• Journal of Sport and Applied Science
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• v.8 no.3
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• pp.13-19
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• 2024

Purpose: This study aims to investigate the consumption patterns of the MZ generation in relation to eSports and traditional professional sports, focusing on the similarities and differences in spending behavior on game items and professional sports viewing. Research design, data, and methodology: The research utilizes a comparative analysis of eSports and professional sports consumption trends within the MZ generation. Data was collected through surveys targeting MZ generation consumers and analyzed using statistical methods to assess the impact of consumption behaviors on spending. The study particularly focuses on the expenditure behaviors in game items (eSports) versus traditional sports viewing expenses. Results: The analysis revealed that the MZ generation displays distinct consumption behaviors between eSports and traditional sports. eSports consumption is characterized by higher spending on in-game items, driven by personalization and competitive advantages, whereas spending on professional sports viewing is influenced by fan loyalty and event participation. Conclusions: The findings underscore the growing economic significance of eSports, driven by the unique consumption behaviors of the MZ generation. These insights suggest that the eSports industry should continue to adapt its strategies to capitalize on this trend, while traditional sports organizations may need to innovate in engagement strategies to maintain consumer interest and expenditure.

• Journal of Fashion Business
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• v.27 no.6
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• pp.18-36
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• 2023

Although an extensive body of research exists on sports uniform colors in the West,there is a dearth of research on South Korean sports uniforms, especially in the domain of professional teams ports. This study aims to identify and analyze the colors of sports uniforms of 56 professional teams listed on the Korea Professional Sports Association (KPSA) for a range of team sports (e.g. football, baseball, basketball, volleyball, and golf). The number of colors of each team's uniform and the ordinal ranking of these colors were recorded and analyzed. Furthermore,the number of colors and parent company colors were grouped by gender and league. Overall, 80.4% of the teams preferred three to four colors with white, black, blue, and red being the most popular colors. Every team's primary, secondary, or graphic logo colors on their uniforms included white. The gender variable was partially significant, emphasizing culturally significant colors such as pink. The parent company's color showed a significant connection with the team's uniform colors. This result was related to the historical origins of South Korean professional team sports and their unique relationship with chaebols. Based on the findings, this study concludes that visibility and contrast factors, as well as historical aspects relating to the concept of glocalization play an important role in the color choices of South Korean team uniforms.

• Journal of Sport and Applied Science
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• v.4 no.4
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• pp.27-32
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• 2020

Purpose: This study sought to explore the effects of air pollution on professional sports in South Korea. Research design, data, and methodology: The dependent variable, the number of attendances, was comprised of 2013-2017 K-league, 2015-2017 KBO, 2014-2017 KBL regular season games, resulting in 1,063, 2,121, 810 individual match-level observations, respectively. With the actual data collected from each place across the country, we created a categorical variable which identify the air quality index divided into four categories by K-eco (i.e., good, moderate, unhealthy, hazardous). To analyze data, ANOVA was employed. Results: First, there was a significant group effect on K-league attendance. Second, there was a significant group effect of KBO attendance. Lastly, there was a significant group effect on KBL attendance. Conclusions: Summary of above results showed that each professional sport leagues' attendance was significantly different depending on the levels of air pollution. Implications were also discussed. Keywords: air pollution, sport spectatorship, professional sports.

• International Journal of Internet, Broadcasting and Communication
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• v.12 no.3
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• pp.163-170
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• 2020

The purpose of this research is to organize panels centered on professional workers and experts in the sports media industry, identify structures and items of sports media commentators' attributes that conform to the present era through the collective agreement process, and evaluate the derived measures according to the scale development procedure. We would like to shed new light on the nature of commentators due to the rapid development of broadcasting technology and the emergence of new media platforms, the emergence and expansion of smart media receptors and the changing environment of modern sports broadcasting. For this purpose, a panel of experts from academia and industry related to sports management and sports media was organized and the attributes of commentators were analyzed using the Delphi method. Technology development in the sports market has created a new sports consumption environment. In these consumer environments, various environmental factors influence the consumer's consumption culture of sports consumers. For example, professional information, as well as interpretations of sports culture, history and society are becoming their share for sports commentators, and viewers are demanding more diverse characteristics from sports commentators. In this respect, the study of sports commentator attributes can be a deep understanding of the rapidly changing culture of sports consumption.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.11 no.3
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• pp.189-197
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• 2016

This study is aimed at providing basic data necessary for promoting consumption of professional sports licensing in the industry through service quality. Specifically, the current study examines the effects of service quality and licensing product intentions on professional sports and evaluates the moderating identity. For this study, we distributed a total of 480 questionnaires to those sampled through non-probability sampling from people living in small and medium cities including Seoul. Collected data were coded and entered into the computer, and statistically processed using SPSS Statistics 18 The results were as follow: First, service quality of professional sports significantly effect on licensing product intentions, but identity could not effect on licensing product intentions. Second, Identity as a moderating variable has significantly positive effect on the relationship between star player of service quality and Licensing Product Intentions. In conclusion, the companies that participate as title sponsors in professional sports were proven to promotion their licensing product intentions, as identified with sports fans through service quality of professional sports such as record, attractiveness, star player and locally affiliated.

