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 aimed to empirically investigate the influence relationships between the ESG activities of professional sports teams and sports fans’ team recognition, team preference, self-determination, and voluntary action intention. METHODS From March 1, 2022, to May 31, 2022, a survey was conducted online and offline to secure 253 copies of the final valid study samples. Descriptive statistics, frequency analysis, correlation analysis, reliability analysis, confirmatory factor analysis, and structural equation model analysis were performed using SPSS 24.0 and AMOS 18.0. RESULTS First, it was found that ESG activities in professional sports teams had a positive effect on sports fans’ team recognition, team preference, self-determination, and voluntary action intention. Second, the team recognition and team preference of sports fans of a given professional sports team had a positive effect on their self-determination and voluntary action intention. CONCLUSIONS The study results showed that ESG activities must be enjoyed not only by a given club’s sports fans but also by its stakeholders. The results suggest that gaining empathy regarding sports fans increases awareness and preference, which can lead to long-term and deeply positive effects on self-determination and voluntary action intentionl.
Purpose The purpose of this study was to provide title sponsorship marketing strategies by defining the relationship between professional volleyball title sponsorship, brand equity, brand attitude, and repurchase intention. Methods This study distributed 390 questionnaires to 2018-2019 V-League audiences and a total of 313 questionnaires were used as final validity sample. For data analysis, SPSS 21.0 and Amos 18.0 were used for frequency analysis, reliability analysis, confirmatory factor analysis, and structural equation analysis. Results First, title sponsorship had significant influence on brand equity, therefore hypothesis 1~3 were accepted, except for 1-3(perceived quality) and 1-4(brand loyalty). Second, among brand equity subfactors, hypothesis 4-1(brand awareness) and 4-4(brand loyalty) had significant influence on brand attitude which made hypothesis 4 partially accepted . Third, among brand equity subfactors, only brand image(hypothesis 5-2) had significant influence on repurchase intention which made hypothesis 5 partially accepted. Lastly, brand attitude had significant influence on repurchase intension, which made hypothesis 6 accepted. Conclusions It is anticipated that based on the result of the study, effective marketing strategy can be developed for title sponsorship companies in the future.
Purpose The purpose of this study is to identify the causal relationship between competitive strategy, absorption capacity and business performance of commercial fitness center and to confirm the control effect of absorption capacity between competitive strategy and business performance. Methods 330 fitness center managers and administrators were selected for the study. Out of 330, 308 questionnaires were collected and used for data analysis. The questionnaire consisted of confirmatory factor analysis, reliability analysis, correlation analysis and structural equation model analysis. Finally, Ping 's two - step approach was used to verify the moderate effect of absorptive capacity. Results The results of the study are as follows. First, competition strategy of fitness center has a positive effect on absorptive capacity. Second, the competition strategy of fitness center has a significant effect on business performance. Third, the absorptive capacity did not effect the management performance. Fourth, the absorptive capacity was found to be moderate effect between the competition strategy and the management performance of the fitness center. Conclusion Based on the results, the fitness center managers and administrators of fitness center should set up competitive strategy internally and increase absorptive capacity to utilize external information by internalizing it.
PURPOSE This study investigated the perceptions and experiences of collegiate student-athletes with mental health concerns who are receiving sport psychology services. METHODS A total of 196 college student-athletes (98 male, 98 female) were recruited for the quantitative phase, while 14 athletes from 7 sports participated in the qualitative phase. This integrated approach sought to provide a comprehensive perspective on the research subject. The quantitative participants answered scales for depression (CES-D), anxiety (GAD-7), social support (NCAA RSSS), and mental help-seeking attitude (MHSAS), and the qualitative participants underwent in-depth interviews using a semistructured questionnaire based on a socioecological model. Quantitative data were examined using confirmatory factor analysis, reliability measures, independent t-test, and one-way analysis of variance via SPSS 28.0 and AMOS 28.0, and qualitative data were inspected through content analysis and expert meetings. RESULTS First, higher levels of depression, anxiety, and perceived social support were reported by female athletes as opposed to male athletes. Second, athletes in individual sports reported higher levels of social support than those in team sports. Third, athletes who planned to undergo future psychological counseling reported higher anxiety, social support, and helping attitudes than those with no plans to do so. Fourth, athletes who slept for more than seven hours reported lower levels of depression and anxiety and higher levels of perceived social support than those who slept for six hours or less. Fifth, freshman athletes reported higher depression levels than sophomore athletes. Sixth, student-athletes with no scholarships had higher anxiety levels than those with partial scholarships, who then reported higher perceived social support than those with full scholarships. Seventh, a lack of accessibility was the primary barrier to psychological service access for student-athletes. Eighth, engagement in interpersonal relationships was identified as a major stressor among student-athletes. CONCLUSIONS Differences in collegiate student-athletes’ mental health status as well as perceptions of and experiences in sport psychology services depend on various factors. These findings may serve as foundational data for improving sport psychology support services for collegiate student-athletes.
