The purpose of the current study was to deduct the factors for e-sports and to develop measurement scale of each images of those factors so as to establish the concept of esports. In order to achieve the aforementioned purpose, the study was conducted through three steps: (1) deduction of the elementary/principal factors which were based on the literature investigation and in-depth interview of experts and general public, (2) conducting first survey and exploratory factor analysis, and (3) conducting secondary survey followed by confirmatory factor analysis. In the first step, in order to develop and identify measurement scales, images concerning e-sports, game and sports perceived by consumers and related items used in the extant literature were investigated. Additionally, in order to verify the face and content validity of deducted items, in-depth interview of experts, professional gamers, professors of Sports Science, doctoral students, people in charge, general public and etc was conducted. And in the second step, the survey with those confirmed items scales were conducted and with the results derived from the survey, the exploratory factor analysis for measuring images consisting e-sports were also conducted. Finally, in the third step, secondary survey based on the results derived from the exploratory factor analysis were conducted and in order to test uni-dimensionality of the measurement tool with the results emanated from the secondary survey, confirmatory factor analysis were conducted. Through aforementioned three steps, the current study confirmed the image factors consisting e-sports which are comprised of six positive factors (i.e., sociality, entertainingness, aestheticness, leisureness, education, and stress relief) and five negative factors (i.e., addictiveness, violence, commercial viability/marketability, and closedness).

The strategic stakes of differentiation are so great for companies that the adequacy between aesthetic perception of the products and functional benefits for consumers must be taken into account (Alba and Williams, 2013; Bloch, 1995; Reimann et al., 2010). In order to examine the consumer's aesthetic perception, we tested an exploratory measurement scale of aesthetic style (Lagier, 2006), which we first validated for different kinds of products. Exploratory and confirmatory analysis of this scale were conducted and obtained results which proved the stability of the scale for design products. The three dimensions of the factor analysis can be interpreted within the conceptual framework of the perception of design products. We effectively find two clearly distinct dimensions which measure: “affective intensity” and “tolerance for ambiguity”. The last dimension is composed of items which fall both in the domain of “cognitive differentiation” and “cognitive discrimination”. To segment our sample and quantify the different profiles of aesthetic style, eight groups of consumers were formed from the scores on the three dimensions. Finally, the structure of aesthetic style on consumer preference for four design objects was also tested. We seek to show that our scale can also explain the choice for some objects. A one-way ANOVA was conducted to determine whether there were significant differences in preference for each object based on intensity scores of affective intensity, cognitive discrimination/differentiation and tolerance for ambiguity. Our measurement scale of aesthetic style, in the context of this test, explained consumer preference for some design objects.

목적: 본 연구는 운동선수의 심리기술과 심리기법을 통합적으로 측정할 수 있는 도구를 개발하고, 개발된 측정도구의 타당도와 신뢰도에 대한 증거를 제공하는데 목적이 있다. 방법: 운동선수의 슈퍼심리기술(BIG 7 심리기법, SUPER 5 심리기술)을 토대로 전문가 회의를 통해 5점 Likert식 측정도구를 구성하였다. 연구대상은 총 597명의 운동선수였으며, 개발된 측정도구의 구조타당성을 검증하기 위하여 탐색적 요인분석과 확인적 요인분석을 실시하였고, 타 도구와의 상관분석과 경기력수준에 따른 차이검증을 실시하였다. 결과: 탐색적 요인분석결과 과정단서요 인이 삭제되었으며, 확인적분석 결과에서도 11개 요인 구조를 지지하는 것으로 나타나 최종 개발된 측정도구는 11개요인 37문항으로 구성되었다. 또한, 추가분석을 통해 개발된 측정도구에 대한 타당도와 신뢰도에 대한 증거를 제시하였다. 결론: 개발된 심리기술과 심리기법의 통합적 측정도구는 운동선수들의 심리기술과 심리기법을 측정하고자 할 때 신뢰할 수 있고, 유효한 측정도구이다.