The purpose of this study was to provide managers and owners of Korea professional baseball teams with the necessary information for improving managerial performance by fan acquisition and retention. This paper chose LG, Nexen, and SK fans over the age of 17 as population of this study who visited at least twice home games held in the Jamsil, Mokdong, and Munhak baseball stadium. For the analysis of data, 413 questionnaires were used using SPSS 15.0 Windows and Amos 7.0. To examine respondents demographics traits, frequency analysis was processed and reliability analysis, confirmatory factor analysis and correlation analysis for relationship among the variables were conducted. Also, convergent validity analysis and discriminant validity analysis were made. Finally, path analysis was made for the verification of model suitability and of research hypotheses through structure equation modeling. The research results are as per the below. First, team attributes like physical facilities, team performance and licensing had significantly positive influence on consumption emotion. Second, team attributes like service and team performance significantly positive impact on viewing value. Third, consumption emotion had significantly positive impact on revisit intention. Fourth, viewing value had significantly positive impact on revisit intention.
The purpose of the study was to provide managers and owners of fitness center with new marketing strategies for distinction strategies of quite competitive Korean fitness industry with analysis of mediating effects of consumption emotion within the relationship of fitness selection attribute and customer satisfaction. This paper chose fitness center customers as population of this study who registered in each 5 fitness centers in Seoul and Gyeonggi using convenience sampling. For this study, 400 questionnaires were given fitness center customer. For the analysis of data, 376 questionnaires were used using SPSS 15.0 Windows and Amos 7.0. To examine respondents demographics traits, frequency analysis was processed and reliability analysis, confirmatory factor analysis and correlation analysis for relationship among the variables were conducted. For the verification of model suitability and research hypotheses, the mediating effects were tested by using Bootrapping method and Aroian-test through structure equation modeling. The significance level was set at α=.05, and the results are as follows. First, Among fitness selection attribute variables, structural strategy, cost, a trainer and program had significant influence on customer satisfaction, but, atmosphere and facilities had not significant on customer satisfaction. Second, Among fitness selection attribute variables, structural strategy, cost, a trainer and atmosphere had significant influence on consumption emotion, but, facilities and program had not significant on consumption emotion. Third, consumption emotion had significant influence on customer satisfaction. Fourth, consumption emotion fully mediated in the relationship between fitness selection attribute and customer satisfaction.
Purpose The purpose of this research was to investigate the influence of professional baseball teams' message appeal type (emotional vs. rational) and message delivery method (article with photo vs. article without photo) on consumers' acceptance of the message. The hypotheses were two folds. First, compared with a rational apology article, a professional team's emotional apology article affected consumers' acceptance more positively. Second, a professional team's apology article with a photo attached influenced consumers' acceptance more positively than one without a photo. Methods To achieve the purpose of this study, the authors utilized a 2 (Message Appeal Type: emotional vs. rational) × 2 (Message Delivery Method: article with photo vs. article without photo) factorial experiment. An existing baseball team was selected and was assumed to have been involved in a game fixing situation. Out of 340 participants, 325 were used in the final analysis. Two-way ANCOVA of SPSS 23.0 was conducted to analyze the data. Results Findings revealed when a professional baseball team issued an emotional apology article, consumers were more positive about it than a rational one. Also when a professional team delivered an article with a photo, consumers accepted the article more positively than the one without a photo.
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 The purpose of this study was to validate the Korean version of Coaching Life Skills in Sport Questionnaire (KCLSS-Q). METHODS Substantive, structural, and external stages were undertaken to address the purpose of this study. At the substantive stage, the scale was translated by discussing with an expert panel and testing item clarity. Ten coaches (9 males, Mage=33.80, SD=4.21) participated in the item clarity test. At the structural stage, descriptive statistics, exploratory factor analysis (EFA), and confirmatory factor analysis (CFA) were conducted. A total of 249 (214 male, Mage=34.18, SD=6.82) and 232 coaches (186 male, Mage=34.26, SD=7.69) participated in the EFA and CFA, respectively. At the external stage, correlation analysis using other scales (emotional intelligence in sport coaching, EISSC) was conducted to examine concurrent validation. A total of 130 copies of the CFA data were randomly extracted and used for this stage. RESULTS For the EFA, the scale extracted five factors with 27 items. In the CFA, however, five factors with 26 items were identified as an appropriate structure. Finally, the relationships of all sub-factors between KCLSS-Q and EISSC were statistically significant in the correlation analysis. CONCLUSIONS KCLSS-Q should reasonably consists of nine items on structuring and facilitating a positive sport climate, five on understanding life skills, four on practicing life skills, five on understanding life skills transfer, and three on practicing life skills transfer. KCLSS-Q can be used as a valid measure to evaluate the coaching life skills of Korean coaches.
The purpose of this study is to examine the level and difference of sport personalitys of middle school students depending on their quality of sport participation. According to prior research(박정준, 2012; Beller & Stoll, 1996), we decided that faithfulness, cooperation, justice and consideration are the sub-components of sport personalities. The reliability and validity of the Sport Personality Index Questionnaire was verified through Cronbach's α test and confirmatory factor analysis. The survey was conducted from students (n=768) in an urban area of Seoul, thereby level and differences of sport personality were analysed by t-test, one-way ANOVA, and frequency analysis. As a result, male students had higher sport personalitys than female, with regard to the participants'grade, frequency and duration of sports involvement. Disparities of gender and grade were revealed due to the frequency and duration of their sports participation. Regarding the effectiveness of sports activities, school-directed sports activities such as the after school sports programs or mandatory sports club activities had barely influenced building sport personality. In order to build students'sports personalities, specific strategies are sorely needed to increase girl's participation and to enlarge opportunity for regular and consistent participation of middle school students. Moreover, in order to develop participants'sport personality within school-directed sports activities, those programs'development and implementation should be deliberately approached with pedagogical intention and organization.
