• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.9
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• pp.1308-1319
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• 2002

The purpose of this is to analyze the aesthetics characteristics of our modern sports fashion, and thereby, discuss them in the light of the overall mentality or the 20th century, and thus, present the conditions or sports fashion design meeting modem people's divers aesthetics values and desired. Modern sports fashion sues can be categorized into futurist sports style, erotic sports style and American sheet sports style. And the 20th century mentality characterized by changes of lifestyle, identity and aspiration has influenced the aesthetic features of such sports fashion sues, which can be summed up as follows; first, the futurist sports style applies the functional items and details of active sportswear to design, while heralding a positive and hopeful message of technology and future by using the material of hi-tech functions and senses. This sports style was affected much by shift from social status, attraction and wealth to demonstration of state-of-the-art science, pursuit of functionality in terms of shapes and materials, convenience through See combinations of sportswear items or design elements. Second, the erotic sports style based on minimalism attempted to express the erotic body beauty indirectly by exposing some parts of body or using the material pressed against the body. This sports style was closely related with the changes of sexual identity such as neutral sexualism, bi-sexualism and homo-sexualism. Lastly, the American street sports style was born from black Americarns' sports and dances. This spors style pursues “youth” beyond TPO concept As mass media and commercial sports developed, the young generation copied sports stars' uniforms or fashions to share honor, wealth and youth with them. In sort, the American sheet sports style was affected much by the so-called “heroism”. Such a changed object of aspiration influenced the aesthetic characteristics of American shot sports style directly.

• Journal of the Korea Society of Computer and Information
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• v.24 no.12
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• pp.201-207
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• 2019

In this paper, we propose an effective method to block illegal gambling advertisement on social media. With the increase of smartphone and internet usage, users can easily access various information while sharing information such as text and video with a large number of others. In addition, illegal sports gambling advertisements are also continue to be transmitted on SNS. To avoid most surveillance networks, users are easily exposed to illegal sports gambling advertisement images by including phrases in the images that indicate illegal sports gambling advertisements. In order to cope with these problems, we proposed a method to actively block illegal sports gambling advertisements in a way different from the conventional passive methods. In this paper, we select words frequently used for illegal sports gambling, classifies them into three groups according to their importance, calculate WF for each word using weighted formula by degree of relevance and frequency, and then sum the WF of the words in the image. Blocking, warning, and passing were determined by cv, the total of WF. Experimenting with the proposed method, 193 out of 200 experimental images were correctly judged with 96.5% accuracy, and even though 7 images were illegal sports gambling advertisements. Further research is needed to block 3.5% of illegal sports betting ads that cannot be blocked in the future.

• Journal of the Korean Society of Marine Environment & Safety
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• v.29 no.6
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• pp.609-619
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• 2023

This study aimed to investigate the formation of the social perception of domestic maritime sports using text mining analysis of keywords and topics from domestic media coverage over the past 10 years related to representative maritime sports, including yachting, rowing, and canoeing. The results are as follows: First, term frequency (TF) and word cloud analyses identified the top keywords: "maritime," "competition," "experience," "tourism," "world," "yachting," "canoeing," "leisure," and "participation." Second, semantic network analysis revealed that yachting was correlated with terms like "maritime," "industry," "competition," "leisure," "tourism," "boat," "facilities," and "business"; rowing with terms like "competition" and "Chungju"; and canoeing with terms like "maritime," "competition," "experience," "leisure," and "tourism." Third, topic modeling analysis indicated that yachting, rowing, and canoeing are perceived as elite sports and maritime leisure sports. However, the perception of these sports has been demonstrated to have little impact on society, public opinion, and social transformation. In summary, when considering these results comprehensively, it can be concluded that yachting and canoeing have gradually shifted from being perceived as elite sports to essential elements of the maritime leisure industry. Contrariwise, rowing remains primarily associated with elite sports, and its popularization as a maritime leisure sport appears limited at this time.

• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.1
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• pp.67-81
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• 1997

The main purpose of this study was to compare the characteristics of male innovators and of male opinion leaders across product categories in terms of personality, attitudes, social participation, media usage patterns and demographic aspects. Six product categories such as clothing, cosmetics, small electronic appliances, medium-large electronic appliances, interior supplies and sports-leisure goods was used. A valid and reliable self-report scale was used to measure innovativeness and opinion leadership for 423 male adults living in social area Analyses showed that venturesomeness is the most common characteristics between innovators and opinion leaders across product categories. Innovators showed higher tendency of narcissism while opinion leadership showed higher cosmopolitainsm. Common charateristics of innovators and of opininion leaders of both clothing and cosmetics are cosmopolitanism, narcissism, exhibitionism, venturesomeness. The degrees of social participation and media usage patterns were different according to product categories for both innovators and opinion leaders. The implications of these findings for diffusion theory and merchandising were discussed.

