• Journal of Digital Convergence
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• v.14 no.1
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• pp.445-452
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• 2016

The purpose of this study was empirically to reveal how professional baseball fan's team identification and team loyalty influence on purchase intention of parent company products. For the research, a survey was conducted by 278 subjects selected from fans of Samsung Lions and LG Twins among professional baseball teams which were owned by representative electronics manufacturers. The results were as follows: First, team identification of the professional baseball fan had positive corelation with purchase intention of parent products. Second, team loyalty of the professional baseball fan had positive corelation with purchase intention of parent company products. Third, team loyalty had effective to mediate between team identification and purchase intention of parent company products. The result of studies showed that team identification was a major factor(variable) which had a positive influence on purchase intention of parent company products, and it also verified that team loyalty had mediating effects on these.

• Proceedings of the Korea Information Processing Society Conference
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• 2011.11a
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• pp.1203-1206
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• 2011

출범 30주년을 맞은 국내 프로야구가 600만 관중을 넘어섰다. 국내 프로야구의 인기가 그만큼 높으며 식을 줄을 모른다.[7] 하지만 많은 선수와 복잡한 규칙은 새로운 야구팬을 주춤하게 만든다. 본 논문을 통하여 필자는 새로운 방식의 야구선수 분석 방법을 제안하고자 한다. 새로운 방식의 야구선수 분석 방법은 쉽고 간단하게 야구선수들의 특성을 분석하여 표현할 것이며, 야구를 좋아하고자 하는 사람들은 조금 더 쉽게 다가갈 수 있을 것이다.

• Journal of the Korean Data and Information Science Society
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• v.28 no.3
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• pp.625-633
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• 2017

Fielding Independent Pitching (FIP) is a statistic that measure pitcher performance by eliminating plate appearance outcomes that involve defensive play. FIP uses pitcher dependent outcomes such that walks, strikeouts, hit by pitches, and home runs allowed. The FIP equation derived from linear weights uses three coefficients 13, 3, -2 for evaluating Major League Baseball pitchers. However, these coefficients derived from run value of major league baseball are not suitable to Korea Baseball Organization pitchers due to baseball circumstances. In this study, new FIP called kFIP for Korea Baseball Organization pitchers are provided. We recalculate coefficients and get 14, 3, -1 for evaluating Korean Baseball pitchers. As a result, kFIP is statistically significantly better than FIP at predicting pitcher ERA in KBO League.

• Korean Journal of Cognitive Science
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• v.21 no.3
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• pp.429-446
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• 2010

This study is to examine if emotional valance depending upon the result of baseball game(losing or winning) of subjects' favorite team yields hemispheric asymmetry measured by fMRI. Subjects were twelve fans of the Samsung Lions baseball team. The brain activations have been observed while they watched winning and losing scenes of their favorite team. As a results of the experiment, those who watched winning scenes showed the activation of the left and right cuneus, right inferior occipital gyrus, right inferior frontal gyrus, left amygdala, right parahippocampal gyrus, left uncus, left cingulate gyrus, left inferior temporal gyrus, right middle temporal gyrus, left declive, left culmen. On the contrary, those who watched losing scenes showed the activation in the right middle frontal gyrus, left anterior cingulate, left sub-gyral, left lentifomrm nucleus, left thalamus, left claustrum, left insula. The evidence of hemispheric asymmetry from this study has not been demonstrated and activation in amygdala observed during watching winning scene has not been observed in losing scene. Therefore more in-dept research is required about defeat stimuli induction.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.1
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• pp.99-110
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• 2016

This study examined the factors affecting the team identification of professional baseball fans. The factors were divided into the fan factor, game factors, and other factors. For the analysis, two investigators visited stadium three times in total and a total number of 297 spectators were sampled using a convenience sampling method from three baseball teams. For the fan factor, a fan who began supporting his/her team from childhood or after childhood was used as a dummy variable. The interaction effects between the fan factor and other variables were investigated to offer a stereoscopic understanding about the role of kids marketing. In addition, three game factors and four non-game factors were analyzed. The results regarding fan variable and interaction effects were obtained. Fans from their childhood have much stronger team identification, and show interaction effects with the players. Regression analysis revealed player, promotion and fan service, price, and regional connection to have positive relations with team identification. This study is especially meaningful in a sense that it has proposed positive results regarding marketing to children, and the results will contribute to both the academic field and the industry.

• Communications for Statistical Applications and Methods
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• v.19 no.3
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• pp.367-379
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• 2012

In baseball rankings, prediction has been a subject of interest for baseball fans. To predict these rankings, (based on 2011 data from Korea Professional Baseball records) the arithmetic mean method, the weighted average method, principal component analysis, and principal component regression analysis is presented. By standardizing the arithmetic average, the correlation coefficient using the weighted average method, using principal components analysis to predict rankings, the final model was selected as a principal component regression model. By practicing regression analysis with a reduced variable by principal component analysis, we propose a rank predictability model of a pitcher part, a batter part and a pitcher batter part. We can estimate a 2011 rank of pro-baseball by a predicted regression model. By principal component regression analysis, the pitcher part, the other part, the pitcher and the batter part of the ranking prediction model is proposed. The regression model predicts the rankings for 2012.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.25 no.5
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• pp.15-21
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• 2002

We studied the relations between variables related to fan's preference in a area of pro-baseball which is the most popular one among pro-sports. The dependent variables are pro-baseball team fan's preference to both the team and the products of the company which has a pro-baseball team, while the independent variables are sex, age, and hometown of fans. Eight hypotheses are constructed with those variables. For testing them a questionnaire was used, whose reliability was checked using Kronbach Alpha. Subjects were 314 college students in a local city. For statistical analysis nonparametric tests like Mann Whitney test, Kruskal-Wallis test, etc were used. Useful and significant results among variables were obtained. Since these results have important implications about management of pro-sports teams and fans and fans Preference to products in a view of sports marketing management, more researches should be done continuously in the future in this area.

• The Journal of the Convergence on Culture Technology
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• v.6 no.2
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• pp.231-238
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• 2020

The main purpose of this current study was to identify the structural relationships between the variables of team attachment, location-based service, and future fan behaviors by utilizing Technology Acceptance Model (TAM). Among the 10 KBO franchises, SK Wyverns and KT Wiz were qualified to have their own smart applications programs and the relevant infrastructure at their home venues. Thus, a total of 500 surveys were collected from SK Wyverns and KT Wiz games during September of 2019 and a total of 448 were used for data analysis after deleting 52 surveys due to the missing data. According to the results of a structural equation modeling, 12 positive (+) causality out of 14 hypotheses were confirmed that there must be causal relationships among the variables of location-based service at the smart stadium, TAM, fan attachment, and future fan behavior. It is hoped that this study can be contributing to the foundational developments of marketing strategies by adopting the new technological advancement in the Korean sport industry in the future.