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 The purpose of this study is to empirically inquire into the relationship between a indoor swimming pools employee’s group cohesiveness, swimming pool identification & communication and job satisfaction, customer orientation, long-term orientation, and positive word of mouth through structural equation model analysis. Methods For this purpose, For this purpose, the survey targeted 221 workers working at 10 swimming pools in Seoul for over three months. For sampling method, convenience sampling method was used, while the questionnaire was self-administered. In an effort to verify the proposed structural model, this study used IBM SPSSWIN Ver. 21.0 and AMOS 18.0. Results First, group cohesiveness, swimming pool identification & communication has positive influence on the job satisfaction. Second, job satisfaction has positive influence on the customer orientation. Third, job satisfaction has positive influence on the positive long-term orientation. Fourth, customer orientation has positive influence on the positive word of mouth. Fifth, long-term orientation has positive influence on the positive word of mouth.
This study measured the accessibility of public exercise facilities within a residental area of a metropolitan community and examined how the accessibility can affect physical activity participation of residents. Initially, a total of 639 residents, who were aged between 19-70, visited Metabolic Syndrome Management Center of the Community Public Health Center, and registered for a Obesity Clinic Program, was listed as potential subjects. And those who responded to Physical Activity Questionnaire were selected for the analyses (n=92, 14.3% of 639). The relationships between physical activity level and accessibility to public exercise facilities were analyzed. Objective distance to public facility was related to ‘volume of participation to vigorous physical activity(r=.209)’, 'total volume of participation to physical activity(r=.206)’. And perceived distance to public facility was related to ‘volume of participation to vigorous-intensity physical activity(r=.235)’. perceived transport time to public facility was related to ‘duration of participation to vigorous-intensity physical activity(r=.239)’, ’volume of participation to vigorous-intensity physical activity(r=.306)’, and ‘volume of participation to total physical activity(r=.273)’. In contrast, the difference between objective distance to public facility and perceived subjective distance to the facility was negatively related to ‘duration of participation to moderate-intensity physical activity(r=-.221)’. The perceived numbers of public facility was positively related to ‘frequency of participation to vigorous-intensity physical activity(r=.237)’, ‘frequency of participation to walking(r=.273)’, ‘volume of participation to walking(r=.251)’ and 'total volume of participation to physical activity(r=.252)’. The predictor of 'total volume of participation to physical activity was perceived numbers of public facility(R2=.153, p=.046). The results revealed that the subjective accessibility to public health facilities was more influential to physical activity participation than the objective accessibility. Further research was warranted while using diverse populations as well as considering a inclusion of environmental factors.
To examine the flow of knowledge structure in Korean journals of sport and social sciences over the last 10 years, this study has derived a knowledge map by conducting community analysis, one of the social network analysis methods, on Korean Journal of Sports Industry Management, Korean Journal of Sport Pedagogics, Korean Journal of Sport Sociology, Korean Journal of Sport Psychology and Korean Journal of Leisure and Recreation. According to the analysis result, the integrated knowledge map for the field of sport and social sciences was classified into 5 groups and these groups were derived to be similar to the knowledge structure of the keyword groups for the research topics of the five journals targeted by this study. Along with this result, at the same time, it has been confirmed that most of the groups shared keywords with each other. Especially, some of the keywords for the research topics of sports industry management have transferred to the research topics of leisure and recreation and those of sport sociology. Sport sociology has been revealed to be closely related to sports industry management and sport psychology. In the case of sport psychology, it has been confirmed that it is related to most of the other groups and the psychological variables for understanding human behavior can be widely used. It shows that leisure and recreation is highly related to sport psychology and sport management in terms of keywords for research topics but it is suggested that it also needs its own independent research topics. Sport pedagogics, by its nature, is an isolated field but interacts with sport psychology and attempts can be made to expand its research topics through an approach based on the concept of pedagogy for physical education.
Purpose and Methods The purpose of this study is to clarify the concepts of ‘youth sport policy’ and policy areas as an alternative to school physical education concept and to provide a core conceptual framework for the development and implementation of youth sports policy in the future. Results The notion of youth sport policy is a process of seeking rational decision-making and optimal alternatives to solve the social problems associated with sports participation of youth in elementary school(aged 6 years) to high school(aged 18 years). The concept of 'youth sport' can reflect modern culture rather than 'school physical education' and it can be seen as more future oriented for lifelong participation in sports. The areas of youth sport policy are classified into physical education, school sport, and community sport. Physical education refer to the physical education classes operated by the Ministry of Education, and the school sport refers to the sports activities that take place throughout the school. Community sport is sports activities that are carried out outside the school by the choice of youth, which is the area where cooperation between the public sector and the private sector is needed. Conclusion In conclusion, healthy and active life for youth is required to establish cooperative governance of related organizations in order to ensure proper linkage between youth sport policy areas. Through this, it is necessary to solve the social problems of youth and promote their lifelong enjoyment of sport more consistently, efficiently and effectively.
