Purpose The purpose of this study was to provide basic data for spectators group of Taekwondo performance efficient marketing activities through market segmentation from characteristics, perceived values of the Taekwondo performance spectators. Methods The subjects of this research were Kukkiwon, Taekwondowon and 1,021 questionnaires were finally used for the analysis. The results of this research were drawn by frequency analysis, CFA(confirmatory factor analysis), reliability analysis, cluster analysis (hierarchical and K-means), cross-tabulation analysis and One-way ANOVA were used for data processing through SPSS 22.0 and AMOS 22.0. Results As results of the analysis, It was subdivided into three clusters (such as group of male college students, man group of low perceived value and high degreed women group of low pragmatism). Conclusions The significant differences of the characteristics and perceived value appeared from each cluster. Cluster 1: A group of male college students, and the highest perceived value for Taekwondo performance. Cluster 2: A group of male, and a low perceived value for Taekwondo performance. Cluster 3: A group of high degreed women and a low pragmatism of perceived value. Therefore, a practical marketing strategy was needed for each groups.
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 The purpose of this study was to examine the relationships among sponsorship attributes, sponsorship benefits, recognition of sponsorship value, sponsorship attitude, and sponsorship certainty through structural equation model. Methods Respondents were university students living in Seoul, Kyoungki-do, and choongchung-do. The present study was designed to identify the effect of title sport sponsorship by utilizing NH V-LEAGUE title sponsorship. By using convenience sampling method, total 400 questionnaires were distributed and gathered from samples, and among them 369 valid samples were used for further analyses. The data were recorded and analyzed using the IBM SPSSWIN Ver. 21.0 and AMOS 18.0. 18.0. Results First, sponsorship attributes had a positive influence on sponsorship benefits. Second, sponsorship benefits had a positive influence on sponsorship value recognition. Third, sponsorship attributes had no positive influence on sponsorship attitude. Fourth, sponsorship benefits had a positive influence on sponsorship attitude. Fifth, sponsorship value recognition had a positive influence on sponsorship attitude. Sixth, sponsorship attitude had a positive influence on sponsorship attitude certainty. Seventh, sponsorship certainty had a positive influence on sponsorship effects (image improvement, favorability, purchase intention).
[Purpose] This study aims to examine necessity and characteristics of the K-OVEP, and discuss ways of settle and spread the program stably through cases applied in school settings. [Methods] To do so, educational components and curriculum of the K-OVEP was represented by analyzing references, developmental materials, and program application. This study was examined through the application process and observation of long-term program of the K-OVEP from two types of educational fields, 2 elementary schools and 2 middle schools. In order to examine if the K-OVEP achieves the aim of the IOC and the K-OVEP, basic level study was conducted to 187 students who participated in the program in 2016. The questionnaire consisted of three categories; ‘cognition part’ through the Olympic games and the Olympic values, ‘value part’ regarding five educational themes of the OVEP, and ‘interest part’ asking interest and involvement in sports activities, participants answered the questionnaire before and after the education. [Results] We found that K-OVEP is an integrated value based educational program regarding Olympics, stresses personality education, encourages students to explore their career, and is a process oriented education. The results showed that the K-OVEP achieved the educational goals in every categories and questions, and educational effects in sports activity looked different among schools and the environments. [Conclusion] This study was performed to participants at first year of the introduction of the K-OVEP, so in order to keep track of learners’ significant change continuously, expansion of participants, steady development of various new programs, development of assessment tools, experts training and follow-up studies will be required.
