PURPOSE This study aimed to subdivide the market based on the general characteristics and consumer psychology of sports brand collaboration consumers and provide basic data for efficient collaboration marketing activities of sports companies. METHODS The subjects of this study were high school, college, and graduate students from high schools and universities in the Seoul and Gyeonggi area. Of the 600 copies of the questionnaire distributed, 475 were selected and analyzed in the final sample. Regarding the statistical method for this study, the PASW 18.0 statistical program was used for the frequency, exploratory factor, reliability, hierarchical cluster, K-means clustering, and cross analyses, as well as the one-way ANOVA. RESULTS The results of the analysis suggested five subdivided clusters with according marketing strategies: “external male,” “practical male,” “twenties design preferred female,” “low-interest women,” and “high consumption optional attributes” groups.
The objective of this study was to examine the relationships among preferred and perceived leadership behavior, their congruence, and satisfaction with leadership based on Chelladurai's(1978) Multidimensional Model of Leadership(MML). To achieve the study objective, 210 professional dancers from 6 professional dance teams located in Seoul and the suburbs participated in this study. For hypotheses testing, descriptive statistics, hierarchical multiple regression analyses, and a confirmatory factor analysis using SPSS and AMOS were used. Results showed that the congruence between preferred and perceived leadership behavior did not have statistically significant influence on dancers satisfaction. The results of the study were inconsistent with what MML suggested. However, the results were quite consistent with empirical evidences of previous studies that investigated the influence of the congruence between preferred and perceived leadership on satisfaction.
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] This study evaluated the predictive power of Body Mass Index (BMI) for metabolic syndrome in older adults across pre-, during-, and post-COVID-19 periods, and examined the effects of metabolic syndrome factors on BMI by income level, aiming to inform elderly health management and crisis-related policies. [Methods] Data from 6,242 older adults (aged 65–80) were drawn from the 2019–2022 Korea National Health and Nutrition Examination Survey. Income was divided into quartiles, and time was segmented into pre-, during-, and post-pandemic periods. Multiple linear regression was used to assess the effects of metabolic syndrome factors (diabetes, abdominal obesity, low HDL, hypertension, hypertriglyceridemia) on BMI by income and period. Receiver Operating Characteristic (ROC) analysis evaluated BMI’s predictive power for metabolic syndrome. Significance was set at .05. [Results] Abdominal obesity and low HDL consistently influenced BMI across all groups. In the lowest income group, hypertension increasingly affected BMI during and after the pandemic. BMI Area Under the Curve (AUC) values peaked during the pandemic in this group, while the highest income group showed stable predictive power. [Conclusion] The COVID-19 pandemic had a differential impact on the association between BMI and metabolic syndrome among older adults according to income level. In low-income older adults, the predictive power of BMI for metabolic syndrome increased during the mid-pandemic period, while it remained stable across all periods in high-income groups. Systematic health management programs and policy interventions targeting low-income older adults are required to reduce health disparities during public health crises.
PURPOSE For student-athletes to be able to successfully dedicate themselves to training and competition, the following key factors play an important role: The coach, team climate, and individual motivational characteristics. To test this hypothesis, the structural relationships between having a perceived autonomy support, a caring climate, basic psychological needs, and sport commitment were analyzed. METHODS Participants were 297 high school athletes registered with the Korea Olympic Committee (203 males, 94 females, Mage=17.88 years). Data were collected using sports climate questionnaires for autonomy support, caring climate scale, basic psychological needs scale, and sport commitment measurement. The collected data were analyzed using descriptive statistics, correlation analysis, and structural equation modeling. RESULTS The model’s fitness was indicated by x2/df=2.797 (x2=106.288, df=38), CFI=.977, TLI=.967, RMSEA=.078 (90% CI=.061, .096). Examining the various path coefficients revealed that coach autonomy support had a positive effect on the athlete’s caring climate, basic psychological needs, and sport commitment. The caring climate had a significant effect on basic psychological needs, but did not have a statistically significant effect on sport commitment. Finally, basic psychological needs had a positive effect on sport commitment. CONCLUSIONS Coach autonomy support fosters a caring climate, and athletes who are able to perceive this are able to dedicate themselves to their sport since their basic physiological needs are met. Therefore, coaches should use appropriate coaching strategies to enhance athletes' autonomy and foster a caring climate, as both are essential factors for meeting athletes' psychological needs and promoting sport commitment.
