• International journal of advanced smart convergence
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• v.10 no.4
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• pp.14-21
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• 2021

The purpose of this study is to investigate the effect of consumers' engagement through SNS sports advertisements on purchase intention through advertising attitudes and product trust for the disabled. In other words, it was intended to investigate how the disabled people's intention to purchase products is formed by acting on various sports product advertisements that are seen during SNS activities. Accordingly, a survey was conducted on 300 people with disabilities participating in sports for the disabled. As a result, it was found that functional engagement had a positive effect on both advertising attitude and product trust, and advertising attitude and product trust had a positive effect on purchase intention. However, emotion engineering and communal engineering were found to have a negative effect on advertising attitudes and not on product trust.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.11 no.3
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• pp.189-197
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• 2016

This study is aimed at providing basic data necessary for promoting consumption of professional sports licensing in the industry through service quality. Specifically, the current study examines the effects of service quality and licensing product intentions on professional sports and evaluates the moderating identity. For this study, we distributed a total of 480 questionnaires to those sampled through non-probability sampling from people living in small and medium cities including Seoul. Collected data were coded and entered into the computer, and statistically processed using SPSS Statistics 18 The results were as follow: First, service quality of professional sports significantly effect on licensing product intentions, but identity could not effect on licensing product intentions. Second, Identity as a moderating variable has significantly positive effect on the relationship between star player of service quality and Licensing Product Intentions. In conclusion, the companies that participate as title sponsors in professional sports were proven to promotion their licensing product intentions, as identified with sports fans through service quality of professional sports such as record, attractiveness, star player and locally affiliated.

• Journal of Distribution Science
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• v.21 no.4
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• pp.103-111
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• 2023

Purpose: The purpose of this study was to analyze Korean sports consumers' intention to stay using online sports products and services through online sports distribution platforms or return to using sports facilities and services in person. Research design, data and methodology: This study set up two models measuring consumers' recognition, attitude, and purchase intention toward online sports products and services based on involvement theory. An online survey was conducted and a total of 2,263 consumers participated in this study. Male participants were 1,256(55.5%) and female participants were 1,007(44.5%). Descriptive statistics were performed, and a path analysis was utilized to analyze the proposed model using SPSS 26 and SAS. Results: The results revealed two proposed models used in this study supported that consumers' online sports product and service recognition leads to a positive attitude toward online sports products and services. Moreover, consumers' positive online sports product and service attitudes were shown to lead to positive intentions to purchase online sports products and services. Conclusions: The findings revealed the recognition of consumers' online sports products and services led to positive attitudes and behavioral intentions. Implications were provided by suggesting the sports industry stick to developing online sports products and services until the endemic of COVID-19 is declared.

• Journal of the Korea Society of Computer and Information
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• v.27 no.10
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• pp.81-88
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• 2022

The purpose of this study is to present supporting data that can suggest a direction for sports advertisement strategy on social media by investigating how differences in social media engagement of sports advertisement affect users' product trust and purchase intention. To achieve this purpose, a total of 810 questionnaires, which were completed by sports-related college students engaged in social media activities using a method for writing a self-evaluation report, were collected, and 765 questionnaires were used as final valid samples after excluding 45 insincerely completed copies. For data processing, analyses of frequency, factor, reliability, correlation, and multiple regression were conducted using the Window SPSS (ver. 23.0) statistical program to draw the following conclusions. First, the social media engagement of the sports advertisement had a significant effect on the trust of the advertised products. Second, the social media engagement of the sports advertisement had a significant effect on the purchase intention of the advertised products. Third, the product trust acquired through the sports advertisement had a significant effect on the purchase intention.

• Journal of Smart Tourism
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• v.3 no.4
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• pp.33-41
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• 2023

This study examines the factors influencing e-sports product consumption among Chinese e-sports game players. We focus on the popular game "King of Glory" and use surveys to collect player data. Our findings show that e-sports product characteristics significantly impact consumption experiences, while incentive factors also influence consumption willingness. External factors have minimal impact. Additionally, souvenir products and festival events are key in driving e-sports consumption. This research explores the consumption willingness of Chinese e-sports players, the world's largest consumer market. Understanding their needs can help companies develop targeted marketing strategies, unlocking the commercial potential of e-sports and promoting industry growth.

