이다.|Recently, the inflow of overseas capital has become a natural trend in the domestic sports field, and it is expected that it will actively occur in more various games in the future. Domestic professional baseball team starts to focus on their profit and management from past few years concept of public relations means of the company. So it is thought that they will give a positive attitude toward sponsorship of various overseas capital. Also, it is anticipated that lenders and the non-monetary institution will continually try to enter the sports field to change the negative image of lenders. Therefore, this research has a purpose of investigating the recognition of sports fans about sponsorship of domestic professional baseball team by overseas capital with the case of the naming sponsor contract discussion which was between the Korean professional baseball team NEXEN Heroes and the Japanese financial company J Trust in October 2015. Also, understanding the perceptions of sports fans about Japanese business and lenders which shown in contract discussion and studying how the loyalty about a team of sports fans and the image of the NEXEN Heroes team will affect the perception of overseas capital sponsorship. To achieve these objectives, 360 votes were collected by using the random sampling about domestic professional baseball team NEXEN Heroes games with sports fans who seat on Incheon SK Happy Munhak Stadium 3rd base Away Cheering seat and Seoul Gocheok Sky Dome 1st Base Side Cheering seat on April 21-22, 2016. After accounting for inaccurate as well as overlapping data, 17 of the samples were eliminated, leaving 343 to measure the final results. Analysis methods used include Independent Samples T-test, One-way ANOVA, and Correlation and Multiple Regression analysis among the collected data. These analyses illustrate the following: First, as a result of analysing the general characteristics of the survey subjects, the team's loyalty showed a high significant difference among the number of watching professional baseball games and the viewing career. The image of the Seoul Heroes team showed a significant difference depending on sex and income, but it was a slightly higher level on average. The image of Japanese companies showed a significant difference in general characteristics excluding the number of views and incomes, but when comparing the average of each factor of Japanese companies, the emotional image is low, and the cognitive image is normal. It can be judged that they emotionally against Japanese companies, but they have a neutral attitude about products and reputation. The image of lenders showed a significant difference depending on sex, age, academic background, and some views, but the average is low, which seems to be very negative to the image of lenders. Recognition of acceptance of overseas capital showed a significant difference according to age, revenue, sometimes of viewing, an image of Japan, with positive recognition the average was slightly higher and negative recognition was lower. It can be seen that sports fans positively recognize foreign capital sponsorship of domestic professional baseball team. Secondly, looking at the correlation between the loyalty of the team to be surveyed, the image of the NEXEN Heroes team, the image of the Japanese company, the attitude of lenders, and the recognition of sponsorship of the domestic professional baseball team of overseas capital, it showed a positive(+) correlation except the negative of overseas capital recognition. The relationship between each factor and the negative perception of overseas capital is that the negative (-) correlation appeared except for the emotional image of Japanese companies. It seems that this is positive recognition of foreign capital. The emotional image of the Japanese company shows the positive(+) relationship with the negative image of the overseas money that research subjects have an emotionally negative image for the Japanese company, but recognizing foreign capital positively. Thirdly, looking at the loyalty of examination for team, the image of the NEXEN Heroes team, the image of the Japanese company and the attitude of lenders influence on the positive recognition of overseas sponsorship of the domestic professional baseball team, Except for the image of the NEXEN Heroes team, it was found that the loyalty of the team, the cognitive image of the Japanese company, the attitude of the lenders have positive(+) influences, the emotional image of the Japanese company has a negative (-) effect. Although it has an emotionally negative image for Japanese enterprises as suggested in the correlation above, it can be seen that overseas capital is positively recognized. Based on these conclusions, I would like to make the following recommendations. First of all, in this research, we examined the perception of sports fans without distinguishing the kinds of capital flowing into the sports domain. Sports fans about the supranational movement of capital by globalization have an open attitude. However, in subsequent research, it is necessary to study the characteristics of capital flowing into the sports domain. It seems that various discussions will be developed to investigate the perception of sports fans against the capital viewed from unpleasant gaze such as experience and knowledge, loan(lenders), meandering industry. Secondly, in this research, we have studied the recognition of Japanese company and lenders image with a case of NEXEN Heroes, In subsequent studies, depending on the image of various countries and businesses, it is necessary to investigate what appearance of sports fans' recognition showed. Thirdly, in this study, we only set our research subjects as domestic professional baseball sports fans, It is somewhat impossible to generalize research results. In subsequent studies, it is desirable to overcome the limits of research results by conducting research on sports fans' recognition of overseas capital sports sponsorship according to popular and unpopular