• Journal of Digital Convergence
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• v.19 no.7
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• pp.371-377
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• 2021

This study tried to analyze the types of sport emotion by sport game characteristics. For that, 7 soccer games and 6 baseball games of Korean team in 2018 Asian Games were selected, and the articles and their replies about those on social network services were collected as study materials. Python was used for the collecting and expert group meeting was held for the emotion analysis. As the results of the analysis on sport emotion types by win or lose, the level of opponents and the performance of Korean team as game characteristics, the following conclusions were drawn. First, it was hard to say that win or lose and opponent's level make certain sport emotion type. Second, The performance could made contended, enthusiastic and joyful emotions when judged good, but frustrated, angry, humiliated emotions when bad. Third, social·cultural background or certain event of the games also could effect on the sport emotion types. Follow-up studies with the other game characteristics and more game cases were needed to find out more clear causal relationship.

• Journal of Sport and Applied Science
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• v.7 no.2
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• pp.29-38
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• 2023

Purpose: The purpose of this study is to examine the structural relationship among relationship marketing, relationship quality, and behavioral intention toward children sports centers. Research design, data, and methodology: To achieve this purpose, this study employed a convenience sampling method via a questionnaire dissemination. A total of 427 responses were collected from the parents of six children sports centers. Among those, 21 responses were excluded as they were not completed, leaving 406 valid data. For hypotheses test, the collected data was computed in SPSS 27.0 and AMOS 27.0, and analyzed with frequency analysis, correlation analysis, reliability analysis, confirmatory factor analysis, and structural equation modeling analysis. Results: First, relationship marketing had a positive influence on relationship quality. Second, relationship marketing had a positive influence on behavioral intention. Third, relationship quality had a positive influence on behavioral intention. Conclusions: Results showed that relationship marketing had a positive influence on relationship quality and behavioral intention. Moreover, relationship quality had a positive influence on behavioral intention. These findings indicate a positive function of relationship marketing in building psychological and behavioral outcomes in the context of children sport industry. Given this, implications of relationships among research variables were discussed.

• Journal of Sport and Applied Science
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• v.3 no.2
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• pp.1-10
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• 2019

Purpose: With an increase of concerns towards leisure activities, water sport participation is constantly increasing. The purpose of this study is to examine the effects of exercise commitment on leisure satisfaction. Research design, data, and methodology: To accomplish the purpose, the study collected data from undergraduate students who participated water sports class in University. The sample was extracted by purposive sampling of nonprobability sampling. 281 students participated in the survey. Data were computed via correlation test, factor analysis, Cronbach's α test, one way ANOVA, and regression. Significance of all results was set to p<.05. Results: The results are like below. Frist, in terms of differences by demographics, the results indicated that significant difference between exercise commitment and leisure satisfaction by gender was shown only in psychological factor in leisure satisfaction. Second, in terms of the relationship between commitment and satisfaction, the findings pointed out that significant difference between exercise commitment and leisure satisfaction by grade was observed only in leisure satisfaction, especially on the educational part. Third, the study revealed that no significant difference by participation level was shown. Conclusions: In conclusion, the study posits that exercise commitment play a function in increasing the leisure satisfaction. Further implications were discussed.

• Journal of Sport and Applied Science
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• v.5 no.2
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• pp.1-7
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• 2021

Purpose: This study started with an interest in sports culture-related content and aims to comprehend the application of traditional and contemporary cultural content to sport business. Research design, data, and methodology: The current study reviews related-documents, research papers, media reports, and a secondary data. The collected data were multiple reviewed via content analysis. Results: Findings are as follow. First, the study found that sports is born in religious rituals which are associated with human needs for survival and prosperity. Second, sports is sort of official format that inherent desire of human could be satisfied, representing play and game. Third, the current study discovered that sports could be cultural products such as literature and film. This is because sport has often been used as major themes in contemporary art production. Finally, this study included important cultural content categories, but could not cover all categories due to the limitations of the study. Conclusions: this study reviewed multiple literature to decode historical and anthropological meanings of sport. The finding presents the cultural traits and meaning of contemporary sport. Further implications were discussed.

• The Journal of Industrial Distribution & Business
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• v.11 no.11
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• pp.39-53
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• 2020

Purpose: With a rapid advance of communication technology, distributional systems of sport contents continue to show improvements. In particular, a traditional framework in creating sport cartoon has been influenced by the environment of the communication industry. Despite the development of distributional systems, the current sport cartoon industry still lacks in advancement. To this day, various research about sport contents have been conducted; yet, not many studies of the interaction between sport cartoons and communication technology have been done. In this respect, this study is to review the distributional environment of the sport cartoon industry and provide distributional strategies for developing sport cartoon industry. Research design, data, and methodology: In addition to in-depth interviews with five practitioners in sport cartoon industry, the study employed case study methodology. Interview data were analyzed by qualitative content analysis. Results: With new environments allowing anyone allowing to create and share webtoons, various genres including sports webtoons appear, and this became amotive to the growth of sports webtoons. Today, sports comics acted as a sports advertisement platform which not only created additional profit but also became an opportunity as a marketing method. On the contrary, the formal attributes of webtoons cause hardship in consistently creating sports webtoons. Hence, it is needed that supporting policies need to be established to nurture sport webtoon expertise. For example, Korea Creative Content Agency allows future webtoon authors to have an opportunity to be educated and equipped in producing creative sport webtoon contents. Moreover, revenue systems should be developed for motivating webtoon authors to involve in sport contents in their works. Conclusions: In order to promote the sports cartoon industry based on the findings, it is first necessary to create sports comics that reflect the formal characteristics of webtoons and the changing consumer environment. Second, it is important to acknowledge the industrial value of sports comics and it is necessary to promote policies regarding sports webtoon production and distribution from a national level. Third, by diversifying profits through OSMU and sports advertisements, it is possible to enhance the work environment and the treatment of authors. Implications and future directions were discussed.