PURPOSE This study aimed to examine the mediating effect of psychological needs in the relationship between multiple coaching styles and teamwork among college football players. METHODS This cross-sectional study involved 526 elite football players. Descriptive statistics, reliability analysis, confirmatory factor analysis, correlation analysis, path analysis, and macroprocess were performed using statistical software to test the mediation effects of the data collected. RESULTS The findings suggested that autonomy-supportive and structure coaching styles positively correlated with and impacted psychological needs satisfaction and teamwork. Conversely, control and chaos coaching styles negatively correlated with and impacted psychological needs satisfaction and teamwork. In addition, autonomysupportive and structure coaching styles negatively correlated with and impacted psychological need frustration, while control and chaos styles positively correlated with and impacted psychological needs frustration. Furthermore, psychological needs satisfaction and frustration were found to partially mediate the relationships between autonomy support and teamwork, structure and teamwork, control styles and teamwork, and chaos styles and teamwork. CONCLUSIONS Autonomysupportive and structure coaching styles positively influenced teamwork by satisfying psychological needs. In contrast, control and chaos coaching styles negatively impacted teamwork by contributing to psychological needs frustration.
Purpose The purpose of this study was to analyze the relationship among emotional leadership, coach trust and athletic satisfaction of university. Methods 288 university soccer players were surveyed on the emotional leadership questionnaire, coach trust questionnaire and athletic satisfaction questionnaire through convenience sampling method. SPSS 23.0 and AMOS 23.0 were used to achieve the purpose of this study. Frequency analysis, confirmation factor analysis, reliability verification, correlation analysis and the structural equation model analysis were performed. Results First, emotional leadership had a positive effect on coach trust of university soccer players. Second, emotional leadership had a positive effect on athletic satisfaction of university soccer players. Third, coach trust had a positive effect on athletic satisfaction of university soccer players. Finally, coach trust mediated the relationship between emotional leadership and athletic satisfaction. Conclusions Emotional leadership was a leadership that can efficiently increase coach trust, and leaders must communicate with players through emotional effort and team operations with goals of athletic satisfaction and happiness rather than wins and losses were required.
The purpose of this study was to investigate the relationship between physical environment, customers' emotions, switching barriers and loyalty among water ski resort users in Gyeonggi-do and Gangwon-do province. Convenience sampling method was used, 277 of the questionnaires were selected as the ultimately valid sample. Data were analysed by SPSSWIN 18.0 and AMOS 18.0 program using frequency analysis, reliability analysis, correlation analysis, confirmatory Factor Analysis(CFA) structural equation model(SEM). The research findings are as follows. First, relations between physical environment and customers' emotions, attractiveness, cleanliness, convenience and human service had a significant positively impact on positive emotional response. convenience, attractiveness, human service, and cleanliness had a significant negatively impact on negative emotional response. Second, relations between customers' emotions and switching Barriers, positive emotional response did not have a significant impact on switching cost and interpersonal relationship, but positive emotional response had a significant impact on attractiveness of alternatives. negative emotional response had a significant impact on switching cost, interpersonal relationship and attractiveness of alternatives Third, relations between switching barriers and loyalty, switching cost did not have a significant impact on loyalty. but interpersonal relationship and attractiveness of alternatives had a significant impact on loyalty.
PURPOSE The purpose of this study was to investigate the effects of perceived organizational support of high school football players on innovative performance. Of particular note, we focused on examining the mediation effect of self-management between perceived organizational support and innovative performance. METHODS A total of surveys returned was 137 and the data used for the final analysis was 130. The data was processed using SPSS 21.0 statistical program and Lisrel 9.2 for confirmatory factor analysis. RESULTS The results of the analysis were as follows: first, perceived organizational support of high school football players had a positive effect on players’ self-management. Second, players’ self-management had a positive effect on players’ innovative performance. Third, players’ self-management fully mediated between perceived organizational support and players’ innovative performance. CONCLUSIONS The study concluded that maximizing both perceived organizational support and self-management of the high school football players are necessary in order for the organization to achieve high level of innovative performance.
PURPOSE This study aims to investigate the effects of three perceived benefits of physical activity classes on class satisfaction, college satisfaction, well-being, and workout intention, as well as the moderating effects of sports characteristics on the relationships between the benefits and outcomes. METHODS A total of 282 questionnaires were collected from university students enrolled in physical activity classes during the semester. Confirmatory factor analysis, structural equation modelling (SEM), measurement invariance testing, and multi-group SEM were conducted using the Mplus 7.0. RESULTS Euphoric and social benefits positively affected class satisfaction. Class satisfaction, in turn, influenced college satisfaction, well-being, and workout intention. Sports characteristics moderated this relationship between the benefits of physical activity class and class satisfaction. CONCLUSIONS These findings offer practical insights for promoting student engagement and long-term participation in physical activity.
