The growth of OTT internet and mobile video streaming services is a major development in consumption of global media sport. The online streaming of sporting events has become the important way of copyrights holders to engage sport fans, especially young fans. The most popular live streaming platforms in South Korea, such as NAVER and Africa TV are intervening in coverage rights markets and changing how live sport is experienced and shared across television, computer, tablet and smartphone screens. At the FIFA World Cup Qatar 2022, NAVER's live streaming service reached 121,173,945 cumulative viewers in 64 matches, including the opening ceremony and the final between France and Argentina. Based on suspense theory, this study aimed to examine the factors that influence sport fans’ watching intention to stream online sport. The current study collected the number of cumulative viewers of live streaming from NAVER and Africa TV, for the matches broadcasted across the KBS, MBC, and SBS, a total of 64 matches in the FIFA World Cup Qatar 2022. The results suggest that a measure of the unfolding nature of suspense is a stronger predictor of watching intention than those used previously. The additional measures of suspense that take into account the unfolding events of the contest will be stronger predictors of watching intention than either disposition toward the winning team or closeness of final score.

From the standpoint of developing a transformative service to create improvements in collective wellbeing (Anderson & Ostrom, 2015), evidence of a sport–resilience relationship is gradually accumulating in the literature (Kim et al., 2022). Sport management and social science scholars are making considerable efforts to understand how sport entities with transformative services can contribute to consumer resilience—an intervention through a sport consumption experience that affects people’s abilities to cope with adversity (Inoue et al., 2022; MacIntosh et al., 2020). However, little is known about the sport industry and spatial consumer behavior in terms of consumer resilience. Although previous researchers have identified a macro-level association between sport industry and community resilience from a bird's eye view (Kim et al., 2021), it could not determine how and where sport industry at a macro level can be related to individual-level resilience through metaphors of Consumer Desire. Specifically, the spatial patterns of sport consumption (i.e., consumer spatial behavior) can be a result of sport consumer behavior affected by spatial context upon heterogeneous features of sport industry across regions (Kim et al., 2021) in the environment–behavior paradigm (Olsson & Gale, 1968). The macrolevel clustering of the sport industry in a region (environment) can be a community resource to provide individuals with the opportunity for sport consumption (behavior), which promotes the micro-level psychosocial factors for sport consumer resilience (Inoue et al., 2022). Furthermore, recent work illustrates heterogeneous spatial interaction at the regional level of the sport industry and individual-level sport consumption (Kim et al., 2022), suggesting the elaboration of cross-level spatial interaction models (Kim et al., 2021). Accordingly, in this study we aim to not only (a) determine spatially heterogeneous interactions in the association between sport industry and consumer spatial behavior in affecting consumer resilience, but also (b) identify what effect spatial interaction has on cross-level relationships. Using data focused on a multiscale-based nested geographic structure (e.g., individual-level consumption by zip code, county, state, and nation) that could elucidate the sport consumer spatial behavior, We collected multiple types of data from Florida, including the location quotient of the main seven sport industries (e.g., sport facilities) and socioeconomic factors (e.g., social vulnerability) at the county level from secondary sources. In addition, we acquired individual-level data from Qualtrics panels (1,107 Florida residents) to measure sport consumer spatial behavior (e.g., location-based sport consumption experience) and consumer resilience using the Connor-Davidson Resilience Scale. To address spatial interaction and heterogeneity, we used a comprehensive analytical model for global and local spatial analysis, including a spatial multilevel mediation (SMM) model and multiscale geographically weighted regression (MGWR) model. As a result of the SMM model, the county-level cluster of sport facilities affected individual-level participatory sport consumption, which enhanced consumer resilience (cross-level interaction effect). However, considerable spatial non-stationarity appeared in the spatial interaction, indicating interregional interactions in the cross-level effects within a county. The results of MGWR indicated significant spatially heterogeneous patterns in the association between the cluster of sport facilities and participatory sport consumption. That is, it was clarified that the spatial heterogeneous effects of the clustering of sport facilities on sport consumer spatial behavior are associated with consumer resilience. This empirical interdisciplinary work, including sport management, geography, and consumer psychology, advances knowledge of consumer spatial behavior and resilience by demonstrating heterogeneous spatial interactions. Practically, the current study calls for spatial management planning and strategy in sport industry for enhancing consumer resilience through spatial sport consumption, considering spatially varying patterns.