• The Research Journal of the Costume Culture
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• v.31 no.5
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• pp.692-704
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• 2023

This study analyzed 214 sports knee braces found on Chinese websites between October 2022 and November 2022 to assess product type (impact protection material, fastening method, and protection method), material composition, size, weight, and main characteristics. The product type was further categorized according to (1) use of hard guard and soft guard protection method; (2) cover type, strap type, and slip-on type fastening method; and (3) pressure type and support type protection method. It also noted the physical shock protection materials used, including foam (EVA or polyurethane) attached to joints as a buffer material and plastic (TPU or PP) that protects the user's knee from external impacts. The study found that the materials that primarily comprise sports knee braces are a combination of nylon, polyester, and neoprene. Additionally, it found that most sports knee braces available on the market are available in three sizes based on knee circumference: M (35-38cm), L (38-41cm), and XL (41-44cm), while some products are available in one size only. Furthermore, the majority of the 214 products studied weighed 200g, followed by 1,000g. Finally, in terms of product characteristics, many sports knee braces utilize ring-shaped silicone pads to distribute the load pressure on the knees or incorporate sturdy adhesive velcro to improve knee stability.

• The Journal of the Korea Contents Association
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• v.9 no.4
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• pp.331-339
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• 2009

Cultural characteristics of a country can affect consumers' buying behaviors. So global companies should think about cultural characteristics of the country that they want do marketing activities. Especially it is very important in sports product marketing because it is closely related with cultural characteristics of the country. This study examines relations between cultural characteristics and advertising strategy for sports product among Korea, England and France. I used content analysis method for this study. I found that Korea and France have similar cultural characteristics and advertising strategy for sports product but England has different cultural characteristics and advertising strategy for sports product. sense of community effect to community identification and community loyalty. Satisfaction of need, Emotional advertising strategy is mostly used in Korea and France. But rational advertising strategy is mostly used in England.

• Journal of the Korean Society of Costume
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• v.66 no.4
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• pp.18-31
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• 2016

This study examined the consumption of licensed sports fashion products by sports fans in order to provide useful information to apparel companies that are interested in sports sponsorship marketing. Grounded theory approach was adopted to explore consumers' attitude toward the sponsoring companies, and motives of buying licensed fashion products. In-depth interviews were conducted with female fans of professional baseball clubs. The main phenomena of interest was consumer purchase of licensed fashion product, with the emphasis on cultural consumption as a causal condition. Providing support for victory, vicarious consumption, social identification, and needs to differentiate were identified as strategies related to licensed product purchase. Economic situations and limitations to purchase are identified as the mediating conditions. The study identified the effects of the consumption on the fan as well as the sponsoring companies as consequences of the phenomena. Sports marketing strategies were suggested for apparel companies based on the analysis of the consumption rituals for licensed fashion goods.

• Proceedings of the Korea Contents Association Conference
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• 2009.05a
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• pp.1222-1228
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• 2009

Recently, industrialization of sports is consisting rapidly as social part of sports is magnified by diffusion of domestic sports market and sport consumer's increase. Sports sponsorship has property of a communication policy too and contributes to climb general communication effect of corporation. The purpose of this study is that we are to review relationship among the sports sponsorship, product attitude and purchase Intention. The results of research hypotheses are that sports players, events sponsorship have effect on product attitude except teams sponsorship, then product attitude has an effect on purchase intention.

• Journal of the Korea Fashion and Costume Design Association
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• v.17 no.3
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• pp.99-113
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• 2015

The purpose of the study was to explore differences in perceived importance among factors of motives for participating in outdoor sports, product selection criteria of outdoor sportswear and store selection criteria, and in buying frequencies among store types and store locations. Another purpose was to find differences in importance of product selection criteria of outdoor sportswear and store selection criteria and in buying frequencies according to store types and store locations among groups according to motives for participation in outdoor sports. The questionnaire was developed by the researcher and was collected by 221 women aged between 40 and 59. The questionnaire was composed of four parts including participation motives, store selection criteria, and product selection criteria measured by Likert type scale, and demographic characteristics measured by nominal scale. Data were analyzed by frequency test, factor analysis, repeated measure ANOVA, Bonferroni adjusted t-test, cluster analysis by Ward method, ANOVA and Tukey's test as a post-hoc test. The results of the study showed that middle-aged women rated health improvement motive as the most important factor for participating in outdoor sports. Among product selection criteria, comfort was the most important, and among store selection, personal selling was the most important. Among store types, buying frequency in off-price store was the highest and among store locations, buying frequency in stores in a residential area was the highest. Moreover, three groups were classified according to motives for participation in outdoor sports: the health improvement motive group, the conspicuous/sociable motive group, the lower motive group The health improvement motive group rated comfort as the most important factor for product selection criteria, and showed the highest buying frequency in downtown stores. Conspicuous/sociable motive groups valued design and utilization for an everyday wear and shopped more frequently in specialty store and/or in downtown stores.