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 The purpose of this study was to find out what young amateur golfers consider the most when purchasing golf apparel and to find out the Importance-Performance attributes when choosing golf apparel. Methods Amateur golfers in their 20s through 40s who have purchased golf clothing directly were selected as the subject. A total of 350 questionnaires were distributed using the purposive sampling method, and 331 copies as a final validity sample. For data analysis exploratory factor analysis Cronbach’α, frequency analysis, and Importance-Performance analysis by using SPSS 21.0. Results First, except for ‘fancy design’, ‘water-proof function’, ‘elasticity comfort’, ‘brand name’ there were significant differences between importance and satisfaction of selection attribute. Second, ‘harmonic colors’, ‘has its own characteristics’, ‘expressing beauty’, ‘elasticity comfort’ were analyzed to be situated in quadrant Ⅰ. Third, ‘fancy design’, ‘water-proof function’, ‘temperature maintenance function’, ‘elasticity and durability’, ‘brand name’, ‘high-priced yet popular brand’, ‘popular brand’ were analyzed to be situated in quadrant Ⅱ. Fourth, ‘comfortable to wear’, ‘convenient for physical activity’ were analyzed to be situated in quadrant Ⅲ. Fifth, ‘can be also worn for outdoor wear’, ‘wear for gathering’, ‘wear as daily attire’ were analyzed to be situated in quadrant Ⅳ. Conclusions The results will be the basis for effective target marketing on young amateur golfers who are rapidly emerging and will be able to grasp the characteristics of golf apparel that they really want.
Previous work has shown that coaches sought information from several sources; however, there was a strong reliance on learning from other coaches within their social networks. There has been limited research examining the nature of these social networks with other coaches (Trudel and Gilbert 2004). Thus the purpose of this study was to examine the structures of coaches’ social networks of Korean rhythmic gymnasts. Research questions were: (1) What are the network structures of Korean rhythmic gymnasts’ coaches? (2) What structural parameters contribute to coaches’ network structures, and (3) Is there an association between coaches’ network and flow of information in their networks? A total of 37 coaches of youth rhythmic gymnasts (6-18 years old) participated in this study. Each of those coaches was asked to complete a Name Generator Questionnaire (i.e., list four names that you have a close relationship with) and general socio-demographic survey. Data were analyzed using social network analysis tools such as UCINET, p-net, and Quadratic Assignment Procedure. Analysis of network centrality, density, and strong components showed that (1) homophily was identified in the structure of coaches’ social networks (2) homophily (e.g., by gymnasts’ ranking, mentor coaches) contributed to the total social network of coaches, and (3) interacting only with close coaches in the network, coaches received information about coaches/coaching from the strong ties rather than weak ties (Granovetter, 1973). This study also has strong links to Wenger’s (1998) community of practice which posited that groups of people share a common characteristic in practice.
Purpose This study is to investigate the human rights violations of Semi-professional team athletes. Methods The subjects of the survey were 4,069 people in total of 56 sports athletes from teams. than, 1,251 athletes who agreed to provide personal information (635 males and 616 females) were sampled. The survey tool consisted of a total of 76 questions asking about violence, sexual violence, and general characteristics of semi-professional athletes. Results were frequency analysis, cross-analysis, and multiple response analysis. Results Despite being an adult athlete in the semi-professional Team's Workplace Sports Team, life controls were severe in the sports team and human rights violations, such as verbal and physical violence, were widely observed, and sexual harassment and sexual violence were not small. The main perpetrators were the leaders and senior players, and the venue was the training ground. The players were in an environment where they were forced to respond passively for fear of hierarchical, collective atmosphere and personal disadvantages, and were blind spots for labor rights in terms of contracts and treatment. Conclusion To human rights violations of semi-professional athletes as the structural problems of the Korean sports. It is necessary to strengthen human rights education by the workplace movement department and conduct regular human rights surveys, and legal institutionalization to establish a disciplinary information system for perpetrators. In addition, by enacting guidelines for human rights in the sports world, a system should be prepared so that the victims can actively express their intentions.
