• Knowledge Management Research
• /
• v.24 no.4
• /
• pp.195-218
• /
• 2023

This study empirically analyzes the effect of a sports club's performance and social media operations on online information search volume, reflecting fan engagement. Additionally, it confirms that such effect can vary depending on the issuance of sports fan tokens. The analysis of the data resulted in the support of all four hypotheses presented in this study. The team's goal differentials during the games exhibited a significant and positive effect on the online information search volume by fans. Furthermore, the quantity of a team's social media posts also showed a significant and positive effect on the online information search volume. The aforementioned effects of the team's game-related performance and social media activity on the online information search volume appeared to be strengthened when the sports fan tokens of the team were issued. This study conducts an empirical analysis of fan engagement in sports clubs and delves into the marketing dimensions of sports fan tokens. By doing so, it broadens the research scope within sports marketing and offers practical insights for the development of marketing strategies by sports clubs.

• Journal of the Korea Convergence Society
• /
• v.12 no.8
• /
• pp.267-277
• /
• 2021

This study was done with collected and analyzed data using the convenient sampling method on 349 middle school students located in the metropolitan area in order to verify the effect of instructors verbal and nonverbal communications on instructor trust and class commitment in middle school sports clubs. As a result of analyzing the collected data, First, as a result of correlation analysis using the total number of items between sub-factors of latent variables, all correlation coefficients showed a positive (+) significant relationship. Second, as a result of the effect of verbal and nonverbal communications on instructor trust, it was found that the influence of spatial language, appearance language, body language, and linguistic factors were significantly explained in order. Third, as a result of the effect of verbal and nonverbal communications on class flow, it was found that class commitment was significantly explained in the order of appearance language, spatial language, and linguistic factors. Fourth, as a result of the influence of instructor's trust on class commitment, it was found that only the exercise capacity factor significantly explained class commitment. This study provides basic academic data to plan and create interactions with school sports club instructors and students.

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

• Journal of Fashion Business
• /
• v.13 no.5
• /
• pp.1-12
• /
• 2009

This study looked into the characteristics of participants in dance sports, which is being positioned to be one of everyday athletic activities among people, and investigated the actual purchasing of dance sports wear with the subjects of its participants as a preceding study for the development of dance sports wear to consider their characteristics. The questionnaire method was used, and descriptive and crosstabulation analysis was conducted with a spss 12.0. The findings are as follows. 1. As the results that examine general characteristics of dance sports participants, the number of those in their 20's was the largest, while the number of women was larger than that of men. Regarding the practicing period, those of one year or longer up to 4 years occupied the largest proportion, and the rate of Latin American dance participants was larger than that of modern dance ones. 2. As to the actual purchasing of dance sports wear, the purchase motivations were found to be in the 'contest participation' for teenagers and those in their 20's, while those in their 40's or over purchased their wear for the purposes of 'following the fashion' or 'club gatherings.' As for the sources of information at the time of purchase, teenagers relied on internet and those of 20's or over got the information through the persons nearby. As their ages got higher, the ready-made sports wear was preferred, while as their practicing periods got longer modern dance participants purchased the sports wear of higher prices. Participants in their 30's and those practicing 7 years or longer possessed a comparatively larger number of dance sports wear and they considered importantly of designs and fit at the time of purchase. Therefore, the development of dance sports wear designs should be made to accord with the participants' age groups so that they might be sensitive to the fashion and clearly represent their personality for the junior group and durable enough to last long for the senior group.

• Journal of the Korean Applied Science and Technology
• /
• v.38 no.2
• /
• pp.579-586
• /
• 2021

This study aimed to identify the influence of soccer star's human brand on attitude and attachment to the club, providing the importance and implications of brand management of star players in the club. Therefore, a non-face-to-face mobile survey was conducted from January 14 to March 5, 2021, and a total of 348 copies of data were used for the final analysis. Data processing used the SPSS (ver.21.0) program to conduct frequency analysis, internal consistency and exploratory factor analysis, correlation analysis, and multiple regression analysis. The main results of this study are as follows. First, the human brand of a soccer star has been shown to influence the attitude of the club in the order of ethicality, attractiveness, and differentiation. Second, the human brand of a soccer star has been shown to influence the attachment of the club in the order of ethicality, attractiveness, and differentiation.

