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- E-ISSN2586-6028
- KCI Candidate
E-ISSN : 2586-6028
Vol.4 No.2
Abstract
Purpose: This study sought to investigate the critical features of Word of mouth (WOM) advertising and their impact on sport consumer behavior. Research design, data, and methodology: Target population of the study consisted of all sports consumer of the Federation of Special Patients and Organ Transplantation, Tehran (Iran), who had indirectly watched the World Organ Transplant Competition documentary at least once on others' advice. For this purpose, 360 sports consumers of the federation were purposefully selected and they were asked to complete the standard WOM advertising questionnaire of Asda and Ko. Pearson correlation coefficient test and modeling of structural equations were performed using Spss24 and Smart PLS software at an error level of 0.05 used to analyze the data. Results: The findings show that there is a significant relationship between experience and expertise, trust and validity, content richness, and the power of message transmission through WOM advertising and its predictability. Finally, interpersonal relationships and work involvement also had a moderating role in this regard. Conclusions: The general conclusion is that the components of WOM advertising as well as involvement and homophily with the mediating role directly as one of the presuppositions for persuasion. The sports consumer was promoting WOM.
Abstract
Purpose: Sports is an activity created by human beings and is related with natural and human environments, and it is a physical activity which inherently interacts with geographical properties. With the above views, it is clear that sports reflect human culture and physical environment, which are closely related to places or spaces in terms of origin, propagation and diffusion, or geography in a broader sense. This study explored the relationships between sporting activities and geography with an environmental view. Research design, data, and methodology: The study employed qualitative methodology to review the association between sport and geographical perspective. The study reviewed the broad documents including journals, periodicals, reports and so forth. Results: First, since its inception in the 1960s, research on sports geography has been steadily studied in many international geography and non-geographic research journals. Second, it reflects the distinct characteristics of the relationship between sports and geography (relationship with physical geography and humanities). Third, as a spatial approach to sports, it is the place of sports, globalization of sports, and the tourist attraction of sports. Conclusion: the findings of this study provides insights for sport geography and could be applied to the current sports industry. Further implications were discussed.
Abstract
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.
Abstract
Purpose: The purpose of this study is to provide fundamental information for professional sports and economy activation of cities, to explore mutual cooperative constructive relationship, and to investigate the Impact of Korean professional volleyball teams brand personality on city brand equity. Research design, data, and methodology: The study collected 500 survey responses and analyzed 478 surveys except for 22 which did not complete all items. For analyzing data, frequency, reliability, exploratory factor analysis, t-test, One-Way ANOVA, correlation, Multiple Regression were computed. Results: First, in difference in brand personality and city brand equity, due to gender, age, region of fan, significant difference were shown statistically in team image by gender, in honesty, interest and obdurability of brand personality by age, and in local community contribution, development possibility and sports facility of team image. Also, all factors show significant difference in region of fan. Second, regarding the impact of brand personality on city brand equity, honesty and capacity were shown to affect every factor of city brand equity, interest affected city image, and obdurability affected city perception. Conclusion: Professional teams need to develop win-win relationship with local community and seek to build positve image towards community fans via distinctive strategies for positioning.
Abstract
Purpose: The purpose of this study is to investigate how sports fans' loyalty is built via CSR activities of professional sports teams. Furthermore, the study sought to suggest the model presenting the process of developing loyalty of sport fans by teams' CSR performance. Research design, data, and methodology: For this purpose, a survey was conducted on 450 professional sports fans through the convenience sampling method. A total of 357 of the data were used for the final analysis. Based on the collected data, frequency analysis, reliability analysis, confirmatory factor analysis, and structural equation model analysis were conducted. Results: The results showed that CSR activities contribute to building a positive image of team. Regarding fan identification, team image has also a positive effect on enhancing identification. The finding has supported the notion that attitudinal loyalty is enhanced by fan identification and further attitudinal loyalty significantly influences behavioural loyalty of fans. Conclusions: The results of this study explored the function of CSR of the teams on attitudinal and behavioural outcomes, loyalty. Moreover, the study suggested the constructual model presenting its role on enhancing fans' attitudes and behaviour affecting participation and consumption. Academic and practical implications were discussed for sport marketers and practitioners.
