• Journal of Fashion Business
• /
• v.17 no.2
• /
• pp.117-135
• /
• 2013

With the growth of mass media, professional baseball teams have strived to keep up team's tradition and individuality and build a distinctive image through sports marketing using visual identity. Among others, a baseball uniform is used as a sports marketing tool more than an uniform. Uniform color acts as a distinctive element in team's uniform design and is effective to raise attention, manifest a positive image to spectators, and increase trust and affinity. This study aims to compare and analyze color characteristics and images of professional baseball uniforms in America, Japan, and Korea as visual identity. For this, literature review was made on the history of baseball, uniforms, sports marketing, and visual identity, and then color characteristics and images were analyzed on professional baseball away uniforms in Korea, America, and Japan collected in Internet and official web sites. The results are as follows. First, for color characteristics of professional baseball uniforms, the most frequently used color was R(V) color in Korea, ltGy color in America, and Bk color in Japan. Second, for color images of professional baseball uniforms, the most frequently used image was a casual image in Korea, a dandy image in America, and a modern image in Japan.

• 한국체육학회지인문사회과학편
• /
• v.51 no.3
• /
• pp.79-88
• /
• 2012

The purpose of this study was to find spectator's value cognition and expected-benefit factors on professional baseball sportstar. Purposeful Sampling method was used to select among fan club leaders and people who had watched baseball games over ten years 8 informants who watched more than 4 times in 6 baseball games in 2011 Lotte Card Professional Baseball League. Data collection relies on focus group interviews and in-depth interviews. Text analysis was attempted to adopt the A-R-C needs theory proposed by Thomson(2006) for spectator's value cognition and the metaphors for consuming by Holt(1995) for expected-benefit factors. The research summary is as follow: Spectator's value cognition on professional baseball sportstar were an object of entertainment-oriented value, a major figure for social relationship-oriented and an object of identical. Spectator's expected-benefit factors on professional baseball sports tar were confirmation of values and heroic orientation. Meanwhile, spectator who had entertainment-oriented value cognition on professional baseball sportstar expect heroic orientation, who recognize professional baseball sportstar a major figure for social relationship-oriented and an object of identical pursue confirmation of values.

• The Journal of the Korea Contents Association
• /
• v.12 no.1
• /
• pp.508-515
• /
• 2012

The purpose of this study was to examine if factors of baseball stadium environment which people have spectating satisfaction of professional baseball. The respondents of the study 614 who were spectators at D city professional baseball event. The stratified cluster random sampling method has been used in this study. The material collection device was the brochure named [A Influence of Factors of Baseball Stadium Environment on Spectating Satisfaction of Professional Baseball]. The result of reliability check up was here below; stadium factors ${\alpha}$=.966~.890, spectating costs ${\alpha}$=.922~.988, spectating promotion ${\alpha}$=.894~.789. To analyze materials, the "correlation analysis" and "regression analysis" were used as statistic analysis techniques. The conclusion based on above study method and the result of material analysis are here below. 1. The stadium factors influence spectating satisfaction of professional baseball. 2. The spectating cost factors influence spectating satisfaction of professional baseball. 3. The spectating promotion factors influence spectating satisfaction of professional baseball.

• Journal of Information Technology Applications and Management
• /
• v.18 no.3
• /
• pp.91-110
• /
• 2011

Korea professional baseball industry has grown to take the lion's share of the domestic sports industry, but still does not make break even. The purpose of this study is to examine the financial impact of adopting the Customer Relation Management (CRM) approach on the profitability of Korea professional baseball industry. We use a measuring tool called entropy used in ID3 decision tree algorithm. In the paper, we specify five the most important factors that affect spectator satisfaction based on the previous literature, perform survey analysis, calculate entropy values, and find the results. We predicted the change in revenues when we adopt CRM by checking the spectators' willingness to pay more when the conditions of each factor are improved. We find that we can reap significant fruits of the effect of CRM introduction through enhancing 'game content factor' and 'game promotion factor' among the five factors. We also find that we can increase the revenues of domestic professional baseball teams to 2.4 times or 2.1 times the current level if we manage intensively those two factors respectively. It is very surprising to see that the improvement in total revenues makes both ends meet for domestic professional baseball teams. This clearly demonstrates the effectiveness of CRM approach in improving the profitability of organizations.