games.; Recently, the inflow of overseas capital has become a natural trend in the domestic sports field, and it is expected that it will actively occur in more various games in the future. Domestic professional baseball team starts to focus on their profit and management from past few years concept of public relations means of the company. So it is thought that they will give a positive attitude toward sponsorship of various overseas capital. Also, it is anticipated that lenders and the non-monetary institution will continually try to enter the sports field to change the negative image of lenders. Therefore, this research has a purpose of investigating the recognition of sports fans about sponsorship of domestic professional baseball team by overseas capital with the case of the naming sponsor contract discussion which was between the Korean professional baseball team NEXEN Heroes and the Japanese financial company J Trust in October 2015. Also, understanding the perceptions of sports fans about Japanese business and lenders which shown in contract discussion and studying how the loyalty about a team of sports fans and the image of the NEXEN Heroes team will affect the perception of overseas capital sponsorship. To achieve these objectives, 360 votes were collected by using the random sampling about domestic professional baseball team NEXEN Heroes games with sports fans who seat on Incheon SK Happy Munhak Stadium 3rd base Away Cheering seat and Seoul Gocheok Sky Dome 1st Base Side Cheering seat on April 21-22, 2016. After accounting for inaccurate as well as overlapping data, 17 of the samples were eliminated, leaving 343 to measure the final results. Analysis methods used include Independent Samples T-test, One-way ANOVA, and Correlation and Multiple Regression analysis among the collected data. These analyses illustrate the following: First, as a result of analysing the general characteristics of the survey subjects, the team's loyalty showed a high significant difference among the number of watching professional baseball games and the viewing career. The image of the Seoul Heroes team showed a significant difference depending on sex and income, but it was a slightly higher level on average. The image of Japanese companies showed a significant difference in general characteristics excluding the number of views and incomes, but when comparing the average of each factor of Japanese companies, the emotional image is low, and the cognitive image is normal. It can be judged that they emotionally against Japanese companies, but they have a neutral attitude about products and reputation. The image of lenders showed a significant difference depending on sex, age, academic background, and some views, but the average is low, which seems to be very negative to the image of lenders. Recognition of acceptance of overseas capital showed a significant difference according to age, revenue, sometimes of viewing, an image of Japan, with positive recognition the average was slightly higher and negative recognition was lower. It can be seen that sports fans positively recognize foreign capital sponsorship of domestic professional baseball team. Secondly, looking at the correlation between the loyalty of the team to be surveyed, the image of the NEXEN Heroes team, the image of the Japanese company, the attitude of lenders, and the recognition of sponsorship of the domestic professional baseball team of overseas capital, it showed a positive(+) correlation except the negative of overseas capital recognition. The relationship between each factor and the negative perception of overseas capital is that the negative (-) correlation appeared except for the emotional image of Japanese companies. It seems that this is positive recognition of foreign capital. The emotional image of the Japanese company shows the positive(+) relationship with the negative image of the overseas money that research subjects have an emotionally negative image for the Japanese company, but recognizing foreign capital positively. Thirdly, looking at the loyalty of examination for team, the image of the NEXEN Heroes team, the image of the Japanese company and the attitude of lenders influence on the positive recognition of overseas sponsorship of the domestic professional baseball team, Except for the image of the NEXEN Heroes team, it was found that the loyalty of the team, the cognitive image of the Japanese company, the attitude of the lenders have positive(+) influences, the emotional image of the Japanese company has a negative (-) effect. Although it has an emotionally negative image for Japanese enterprises as suggested in the correlation above, it can be seen that overseas capital is positively recognized. Based on these conclusions, I would like to make the following recommendations. First of all, in this research, we examined the perception of sports fans without distinguishing the kinds of capital flowing into the sports domain. Sports fans about the supranational movement of capital by globalization have an open attitude. However, in subsequent research, it is necessary to study the characteristics of capital flowing into the sports domain. It seems that various discussions will be developed to investigate the perception of sports fans against the capital viewed from unpleasant gaze such as experience and knowledge, loan(lenders), meandering industry. Secondly, in this research, we have studied the recognition of Japanese company and lenders image with a case of NEXEN Heroes, In subsequent studies, depending on the image of various countries and businesses, it is necessary to investigate what appearance of sports fans' recognition showed. Thirdly, in this study, we only set our research subjects as domestic professional baseball sports fans, It is somewhat impossible to generalize research results. In subsequent studies, it is desirable to overcome the limits of research results by conducting research on sports fans' recognition of overseas capital sports sponsorship according to popular and unpopular games.