• Journal of The Korean Society of Integrative Medicine
• /
• v.8 no.2
• /
• pp.159-168
• /
• 2020

Purpose : This study was conducted to investigate the effects of stress on sports injuries that occur to the university rhythmic gymnasts in Korea. Methods : All general characteristics of rhythmic gymnasts were analyzed as descriptive statistics and, the incidence of sports injuries was analyzed. To examine the differences in the incidence of sports injuries between the group with upper-level and lower-level stress scores, the independent sample t-test was carried out. For the correlation between number of sports injuries and stress scores, Pearson correlation coefficient was used. All statistical analyses were carried out using the SPSS version 24.0 with the level of significance set to α=.05. Results : The mean stress score of university rhythmic gymnasts was 3.68±1.31. The incidence of sports injuries was 57 cases in total, and per student, 2.28±0.61 cases occurred on average. The incidence of sports injuries differed significantly between the group with upper-level and lower-level stress scores. In addition, significant differences were found in the analysis of the correlation between number of sports injuries and stress scores, with regard to the psychological and emotional stress and the social stress against overall variables. Conclusion : The incidence of sports injuries was higher for the gymnasts with higher stress scores. In addition, correlation were found in the analysis of the between number of sports injuries and stress scores, emotional and psychological stress and the social stress.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.19 no.10
• /
• pp.368-376
• /
• 2018

The purpose of this research is to investigate the relationship of flow experience on self-esteem and exercise adherence through intention in youth sports club so that youths can continue to exercise. A non-probabilistic sampling method was used as a convenience sampling method with 257 questionnaires being analyzed by frequency, factor analysis, correlation analysis, and multiple regression analysis using the SPSS 21.0 version statistical program for Windows. The results of this study are as follows. First, cognitive flow showed a negative relationship with negative self-esteem, a positive relationship with positive self-esteem, and a positive relationship with tendency and possibility in interrelation. Behavioral flow showed a positive relationship with tendency, possibility, and reinforcement. Second, positive and negative self-esteem showed positive relationships with behavioral flow and did not show any relation. Third, reinforcement showed a positive relationship and tendency and possibility did not affect behavioral flow. It is possible to enhance self-esteem and improve physical fitness through continuous physical activities and to live a lively school life by understanding the immersion experiences of the adolescents' participation in sports clubs and by providing more appropriate physical activity information to adolescents.

• Journal of Korean Orthopaedic Sports Medicine
• /
• v.3 no.1
• /
• pp.42-48
• /
• 2004

The Football, popular spots in korea, increasing population to participate club activity caused various injuries with the consequence. Investigating relationship between biomechanics of the skills using football and injuries, we propose helpful methods to prevent injuries. Also authors point out the differences between outdoor and indoor football and women's football, and study skills using football like kick, pass, heading and head injury with researching literatures.

• The Journal of the Korea Contents Association
• /
• v.13 no.8
• /
• pp.386-395
• /
• 2013

This study examined social relation of cyber sports supporter's community and social capital as time passes. This study selected spectator sports supporters of cyber sports community based on number of number and history of cyber sports supporter. This community is a representative supporter's club of spectator sports. This study utilized 1,848 members accumulated during three month. To analyze data, Netminer 4.0 and social network analysis were used. The conclusion is following: First, social relation of cyber sports supporter's community showed up dynamic change. Second, social capital of cyber sports supporter's community shows Sports events and training schedules, player transfer, manager, record, game watching and TV watching, cheering, cheering uniform and tools, players, teams and clubs, game photos and video, etc. This is the poor-get-poorer and the rich-get-richer phenomenon.

• Journal of the Korean Society of Physical Medicine
• /
• v.15 no.2
• /
• pp.57-63
• /
• 2020

PURPOSE: This study examined the incidence, location, and characteristics of sports injuries according to the position in Korean national Kabaddi athletes. METHODS: Twenty-four national Kabaddi athletes (12 males and 12 females) who trained at the national training center between January 2019 and December 2019 were enrolled in this study. The event, position, and location of injury were recorded on an IOC daily injury report form. The incidence of sports injury was examined with the 95% confidence interval (CI), and the difference in the incidence of injury by position was presented as the rate ratio (RR). Moreover, the differences in the location of sports injury according to position were examined using χ² tests. RESULTS: One hundred and nine sports injuries occurred among Kabaddi players, with an incidence of 20.28 cases of injuries per 1,000 exposures (95% CI 16.47 - 24.08), and the incidence of injury was the highest among the competition, followed by training and weights. The most common location of sports injury was the lower extremity, followed by the upper extremity, trunk, head, and neck. In addition, no significant differences in the locations of the sports injuries were noted according to gender (p = .689). Furthermore, knee, ankle, lumbar spine/lower back, shoulder/clavicle were common sites of sports injury among Kabaddi players. CONCLUSION: These results provide a baseline for predicting sports injuries occurring in athletes during games, and would provide useful information for developing performance enhancement as well as injury prevention programs.