Recent consumer behavior research indicates many consumers overgeneralize the relationship between food energy (i.e., calories) and bodily energy (i.e., physical and cognitive performance). We extend this idea to sport consumers, conducting two experiments among sport fans that demonstrate the imperative role of framing. Our data indicate that rivalry games and vicarious losing both increase fans’ desire to consume high-calorie, nutrient-poor foods (that is, “unhealthy” food) when food is framed as a source of fuel. This effect derives from the overgeneralized belief that the function of food is to provide energy for the body. Conversely, vicarious winning instead results in fans displaying an increased preference for healthy and environmentally friendly foods. Thus, framing, rivalry, and the result of the focal game all play central roles in the healthiness of fans’ behavior. We unpack implications for marketing scholars and consumer managers.

코로나-19 감염증 사태가 일상화됨에 따라, 문화⋅예술, 스포츠 분야에서 비대면 방식을 통한 소통이 일상화되었다. 특히 대규모 관중이 운집한 상태에서 이루어지는 스포츠 경기는 코로나-19 의 직접적인 영향을 받을 수밖에 없었다. 스포츠 경기 및 스포츠 경기 영상에 대하여 저작물성이 인정되는지 여부와 관련하여, 축구, 야구와 같은 프로스포츠 및 육상, 수영과 같은 기초 종목 등에 대하여 저작물성이 부인되는 것으로 보는 것이 저작권 학계의 다수설이다. 싱크로나이 즈드스위밍이나 리듬체조와 같은 선수의 표현력이 중시되는 종목의 경우 저작물성이 인정된다는 견해가 있으나 판정기준에 따라 선수가 기량을 발휘하는 행위에 대해 저작물성을 인정할 수 없다는 반론도 존재한다. IOC, FIFA와 같은 국제기구나 KBO, KBL과 같은 경기주최자로서는 경기를 개최하는데 막대한 비용을 투자한 까닭에 스포츠 이벤트 가치가 훼손되는 행위를 방지할 필요가 있으나 법적으로 구제할 수 있는 방안이 존재하지 않으므로 브라질 저작권법상 인정되는 ‘스타디움 권리’를 도입 하는 방안이 고려될 수 있을 것이다. 스포츠 경기 중계 영상의 중계 기법이 발전해 가는 현실 속에서, ‘클린피드’ 그 자체에 대하여도 저작물성이 인정된다고 할 것이며 해당 저작 물의 저작권은 방송사에 귀속된다 할 것이다. 스포츠 중계 영상의 이용관계에 관하여 여러 권리주체 간의 충돌 문제가 발생하는데, 특히 블로그, SNS 및 유튜브 등을 통한 소통이 일상화 된 현실 속에서 스포츠 중계권 고유의 가치를 훼손하지 않는다면 저작권법상 공정이용 규정을 적용하는 방안을 고려할 수 있다 할 것이다.

This study aims to develop a life-friendly, wrap-one-piece style dance sports practice wear considering the physical characteristics of middle-aged, abdominally obese women. These types of practice wear allow people to enjoy exercise easily and to wear these garments as daily wear while meeting the requirements for dance sports wear. The three participants selected for this study were all women with five or more years of dance sports experience and were all average sized on Korea’s abdominal obesity scale. In the first phase of the study, practice wear was created in a total of nine styles with three different styles of neckline depths for three different styles of dress skirt lengths. In the second phase of the study, the practice wear was created in 15 styles with five different styles of sleeve lengths for three different styles of waistline heights. After analyzing the design preferences of the participants, the fit preferences of the designs were evaluated and the final appearance was analyzed in order to suggest a pattern. The results of the subjects’ first and second preference evaluations showed a preference for a 10 centimeter neckline depth, for high waistlines, and for elbow to wrist-length sleeves. The implementation of this research is expected to be extensive, as its results can be used as basic data for making lifestyle dance sports practice wear that covers the physical insecurities of middleaged, abdominally obese women and enables them to enjoy their leisure time.

