[Purpose] The purpose of this research is to empirically analyze the relationship between self-determination and relationship commitment, customer orientation, service quality, and relation continuity intention of fitness center customers through structural equation model analysis. [Methods] For this purpose, this study set 242 members at the five fitness centers located in Seoul as the research subjects. In an effort to verify the proposed structural model, this study used IBM SPSSWIN Ver. 21.0 and AMOS 18.0. [Results] As a result, first, autonomy had a positive effect on relationship commitment. Second, competence didn’t had a positive effect on relationship commitment. Third, relatedness had a positive effect on relationship commitment. Fourth, relationship commitment had a positive effect on customer orientation. Fifth, relationship commitment had a positive effect on service quality. Sixth, customer orientation had a positive effect on relation continuity intention. Seventh, service quality had a positive effect on relation continuity intention
Purpose The purpose of this research is to empirically analyze the relationship between a indoor swimming pool on service quality and involvement, place attachment, place attitude & relationship continuity intention through structural equation model analysis. Methods For this purpose, this study set 241 members at the five private indoor swimming pools located in Seoul as the research subjects. In an effort to verify the proposed structural model, this study used IBM SPSS WIN Ver. 21.0 and AMOS 18.0. Results As a result, First, the results showed that service quality had a positive effect on place identity. Second, it was found that service quality had a positive effect on place dependence. Third, the results showed that involvement didn't have a positive effect on place identity. Fourth, involvement didn’t have a positive effect on place dependence. Fifth, the results showed that place identity had a positive effect on place attitude. Sixth, the results showed that place dependence had a positive effect on place attitude. Seventh, place attitude was found to had a positive effect on relationship continuity intention.
This study was aimed at empirically analyzing the impact of conspicuous consumption of MTB club members and influence of the reference group on club identification, MTB attitude, and relation continuity intention through structural equation modeling. To accomplish the objective, 250 adult men and women who were involved in MTB clubs in Seoul, Gyeonggi, and Chungcheong areas were surveyed. As for sampling method, self-administered questionnaires were sent out through the mail, which were collected through visits. To verify the proposed structural model, SPSS WIN Ver. 21.0 and AMOS 18.0 were used. It led to the following results. First, conspicuous consumption didn't have a positive impact on club identification. Second, conspicuous consumption had a negative impact on MTB attitude. Third, the influence of reference group had a positive impact on club identification. Fourth, the influence of reference group had a positive impact on MTB attitude. Fifth, club identification had a positive impact on relation continuity intention. Sixth, MTB attitude had a positive impact on relation continuity intention.
KThis study aims to positively analyze relationship between internal communication, involvement, organizational identification, customer orientation, and relation continuity intention of workers at commercial sports center. For this end, we have conducted survey for 195 workers working at 10 commercial sports centers in the metropolitan area. Sampling method was Convenience 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, internal communication has positive influence on the organizational identification at first. Second, involvement has positive influence on the organizational identification as well. Third, organizational identification has positive influence on the customer orientation. Fourth, customer orientation has positive influence on the relation continuity intention. Fifth, internal communication has no positive influence on the relation continuity intention. Sixth, involvement has no positive influence on the relation continuity intention.
PURPOSE Taekwon gymnastics is expected to be a program that can overcome the management difficulties currently faced by Taekwondo gyms and contribute to the expansion of Taekwondo base. Therefore, this study aimed to examine the relationship among organizational identification, flow experience, intention to continue participation, and recommendation intention of Taekwon gymnastics participants. METHODS In this study, data was collected from 313 teenagers participating in Taekwon gymnastics at Taekwondo gyms in the metropolitan area from September 10 to 24, 2021. A total of 267 questionnaires were selected as the final sample, and data analysis was conducted using SPSS 23.0 and AMOS 23.0. RESULTS Organizational identification had a significant effect on flow experience, challenge only had a positive effect on intention to continue participation, flow experience did not significantly affect recommendation intention, and intention to continue participation had a significant effect on recommendation intention. CONCLUSIONS The results of this study confirmed that organizational identification can contribute to improving inner pleasure and self-esteem, and it is necessary to examine the role of factors that can mediate the relationship between flow experience and behavioral intention in the future. Furthermore, managers of Taekwondo gyms should hold various events that can inspire teenagers’ sense of challenge to encourage intention to continue participation.
