PURPOSE This study aimed to explore methods for stimulating consumer purchasing behavior in the sportswear market, where gaining a competitive edge through traditional means has become increasingly challenging, by focusing on the recently highlighted environmental, social, and governance (ESG) management practices. The objective was to present strategic alternatives for sportswear brands grounded in sustainable management and value creation. METHODS The research employed SPSS 21.0 and AMOS 21.0 for frequency analysis, reliability and validity analysis, confirmatory factor analysis, structural equation modeling, and mediation effect analysis. RESULTS First, among the sportswear brand‘s ESG message trust and ESG authenticity, only ESG authenticity positively impacted consumer behavior. Second, both the sportswear brand‘s ESG message trust and ESG authenticity were found to positively influence ESG congruence. Third, ESG message trust and ESG authenticity negatively affected ESG skepticism. Fourth, ESG congruence positively impacted consumer behavior. Fifth, ESG skepticism was found to negatively influence consumer behavior. The mediation effect analysis yielded the following results: First, the direct effect of ESG message trust on consumer behavior was not statistically significant; however, a full mediation effect was observed through ESG congruence and skepticism. Second, the direct effect of ESG authenticity on consumer behavior was statistically significant, with a partial mediation effect through ESG congruence and skepticism. CONCLUSIONS For sportswear brands to achieve sustainable management and profit generation, it is essential to explore methods for stimulating consumer purchasing behavior based on trust and authenticity in ESG messages.
PURPOSE This study aims to examine the mediating effect of viewing flow on the relationship between perceived authenticity among [Kick A Goal] female viewers’ and football participation intention. METHODS A total of 414 questionnaires were distributed to [Kick A Goal] female viewers, aged from 20s to 60s, who had no experience in football. Among the collected questionnaires, the data used for the final analysis was 338 after data cleaning. The data analysis was conducted using SPSS 25.0, and it included frequency analysis, descriptive statistics analysis, correlation analysis, simple regression analysis, and a three-step mediation analysis proposed by Baron & Kenny(1986). RESULTS This study’s results were as follows: First, the perceived authenticity of female viewers positively affected viewing flow. Second, the viewing flow of female viewers positively affected their football participation intention. Third, viewing flow fully mediated the relationship between perceived authenticity and football participation intention. CONCLUSIONS In summary, this study suggests that it is significant to produce programs with authenticity and maximize viewing flow to further enhance the intention of female viewers to participate in football.
PURPOSE This study aimed to identify the dimensions of sport brand authenticity and to develop a valid and reliable scale for measuring such dimensions. METHODS Along with a sequential mixed method design, qualitative researches were conducted (a literature review on brand authenticity and the inherent value of sport, 5 one-to-one expert interviews, and a Delphi survey of 10 researchers). Based on the qualitative research results, an EFA (n=304), 2 times CFA (1st: n=304, 2nd: n=311), and correlation analysis using the other scale (brand relationship quality, brand attachment, brand credibility) were conducted to test reliability, construct validity, and criterion-related validity. RESULTS In the qualitative research results, 8 dimensions with 36 items were extracted; however 6 dimensions (originality, connectedness, legitimacy, authority, sport spirit, and expertise) with 28 items were identified as appropriate structures from EFA and CFA, and the relations between all the dimensions and other scales related to consumer attitude were statistically significant in the correlation analysis. CONCLUSIONS The findings suggest that the scale in this study could provide a new and specific perspective on sport brand authenticity, which is constructed using a general aspect and a sport specific aspect, and an understanding of the concept of sport brand authenticity in other sport industries.
PURPOSE This study aimed to identify the underlying dimensions of brand (professional sport team) authenticity and to develop a valid, reliable scale to measure these dimensions. METHODS A pool of 67 potential items was drawn through a literature review, content analysis, qualitative research (n=43), and an expert evaluation. The identified items were subjected to exploratory factor analysis (n=248) and confirmatory factor analysis (n=285). In addition, multiple regressions were conducted to examine the criterion validity of the scale. RESULTS The results showed that the brand authenticity scale for professional sport teams consists of 42 items representing 8 dimensions: continuity, originality, quality commitment, heritage, symbolism, credibility, stakeholder-related integrity, and consumer-related integrity. The study has proven evidences of internal consistency and convergent, discriminant, and criterion validity of the scale. CONCLUSIONS The findings suggest that the scale developed in this study offers a vital foundation to understand the structure of brand authenticity in the context of sport fans and its impact on sport consumer behavior.
