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Purpose The purpose of this paper is to examine the relationships among an individual athlete’s brand equity, overall spectator satisfaction at sporting events and behavioral intentions. Design/methodology/approach The convenience sampling method was used when approaching potential participants among spectators of the LG Whisen Rhythmic All Stars 2013, a sporting event in which celebrated sports players perform choreographed dance routines. A total of 350 surveys were completed in Go-Yang, South Korea. Of the surveys collected, 20 were discarded due to excessive missing values, resulting in 330 usable surveys. Findings Using structural equation modeling, this study found that the brand equity of an individual athlete positively and directly affects the overall sporting event satisfaction and behavioral intentions, including re-purchase and word-of-mouth intentions among event attendees, which are factors that are mediated indirectly by satisfaction. Originality/value This study shows that the brand equity of an individual athlete can increase the spectator satisfaction levels in a similar manner to the brand equity of a sports team or product.

Researchers have been interested in the topic of aggression in sports, and research shows it may not only hinder team success but also cause serious injuries (e.g., career-ending injuries) to athletes. Previous studies found that variables (e.g., communication, coaches, and efficacy) increased or decreased aggression in athletes, however, no studies have been conducted to investigate a model including these variables and aggression. Therefore, the purpose of this study is to simultaneously examine the relationships among communication, coach&ndash, athlete relationship, team efficacy, and aggression in team sports. After 294 collegiate athletes playing in team sports completed the battery of questionnaires, the data were analyzed for descriptive statistics and the structural equation modeling. The bootstrapping method was utilized to test the mediation effects. The results showed that communication was positively related to the coach&ndash, athlete relationship and team efficacy. The coach&ndash, athlete relationship was positively related to team efficacy which was negatively related to aggression. The bootstrapping results indicated a significant indirect effect from communication to aggression through coach&ndash, athlete relationship and team efficacy. The current study suggests that coaches should improve their communication skills to help athletes to have positive perceptions in the relationships with their coaches, to increase team efficacy, and to reduce aggressive behaviors.

Internet addiction among adolescents has become a major social problem. Thus, more effective Internet addiction treatment programs through sports are required. This study tried to identify the relationship among sports participation, self-control, and Internet addiction among Korean adolescents. In total, 345 students (aged 15–18 years) from two middle schools and two high schools in South Korea were analyzed using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). SEM indicated a significant effect of sports participation on Internet addiction mediated by self-control. The results suggest the effectiveness of and need for sport and physical activity in Internet addiction treatment programs and for other addictions as well. Moreover, sports participation has a wider variety of psychological and physical benefits unlike intervention strategies or pharmacological treatments. Thus, the adoption of sports needs to be broadened from physical development to treating diverse psychological problems among adolescents.

This study aimed to examine the degree to which service quality attributes can predict spectators’ revisit intention and word-of-mouth (WOM). A total of 551 spectators from a Formula One Chinese Grand Prix venue were selected to participate in a survey by using the convenience sampling method. Multiple regression analyses showed that service quality has a significant influence on behavioral intentions. Specifically, five of six service quality attributes (i.e., convenience, facilities, price, game experience, and promotion), had a significant effect on revisit intention, whereas four of six service quality attributes (i.e., convenience, facilities, game experience, and staff) had a significant effect on WOM. This study could suggest sport event marketers to consider functional services including price, location, and designation of the stadium or service place in order to attract more sport audiences.

Purpose – The purpose of this paper is to examine spectator perceptions of service quality at the Formula One (F-1) event in Shanghai by means of Martilla and James’ Importance and Performance Analysis (IPA). Design/methodology/approach – The items were plotted on the four IPA dimensions, including: Concentrate Here; Keep Up the Good Work; Lower Priority; and Possible Overkill. Findings – The results indicated that staff courtesy seems to be the strength of the event. However, concession quality, food prices, and arena accessibility, including restrooms at the Shanghai F-1 event, did not meet spectators’ expectations. In addition, the results suggested that in any spectator sporting event, food consumption helps to create a positive experience. Therefore, IPA revealed that service quality related to concessions, food pricing, and arena accessibility at the Shanghai F-1 are in need of immediate improvement, whereas staff courtesy and race visuals were satisfactory. Originality/value – The findings will help marketers prioritize certain services and offer strategic direction in effective service provision by highlighting management problems.

This study was examined the new money generated from Formula One Grand Prix (F1) and the economic impacts of this new money on the host economy using input–output analysis. We find that the impact of the new money from non-local attendees or international attendees is more pronounced compared to that from local attendees. Also, F1 event appears to influence on sports-related industry as well as other industries such as manufacturing industry. Our findings suggest that the host cities should focus on increasing the non-local and international attendees in order to enhance the economic impacts of a sport event.

This study examines the relationships between the flow in physical education (P.E.) class, school life stress, and aggression in adolescents. A total of 470 surveys collected from five different high schools in Daejeon, South Korea, were analyzed using structural equation modeling. Study results indicated that the flow in P.E. class had a significant negative direct effect on school life stress, but did not have a significant direct effect on aggression. Furthermore, school life stress had a significant positive direct effect on aggression. Finally, flow in P.E. class had a significant negative indirect effect on aggression mediated by school life stress. The findings of this study are valuable for education experts to establish more effective P.E. curriculums in reducing school life stress and aggression.

