Purpose The purpose of this study was to identify the relationship among the social responsibility (economic responsibility, community cultural activity and social contribution activity), the image of the club, and the assets (image, reliability, attitude and loyalty) of the mother company. Methods The objectives of this research were the home fan in “2018 Shinhan Bank My Car KBO League.” A survey was conducted for 350 home fans of SK Wyverns who gathered in Incheon SK Happiness Dream Baseball Ground to watch the games of SK Wyverns vs. Samsung Lions held from April 6 (Fri.) to April 8 (Sun.). Data processing was done with PASW Ver. 18.0 and AMOS 18.0. Results Firstly, among the sub-factors of social responsibility, economic responsibility, community cultural activity and consumer protection had significant influence on the team image. Secondly, the team image had meaningful influence on the mother company image. Thirdly, the mother company image had significant influence on the mother company trust, mother company attitude and mother company loyalty. Fourthly, the mother company trust had significant influence on the mother company loyalty. Fifthly, the mother company attitude had significant influence on the mother company loyalty. Conclusions The mother companies of professional baseball clubs, too, will have to seek various ways for joint working with professional baseball clubs while actively supporting the activities of the professional baseball clubs being aware that professional baseball clubs give positive effect to the mother companies.
Purpose The present study explores educational values of professional coaches from perspectives as educators while they are giving the players sports coaching. Since free agent system was introduced in 1999 at Korean Baseball Organization(KBO) league, the socio-economical differences between players and coaches are getting bigger and bigger. In this situation, professional coaches tend to have more difficulties in interacting with the players. The study focuses on looking into professional coaches' educational agony and reward. Also, it highlights their educational values as educators rather than coaches. Methods Two professional baseball coaches and a TV commentator participated in the study: all past professional players, and professional coaches for more than 10 years. The researchers collected data through semi-structured in-depth interviews; each participant was interviewed three times. The researchers recorded and transcribed all of the interviews; then, the researchers reread the interview transcripts and inductively produced codes for themes whenever emergent codes appeared. Verbatim quotations from the interviews are excerpted in the present research report. Results The findings indicate that, first, the participants are all highly motivated in giving lessons to the players. They all helped the players overcome the difficulties and be good players. They emphasized the importances of endeavors and attitudes during their lessons to be well-received by the players. Second, the participants agreed that good coaches should have the ability to find the potentials of the players and have personality to gain the players' trust. They always have to work and study hard to keep expertises. Conclusions This study argues that the participants are playing their roles in a sport coaching area not only as coaches, but also as educators.
Purpose The purpose of this study is to examine effects of professional baseball home fans' perception of the community on their recognition of stadium spaces. Methods The subjects of the survey were home fans of baseball. A total of 600 questionnaire(100 fans each team: DOOSAN, LG, SK, LOTTE, HANHWA and KIA) were collected and 510 copies were used as the final analysis data. Collected data was processed by using SPSS 21.0 program. T-test, one-way ANOVA, correction analysis and multiple regression analysis were conducted to test hypothesis. Results There were significant differences of perceptions on community such as perceptions on sense of belonging; favored teams, perceptions on active involvement; gender and favored teams, perceptions on pride of the home town; gender, favored teams and glasses for viewing, and perceptions on classification; educational level and favored teams. There were significant differences of perceptions on stadium spaces such as perceptions on historicity; favored teams and viewing experience, perceptions on authenticity; favored teams and viewing experience, and perceptions on symbolism; age, favored teams and glasses for viewing. Among home fans' perceptions of their community, sense of belonging and pride of the home town had positive effects on their perceptions on historicity among perceptions of stadium spaces, while perceptions of classification had negative effects on them; sense of belonging and pride of the home town had positive effects on both perceptions of authenticity and symbolism. Conclusions The findings indicate that there is a close relationship between the community and professional baseball stadiums, and it is necessary to commonly enhance sense of belonging and pride of the home town for the community in order to promote positive perceptions on stadiums.