Purpose The purpose of this study is to examine effects of professional baseball home fans' perception of the community on their recognition of stadium spaces. Methods The subjects of the survey were home fans of baseball. A total of 600 questionnaire(100 fans each team: DOOSAN, LG, SK, LOTTE, HANHWA and KIA) were collected and 510 copies were used as the final analysis data. Collected data was processed by using SPSS 21.0 program. T-test, one-way ANOVA, correction analysis and multiple regression analysis were conducted to test hypothesis. Results There were significant differences of perceptions on community such as perceptions on sense of belonging; favored teams, perceptions on active involvement; gender and favored teams, perceptions on pride of the home town; gender, favored teams and glasses for viewing, and perceptions on classification; educational level and favored teams. There were significant differences of perceptions on stadium spaces such as perceptions on historicity; favored teams and viewing experience, perceptions on authenticity; favored teams and viewing experience, and perceptions on symbolism; age, favored teams and glasses for viewing. Among home fans' perceptions of their community, sense of belonging and pride of the home town had positive effects on their perceptions on historicity among perceptions of stadium spaces, while perceptions of classification had negative effects on them; sense of belonging and pride of the home town had positive effects on both perceptions of authenticity and symbolism. Conclusions The findings indicate that there is a close relationship between the community and professional baseball stadiums, and it is necessary to commonly enhance sense of belonging and pride of the home town for the community in order to promote positive perceptions on stadiums.
PURPOSE This study aimed to explore the re-socialization process of college soccer players who rejoin college soccer clubs after dropping out. METHODS A case study approach was employed, and participants were selected using the snowball sampling method. Data were collected through in-depth interviews, participant observation, and literature reviews. The authenticity of the data was validated through triangulation, member checking, and peer debriefing. All research procedures were conducted following approval from the institutional review board. RESULTS The study revealed several key findings. First, participants faced numerous challenges during the re-socialization process into sports, including interpersonal, academic, and emotional difficulties. Second, distinctive features of the re-socialization process emerged, including the determination and effort required for adapting to university life, support from socialization agents within the university, and rapid re-socialization following dropout. Third, experiences within collegiate soccer clubs indicated low barriers to entry for former athletes, academic success through complementary relationships, a hierarchical culture familiar to student-athletes, and enhanced satisfaction in interpersonal relationships and a sense of belonging. CONCLUSIONS This study underscores the importance of institutional support that enables college athletes to participate in sports clubs, facilitating the successful re-socialization of athletes who have dropped out.
PURPOSE Recently, the need to improve service quality to provide an ideal viewing experience for sport OTT service users has increased. This study aimed to analyze user reviews of the SPOTV Now app, an OTT service specializing in sports in South Korea, to identify major perceptions of viewers and suggest measures for improvement. METHODS Review data (8,512) recorded on the SPOTV Now app were collected from November 21, 2017 to November 30, 2023. LDA-based topic modeling analysis was conducted along with a series of data preprocessing processes. Sentiment analysis was carried out through machine learning logistic regression analysis and odds ratio scores were calculated. RESULTS A total of five topics were derived, including ‘member management service', 'service stability', 'sport streaming service', 'sport video service', and 'subscription service'. Sentiment analysis indicated that 'exclusive', 'server', 'payment', 'log-in', 'authentication', 'pay', 'subscription', 'advertisement', 'play', and 'loading' were the top ten keywords. CONCLUSIONS Sport OTT operators should be more responsive to user requests and feedback, and video playback and server error problems should be improved for service stability. It is necessary to secure diversity as well as exclusivity of content, in addition to minimizing advertising or preparing various rate types, so that app users feel that they receive high value for their money.
PURPOSE The purpose of this study was to understand the current market trend for golf apparel rental services and to present basic data to revitalize the golf apparel rental service market and prepare continuous growth plans. METHODS The following keywords were selected for data collection: "golf wear + rental (렌탈)," "golf wear + rental (대여)," "golf apparel + rental (렌탈)," and "golf apparel + rental (대여).“ The analysis period was limited to two years and seven months from January 1, 2020 to July 31, 2022, when COVID-19 began. The analysis was focused on the top 60 keywords to simplify the network. RESULTS Various keywords were extracted through text mining, TF-IDF, connection centrality, emotional analysis, and semantic network analysis of big data analysis. These were then categorized into four factors: “golf apparel rental service,” “self-expression and authentication,” “sharing economy,” and “emotion.” CONCLUSIONS The results of this study show that young golfers are unreluctant and are generally positive in renting golf apparel. Therefore, if the growing paradigm of the consumption behavior of MZ-generation golfers is recognized and analyzed and the requirements are continuously satisfied through various strategies, there will be a higher possibility to help expand the golf apparel rental market.