• Journal of Global Scholars of Marketing Science
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• v.20 no.2
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• pp.179-187
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• 2010

Understanding consumers' preferences and use of media types is imperative for marketing and advertising managers, especially in today's fragmented market. A clear understanding assists managers in making more effective selections of appropriate media outlets, yet individuals' choices of type and use of media are based on a variety of characteristics. This paper examines one personality trait, sensation seeking, which has not appeared in the literature examining "new" media preferences and use. Sensation seeking is a personality trait defined as "the need for varied, novel, and complex sensations and experiences and the willingness to take physical and social risks for the sake of such experiences" (Zuckerman 1979). Six hypotheses were developed from a review of the literature. Particular attention was given to the Uses and Gratification theory (Katz 1959), which explains various reasons why people choose media types and their motivations for using the different types of media. Current theory suggests that High Sensation Seekers (HSS), due to their needs for novelty, arousal and unconventional content and imagery, would exhibit higher frequency of use of new media. Specifically, we hypothesize that HSS will use the internet more than broadcast (H1a) or print media (H1b) and more than low (LSS) (H2a) or medium sensation seekers (MSS) (H2b). In addition, HSS have been found to be more social and have higher numbers of friends therefore are expected to use social networking websites such as Facebook/MySpace (H3) and chat rooms (H4) more than LSS (a) and MSS (b). Sensation seekers can manifest into a range of behaviors including disinhibition,. It is expected that alternative social networks such as Facebook/MySpace (H5) and chat rooms (H6) will be used more often for those who have higher levels of disinhibition than low (a) or medium (b) levels. Data were collected using an online survey of participants in extreme sports. In order to reach this group, an improved version of a snowball sampling technique, chain-referral method, was used to select respondents for this study. This method was chosen as it is regarded as being effective to reach otherwise hidden population groups (Heckathorn, 1997). A final usable sample of 1108 respondents, which was mainly young (56.36% under 34), male (86.1%) and middle class (58.7% with household incomes over USD 50,000) was consistent with previous studies on sensation seeking. Sensation seeking was captured using an existing measure, the Brief Sensation Seeking Scale (Hoyle et al., 2002). Media usage was captured by measuring the self reported usage of various media types. Results did not support H1a and b. HSS did not show higher levels of usage of alternative media such as the internet showing in fact lower mean levels of usage than all the other types of media. The highest media type used by HSS was print media, suggesting that there is a revolt against the mainstream. Results support H2a and b that HSS are more frequent users of the internet than LSS or MSS. Further analysis revealed that there are significant differences in the use of print media between HSS and LSS, suggesting that HSS may seek out more specialized print publications in their respective extreme sport activity. Hypothesis 3a and b showed that HSS use Facebook/MySpace more frequently than either LSS or MSS. There were no significant differences in the use of chat rooms between LSS and HSS, so as a consequence no support for H4a, although significant for MSS H4b. Respondents with varying levels of disinhibition were expected to have different levels of use of Facebook/MySpace and chat-rooms. There was support for the higher levels of use of Facebook/MySpace for those with high levels of disinhibition than low or medium levels, supporting H5a and b. Similarly there was support for H6b, Those with high levels of disinhibition use chat-rooms significantly more than those with medium levels but not for low levels (H6a). The findings are counterintuitive and give some interesting insights for managers. First, although HSS use online media more frequently than LSS or MSS, this groups use of online media is less than either print or broadcast media. The advertising executive should not place too much emphasis on online media for this important market segment. Second, social media, such as facebook/Myspace and chatrooms should be examined by managers as potential ways to reach this group. Finally, there is some implication for public policy by the higher levels of use of social media by those who are disinhibited. These individuals are more inclined to engage in more socially risky behavior which may have some dire implications, e.g. by internet predators or future employers. There is a limitation in the study in that only those who engage in extreme sports are included. This is by nature a HSS activity. A broader population is therefore needed to test if these results hold.

• The Journal of Industrial Distribution & Business
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• v.14 no.6
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• pp.1-8
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• 2023

Purpose: The marketing practice for the leisure and sports industry is a complex process that requires a thorough understanding of the audience, their needs and motivations. Thus, this niche market is focused on specific products, services, or experiences. The present research explores and suggests meaningful strategies based on the literature textual dataset to provide how to attract consumers in this sector. Research design, data and methodology: We have conducted the 'Secondary Literature Analysis', reviewing and summarizing numerous findings in the relevant prior studies. As a result, we could obtain a total of 15 significant textual resources which are from only peer-reviewed journal article. All resources had a high quality of the instrument to prove their results. Results: The findings of this research pointed out that marketers in leisure sports sector need to communicate via following methods: (1) Understanding the Customers' Needs and Wants, (2) Social Media, (3) Advertising, (4) Promoting Brand Affinity, (5) Offering Discounts, and (6) Providing Value-Added Services. Conclusions: The present research concludes that the marketing practice in the leisure and sports industry should be performed using various channels. In addition, marketing practitioners are supposed to check if tailored marketing messages are compatible with products, services, and events that relate to their target audience's interests.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• v.8 no.4
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• pp.171-181
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• 2018