The purpose of this study was twofold: 1) to investigate the structural relationship among the variables interested, and 2) provide rationale for professional sport team parent companies for operating and managing professional sport teams. Using convenience sampling method, data was collected at a professional soccer match held in Suwon World Cup Stadium through survey distribution. Collected data were analyzed using SPSS 20 and AMOS 20. The results derived through multiple steps of data analysis displayed that community attachment and team image significantly affected team identification. Moreover, team identification affected parent company image, parent company image affected parent company product image, and parent company product image affected purchase and WOM intention. As a result it was found that for parent companies, operating and managing a professional sport team not only provide intangible benefits such as brand awareness and brand image, but also economical benefits such as increase in product sales through improved company product image.
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.
Purpose The purpose of this study was to verify their effectiveness as we develop and apply worksheets for improving life skills and resilience of collegiate Taekwondo athletes. Methods The study went through three stages: developing, applying, and evaluating. In the developing stage, literature review, expert meeting, and pilot test (n=25) were conducted to develop the worksheets. In the applying stage, 37 athletes participated in life skills program using the worksheets. Data were collected by survey and in-depth interview. In the evaluating stage, paired t-test, word cloud analysis, and inductive content analysis used to identify the effect of worksheets. Results First, the worksheets were composed of 3 stages (plan, acquisition, implementation) and 15 sessions including 12 factors of life skills. Second, the worksheets were applied in each phases such as planning, acquiring, and implementing. In the planning phase, they understood life skills knowledge and set goals. In the acquisition phase, students learned specific life skills’ strategies. In the practice phase, the acquired life skills were applied and practiced in real life and relationships. Third, the result of paired t-test showed that all the factors of life skills and 6 factors of resilience were significantly improved. In addition, word cloud and in-depth interviews revealed that the participants' cognitive and psychological changes were most prominent. Conclusions The life skills worksheets consists of 12 factors in 15 sessions and can be considered as an effective intervention tool for improving the resilience and life skills of collegiate Taekwondo athletes.
PURPOSE This study aimed to develop a team building program for a middle school soccer team in order to verify its effects. METHODS A total of 50 middle school soccer players participated in the needs analysis, and 10 middle school soccer players participated the preliminary program. In addition, a total of 37 ‘S’ middle school soccer players and 2 coaches participated the final team building program to identify its effects. The team building program was developed through the following sequence: program goal setting, organization of program activities, and the pretest. Three types of questionnaires and a self-report were utilized to verify the effects of the team building program. RESULTS The team building program was developed based on interpersonal relationships, goal setting, and communication. The level of team cohesion, team communication, and coach-athletes interaction significantly increased through this program. Furthermore, the effects of stress relief and self-improvement were revealed through the self-report. CONCLUSIONS The team building program was determined to be effective and has various benefits. It is expected to contribute to the growth of middle school soccer players if coaches actively participate in the program with their athletes.
Purpose The following study was conducted to suggest and verify the validity of the concept of team performance, which has previously been considered as the total sum of individual performances. Method The concept of team performance was extracted by a conductive content analysis and an exploratory factor analysis of the data gathered from middle school football players. To verify the validity of the extracted concept, football experts' opinions were collected. Results The idea of team performance, categorized by Footballship, Team Capability, Personal Capability, Communication among Members, has been taken differently from the total sum of individual performances. Footballship is the virtue that should be materialized, and simultaneously earned during the game. Team Capability is a available resource for team's performance, Personal Capability is a available resource for a player's performance, and Communication among Members is the intimacy of communication between coaches and players. The conglomeration of experts' opinions on the concept of team performance and its components shows that team performance is evidently different from the total sum of individual performances. Conclusion The following study has been conducted to suggest and verify the validity of the concept of team performance. Team performance exists, standing distinct from the sum of individual performance, and understanding the concept of team performance will contribute not only to understanding performance, but also to improve the effectiveness of training and managing the team. Interest of the sport society is looked forward to.