본 연구는 데이터 마이닝 기반 의사결정 나무 분석을 적용해 Z세대 스포츠 소비 스타일을 탐색 하여 Z세대가 주도할 스포츠 소비 시장을 예측하기 위한 기초자료를 제공하고자 했다. 따라서 Z세대 중 만 19세 이상 남성 및 여성을 표본으로 선정해 본 조사를 실시했으며, 총 429명의 자료를 최종 분석에 사용했다. 자료처리는 SPSS statistics(ver. 21.0) 프로그램을 이용하여 빈도분석, 탐색적 요인분석, 재검사 신 뢰도 및 신뢰도 분석, 의사결정 나무 분석을 실시했다. 본 연구의 주요 결과는 다음과 같다. 첫째, 합리 효율성 지수가 높고, 심미적 소비 지수가 낮을 경우 여성 집단으로 분류될 확률이 96.8%로 나타났다. 반면에 합리 효율성과 가격 지향 지수가 낮을 경우 남성 집단으로 분류될 확률이 100%로 나타났다. 둘째, 브랜드 지향, 가격 지향, 합리 효율성 지수가 높을 경우 수도권 집단으로 분류될 확률이 97.3%로 나타났다. 앞서 제시한 결과와는 상반적으로 브랜드 지향, 기념 의례, 지위 상징 지수가 낮을 경우 이외 지역 집단으로 분 류될 확률이 82.1%로 나타났다. 셋째, 지위 상징, 유행 지향 지수가 높으며, 기능성 지수가 낮을 경우 일상 생활 및 패션 집단으로 분류될 확률이 77.6%로 나타났다. 이와 반대로 지위 상징 지수가 낮고, 소속감 유지, 소비 향유 지수가 높을 경우 운동 및 경기 집단으로 분류될 확률이 81.0%로 나타났다.

본 연구는 대학의 경쟁력을 확보하는데 필요한 마케팅 방안을 모색하고자 대학교육서비스의 일환인 대학스포츠센터의 서비스품질과 학생만족, 대학이미지를 연구하는데 그 목적이 있다. 이를 위해 서울 수도권지역의 3개 대학의 스포츠센터를 대상으로 편의추출법을 사용하였다. 설문지 총 350부 중 24부의 설문지를 제외하고 최종 326부의 자료로 분석하였다. SPSS 21.0프로그램을 사용하여 빈도분석, 탐색적 요인분석, 상관관계 및 다중회귀분석을 실시하였다. 그 결과 첫째, 대학스포츠센터의 서비스품질의 지리적, 인적, 편의성 요인이 학생만족에 영향을 미치는 것으로 나타났다. 둘째, 대학스포츠센터의 서비스품질의 시설적, 편의성 요인이 대학이미지에 영향을 미치는 것으로 나타났다. 셋째, 대학스포츠센터의 서비스품질의 학생만족이 대학이미지에 영향을 미치는 것으로 나타났다.

Over the past decade, the field of sport exercise in China gets increasingly popular, resulting in a nationwide exercise fashion (Schulenkorf, Sherry, & Rowe, 2016; Yu, Li, Liu, & Su, 2015). With this new emerging shift, this study tested the proposed structural model, and specifically tested the mediating effects of dimensions of sport team attachment between runners’ team satisfaction and their runner team building behaviors (Morhart, Herzog, & Tomczak, 2009). With a sample size of 301, three dimensions of team attachment, team identity, social bonding, and team expectation were found to be significant influencing runners’ in-role team building behavior and participation in the development of this runner team. Other important findings and implications were further discussed.

This study represents the first attempt to investigate how consumers expect sport management to respond to sport celebrity transgressions, while still protecting their corporate social responsibility. Consumer responses were resourced from online forum sites and the investigation noted that consumers expect sport management to respond to sport celebrity transgressions in several ways. Findings indicated that consumers noted specific sport celebrity transgression responses: 1) suspension; 2) apology; 3) fine; and 3) develop educational programmes for sport celebrities. Additionally, consumers indicated that these response strategies should be consistent and uniform through all types of sport.