As the proportion of sports events in the sports industry grows, the official sponsor market for sports events is also increasing. But because official sponsors are limited and expensive, some companies approach sporting events by way of Ambush marketing. This study is to analyze the differences of media exposure between official sponsors and general companies of mega sport events. To accomplish the purpose of the study, we collected text articles and analyzed them from the period of 2016 Rio Olympics, one year before the Olympics and one year after the Olympics. Web crawling was performed using Python for the collection of articles. Morphological and frequency analysis was performed using the KoNLP package and the TM package of statistical program R. In addition, the opinions of the related experts group were gathered to classify the companies or organizations in the media as the Organizing Committees for the Olympic Games(OCOGs), official sponsor, and general companies. As a result of the analysis, 5,220 times appeared related to the OCOGs, 7,845 times appeared related to the official sponsor, and 7,028 times appeared related to general companies. There isn't much difference in the frequency of exposure between official sponsors and general companies. It implies that Ambush marketing is recognized as a strategic marketing technique. The International Olympic Committee(IOC) has to recognize these social phenomena and establish reasonable standards for the marketing activities of official sponsors and general companies. And this study will serve as a basis for fair sponsor activities or marketing activities of sports events.

• Journal of the Korean Society of Costume
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• v.61 no.7
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• pp.51-66
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• 2011

The study is intended to suggest the differentiated and subdivided indexes of the leisure fashion market and to provide the marketing strategy establishment and in-depth understanding of leisure fashion business by looking into the correlation between and among fashion involvement, clothing selection criteria and fashion information sources. This study was conducted by the questionnaire response method and the results were derived by using the SPSS 16.0 statistics program. The results of the study were as follows; 1) As a result of researching the difference between the leisure activities consumer groups and fashion involvement, there were significant differences in emotional and cognitive involvement. In the tour activity group and social activity group, emotional involvement was found to be higher than the cognitive experience while in the hobby and sports activity group, both involvements were equally as high. 2) As a result of researching the difference between the leisure activities groups and clothing selection criteria, it was found that the intrinsic and extrinsic criteria were high in the hobby and sports activity group and that the intrinsic criteria was high in the tour activity group and social activity group. 3) In the difference between the leisure activity groups and fashion information sources, it was found that media source, observation source and experience/personal source were high in the hobby and sports activity group. In addition, the experience and personal source were high in the social activity group. 4) In the difference between and among fashion involvement, clothing selection criteria and fashion information sources, it was found that the emotional involvement, intrinsic criteria and observation source were higher in the group of females than males. 5) In the difference between and among fashion involvement, clothing selection criteria and fashion information sources depending on the ages of leisure activities consumers, it was found that the emotional involvement and observation source were high in the group of 20-24 yrs old consumers and that the emotional involvement, intrinsic criteria and observation source were high in the group of 25-29 yrs old consumers. Also, in the group of 30-34 yrs old consumers, the emotional involvement, observation source and experience/personal source were high.

• Journal of Distribution Science
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• v.21 no.7
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• pp.73-82
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• 2023

Purpose: Social networking services have been recognized as an attractive distribution channel at a time when efforts to deliver effective messages to consumers are essential amid a flood of advertisements in the multi-media era. In that sense, this study investigated the effect of the scarcity message type (limited-time vs. limited-quantity) and sender type (corporate vs. consumer) on the intention to purchase golf equipment by Instagram distribution channel. Research design, data and methodology: Data from 108 college students in their 20s and 30s with experience using Instagram were collected online through convenience sampling. A frequency analysis, exploratory factor analysis, reliability analysis, independent sample t-test, and two-way analysis of variance were performed using SPSS 23.0. Results: The results showed that limited-quantity messages induce a higher purchase intention than limited-time messages. Similarly, consumer-sent advertisements induce a higher purchase intention than corporate-sent advertisements. Further, there is no statistically significant interaction effect of the scarcity message type and sender type on the intention to purchase golf equipment. Conclusions: This study is meaningful in verifying consumers' purchase intention depending on the type of scarcity message and the type of sender in Instagram advertisements. The results yield significant implications for marketers and several directions for future research.

• Journal of Korea Game Society
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• v.19 no.6
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• pp.15-24
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• 2019

Game industry, which has grown without government promotion policies, has been affected by the government's various industrial and social policies. Through the survey of experts from academics, media and industry on game industry, the paper attempted to evaluate and analyze the policies by the ministry of culture, tourism and sports, in charge of game industry. Result using SPSS showed that the scores on all the factors were low, especially 'policy on game image improvement ' is the lowest to 1.97. ANOVA test showed no difference except 'industrial ecosystem recovery' and 'human resources development'.