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.
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 focuses on accessibility to sports facilities that can be classified into structural leisure constraints. The purpose of this study is to explore exploratory analysis of the types of reservation methods and payment methods, which are the initial stages of consuming sports facilities, and to explore inconveniences that consumers feel when making reservations. Methods A quantitative research method was used to derive the results, and data were collected through a questionnaire survey method. The collected data were analyzed by technical statistics focusing on the reservation method, payment method, and inconvenience during reservation. Results As a result, it was found that the main types of reservation methods and payment methods were homepage, homepage/telephone, telephone, homepage/app, and account transfer and card payment, respectively. In the case of inconvenience, the procedure was complicated, address and location, and reservation method were identified as the main matters. Conclusions Efforts must be made to secure both the convenience and publicity of accessibility at an early stage, such as reservation methods and payment methods for sports facilities.
Purpose The purpose of this study was to analyze the relationships among sport-products self-congruence, product love, product trust, and purchase behavior of sports-for-all club members through structural equation model analysis. Methods A survey was conducted targetting 227, men & women in their twenties who are members of MTB, Tennis, Badminton, Golf in at the 8 in Seoul metropolitan area. For sampling method, convenience sampling method was used, while the questionnaire was self-administered. In an effort to verify the proposed structural model, this study used IBM SPSSWIN Ver. 21.0 and AMOS 18.0. Results First, actual self-congruence has positive influence on the product love. Second, ideal self-congruence didn't have positive influence on the product love. Third, social self-congruence has positive influence on the product love. Fourth, product love has positive influence on the product trust. Fifth, product trust has positive influence on the positive word-of-mouth. Sixth, product trust has positive influence on the repurchase intention. Seventh, product trust has positive influence on the attitudinal loyalty.
This study examined whether or not regulatory focus can predict motivation level. 141 Ssireum player completed Korean self-regulatory focus of Hong(2005)assessing their self-regulatory focus, and Behavioral Regulation in Sport Questionnaire(BRSQ) of Lonsdale, Hodge & Rose(2008) accessing motivation level based on self-determination theory. Artificial neural network analysis was utilized to find motivation factors that determine the regulatory focus, and the option was multi-layer perception. The result represented promotion focus predicted intrinsic motivation. Also, the prevention focus predicted extrinsic motivation. This result provided that self-regulatory focus can predict player’s motivation level and promotion focus related to intrinsic motivation.
The aim of this study is to empirically verify the relationships between innovativeness perception of and involvement in sports products, and hedonic value, product attitude and purchase intention through the structural equation model. For this purpose, this study conducted a questionnaire survey of 291 college students in Chungcheong region. Sampling method was Quota Sampling Mode, and questionnaire has been structured to be self-administerd type. SPSSWIN Ver. 21.0 and AMOS 18.0 have been used for data processing. As a result, first, it was found that innovativeness perception had a positive influence on hedonic value; second, innovativeness perception had a positive influence on product attitude; third, product involvement had a positive influence hedonic value; fourth, product involvement had a positive influence on product attitude; fifth, hedonic value had a positive influence on purchase intention; sixth, product attitude had a positive influence on purchase intention. Such results imply that it's not desirable to overlook the level of innovativeness perception & involvement from a corporate perspective when an enterprise develops and launches new sports products.
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).
This study was to analyze the hierarchical importance of successful intelligence in Football coaches and players. In order to explore the hierarchical importance of successful intelligence 24 football coaches(under AFC A course) and 20 Korea Football Association U15 Players were responded to analytic hierarchy process questionnaires. In the Analytic Hierarchy Process, football coaches and players completed the AHP Questionnaire with creative intelligence, analytical intelligence and practical intelligence. The hierarchical importance order of successful intelligence for coach and player were analytical intelligence, practical intelligence, and creative intelligence respectively. Evaluation of hierarchical importance of successful intelligence for coach is analytical intelligence(.542), practical intelligence(.278), creative intelligence(.181) in order. Evaluation of hierarchical importance of successful intelligence for coach was analytical intelligence(.684), practical intelligence(.161), creative intelligence(.155) in order. The hierarchical importance of successful intelligence for coach and player were similar each other. Analytical intelligence, was evaluated most important factor for coach and player in successful intelligence. Successful intelligence is important issue for sport performance. More consider needs to Successful intelligence for sport psychology researchers.
PURPOSE This study aimed to investigate the effects of COVID-19 on elite youth athletes by investigating their activities and eating habits before and after the COVID-19 pandemic. METHODS This study included 917 elite adult athletes from 19 sports and were grouped into 6. The questionnaire included items regarding demographics, physical activity, sleep, and eating habits before and after COVID-19. A total of 44 questions requiring subjective short answers were included. Statistical significance was set at p< 0.05. RESULTS After COVID-19, vigorous and moderate activity decreased across all sports; however, light activity increased in almost sports. Time spent sitting increased across all sports. The difference in the number of meals consumed varied among sports, and the number of competitions decreased in all sports. CONCLUSIONS The COVID-19 pandemic appears to be finished but has not ended yet. Athletes must determine the best way to maintain their physical, physiological, and psychological states close to their original abilities. Determining this will provide the greatest impact on the return of athletes after COVID-19; this study will be helpful.
Purpose The purpose of this research is to empirically analyze the relationship between a indoor swimming pool on perceived risk & perceived benefit, emotion responses, class attitude, and word-of-mouth intention through structural equation model analysis. Methods This study set 224 members at the six private indoor swimming pools located in Gyeonggido as the research subjects. As for sampling method, convenience sampling method was used, and self-administered questionnaire was used for the survey. In an effort to verify the proposed structural model, this study used SPSSWIN Ver. 23.0 and AMOS 18.0. Results First, perceived risk had a positive effect on positive emotion. Second, perceived risk had a positive effect on negative emotion. Third, perceived benefit had a positive effect on positive emotion. Fourth, perceived benefit did not have a positive effect on negative emotion. Fifth, positive emotion had a positive effect on class attitude. Sixth, negative emotion did not have a positive effect on class attitude. Seventh, positive emotion had a positive effect on word-of-mouth intention. Eighth, negative emotion did not have a positive effect on word-of-mouth intention. Ninth, class attitude had a positive effect on word-of-mouth intention.