Sports Sponsorship is considered to provide a highly valuable communication environment for companies to leverage brand equity. However, effectiveness evaluations of sponsorship activities mainly focus on explicit self-reports or focus interviews. Such communication evaluations do not take into account research from psychology demonstrating that associations and judgments are often activated and strongly influenced by implicit (automatic) processes, with no (or only little) conscious awareness of such information processing. Against that background, the goal of the current work is to shed further light on the impact of in-game advertising as innovative sponsor-linked marketing tactic on the dual brand knowledge–incorporating both implicit and explicit information processing–as key success indicator of sport sponsorship.

The difficulties in opening and closing a sport utility vehicle (SUV) tailgate is important aspect of JD (James David) power’s Initial Quality Survey (IQS) assessment, and affective quality has a big impact on the the success of thesedays products. The purpose of this study is to evaluate the perceived difficulty and satisfaction of customers by the opening and closing of the tailgate and to grasp the relationship between them and the opening and closing reaction force. The mechanical force required to open and close 42 domestic and overseas SUV tailgates was measured with the help of an auto company. In the experiment, 100 male drivers in their 20s to 50s evaluated perceived difficulty and satisfaction with opening and closing the tailgate. The results of the analysis showed that perceived difficulty and satisfaction were statistically different depending on the vehicle, but did not depend on the personal characteristics of the participants. The perceived difficulty and satisfaction regression model of tailgate opening and closing was developed by mechanical force variables and had a relatively high adjusted R2 ranging from 0.62 to 0.73. The models showed that the the initial close and open force, the difference between initial and maximum close force and the difference between initial and auto-fall angle should be small for the low perceived exertion and high satisfaction. In addition, the correlation analysis between IQS score of tailages and perceived difficulty and satisfaction showed that the IQS scores were more related to the perceived difficulty and satisfaction of closing than those of opening. The results of the study will be helpful to design and test mechanical open and close structure of SUV tailgates.

This study aimed to evaluate the perceived exertion and satisfaction in opening and closing SUV tailgates and explain them with the mechanical force. The study measured the mechanical open and close force for 42 SUV tailgates and evaluated perceived exertion and satisfaction of opening and closing with 100 male participants from 20’s to 50’s. The regression models of perceived exertion and satisfaction showed that small initial closing and opening force, difference between initial and maximum closing force and difference between initial and auto-fall angle have positive effect. The results of the study will be helpful to design and test mechanical open and close structure of SUV tailgates.

Sport is a lucrative and universal form of popular culture, transcending international and social boundaries (Andrews & Jackson, 2001) providing sports men and women with increasingly lucrative financial opportunities through involvement in sponsorship and endorsement deals (Colapinto & Benecchi, 2014). Whilst sport celebrities have long been used in marketing communication and sponsorship campaigns to increase levels of consumer interest and attention (Gupta 2009; McCracken 1989; Van der Veen & Song, 2001), what is not well researched, is the role that electronic word-of-mouth communications plays in the transmission of potentially negative effects on consumer attitudes towards the sport celebrity brand image when a transgression occurs. Not only does electronic word-of-mouth communication make the transmission of a transgression immediate and widely disseminated, it also provides numerous opportunities for celebrities themselves to share information about themselves and their lives sometimes resulting in a “too much”, “too soon” and “too often” nexus. With the removal of a social privacy filter common with many of the younger generation, this TMI (too much information) state or increased self-disclosure (Kaplan & Haenlein, 2010) makes managing the brand image of sport celebrities by their managers and their sponsors an increasingly difficult problem.

The cultural and philosophical heritage of modernism underpinning general marketing management theory imparts profound implications for organisations operating in professional sport. This theoretical paper uses the context of China’s professional football industry to argue that marketing may benefit from a more postmodern approach to marketing management.

The purpose of this study is to provide basic data on effective sport instructor system through analyzing the current status and teachers’ understanding of it’s importance and the sport instructor system performance. Three hundred seventeen teachers in B

The purpose of this study was to review the actual condition and cognition of sport appreciation class of physical education teachers in middle schools where 2007 revised PE curriculum is being operated focusing on the experiences of PE teachers operating

The purpose of this study was to indentify the managerial condition of school sport clubs operated or guided by teachers and the level of the satisfaction level with the school sport clubs that those teachers perceive, and to provide basic materials to fi