Purpose The main purpose of this current study is two-fold. Firstly, it attempts to develop a model to determine the true market value of Korean professional baseball players (hitters only) solely based on their athletic performances on the field. Secondly, it is to provide the evidential data for the market value of baseball players in Korea. Methods The statistical data and performance information were obtained from baseball almanac from KBO from 1997 to 2016. Seven hundred and ninety three players were included for data analysis. Principal component factor analysis was utilized to eliminate multicollinearity among 12 sabermetrics indices (OPS, GPA, SECA, TA, RC, RC/27, XR, ISO, PSN, sOBA, %OW, BABIP) and increase power of explanation of the proposed model with KMO(=0.77), p<0.001. Results The proposed model was successfully developed with YSalary = Years of Experience*921.5 + FA (free agent)*53528.9 + PHI(Power Hitter Index)*7313 + CHI(Contact Hitter Index)*5893.6. Furthermore, the proposed model explained 64.5% of variances of the market value for the Korean professional baseball players and proved to be statistically valid. Conclusions The newly developed model in this study was very helpful for us to identify the variables that affect the true market value of baseball players. It is expected that this model could make an important contribution in determining true market value of the baseball players in Korea.
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.
The purpose of this study was to categorize official twitter messages and find out each team's marketing strategy by using Ruby program. For the analysis 3 thousands official twitter massages were used for each 4 major probaseball teams, Samsung Lions, KIA Tigers, SK Wyverns, and NC Dinos. The results were as follows. Firstly, The marketing messages of pro baseball teams were different than typical companies. Pro baseball's official twitter marketing massages can be grouped into 5 category, Team Awareness, CSR, Customer Service, Engagement and Promotion. Secondly, Twitter marketing message strategy was differentiated by each pro baseball team. NC Dinos using twitter to increase team awareness while Samsung Lions deliver their premium team image as a KBO league champion and highlight marketing events with star players. KIA Tigers has shown most passive activities on twitter. Most of messages were just informing game and schedule. SK Wyverns actively using twitter they were answering questions from fans and very engaged to use twitter as a marketing tool.
This paper analyze Korean baseball player's efficiency based on entire team and each team by using DEA (Data Envelopment Analysis) and use this efficiency to discuss effective way of recruiting players. Therefore, the purpose of this study was to evaluate each professional baseball team management efficiency through Data Envelopment Analysis. Player who were qualified free agent salary for the input variable and OPS and XR for output variable were used respectively then data were analyzed using Frontier Analyst 4.0. Also the recruiting factors of FA baseball player were confirmed by five baseball experts. we categorize the five factors of recruiting: age, durability, skill of improvement or decline, steady record, necessary position. The results were as follows. First, Han Sang-Hun and Lee Dae-Hyeong recorded the most efficient management among all professional baseball player. On the other hand, Choi showed inefficient management, followed by Park Han-Yi, Son Si-Heon, Lee Jong-wook, Jeong Keun-Woo, Lee Yong-Kyu, Lee Dae-Soo, Kang Min-Ho, Lee Byeong-Kyu.
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.
This study classified and analyzed groups of spectators of professional baseball through market segmentation and predicted the sports consumer behavior by using artificial neural networks model and logistic regression model. The results of hierarchical cluster analysis, K-means cluster analysis, cross-tabulation analysis and one-way ANOVA using PASW 18.0 and AMOS 18.0 suggest five clusters of consumer segments and by using Modeler 14.1, artificial neural networks model was made to predict the data. By using artificial neural networks model and logistic regression model, hit ratio was grasped about the spectator satisfaction and future consumption behavior. The results are as follow: The hit ratio were high in ‘cluster 5’ for artificial neural networks model(spectator satisfaction: 71.3%, future consumption behavior: 99.3%) and logistic regression(spectator satisfaction: 71.8%, future consumption behavior: 96.5%). Furthermore, cross-tabulation and one-way ANOVA was performed to understand the cluster's characteristic which had highest hit ratio about the spectator satisfaction and future consumption behavior. And through this marketing strategy was suggested.
This study is aimed at identifying the relationship among brand evaluation, brand identification, brand relationship, and brand loyalty towards professional baseball title sponsors in an empirical manner. The target of this study is 'Korea Yakult,' a baseball title sponsor in 2014. A survey was conducted on 377 home crowd members of Nexen, Doosan, LG and SK based in metropolitan regions. 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. The findings are as follows. First, the brand reputation had a significant impact on brand identification. Second, the brand satisfaction had no significant impact on brand identification. Third, the brand attitude had a significant impact on brand identification. Fourth, the brand identification had a significant impact on brand suitability. Fifth, the brand identification had a significant impact on brand attachment. Sixth, the brand identification had a significant impact on brand knowledge. Seventh, the brand suitability had a significant impact on brand loyalty. Eighth, the brand attachment had a significant impact on brand loyalty. Ninth, the brand knowledge had a significant impact on brand loyalty.