• PNF and Movement
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• v.10 no.1
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• pp.53-59
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• 2012

Purpose : This thesis aims to explore sports physical therapist program of university of education of korea and usa for the whole process of becoming sports physical therapist and provide better education programs for cultivating sports physical therapist in the future. Methods : This thesis education programs of physical therapy department in Korea and 3 universities in east california region were selected with recommendation of a professional on sports physical therapist in USA. for the purpose of this study, curriculum of physical education department at school of education was analyzed using internet survey, phone survey, visitor survey and examination of hand book in korea. in usa, homepage, internet survey, e-mail and examination of handbook were used to analyze the data. Results : First, the results of this study can be summarized as follows: second, In comparison of required subjects and selective subject of physical therapy education in Korea and USA, Korea presents the least required subjects for major while USA offer more required subjects for majors. Korea puts focus on education practice while USA offers initial field experience and education practice well connected and organized systematically. Third, comparison of system of professional sports physical therapist, Korea did not establish system of a professional sports physical therapist, USA systematically established system of a professional sports physical therapist. Conclusion : On the basis Professional physical therapist, PNF association has to need to study hardly about special therapist.

• 대한정형외과스포츠의학회:학술대회논문집
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• 2004.09a
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• pp.63-63
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• 2004

• Journal of Service Research and Studies
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• v.12 no.2
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• pp.117-134
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• 2022

This study conducted a survey on visitors who visited the 2021-2022 KBL Professional Basketball Stadium in Wonju to understand how professional sports viewing factors affect the club image, club satisfaction, and club reputation. As factors for watching professional sports, four factors were considered: stadium, game situation, spectating cost, and spectator promotion. A total of 450 questionnaires were distributed and 411 questionnaires excluding 39 questionnaires were used as the final analysis data. For the effective questionnaire survey, After analyzing the purpose and purpose of the research, participants were asked to collect data. The collected data were analyzed using SPSS statistical package after data coding and cleaning process. The results of this study are as follows. First, the effect of professional sports viewing factor on brand image was 45.1%, and the factor of pro sports viewing was significant in stadium, competition situation, and promotion of viewing, and had no effect on viewing cost. Second, the influence of professional sporting factor on the satisfaction of the team was 42.5% in explaining power, which was significant in the stadium, the competition situation, the cost of visiting, and promotion of viewing. Third, the influence of professional sports viewing factor on team reputation was 62.1%, and the factor of professional sports viewing was significant in promoting stadium, visiting cost, and viewing, and had no effect on economic situation. The implication of this study is that in order to increase the brand value of the club, it is much more effective to increase the quality of facilities and food and beverages and to activate events for the audience than to lower the cost of viewing.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.10 no.12
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• pp.3839-3847
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• 2009

This study presents a revitalization of the professional leagues through the identification of the problem based on analyzing the domestic professional sports business environment. The development plan for emerging problem is present along with guidelines that are appropriate for local environment and situation for league revitalization. First, the creation of a variety of marketing opportunity and integrated marketing strategy must be accompanied by the development for generating of the professional sports league's revenue. Second, Marketing of a player's potential should be developed. and utilized. Third, the domestic players and foreign players salary cap celery cap placed on the proportion of salary should be lower. Finally, Youth Club, based on the activation of a growing base should be made.

• Journal of Fashion Business
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• v.23 no.6
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• pp.127-138
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• 2019

As health and well-being become a global trend, the younger generation is focusing on the balance between work and leisure time and they are interested in sports activities as well as a cultural life. In addition, the range of sportswear is expanding, so that athleisure fashion is getting into daily lives. In particular, consumer groups in the sportswear market are beginning to change since generation Z consumers are more and more interested in sportswear and their needs are also growing of health and functional of sports wear. It's a global trend that athleisure fashion market is growing, which combines professional athletic wear with fashion. As the number of women who enjoy sports and leisure in their spare time, the consumer pattern in the sports wear market is also expanding to female customers. However, most sports functional wears were focused on male consumers, so that functional inner-wears are mostly made for both sexes, which mean the functional inner-wears are produced without considering the physical characteristics of men and women and with not enough size division ending up not suitable for professional athletes. In particular, female professional athletes need functional inner-wear that fits the characteristics of the sport because they are not only different in physical condition and they are also using different muscles for different movements. Therefore, functional inner-wear needs pattern development and size system setting considering the body shape and athletic movement of female professional athlete.