• Journal of Sport and Applied Science
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• v.2 no.1
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• pp.1-10
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• 2018

Today, the population of cycle participants is consistently increasing. Cycling is becoming not only a form of physical exercise but also a form of tourism in which cycle activities are related to visiting a particular destination. With the perspective of participation sport tourism, the purpose of this study is to investigate how the level of cycle tourists' participation affects their quality of life. An online survey link was sent to cycle participants to collect data. Out of the total 337 respondents, a total of 226 samples were used for the final analysis, disregarding those that were found to be inadequate or unreliable. For data analysis, frequency analysis, reliability test, validity, correlations, and regressions were employed with SPSS 22.0. For our first result, we found that the level of cycle participation did not significantly affect the quality of physical life. Second, the level of cycle participation did not have significant effect on the quality of mental life. Third, the level of cycle participation behavior did not have a significant effect on the quality of social life. Fourth, the level of cycle participation behavior did not have a significant effect on the quality of environmental life. Conclusions and political implications are discussed.

• Journal of Sport and Applied Science
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• v.4 no.2
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• pp.19-29
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• 2020

Purpose: This study sought to explore the effects of sport enjoyment on leisure commitment. Research design, data, and methodology: Subjects of this study are members of MTB participation in Seoul and Gyeonggi area and were selected by purposive sampling out of non-probability sampling. 295 questionnaires were collected and 288 questionnaires were used for the study. To analyze data, frequency analysis, factorial analysis, t-test, ANOVA, correlation and regression analysis were employed. Results: First, as for leisure satisfaction and leisure commitment pursuant, there was significant difference in gender, age, the number of participation in weekly leisure, and hours of participation in weekly leisure. Second, regarding MTB participants' amusement and leisure satisfaction competence had significant influence on all the sub-factors of leisure satisfaction and that both achievement and competence had impacts on social leisure satisfaction. Third, regarding effects on leisure commitment, competence of amusement had impacts on cognitive and behavioral leisure commitment. Fourth, regarding relationships between leisure satisfaction and leisure commitment, satisfaction of mental leisure, social leisure, relaxation leisure, physiological leisure and leisure satisfaction had significant influence on cognitive commitment. Conclusions: Summary of above results showed that MTB participants' amusement factor had significant influence on leisure satisfaction and leisure commitment. Implications were discussed. Keywords: MTB, amusement factor, leisure commitment.

• Journal of Wellness
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• v.6 no.1
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• pp.51-61
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• 2011

The purpose of this study was to identify the component factors of professional sport team brand equity and to empirically examine factors composed of it's brand equity. The subjects of this study was the group that spectator professional sport game. For those sheet, judged to be insincere and to be unsuitable for the purpose of this study, and were missing questions excluded. SPSS 13.0 for window statistics package and AMOS 5.0 for window statistics package were used for data analysis. The goodness of the model was confirmed by data analysis and then the hypotheses testing were conducted. The findings are as follows: Firstly, brand associations(rivalry, commitment, play, socialization, success, history) have a significant effect on brand loyalty. But brand mark didn't have a significant effect on brand loyalty. Secondly, brand awareness(identification, internalization) have a significant effect on brand loyalty.

• The Journal of the Korea Contents Association
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• v.7 no.10
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• pp.262-273
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• 2007

The current study sought to acknowledge the female sport fan as a sport marketing segment. In order to do so, female sport consumption motivation was identified and among motivation factors, factors effecting re-attend intention and word of mouth intention according to level of team identification was identified. In order to accomplish the purpose a focus group interview was conducted concerning female sport fans, and a survey took place in Korean Pro-sport event collecting 300 data. Among 300 data 248 data were used for the analysis. Using Lisrel 8.7 and SPSS 15.0 correlation analysis, descriptive analysis, confirmatory factor analysis, and multiple regression analysis was conducted. The results of study are as follows, First, 9 female sport consumption motivation was identified and among these factors, skill, achievement, drama, and escape had a positive effect on re-attend intension. Second, among 9 female sport consumption motivations skill, achievement, and social factor had a positive effect on word of mouth intention. Third, among the motivation factors, factors effecting re-attend intention had difference on the level of team identification. Forth, among the motivation factors, factors effecting word of mouth intention had difference on the level of team identification.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2016.10a
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• pp.379-381
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• 2016

Among the various sports, recognition of golf sport is changing the privileged classes sport into a popular sport. In this kind of sport area, there are many loyal customers of golf sport relatively compared to the other marketing products or sports. Therefore, in this paper, we have analyzed the online buying pattern of customers through the popularization of golf such as golf ball or accessories and want to promote activation marketing in the online environment. For these, we suggest the way to promote marketing activation by analyzing online data.