The purpose of this study was to examine whether β-alanine ingestion for 8 weeks can regulate isokinetic knee strength, and 3km record in middle-long distance woman cyclists. Fourteen middle-long woman cyclists participated in this study and were divided into two groups; training group with beta-alanine ingestion and training group with placebo ingestion. All subjects took in beta-alanine or placebo supplement three times per a day for 8 weeks. Physical activity was evaluated by measuring the isokinetic muscular strength and 3km record before and after intervention for 8 weeks. As a results, in isokinetic test, there were significant interrelationships in peak torque of the right and left flexors at 60°/sec, peak torque of the right and left extensors at 180°/sec, peak torque of the right flexors at 180°/sec. In 3km record, result showed a significant interrelationship by groups and time. The results of present study provide evidence that beta-alanine supplement may be effective to increase physical activity and competition record in middle-long woman cyclists.
The purpose of this study was to examine psychological capital acquisition through Asian Games Participation. 17 of national women football players were completed Psychological Capitals Questionnair. The psychological capital consists of optimism, psychological skills, self-management, collective efficacy, and performance perception was investigated after the team call-ups and before the team-release. The data was analyzed by paired t-test. As results, Korean women football players’ collective efficient and performance perception showed a statistical significance at the beginning of the team call-ups but optimism, psychological skills, and self-direction did not show statistic significances. The team-harmony, interpersonal-management, team-power, sufficient training, trust in coach, efficient communication, and psychological football factors, which were subfactor of football players’ psychological capital, showed statistical significances. However, confidence, concentration, goal-setting, imagery, willpower, anxiety-control, mental-management, life-management, training-management, innate-behavior management, physical-management, football skills, mediative skills, and football intelligence factors did not have statistic significances. These results demonstrate that effects of mega sporting events-like experiences and psychological factors’ variability and inflexibility according to weather changes should be considered when it comes to discussion of psychological factors regarding players’ performance. It is expected that this study would be a fundamental resource for understanding of psychological influences through participations in mega sporting events and discussions about further psychological interventions for teams with environmental consideration as well as methodological developments which could measure effects of the psychological interventions.
The purpose of this study was to examine the effects of happiness improvement program on psychological variables which were happiness feeling, self-esteem, interpersonal relationship, internal-external locus of control, stress, coping, perceived performance and physiological variables such as cortisol and serotonin of collegiate badminton players. The participants consisted of 10 collegiate badminton players. Happiness improvement program for collegiate badminton players was developed by previous literatures, in-depth-interview, psychological test data, and consultation of happiness improvement experts. The happiness improvement program consisted of 12 intervention program: orientation, rapport development and the understanding happiness, self-esteem enhancement techniques, interpersonal relationship strategies, stress and coping management, peak performance methods, and action plan of happiness improvement program. Each program was applied to participants in about 90-120 minute a session(2-3 times session a week). The instruments of this study were made up of three broad categories: (a) psychological data, b) physiological data, and (c) qualitative data. Firstly, happiness improvement program significantly increased happiness feeling, self-esteem, internal-external locus of control, interpersonal relationship capability, coping skills of collegiate badminton players. Secondly, happiness improvement program significantly decreased stress of collegiate badminton players. Thirdly, participants positively perceived the effects of happiness improvement program on psycho-physiological variables. The limitations of this study and future implications were discussed.
PURPOSE Neuromarketing measures and analyzes the unconscious response of consumer brain waves to marketing stimuli in real time. This study examined how a sensational scene (accident) in a sport game influences the sponsorship effects through electroencephalography (EEG) analysis. METHODS The current study uses an experimental method. First, as an experimental stimulus, a video of F1 racing edited in a total of 9 min and 39 s was used, and an accident scene was inserted in the middle of the video. A total of 46 people participated in the experiment, and all participants watched the F1 video, including the accident scene. Participants' brain waves were observed in two prefrontal and two occipital lobes. The relationship between scene sensation and sponsorship effect was analyzed based on alpha waves and the sponsor brand recall measured by questionnaires. RESULTS First, the accident scene of the race caused the power of alpha wave to be abruptly reduced (i.e., alpha blocking). Second, the difference between the alpha power level of the group that recalled the sponsor brand and that of the group that did not recall was statistically insignificant; hence, the hypothesis was rejected. Third, the right-brain dominance (negative emotion) in the accident scene of the race was statistically insignificant; therefore, the hypothesis was rejected. Finally, the group that recalled the sponsor brand showed a left-brain dominance (positive emotion), which was statistically significant. CONCLUSIONS This study confirmed the marketing communication and neuromarketing theories on the sponsorship effects created by stimulation, attention, and memory in a sport sponsorship setting, observing alpha blocking phenomena in a sensational scene (accidents). In addition, it was revealed that the group that watched the same accident scene relatively positively and exited remembered the sponsor brand better than the group that did not watch it. The result implied that sport fan’s personal trait (e.g., sensation seeking) to sensation in sponsorship activities affects the sponsorship effect. The results also emphasized the importance of selecting target customers of sports fans in sponsorship to maximize sponsorship effects.
