PURPOSE This study examined how consumers' visual attention to ads during eSports media consumption varies over time. METHODS An experimental study with a single factor, three-level within subject experimental design was conducted, utilizing an eye-tracker to measure visual attentions, including fixation count and duration. Seventy-eight students from a national university in city B participated in the experiment. A repeated measures ANOVA was conducted using the open-source statistical program R to test the research hypothesis. RESULTS Both the fixation count and duration were highest for the first ad and then gradually decreased for the second and third ad. CONCLUSIONS It is recommended that eSports sponsors should consider differentiating ad pricing based on the order of exposure, then expose the first ad presented more frequently and for extended periods, and consider different shapes, colors, and movements to prevent adaptation to the initial allocation of attention.
Purpose The purpose of this study is to explore the Instructor’s adaptation process of school P.E. environment in middle school sports club and to develop substantive level theory. Methods For this purpose, 17 sports instructors who had worked for more than 3 years at the middle school in Seoul were selected as research participants. The method of this study is the Grounded theory(Strauss & Corbin, 1990). Results The results of this study are as follows. First, as a result of open coding, the instructor's adaptation process of the school P.E. environment was organized into 104 concepts, 30 sub-categories, and 15 categories. Second, as a result of axial coding, a paradigm model for the adaptation process of the school P.E. environment was formed. Third, as a result of the selective coding, created the storyline of the adaptation process and made the core category, ‘instructor's adaptation process of the school P.E. environment in middle school’. Four types of adaptation process such as 'Acceptance type', 'Effort type', 'Compromising type' and 'Abandoning type' are derived through the formalization applied to the hypothesis of the core category. Conclusions Based on these results, the developed substantive level theory was evaluated and summarized.
Korea Sports Association for the Disabled have a responsibility for sports promotion of the disabled. After the launch of the organization 10 years have passed and now there ara a lot of achievement and challenges. By applying the system theory there ware derived many performance and ahallenge. First, in terms of system boundaries the organization requires an understanding of several related businesses within government departments and sports organizations to promote cooperation between business needs to enhance the professionalism. Second, in terms of the production system the organization requires specialization of the purpose, division of labor according to the principles of the process of professionalization, specialization according to the needs of beneficiaries, according to demographic characteristics. Third, in terms of keeping system the degree of formalization of business rules and procedures to enhance the selection, training, compensation of employees is necessary to improve the system and gather the information you need to perform tasks. Forth, in terms of adaptive systems research budget in view of the research need to be carried out as planned and secured by business efficiency and effectiveness, and to ensure accountability through evaluation utilizing external experts in departmental organizational diagnosis and assessment. Fifth, in terms of organization and management system there are necessary to affiliate effort to resolve the conflict between the hierarchical and reward trade-offs and goal setting and the use of resources allocation, substantiality of performance evaluation. Sixth, Five kinds of systems that require priority sector innovation efforts in the production system, management system, adaptive systems, maintenance systems, boundary systems in order.
The purpose of this study is to examine acculturation strategies of expatriates in Korea in relation to spectator sport involvement. Berry's(1997) bi-dimensional model of acculturation was used as a theoretical framework to categorize the type of acculturation strategies of expatriates in Korea. Acculturation strategies of expatriates were classified into four types: integration, assimilation, separation, and marginalization. To be specific, there were 79 participants using the integration strategy, 28 using the assimilation strategy, 53 using the separation strategy, and 20 using the marginalization strategy. Research hypotheses were established to analyze differences on spectator sport involvement of expatriates between Korean spectator sport and their original cultural sport. There were significant differences in spectator sport involvement among foreigners in Korea. Firstly, the spectator sport involvement of the participants using the integration strategy was higher than that of marginalization. Second, participants categorized as using assimilation strategy were found to have lower sport involvement with Korea's spectator sport and had a higher involvement with their original cultural sport. Third, participants categorized as using separation strategy were found to have higher involvement with their original cultural sport than Korea's. Fourth, participants categorized as using separation strategy did not show significant differences with assimilation participants in comparing original cultural spectator sport. In conclusion, the result of the research indicated that expatriates living in Korea showed similar characteristics of Berry's (1997) acculturation strategies. Thus, It indicated that Berry's (1997) acculturation strategies are useful theoretical tools predicting psychological preference of expatriates in Korea. However, participants showed little difference in that all expatriates of four categories showed higher involvement with their original cultural spectator sport. Therefore, unlike Berry's (1997) theory, people with high level of acculturation showed higher levels of involvement with their original cultural spectator sport. It may provide useful information for Korean sport marketers regarding s foreign sport consumers in order to develop a market.