[Purpose] This study aimed to investigate the structural relationships among event quality, spectators‘ destination image, country image, and behavioral intention in the international cycle competition, Tour de Korea 2017. [Methods] The questionnaire was structured in four dimensions: event quality (three sub-dimensions and twelve items), destination image (three items), country image (three items), and behavioral intention (four items). A total of 292 spectators from six hosting cities (Yeosu, Gunsan, Muju, Yeongju, Cheongju, and Seoul) during the event participated in this study. Factor analysis, reliability, validity, correlation analysis, and structural equation modeling analysis were conducted utilizing SPSS 21.0 and AMOS 21.0. [Results] This study indicated that event quality in an international sporting event was found to be the significant factor of spectators’ destination image and country image, which, in turn, significantly influenced the spectators’ intention to revisit to the place of the event and/or the event itself. [Conclusions] The findings of the present study contribute to theoretical understandings of event quality that predicts spectators’ behavioral intention and destination image in a global sporting event. Practically, this study also provides some important suggestions for practitioners who plan marketing strategies for international sporting events.
The purpose of this study was to examine the effect of marketing mix on satisfaction, repurchase intention, and word-of-mouth intention. Through the convenience sampling method, a total of 350 spectators from 2013 Son Yeon-Jae Gala Show. Of 350 surveys that were collected, 20 were discarded resulting in 330 usable surveys. By employing independent t-test, confirmatory facor analysis, structural equation modeling through SPSS 20.0 and AMOS 20.0, this study found followings. First, there was difference according to past experience of attending the gala show or watching it on media. Second, quality of performance and place in marketing mix were positively related to satisfaction. Third, satisfaction had a positive influence on repurchase intention and word-of-mouth intention. Fourth, quality of performance and place in marketing mix had a positive influence on repurchase intention and word-of-mouth intention mediated by satisfaction.
PURPOSE This study aimed to examine the associations between accelerometer-measured physical activity and both cardiometabolic disease risk factors and metabolic syndrome in Korean adults. METHODS We performed a retrospective cohort study with age-sex matched case-control using data from the 2014-2016 Korea National Health and Nutrition Examination Survey, which was administered to South Korean adults (n=320). Individuals were categorized into quartiles based on accelerometer-measured moderate-to-vigorous physical activity (MVPA). Demographic and physical characteristics, waist circumference, visceral adiposity index, blood pressure, lipid profiles, and TG/HDL-C were observed. The associations between MVPA status and cardiometabolic disease risk factors as well as metabolic syndrome were determined using multiple logistic regression. RESULTS For the waist circumference, SBP, DBP, MBP, visceral adiposity, triglyceride, and a surrogate estimate of insulin resistance, the Q1 and Q2 groups had higher means compared with the Q3 and Q4 groups. HDL-C was higher in the Q3 and Q4 groups compared to the Q1 and Q2 groups. Odds ratios for cardiometabolic disease risk factors and metabolic syndrome decreased in a curvilinear manner with the increasing quartile of MVPA. CONCLUSIONS Adults with higher MVPA participation were strongly associated with cardiometabolic disease risk factors and metabolic syndrome.
PURPOSE This study aimed to analyze the dynamic posture stabilization and kinematic variables between visual feedback and Y-balance training groups during jump-landing. METHODS Thirty-eight male players (age: 22.6 ± 1.12 years, height: 175 ± 3.54 cm, weight: 65.5 ± 5.11 kg) were included in this study, and chronic ankle instability was checked using Cumberland Ankle Instability Tool (CAIT) and Balance Error Scoring System (BESS). They were randomly assigned to the Visual biofeedback (Training group: TG, n = 19) and Y-balance groups (Control group: CG, n = 19) for four weeks. TG performed balance training using the Biodex balance system (BBS) and CG performed training using the Y-balance system. During jump landing, time to stabilization (TTS), force plate (COP, GRF); joint angle and moment were collected and analyzed. All analyses were performed with SPSS 21.0, and Bonferroni was used for repeated measured ANOVA and post-hoc. RESULTS The results indicated that there was an interaction between TG and CG in terms of AP and ML directions of TTS (p < 0.05). AP/ML TTS of the TG for the post-test was smaller than that for CG (AP: p = 0.000; ML: p = 0.046). ML TTS of the TG for post-test was smaller than at pre-test (p = 0.041), and AP TTS of the CG for ankle joint moment (p < 0.05). There was an interaction between TG and CG in terms of dorsiflexion (DF) and plantarflexion (PF) of joint moment (p < 0.05). Ankle moment of the CG for post-test decreased than at pre-test (DF: p = 0.040, PF: p = 0.032), and ankle dorsiflexion moment of the CG for post-test was decreased than at pre-test (p = 0.046). CONCLUSIONS Balance ability was achieved more effectively through visual biofeedback training than Y-balance training. Therefore, we recommend balanced training with visual feedback on chronic ankle instability.
