스포츠선수 퍼블리시티권에 관한 관계자의 인식 연구

Abstract

This study examined the recognition of rights by people engaged in sports and laws by using quantitative social research methods after synthesizing and re-interpreting legal principles and law cases on athletes' publicity at this point when the legislative efforts of publicity rights are made. The purpose of this study was to seek for a solution to minimize the conflict due to the different opinion between two groups and to widen the mutual understanding by examining the state of recognition and tendency of the interested parties in both fields objectively and deeply. 216 participants was participated and data were analyzed by t-test and multi-regression. The results showed the usage of athletes identity was decided by the level of the degree of permission of commercial use of athletic records without notice, not appreciation for the economic values, and as for the object of publicity rights, both groups wanted a strong legal regulation as the permission of commercial use without notice is low, regardless of economic evaluation, and it did not have an effect on the expectation of self-regulation.