This study attempted to identify the motivational factors for using athletes’ SNS among Chinese sports fans. The researchers posted a hyperlink of an online survey on a total of 8 Chinese Olympians’ SNS(Weibo) accounts after obtaining the athlete’s approval. A total of 274 surveys were gathered from the visitors of SNS. Of the 274 surveys, 33 were discarded because of missing values. Confirmatory factor analysis and structural equation modeling revealed the following. Diversion, pass-time, athlete support, and technical knowledge were significantly and positively related to social media consumption while information, socialization, and fanship had no significant predictive effect on social media consumption

This study tried to identify the influential users of college sports teams’ Twitter accounts and categorize them into three groups including an official account, media account, and layperson account. A total of 14 Twitter accounts at NCAA Division 1 universities were selected through convenience sampling method. In men’s sports, the greatest number of influential users was layperson account followed by media account and official account. In women’s sports, the greatest number of influential users was layperson account followed by official account and media account. The results provided the insight of college sports online social network and will expand the growing literature on social media in sport and offer practical data for marketers to use social media more effectively. 요 약 이 연구의 목적은 대학 스포츠팀의 SNS의 사용자를 분석하여 어떠한 사용자가 온라인상에서 정보공유와 전달에 있어서 영향력이 있는지를 규명하는 것에 있다. 이를 위하여 영향력 있는 사용자는 대학의 공식 계정, 미디어 계정, 비전문가· 일반인 계정으로 구분되었다. 이를 위해 NCAA Division 1에 속해있는 대학교들을 대상으로, 편의표본추출법을 이용하여 총 14개의 공식 트위터 계정이 선정되었다. 분석결과, 남자 스포츠에서는 비전문가·일반인 계정이 영향력 있는 사용자 중 가장 높은 비율을 차지하였으며, 미디어계정과 대학공식 계정이 뒤를 이었다. 여자 스포츠에서는 비전문가·일반인 계정이 영향력 있는 사용자 중에 가장 높은 비율을 차지하였으며, 대학의 공식계정과 미디어계정이 뒤를 이었다. 이 연구의 결과는 스포츠시장에서 점차 중요도가 높아지고 있는 SNS를 활용한 다양한 마케팅 전략과 후속연구를 위한 기초자료를 제공한다.

This study examined the relationship among self-control, physical activity, Internet addiction, cyber ethnics,and cyber delinquency. The data from a total of 388 adolescent girls was analyzed by structural equation modelingusing the AMOS 20.0 statistics program. First, the level of physical activity affects Internet addiction mediated byself-control. Second, self-control affects Internet addiction and cyber ethnics directly and has an influence on the cyberdelinquency mediated by Internet addiction. Third, Internet addiction has direct effects both cyber delinquency and cyber ethnics. Key Words : Self-control, Physical activity, Internet addiction, Cyber ethnics, Cyber delinquency * Corresponding Author : Jae-Ahm Park(Univ. of Arkansas) Tel: +1-479-799-7208 email: nakhwaam@naver.com Received November 26, 2014 Revised (1st December 8, 2014, 2nd December 10, 2014) Accepted December 11, 2014 1. 서론 1.1 연구의 필요성Young[1]에 따르면 인터넷 중독(Internet addiction)은 충동절제장애의 일종으로, 약물이나 도박중독과 비슷한 특성을 가지며, 과도한 인터넷사용으로 인하여 학업, 사회활동 및 신체상에 다양한 문제가 야기되는 상태를 의미한다. 특히 인터넷 중독은 성인층보다는 정신적, 신체적으로 미성숙한 청소년층에서 더욱 두드러지게 나타난다[2]. 이러한 인터넷 중독이 하나의 사회문제로 대두된 것은 인터넷 중독이 바로 사이버 상에서 일어나는 해킹, 바이러스 유포, 음란성 채팅 및 원조교제와 같은 다양한 사이버비행 및 범죄와 연관되어 있기 때문이다[3,4]. 특히, 성인이 아닌 청소년에 의하여 발생되는 각종 컴퓨터 범죄, 정보통신 범죄 및 첨단기술 범죄의 경우에는 사이버 범죄(crime)라는 용어 대신 비행(delinquency)이라는 용어를 사용하여, 청소년의 일탈행위를 법적인 측면에서 범죄로 바라보기 보다는 다양한 사회 환경적 요인에 의

This study attempted to verify what motivates fans to follow college sports teams' social media and identify the motivational factors that can best predict fans' social media consumption. Confirmatory Factor Analysis (CFA) indicated that previously identified seven motives for online consumption, i.e., information, diversion, socialization, pass-time, fanship, team support, and technical knowledge, are compatible with the use of college sports teams' social media. In addition, a results of multiple regression found diversion, socialization, fanship, team support, and technical knowledge to significantly predict the level of social media consumption while information and pass-time did not significantly affect social media consumption. In particular, socialization had the greatest influence on social media consumption.

This study examined the relationship among social media consumption, team identification, word-of-mouth intention, and attendance intention. By analyzing a total of 146 undergraduate students, this study revealed the following insights. First, social media consumption directly affects team identification and word-of-mouth intention. Second, team identification directly affects word-of-mouth intention and attendance intention. Third, social media consumption affects word-of-mouth intention and attendance intention, mediated by team identification. These results expand the use of social media in the marketing and research field upon prior studies of social media and team identification in sport. The most important contribution of this study was to provide the evidence that social media consumption can affect behavioral intention directly and indirectly with team identification as a mediating factor. Thus, this study suggests the way that social media can be used not only for information distribution but also for driving more revenue by stimulating fans’ team identification and intentions.