PURPOSE Recreation specialization theory, which is characterized by a unique development process and progress, has been found to have varied pathways that develop in different patterns based on each dimension of recreation specialization. This study aimed to investigate how each sub-dimension of specialization changes as the degrees of experiential participation (frequency, period, and intensity of participation) and goods investment (expenditure) of the scuba divers increase. METHODS In the summer of 2021 (May-August), a purposive sampling method was used to collect samples from young scuba divers, and 278 copies of valid data were used for the final analysis. Frequency analysis, descriptive statistical analysis, confirmatory factor analysis, reliability analysis, correlation analysis, curve estimation analysis, and hierarchical regression analysis were performed using SPSS 24.0 and AMOS 24.0 ver. RESULTS The findings were as follows. First, the quadratic nonlinear model was identified as the optimal model for the relationships between the scuba divers’ participation intensity and cognitive, behavioral, and affective recreation specializations based on experience. Second, the cubic nonlinear model was identified as the optimal model for the relationships between the participation period, frequency of participation, and cognitive, behavioral, and affective recreation specializations of scuba divers. Third, the cubic nonlinear model was identified as the optimal model for the relationships between the expenditure cost of scuba divers and the cognitive, behavioral, and affective recreation specializations in the center of the goods. As the period, frequency, and expenditure of scuba diving participants increased, the relevant cognitive, behavioral, and affective specializations did not progress in a linear manner; instead, they went through an intermediate maintenance stage and developed to a higher level. CONCLUSIONS Progressive and meaningful consumption of experiences and goods further promotes recreation specialization. Any future follow-up study should identify a trade-off point in the development of the recreation specialization in a step by step manner.
This study was to explore and confirm factors of sport psychology counseling needs in Korean elite coaches. In order to achieve this purpose, 56 elite coaches in Korean Olympic training center at Taereung and Jincheon responded on open-questionnaire and 260 coaches responded on survey. Open-ended questionnaire responses were analyzed by inductive content analysis and collected survey data were analyzed by exploratory factor analysis and confirmatory analysis. The results were as follows: Firstly, sport psychology counseling needs of elite coaches were competition preparation, negative athlete-coach relationship, athlete private problems, performance degradation, pressure on performance result, injury management, team cohesion degradation, motivation, training management, different gender athlete control, athletes drop out, pressure from outside, conflicts with colleagues, neglecting from athletes, feeling of incompetence, emotional control problem, and so on. Secondly, based on these responses, closed-ended questionnaire was developed, surveyed, and analyzed. Exploratory factor analysis illustrated that sports counseling needs of coaches were performance enhancement strategies, unreasonable pressure, negligence on training, coaching stress, competition result stress, conflicts with athletes. Finally, confirmatory factor analysis showed that construct of sport counseling needs illustrated appropriate fit indices values. The results of this study contributed to provide fundamental information on coaching education program and sport psychology counseling program development and application. Consequently, it will help coaches to control their mind at coaching in training and competitions.
Purpose Recently, studies associated with the negative physical and mental effects of athletes’ pain have received extensive attention. This study confirmed the validity of the pain catastrophizing scale (PCS) developed in clinical settings and is widely used in the sports field, and examined their relationship between the perceived stress levels and fear of pain. Methods The pain catastrophizing consisted of 13 items of three factors which are Helplessness (6 items), Rumination(4 items), Magnification(3 items). To verify the validity, PSC was revised by following the recommended revision guideline procedures. To test the validation of pain catastrophizing, 206 adult athletes were recruited including the collegiate, professional, and national levels. The participants were instructed to complete questionnaires to assess the level of pain catastrophizing, perceived stress, and fear of pain. Confirmatory factor analysis (CFA) to test the fit of measurement model was adopted to examine three higher-order three-factor measurement models. Results In results, confirmatory factor analysis indicated that the Korean version of the pain catastrophizing scale demonstrated a good model fit of measurement when removing one item with a significantly lower factor load as well as the reliability of the scale was reasonable. The pain catastrophizing had a meaningful positive direct relation with perceived stress level and fear of severe pain. In addition, construct validity and predictive validity of PCS showed valid. Conclusions Based on the results of this study, the Korean sports pain catastrophizing scale can be used to measure the subjective pain intensity of Korean athletes. In addition, it is expected to provide fundamental information for evaluating athletes’ post-injury rehabilitation processes.
The current study was aimed to examine acceptance intention of sports Wearable products using the Technology Readiness and Acceptance Model. Data were drawn from 271 consumers in their 20s and 30s. Data were analyzed through frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, correlation analysis, simple regression analysis and multiple regression analysis using SPSS 20.0 and AMOS 20.0 program. The results were as follows: First, optimism had a positive effect on perceived usefulness but innovativeness, discomfort and insecurity did not affect perceived usefulness. Second, optimism and innovativeness had a positive effect on perceived ease of use and discomfort had a negative effect on perceived ease of use but insecurity did not affect perceived ease of use. Third, perceived ease of use had a positive effect on perceived usefulness. Fourth, perceived usefulness and perceived ease of use had a positive effect on acceptance intention.