Purpose The purpose of this study was to investigate differences among perfectionism, anxiety, and aggression in contact and non-contact sports and verify the structural relationship model of perfectionism, anxiety, and aggression in the field of sports. Methods Male college athletes (N=299) participated in the study and perfectionism, anxiety, and aggression questionnaires were utilized after their verification of validity and reliability were conducted. The descriptive statistical analysis, the multivariate analysis, the correlation analysis, the structural equation analysis, and the multi-group analysis were conducted. Results The results are as follows: First, the level of perfectionism, anxiety, and aggression were significantly different between contact and non-contact sports (F=4.316, p<.001). Additionally, subfactors of aggression such as hostility, physical aggression, and verbal aggression factors in contact sports showed a higher average than non-contact sports. Second, perfectionism positively affected anxiety (t=6.936, p<.001) and anxiety positively affected aggression (t=3.380, p<.001). Moreover, the complete mediation effect of anxiety was found in the path from perfectionism to aggression (β=.152, p<.01). Finally, we compared path coefficients between contact and non-contact sports. As a result, positive causal relationships was indicated in the path from anxiety to aggression (β=.511, p<.001) in contact sports. However, it was not discovered in non-contact sports (β=.149, p>.05). Conclusions In conclusion, perfectionism causes anxiety and anxiety is a mediator leading to aggression in sports. Such effect is more predictable and observable in contact sports in which aggression is more favorable and encouraged. Implications and suggestions for future research are discussed.
PURPOSE This study first investigated how different types of sport team logos (emblem vs. mascot) influence consumer behavior through warmth and competence and then examined the moderating effects of consumer characteristics (gender) and contextual cues (perceived competence) on these relationships. METHODS A nationwide sample of adults age 20 was selected using quota random sampling based on gender. A 2 (logo type: emblem vs. mascot) × 2 (gender) × 2 (contextual cue: high competence vs. low competence) experimental design was employed, with participants randomly assigned to each group. Confirmatory factor analysis (CFA) with Mplus 8 was employed to assess the measurement model’s reliability and validity, and hypothesis testing was conducted through structural equation modeling (SEM), measurement invariance tests, and multigroup SEM analysis. RESULTS Findings indicate that anthropomorphized mascot logos, compared to emblem logos, generate more positive attitudes and psychological responses (warmth and competence) to the team. Gender’s moderating effect on the relationship between logo type and consumer perceptions (warmth and competence) was not significant, but contextual cues’ moderating effect was partially significant. CONCLUSIONS This study highlights of perceived warmth and competence’s crucial role in shaping consumer attitudes toward sports teams through logo design. These findings offer meaningful insights for sports teams and marketers to optimize branding strategies and enhance fan engagement.
PURPOSE This study explores injury attributions accepted by serious football participants, specifically intermediate and advanced players. METHODS Utilizing Q methodology, 25 Q-samples and 33 P-samples were selected, and Q-classification was conducted. Principal component factor analysis through the PQ method (vers. 2.35) was employed for data analysis, and types were interpreted and named based on the Q-sample with a Z-score of ±1.0 or higher. RESULTS Results categorized injury attributions accepted by the participants into four types: 'Type I: Facility/ Human Resource Responsibility Type,” 'Type II: Luck/Other Responsibility Type,” 'Type III: Self Responsibility Type,” and 'Type IV: Insufficient Safety Education.” This study provided academic and policy discussions by reclassifying four types according to their internal and external location and controllability. CONCLUSIONS In conclusion, this study emphasizes the relevance of all four types of injury attribution to policy considerations. Ensuring participants' right to participate in safe and enjoyable sports requires addressing facilities/human resources, education, and insurance as major policy components of sports safety.
Purpose The current study reexamined the financial value of National Fitness Award. Methods To determine the economic value of National Fitness Award, we incorporated 6 willingness to pay(WTP) models using contingent valuation method(CVM). The data were collected from 250 members and 250 non-members of National Fitness Award(NFA) who were over 19 years old. Out of 500 completed questionnaires, total of 489 usable questionnaires were used for data analyses. Among 489, the WTP were calculated after 125 protest responses were discarded. The data were analyzed with SPSS 24.0 for frequency analysis, descriptive statistics, reliability test, and exploratory factor analysis. Stata 14.0 and R programs were used for calculating WTP. Results First, WTP was positively influenced by household income. Second, WTP was positively influenced by satisfaction level among members. Third, willingness to pay (WTP) for the National Fitness Award were 30,877won (Mean WTP), 29,455won (Median WTP), 25,829won (Truncated WTP). The average WTP was 28,720won. Conclusions Although National Fitness Award has been provided as free service to Korean people, previous study noted problems in facility and promotion. For the National Fitness Award to possess sustainability with proper service quality, it may need to be changed to fee based service. The current study suggested that, should it be changed to fee-based service, the proper price for the service is 25,000won.
Purpose This study aimed to investigate the impact of perceived service quality on satisfaction, and behavioral intention in migrant members of German sport clubs. Methods The questionnaire was structured in four sections: perceived service quality (four dimensions and 12 items), satisfaction (two items), and behavioral intention (two items). With data from 438 members of 33 sport clubs in western Germany, SPSS 23.0 and AMOS 23.0 were utilized to conduct factor analysis, reliability, validity, and structural equation modeling analysis. Results The results of this study indicated that (1) staff, sport program, interaction, and physical environment in perceived service quality had a significantly influence on satisfaction, (2) staff, sport program, and interaction significantly affected behavioral intention, and (3) satisfaction was found to have significantly impact on behavioral intention. Conclusions The delivery of high-quality services can promote satisfaction, which in turn lead to behavioral intention. The empirical results suggest that the practitioners and sport club mangers should understand the importance of perceived service quality for the retention of members in sport clubs.
