This study has been conducted to develop methods and techniques for the analysis of data related to baseball performance using the winning and losing games. The purposes of the study were to examine differences of athlete performance for semi playoff, playoff, and Korean professional baseball series and to develop optimal forecasting model for the short term series. Data used in the study were taken from Korean professional baseball association. Three data sets including semi play off from 1982 to 2012, play off from 1989 to 2012, and Korean series from 1982 to 2012 were used. To compare athlete performance by winning and losing games for short-term series t-test was applied. This study created new parameters by weighted value through the equalization process to calculate skill related variables as a predicted variable. Three predicted models such as discriminant, binary logistic regression and artificial neural network models were developed to clarify the suggested models. The results showed that the number of significant parameters increased as the series continued. In particular, a variable related to error was added as a significant variable at the Korean Series. A third base hit in the play-off and a second base hit were also added as significant parameters in the play-off and the Korean series, respectively. In addition, W/L a major variables affecting a given technology area, the pitching PO, PO, the inertia, KS, the pitching, respectively. An artificial neural network model was finally selected with the highest accuracy and lowest input of estimated parameters in the semi play-off. In the play-off, artificial neural network model that applied technical area parameters by specialist criteria had better accuracy rate than two others. In the Korean series, artificial neural network model that created estimation parameters by applying all parameters was chosen as the final model. When the overall accuracy level of semi-play off, play off and Korean series was figured out, binary logistic regression model had higher accuracy of classification than discriminant model, but artificial neural network model had the higher accuracy of classification than binary logistic regression model.
The purpose of this study was to provide managers and owners of Korea professional baseball teams with the necessary information for improving managerial performance by fan acquisition and retention. This paper chose LG, Nexen, and SK fans over the age of 17 as population of this study who visited at least twice home games held in the Jamsil, Mokdong, and Munhak baseball stadium. For the analysis of data, 413 questionnaires were used using SPSS 15.0 Windows and Amos 7.0. To examine respondents demographics traits, frequency analysis was processed and reliability analysis, confirmatory factor analysis and correlation analysis for relationship among the variables were conducted. Also, convergent validity analysis and discriminant validity analysis were made. Finally, path analysis was made for the verification of model suitability and of research hypotheses through structure equation modeling. The research results are as per the below. First, team attributes like physical facilities, team performance and licensing had significantly positive influence on consumption emotion. Second, team attributes like service and team performance significantly positive impact on viewing value. Third, consumption emotion had significantly positive impact on revisit intention. Fourth, viewing value had significantly positive impact on revisit intention.
PURPOSE This study aimed to explore the structural relationships between technology-related factors and the intention to use baseball data, drawing upon the Unified Theory of Acceptance and Use of Technology (UTAUT) and technology readiness (TR). METHODS Survey data from 203 Korean professional baseball players were used in frequency, reliability, correlation, and confirmatory factor analyses as well as structural equation modeling. RESULTS Positive TR positively influenced performance expectancy, effort expectancy, social influence, and conditions facilitating baseball data use. Negative TR did not significantly impact performance expectancy, effort expectancy, social influence, and conditions facilitating baseball data use. Performance expectancy, effort expectancy, and facilitating conditions were found to positively influence data use intention, while social influence did not significantly impact data use intention. CONCLUSIONS The findings suggest that increasing performance expectancy, effort expectancy, and facilitating condition factors could be key to enhancing the intention to utilize baseball data.
PURPOSE The purpose of this study was to investigate the relationship between the integrated marketing communication (IMC) attribute of professional baseball teams, their fans’ perceived value, and voluntary behavior related to the parent company. METHODS In this study, the target population consisted of spectators watching a professional baseball game. A survey was conducted on 360 fans watching the KIA tigers’ and kt wiz’ home game using the convenience sampling method. Finally, a total of 261 were used for data analysis, and frequency, confirmatory factor, reliability, correlation, structural equation model analyses using SPSS 20.0 and AMOS 20.0. RESULTS Main findings are as follows: First, interactivity of professional baseball teams’ IMC had positive effects on the emotional value. Second, interactivity and reminders from the parent companies of professional baseball teams’ IMC had positive effects on social value. Third, stakeholder connectivity and reminders from parent company of professional baseball teams’ IMC had positive effects on altruistic value. Fourth, with regard to the social aspect, the fans’ perceived value had positive effects on loyalty, customer participation and customer cooperation of voluntary behavior related to parent company. Lastly, with regard to the altruistic aspect, the fans’ perceived value had positive effects on customer cooperation of voluntary behavior related to the parent company. CONCLUSIONS Therefore, professional baseball teams should identify the IMC elements that fans perceive as important and establish effective marketing communication strategies to enhance the perceived value of their brand among their fans, ultimately increasing their voluntary engagement with the parent company.