PURPOSE The purpose of this study was to investigate the association of physical activity level with insomnia severity (Normal, Subthreshold, Moderate and Severe) in adolescents and to use it as a basis for insomnia prevention. METHODS This study was conducted on a cohort of 50 adolescents under the age of 20 (19 males, 31 females) recruited from Hospital N in Incheon, Korea. Participants were categorized into groups according to the severity of insomnia in both males and females using the Korean version of the Insomnia Severity Index-Korean (ISI-K). The Korean version of the International Physical Activity Questionnaire was also used to calculate participants’ weekly moderate and vigorous physical activity. RESULTS The participants’ characteristics did not differ by insomnia severity in males, but there were significant differences in weight (p=.008), BMI (p=.019), SBP (p=.004), and DBP (p=.019) in females by insomnia severity. In male adolescents, there was no significant difference in the amount of physical activity by insomnia severity, but there was a trend toward decreased amount of physical activity with increasing severity. Among female adolescents, there were significant differences in the amount of physical activity by insomnia severity: moderate (p<.05), high (p<.05), and moderate-high (p<.05). In the unadjusted model, adolescents who did not meet the recommended amount of physical activity (150 minutes per week) were more likely to have insomnia (OR=4.67, 95% CI=1.34–16.24) than those who met the recommended amount of physical activity. The model after adjusting for covariates (gender and body mass index) also showed an association between the recommended amount of physical activity and insomnia (OR=3.94, 95% CI=1.17–13.28). Negatice correlations was found between insomnia index and moderate-to-vigorous physical activity (r=–.357, p=.013). CONCLUSIONS Adolescents are approximately 4.67 times more likely to suffer from insomnia if they do not meet physical activity recommendations, and there was a negative correlation between the insomnia index and moderate-to-vigorous physical activity, suggesting that physical activity should be increased to reduce the insomnia index.
The frailty, characterized by reduced physiological function is closely related to a fall, disability, institutionalization, hospitalization, and mortality in the elderly. A reduced physical fitness is a major phenotype of the frailty. The purpose of this study was to investigate the relationship among pre-frailty, physical activity (PA) and functional fitness in the community dwelling elderly women. The study participants were elderly women (n=338, 70.6±4.2years) aged over 65 who took part in the Korean Healthy Fitness Criteria study for the National Fitness Award Project in 2015. The pre-frailty was defined using the Cardiovascular Health Study frailty criteria. PA was assessed using the International PA Questionnaire (IPAQ). The participants were classified as regular PA participants if they meet the World Health Organization (WHO) PA recommendation for the elderly. Functional fitness was assessed using the composite of the National Fitness Award fitness testing for the elderly. Quality of life was evaluated using EuroQoL visual analogue scale and WHO quality of life assessment. As the results, the pre-frail elderly women were significantly older and obese (body mass index, percent body fat, waist circumference) than the healthy elderly. The pre-frail elderly presented significant decreases in walking, moderate intensity, and total PA compared to the healthy elderly even after adjusted for age and percent body fat. However, no significant difference was found in vigorous-intensity activity between the pre-frail and healthy elderly. Also, the pre-frail elderly women showed the decrease in functional fitness and quality of life compared to the healthy elderly. Regular PA was associated with high levels of muscular endurance and coordination in healthy and pre-frail elderly. In pre-frail elderly, high levels of cardiorespiratory endurance was associated with PA. In conclusion, regular PA is inversely associated with fitness decline in healthy and pre-frail community-dwelling elderly women. Regular PA might attenuate fitness decline in pre-frail elderly women.