• The Korean Journal of Applied Statistics
• /
• v.24 no.6
• /
• pp.1139-1148
• /
• 2011

Team standings in the regular professional baseball league should be determined based on a reasonable criterion; however, an unreasonable Japanese method is being used in Korea as of 2011. In this paper, we suggest a new method of computing the percentage of victories constructed by combining the advantages of the methods to determine team standings used in Korean professional baseball. We also have applied preexistent methods and suggested method to past and present Korean professional baseball data.

• The Journal of the Korea Contents Association
• /
• v.14 no.4
• /
• pp.379-388
• /
• 2014

This study analyzed the status of Korean professional baseball as TV contents utilizing ratings. For the purpose of the study, Korea professional baseball's relative status to other genres though ratings is investigated. For this study, ratings per minute for the whole cable TV channel viewer ratings in 2010 were analyzed, and the following is the result of comparing and analyzing ratings per genre and channel of cable TV. Among 11 genres, drama showed the highest rating, and entertainment, movies, kids, news/reports, sports, music, etc followed. Drama and entertaining channels showed the highest ratings and sports did not show any high ranking. However, when analyzing times for broadcasting Korean professional baseball separately, Korean professional baseball in both genre and channel showed the highest r ratings and it was significant statistically. Thus, it is considered that Korean professional baseball is the most valuable contents for the related cable TV times.

• Journal of the Korea Convergence Society
• /
• v.9 no.2
• /
• pp.295-302
• /
• 2018

The purpose of this study was to empirically examine how the perception of CSR of domestic professional baseball clubs was related to the reputation of clubs, identification of clubs, and parent company image. For the research, a survey was conducted by 277 fans of LG Twins, Doosan Bears, SK Wyverns, and KT Wiz in the metropolitan area. First, the reputation of the club had a positive impact on club reputation. Second, CSR of professional baseball clubs had a positive impact on club identification. Third, the reputation of the club had a positive impact on the image of the professional baseball team. Fourth, the identification of clubs had a positive effect on the image of the professional baseball team's mother-company.

• 한국체육학회지인문사회과학편
• /
• v.55 no.6
• /
• pp.361-373
• /
• 2016

The winning rate is the most important indicator for running a professional baseball team because it directly affects the spectator. James(1980) suggests that the Pythagorean method is almost identical to the actual winning rate, which is known as a way of helping to establish a team strategy. In this study, it was analyzed what kind of detail difference produced difference between real winning rate and winning rate based on Pythagorean method for 10 years from 2005 to 2014. The purpose of this study is to derive a plan to improve the performance of Korean professional baseball team. The results show that the expected winning rate differs from the actual winning rate by +.062 to -.054. In the process of this result, records of base on balls of the hitter, strikeout of the hitter, base on balls of the pitcher, batting average, sacrifice fly, etc. were found to affect the performance of professional baseball team. Therefore professional baseball teams should improve their batting eye so they can get a base on balls and reduce strikeouts. In the case of a pitcher, it should be instructed to reduce the base on balls by improving the control.

• Journal of the Korea Society of Computer and Information
• /
• v.24 no.2
• /
• pp.17-24
• /
• 2019

In this paper, we propose a new model for predicting effective Win/Loss in professional baseball game in Korea using machine learning technique. we used basic baseball data and Sabermetrics data, which are highly correlated with score to predict and we used the deep learning technique to learn based on supervised learning. The Drop-Out algorithm and the ReLu activation function In the trained neural network, the expected odds was calculated using the predictions of the team's expected scores and expected loss. The team with the higher expected rate of victory was predicted as the winning team. In order to verify the effectiveness of the proposed model, we compared the actual percentage of win, pythagorean expectation, and win percentage of the proposed model.

• Journal of Korea Entertainment Industry Association
• /
• v.15 no.6
• /
• pp.93-103
• /
• 2021

The purpose of this study is to explore changes in future sports by introducing baseball robot umpire. The study was conducted using qualitative research methods, and participants selected five baseball fans who were interested in baseball. The results of the study are as follows. First, baseball fans expressed displeasure with the frequent misjudgment in Korean Professional Baseball game, and doubted the fairness of the umpire's judgment. And repeated misjudgment of professional baseball has contributed to the decline in viewing and viewing of baseball. Second, baseball fans were positive about the introduction of robot umpire as a way to reduce bad calls in baseball games, and considered the accuracy, consistency, and recordability of robot umpire to complement their limitations. Third, the application of baseball robot umpire will serve as a basis for strengthening the fairness and efficiency of baseball games, which will positively change the image of sports. As a result, the introduction of robot umpire in baseball games could exert desirable influence on people and contribute to restoring the ethics of sports and strengthening fairness.