PURPOSE This study aimed to identify the factors influencing the success of the sports entertainment program “A Clean Sweep” using big data analysis. METHODS Text mining, sentiment analysis, TF-IDF, connection centrality, and semantic network analysis were conducted using the social big data analysis program Textom and social network analysis program Ucinet6. The research period was limited from June 6, 2022 to November 30, 2023. RESULTS The factors determining success were entertainment programs, Monday, OTT, and independent league. The events and marketing factors were extracted, and A Clean Sweep X Kelly, A Clean Sweep X Mom love, cheering song, uniforms, and direct viewing day influenced success. The new hire factors were rookie draft, Young-Mook Hwang, Sung-Joon Won, and Hyun-Soo Jeong. Positive (such as good, fun, looking forward to, best, and funny) and negative (such as esoteric, regrettable, shocking, dislike, and uncomfortable) emotional factors were also extracted. The extracted star marketing factors were directors (Seung-Yup Lee, Sung-Geun Kim) and players (Dae-Ho Lee, Geun-Woo Jung, Hee-Kwan Yoo, Moon-Ho Kim, Yong-Taek Park, Taek-Geun Lee). CONCLUSIONS We were able to identify the success factors of “A Clean Sweep”, which we hope will contribute to the revitalization of professional baseball as well as sports entertainment programs.
This study aimed to compare professional sport consumers on the basis of their ideology, spectator motivation, and message framing. In order to answer the research questions, the study first examined whether message framing effects existed across the designated variables. The study also assessed whether there were any differences in progressive-conservative ideology and motivation across respondent groups. The participants were spectators of two professional sports, soccer and baseball, sourced from 9 stadiums. Data were collected by the researcher and 33 survey assistants, from May to August 2013. The results of a chi-square test, MANOVA, and MANCOVA indicated that significant effects in message framing existed across the two variables. The findings also showed differences in ideology and motivation across major variables (e.g., age, gender, sports, and choice of newspaper). Some issues including media communication strategies were discussed based on the results of this study.
[Purpose] The purpose of this study was to identify research trend regarding pro-sports and visualize keyword network by using semantic network analysis. [Methods] After searching researches about pro-sports from 1994 to 2016, total 686 researches selected. In this process, inappropriate researches were excluded by 2 researchers’ consensus. [Results] First, the distribution of the number of researches were arranged on pro-baseball, pro-football, pro-basketball, and pro-volleyball in that order. Second, fan, team, and athletes were main research subject. Third, quantitative researches were dramatically more than qualitative researches and mixed method researches. Forth, the proportion of co-working have increased with the course of time. Fifth, the number of keyword which are appeared in researches has increased with the course of time, it dramatically was increased at 2010. [Conclusion] Through these results, researches regarding pro-sports have been broaden with the course of time and interdisciplinary convergence researches with adjacent fields were performed. However, some keyboards were repeated and academic interest about rare keywords was decreased with the course of time. Therefore, scholars in sports field need to have a inquiring stance about novel variables and phenomenons
PURPOSE This study developed and tested a theoretical research model delineating the relationships between sports consumers’ team identity and their response to regional identity, sense of community, and community contributions. METHODS To achieve the purpose of this study, a total of 1,196 spectators who attended professional baseball games were surveyed. For the data analysis, confirmatory factor analysis, convergent validity, discriminate validity, and composite reliability were performed to confirm the validity and reliability of the scale through AMOS 24.0. Research model and hypothesis testing were conducted using structural equation modeling, which used data from ten different professional baseball team area contexts. RESULTS The results provide empirical evidence of the positive influence of sports consumers’ regional identity and sense of community on team identity toward community contributions in sporting event area contexts. CONCLUSIONS This study confirmed the role of regional identity and sense of community in building professional sports team identities and community contributions.
Many teams in the first division soccer league in Korea are suffering from financial insolvency which has resulted from lack of fan support. Despite the mentioned fact, many teams are still distributing free tickets which results lessoned ticket sales revenue. In order to address the fundamental issue of financial insolvency, it is important to seduce more paid fans to come to stadiums along with increased number of fans. The current study, therefore, examined the perceived value of K-league match ticket prices compared with other competitors such as baseball, basketball, and movie theaters. Data were collected from Gyeongnam F.C.'s home game and out of 164 data collected, 127 were utilized for further analysis. A conjoint analysis was conducted using regression analysis (Luce, 1959) to compare fans' perceived value of ticket prices among different entertainment options. The results displayed that K-league teams should consider increasing ticket prices as it is currently under-priced and, as a result, higher ticket price will drive increase in revenue.
PURPOSE This study aimed to examine contemporary sports reality and its problems through the feature-length independent film <Not Out>, which focused on baseball, a popular sport, and highlighted its rather dark side. METHODS The researcher performed a textual analysis using the perspective of critical theory. RESULTS Gwang-ho was the hero of a walk-off hit in the national baseball competition final, who suffered from three career strikes during his third year of high school and thought that he had bright future ahead of him. Before the amateur draft, Gwang-ho boldly rejected the proposal of a trainee contract from a professional team (strike 1), then he was subsequently not selected in the amateur draft (strike 2), before he applied for the college entrance examination for baseball specialties, and was eventually rejected. (strike 3) In the end, he was able to enter college through a bribe given by his father (not-out situation). CONCLUSIONS <Not Out> is a film based on a true story, and it showcased the realities of elite sports by revealing the dynamics of society and school, where the main character responded with reluctance and indifference. This movie highlighted the realities of delinquency, violence, abusive language, bribe, and violations of the right to learn and how these have continued to evade the law despite being thought to be gone.