PURPOSE This study was conducted to refine and verify the argument by Berger & Pope (2011). Based on expectancy theory, we expected that the existence or type of regression discontinuity could vary depending on the situation and time in Korean Professional Basketball League. METHODS We conducted a regression discontinuity design using the R 4.3.1 package on the data of 4,531 games played during the 17 regular seasons (2006–2007 and 2022–2023) of the Korean Basketball League. We divided the sample into top-tier teams (1st and 2nd place) and mid to lower-tier teams (3rd to 10th place). Furthermore, we segregated the sample into the early phase of the regular season (1st and 2nd round) and mid to final phase of the regular season (3rd to 6th round). RESULTS First, a discontinuity of the regression was found after the third quarter. Second, the regression discontinuity appeared differently depending on the performance level. More specifically, discontinuity effects did not appear among the top teams whereas the regression discontinuity effects were identified among mid to lower-tier team samples. Third, the regression discontinuity appeared differently depending on the time point of the regular season (round). A discontinuity of regression line appears from the 3rd to 6th rounds in the Korean Professional Basketball League. CONCLUSIONS This research provides theoretical and practical contributions by systematically exploring that the probability of winning can vary even with the same score difference depending on the time point and situations perceived by the players.
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] The purpose of this study is to analyze the effect size of the relationship between team identification and their intention to attend sport events and intention to purchase licensed team merchandise using a Meta-analysis. [Methods] To accomplish the purpose of the study, multiple databases were visited (e.g., RISS, KISS, Library of National Assembly) and studies were collected using the keyword of team identification. Through the search process, total of 92 studies were identified, among which 20 studies provided Pearson correlation coefficients between team identification and intention to attend and 13 studies between team identification and intention to purchase licensed team merchandise. The 33 studies were analyzed using Comprehensive a Meta Analysis(CMA) program. The analyses were done using random effect model assuming there were significant heterogeneity among the studies included. [Results] The overall effect size between team identification and intention to attend sport games was .567 and .403 for between team identification and intention to purchase licensed team merchandise, which can be classified as large effect size(Cohen, 2013). Sub-group analyses were done using types of publication(journal article vs. thesis). The results of the sub-group analyses indicated that the effect size differences were statistically insignificant. [Conclusions] As indicated in many previous studies, team identification was found to be a significant predictor of sport consumers’ behaviors. However, future studies need to find the reasons of heterogeneity in effect sizes.
Based on public sports facilities’ census data, this study attempts to empirically analyze to the factors affecting the operating balance and use of public sports facilities(PSF). Analysis was carried out through multiple regression analysis using SPSS and location characteristics analysis using GIS. The total floor area and population was confirmed to influence operating balance and use(DV). Management body influence differed for DV (use and operating balance of PSF) by type of PSF. Consequently, this requires diversification of the management body. The size of facilities and location characteristics(population and zoning) are positive effect on the operating balance and Use of PSF. In order to solve the problem of location restriction and security of marketability, it is possible to take into account the integrated management and sports club’s use of large-scale sports facilities.
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 examined whether K-league fans’ responses to game outcomes align with reference-dependent preference and loss aversion principles. METHODS We collected user comments from the 2023 K-league game highlights videos on YouTube. We identified each user’s supporting team and excluded neutral fans’ comments. Sentiment analysis using KoBERT was applied, and estimated sentiment scores served as dependent variables. We performed panel regression to test whether unexpected wins and losses generate positive and negative comments. RESULTS First, an unexpected win generates more positive comments, and an unexpected loss generates more negative comments; a reference-dependent preference exists. Second, the difference between the coefficient on upset win and the absolute value of the coefficient on upset loss is not statistically different; loss aversion does not exist. CONCLUSIONS The findings derive a deeper understanding of sports viewership and explain the difference between domestic and overseas sports fans. Also, the findings provide insights into the domestic professional sports business.
