• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.5
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• pp.311-321
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• 2019

This study was conducted to investigate the relationship between motivation, stress and flow in bicycle race gambling. To accomplish this, data were collected from gambling users of a bicycle velodrome. A total of 347 samples were employed for analysis. The collected data were analyzed through multiple regression analysis. The results of the analysis were as follows. First, the level of flow increased as the motivation for participating in the contest increased. Second, the influence of the motivation to participate in the race on immersion showed that a higher motivation to participate in the race was associated with a higher level of stress. Third, verification of the motive for participating in the race and the mediated effect of immersion between stress revealed that immersion had a mediated effect on stress. Based on the results of these analyses, practical and policy implications were suggested. Accordingly, there is a need to identify the motivation for career participation in counseling of experienced gamblers. Moreover, it is important to establish a system to prevent excessive gambling flow.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.14 no.4
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• pp.1595-1603
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• 2013

This study uses the Importance Performance Analysis (IPA) on viewing motivation for the revitalization of Korean creative musicals. The IPA is the evaluation techniques to simultaneously compare and analyze relative importance and achievement of each attribute for multi-attribute models. This analysis uses the discerning method by displaying the matrix that includes the factors about which customers care and customer satisfaction on each factor. The customer satisfaction is determined by customer expectation for each attribute and its implementation level. This study, through this method, exams the importance and satisfaction level on attributes of viewing motivations for Korean creative musicals.

• Journal of Global Scholars of Marketing Science
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• v.15 no.2
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• pp.99-122
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• 2005

This study intends to divide consumer's psychological attachment of pro-sport into the identification of attitudinal dimension and the identification of behavioral dimension. And then intends to examine the relationship effect between motivation variables associated with pro-sport team(concern with the team's ranking, ability of players, attraction of players) and inspection intention, sponsorship effect(sponsor brand attitude). Almost all previous studies measured such relationship at the fragmented level, then there were no previous studies on the complicated relationship between sport team and sponsorship. Because of mentioned facts, this study used structure equation model to verify such relationship. Briefly, verifying hypothesis is as follows. First, almost all motivations related to the team are connected behavioral identification through attitudinal identification. Second, when examining the relationship between psychological attachment and inspection intention, sponsorship brand attitude, psychological attachment had positive effect on inspection intention and sponsor brand attitude in the case of attitudinal identification, but it had positive effect on only inspection intention in the case of behavioral identification. Findings and corresponding implications are discussed & future research directions.