Purpose The purpose of this study was to examine the structural relationship between the sport values and continuous participation intention of the dance for all participants based on the 4 experience economy theory. Methods Frequency analysis, correlation analysis, confirmatory factor analysis and structural equation modeling using SPSS 21.0 and AMOS 18.0 were conducted to analyze the survey materials. Results First, the entertainment experience was a significant effect on all factors of sports value. Second, educational experience was a significant effect on all factors except sports entertainment value. Third, escapist experiences have a significant effect on all factors except physical value. Fourth, aesthetic experience has a significant effect on all factors of sports value. Fifth, social value and entertainment value was a significant influence on the continuous participation intention. Sixth, entertainment experience and aesthetic experience was a significant influence on the continuous participation intention. Conclusions Through these study results, it was confirmed that 4 experience, sport values and continuous participation intention of dance for all participants had a significant influence on each other.
Purpose The purpose of this study was to investigate the factor that influence the using behavior of online sport media by university students applying Unified theory of acceptance and use of technology 2(UTAUT 2). Methods The study performed a research survey using convenient sampling method. The sample was 235 university students who had experience with online sport media. The data were analyzed through frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis, and structural equation model using SPSS Windows ver . 20.0 and AMOS 20.0. Results The results showed that, firstly, performance expectancy and effort expectancy had a positive effect on intention to use, however, no significant influence on social effect on intention to use. Secondly, facilitating condition had positive effect on usage behavior. Thirdly, hedonic motivation had positive effect on intention to use. Fourthly, Habit had positive effect on the intention to use and usage behavior. Lastly, intention to use had positive effect on usage behavior. Conclusion Based on the conclusion of this study, online sports media companies should provide useful and convenient viewing experience by providing personalized services, and should apply various attraction strategies to habitually use sports online media.
PURPOSE Since the COVID-19 pandemic, the demand for home training, with exercises or workouts at home, has steadily increased. As a result, the popularity of home training YouTube content, which shows how to use exercise equipment or workouts without professional influence, has also increased. Therefore, this study focused on the characteristics of YouTube home training content (specialization, diversity, and interaction), personal health awareness, exercise awareness, and expectation-confirmation model to identify which required exercise continuation intention through YouTube home training. METHODS SPSS and AMOS software were used to conduct frequency, reliability, and confirmatory factor analyses, as well as to conduct correlation analysis and construct a structural equation model. RESULTS First, health and exercise awareness had a positive effect on confirmation. Second, among the characteristics of home training content, only specialization had a positive effect on perceived usefulness. Third, confirmation had a positive effect on perceived usefulness and viewing satisfaction, perceived usefulness had a positive effect on viewing satisfaction and exercise continuation intention, and viewing satisfaction had a positive effect on exercise continuation intention, which proved the expectation-confirmation model in this study. CONCLUSIONS To increase exercise continuation intention through home training YouTube content, creators need to produce professional content that can stimulate viewers' internal motivation.
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 This study explores the factors influencing eco-friendly behavioral intentions during sports spectating and infers the causal structure linking each variable to eco-friendly behavioral intentions. METHODS A total of 364 sports fans participated in the survey that collected data on Knowledge of Climate Change (KCC), Awareness of Climate Change (ACC), Attitude of Climate Change (ATT), Subjective Norm of Climate Change (SN), Perceived Behavior Control of Climate Change (PBC), and Behavioral intention to Reduce Single-Use Plastic (INT) during sports spectating. The validity of the measurement was examined through confirmatory factor analysis. Based on the validated data, latent variables’ average scores were reconstructed as input variables for the Bayesian Network, along with demographic characteristics. RESULTS The results of Bayesian network learning indicated that ACC, ATT, SN, and PBC variables directly influence INT. ACC affects ATT and SN, while ACC is influenced by KCC and sex. Conversely, PBC influenced INT but showed no association with the other input variables. SN was found to have the greatest impact on INT during sports spectating, while the influence of PBC was relatively low. CONCLUSIONS The causal structure inferred in the current study using Bayesian network learning provides insights into the previously underexplored relationship structure explaining eco-friendly behavioral intentions of sports fans in the field of sports science. The findings of this study can serve as empirical evidence for sports-related organizations to develop strategies and decision-making processes to promote sustainable sports spectatorship.
