Purpose The purpose of this study is to grasp consumers' perception of badminton racket brand image using MDS and ISA. Methods To do this, we conducted questionnaires on those who participated in badminton and had experience of participating for 6 months or more in Seoul and Gyeonggi province from April 12 to 28, 2017, selected and analyzed a total of 313 copies as valid samples of this study. Results The results of study are as follows. First, as a result of MDS analysis, it showed that only the price of brand image attributes were in order of Trion > Joobong > Lining > Victor > Yonex, and the other attributes(Design, Functionality, Quality, Awareness, Advertising image, Event, Color, Popularity, Sophistication, Originality, Trust, Service) were in order of Yonex > Victor > Lining > Joobong > Trion. Second, as a result of ISA analysis, in I quadrant, Yonex showed functionality, quality, sophistication, and trust and Trion showed price, design, functionality and quality, Victor showed price, design, functionality, quality, color, sophistication, trust, service, and Joobong showed price, functionality, quality, and trust in this area. In quadrant Ⅱ as concentrated area, Yonex showed price and service, Trion showed color, trust, service, Victor showed price, Lining showed trust and service, and Joobong showed service in this area. In quadrant Ⅲ as low rank, Yonex showed advertising image, event, Trion showed awareness, advertising image, event, popularity, sophistication, originality, Victor showed advertising image, event, popularity, originality, Lining showed awareness, advertising image, event, popularity, originality, and Joobong showed design, advertising image, color, popularity, sophistication in this area. In quadrant IV as excess avoidance, Yonex showed design, awareness, color, popularity, originality, Victor showed awareness, Joobong showed awareness, event, originality in this area.
The purpose of this study was to evaluate sports commentators’ public confidence by the difference between media recipients’ expected level on the public confidence and their perceived outcomes, and to investigate how such characteristics are perceived by media recipients. The questionnaires were given out to people in Seoul and Gyeonggi province, who have experience of having watched the 2014 FIFA World Cup Brazil. The samples were collected by snowball sampling method and a total of 218 questionnaires were chosen as final validity sample. For data analysis, frequency analysis, exploratory factor analysis, paired t-test, importance-performance analysis (IPA), PROXSCAL analysis, and a multiple regression analysis were done by using PASW 21.0. The derived results are as follows: First, according to results from IPA analysis, the Quadrant I is a status-quo area, which is inclusive of the professionalism of KBS and SBS commentators. The Quadrant Ⅱ is a concentrated effort-oriented area, which includes dynamics of KBS and SBS commentators, and professionalism and dynamics of MBS commentators. The Quadrant Ⅲ is an inferiority ranking area, which contains popularity of KBS and SBS commentators, and reliability of MBC commentators. The Quadrant Ⅳ is a rejection of overexertion area, which incorporates reliability of KBS and SBS commentators and popularity of MBC commentators. Second, according to results from MDS analysis in terms of the characteristics of public confidence, an order of KBS>SBS>MBC appeared in the fields of professionalism, reliability and dynamics, and an order of KBS>MBC>SBS appeared in popularity.