PURPOSE This study aims to provide empirical foundational data for the development of a new profit model in Korean professional baseball. It does so by examining the influence of professional baseball NFT product attributes on customer perceptions of value, satisfaction, and purchase intention. METHODS Data were collected from consumers who have experience purchasing KBOLLECT. A total of 363 samples were collected for analysis. Surveys were utilized for data collection, encompassing 39 items that measured product characteristics, perceived value, satisfaction, purchase intention, and demographic information. Using the collected data, various statistical analyses were conducted including descriptive statistics, exploratory factor analysis, reliability analysis, correlation analysis and multiple regression using SPSS version 21. The ensuing results from the correlation analysis and multiple regression analysis are as follows. RESULTS Product features, including aesthetics, symbolism, and scarcity, had a positive impact on consumer’s perceived emotional value. Moreover, product features, encompassing aesthetics, symbolism, scarcity, and creativity played a significant role in enhancing consumer’s perceived economic value. Furthermore, product attributes such as aesthetics, symbolism, and creativity positively contributed to consumer’s perceived social value. Similarly, product features comprising aesthetics, scarcity, creativity, and symbolism positively affected consumer’s perceived intellectual value. Additionally, the research revealed that product features related to aesthetics, symbolism, creativity, and scarcity were instrumental in bolstering consumer. Importantly, these very attributes, including aesthetics, symbolism, scarcity, and creativity, exhibited a positive influence on consumers’ purchase intentions. CONCLUSIONS In conclusion, this study underscores the substantial impact of professional baseball NFT product characteristics on consumers’ perceptions, satisfaction, and purchase intentions. To maintain enduring relationships with consumers who engage with professional baseball NFT products, it is essential to fortify these product attributes and offer diverse services utilizing them.
Purpose The goal of this article is to examine the unwritten law of sports - a moral law - in relation to the purposeful act of continuing to score, when winning has been already secured, in normative terms of sportsmanship. Methods To do this, this article analyzed previous debates on the unwritten law about overwhelming victory and looked at the pros and cons of this law. Then, I contemplated the reasons for these opposite views, as well as the values and theories underpinning these views from the perspective of the nature and morality of sports. Results My argument is that respect for sport should mean more than observing sporting rules and include respect for the tradition and practice of each sport: hence the necessity of the unwritten law regarding overwhelming victory. I also suggested that the mercy rule be applied in a heavily lopsided game in order to maintain sportsmanship in a rational way. Conclusion My discussion on the unwritten law about overwhelming victory from the viewpoint of sportsmanship may reveal the significance of the essence of sports, attitude towards competition as mutual request for excellence, and the importance of winning.
[Purpose] This study analyzes ethical issues about genetic technology used for the enhancement of athletes. In so doing, this study aims to rethink gene manipulation in sports and suggest theoretical groundwork for an ethical discussion of gene doping, as well as providing some guidelines. [Methods] For this purpose, this study looks at the relationship between genetic engineering and morality as discussed by eminent domestic and international philosophers, medical ethicists, and scholars of sport studies. Then, the pros and cons of the use of genetic engineering in sport are analyzed to show the different values embedded in each of the opposite positions. [Results] This study identifies three points of debate: fairness, coercion, dignity and autonomy. Through a literary and philosophical review, it is revealed that prior criticism against gene manipulation has logical loopholes. [Conclusion] Rather than approaching the issue with groundless fear and prejudice, it is necessary to look into its benefits and ethical problems in detail. In addition, better equipped ethical as well as practical grounds are required to control the introduction of gene doping technology.
Drawing on the studies of implicit ways of teaching (Choi, 2002; Fenstermacher, 1990; Hasen, 2001; Oakeshott, 1989; van Manen, 1991), the aim of this study is to examine the educational effects of indirect teaching behavior (ITB), a new approach of researching teacher behavior, in order to better understand well-rounded education in the field of physical education. An ethnographically informed case study based on participant observation (eight months, 8th grade two co-ed physical education classes) was employed to produce a thick description of the ITB. Participant observation was supported by video recordings of classes, photos of students, questionnaires and interview, and teacher's self-report. Through inductive analysis of the data, we found that ITB had a powerful influence on forming a positive classroom atmosphere in relation to fun, active and moral. The positive atmosphere played a pivotal role in encouraging students' social and moral development including respecting their teacher, cooperating with other friends, learning the intrinsic value of physical education, and reflecting themselves. An understanding of ITB will help expand the way in which educators view teaching methods and studies in physical education beyond the dominant approach to techniques-oriented teaching in that ITB can be seen as essential content for holistic development of students. In this sense, this paper suggested that researchers and teacher educators need to re-examine the power of ITB in regard to teacher's professional competence in physical education and teacher education (PETE). For future research of ITB, it is necessary to explore what and how key personal and social-cultural factors impact teachers' ITB as is currently being conducted in the realm of teaching.
