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Article
Publication date: 17 June 2021

Heetae Cho

Analyzing sport fans' emotions has attracted much attention and offered important implications for research on sport consumer behavior. As such, diverse emotional factors…

Abstract

Purpose

Analyzing sport fans' emotions has attracted much attention and offered important implications for research on sport consumer behavior. As such, diverse emotional factors have been considered to understand their behavioral responses. However, the concept of nostalgia has been examined to a lesser extent in the context of sport. Thus, this study investigated the role of nostalgia and its relationships with place attachment and revisit intention. The frequency of past experience was used as a moderator in this study.

Design/methodology/approach

Data collection was performed during six professional baseball games in South Korea, and 461 responses were collected from sport tourists. This study tested the reliability and validity of the measurement model and examined the relationships between constructs.

Findings

Results showed that nostalgia positively affected place attachment and revisit intention; place attachment played a mediating role between nostalgia and revisit intention. In addition, this study found that the relationship between nostalgia and place attachment was moderated by past experience.

Originality/value

This study identified how nostalgia can drive the development of a bond between place and sport fans, encouraging them to keep returning to the place where they are attached.

Details

Marketing Intelligence & Planning, vol. 39 no. 6
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 6 August 2020

Heetae Cho and Weisheng Chiu

The purpose of this study was to examine the relationships among nostalgia, customer equity and behavioral intentions. Specifically, consumers' intentions of purchase and…

Abstract

Purpose

The purpose of this study was to examine the relationships among nostalgia, customer equity and behavioral intentions. Specifically, consumers' intentions of purchase and word of mouth were assessed in this study.

Design/methodology/approach

A total of 272 responses were collected from football fans in Singapore. This study conducted partial least squares structural equation modeling (PLS-SEM) to test hypotheses using SmartPLS 3.0.

Findings

Results showed that the paths from nostalgia to value equity, brand equity and relationship equity were significant, whereas the direct influence of nostalgia on revisit intention and word-of-mouth intention was not found. In addition, value equity, brand equity and relationship equity positively affected intentions of revisitation and word of mouth.

Originality/value

The findings contribute to expanding the literature by introducing nostalgia and providing theoretical and practical implications, which enable marketers and managers to predict consumers' behavior and optimize their customer equity.

Details

Marketing Intelligence & Planning, vol. 39 no. 2
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 18 June 2020

Heetae Cho, Kah Min Tan and Weisheng Chiu

International exchange students have been known for an often-neglected population in tourism research and their intention to revisit the host country has not been…

Abstract

Purpose

International exchange students have been known for an often-neglected population in tourism research and their intention to revisit the host country has not been explored. Accordingly, the purpose of this paper is to examine the relationships among international exchange students’ memorable experiences, nostalgia, satisfaction and revisit intention.

Design/methodology/approach

Data were collected from students (N = 169) with recent international exchange experience using snowball sampling approach through various online platforms. The hypothesised relationships were tested using the partial least squares structural equation modelling (PLS-SEM).

Findings

Results showed that memorable experiences had a positive effect on nostalgia and satisfaction, and nostalgia significantly affected satisfaction. Satisfaction was also found to have a positive effect on revisit intention. In addition, memorable experiences and nostalgia had indirect effects on satisfaction and intention to revisit a host country in the near future.

Originality/value

The findings of this study contribute to the extant literature on international exchange students’ experience and provide tourism marketers with strategies to encourage them to revisit a host country.

我还会回来吗?由高校学生难忘的交换项目经历而激发的故地重游

摘要

目的

国际交换生在旅游研究中是经常被忽视的一个群体, 且他们再访交换国家之意图尚未被探讨。因此, 本研究之目的是研究国际交换生难忘的经历, 怀旧, 满意度和再访意图之间的关系。

设计/方法/方法

本研究的样本以滚雪球抽样的方式在各种网路平台收集有国际交换经验的学生(N = 169), 且使用偏最小平方-结构方程模型(PLS-SEM)检验了研究模型中的假设关系。

结果

本研究发现, 难忘的经历对怀旧情绪和满意度有正向的影响, 而怀旧会显著影地响满意度, 且满意度对再访意图有正向影响。此外, 难忘的经历和怀旧情绪对满意度以及再访交换国家意图有间接的影响。

原创性/价值

此研究结果贡献于现有国际交换生体验的文献, 并为旅游营销人员提供了鼓励他们重新访问交换国家的策略。

¿Volveré? Evocar nostalgia a través de experiencias memorables del programa de intercambio de estudiantes universitarios.

Propósito

Los estudiantes de intercambio internacional han sido conocidos por una población a menudo descuidada en la investigación turística, y su intención de volver a visitar el país anfitrión no ha sido explorada. En consecuencia, el propósito de este trabajo fue examinar las relaciones entre las experiencias memorables de los estudiantes de intercambio internacional, la nostalgia, la satisfacción y la intención de volver a visitar.

Diseño/metodología/enfoque

Se recolectaron datos de estudiantes (N = 169) con experiencia de intercambio internacional reciente utilizando el método de muestreo de bola de nieve a través de varias plataformas en línea. Las relaciones hipotéticas se ensayaron utilizando los mínimos cuadrados parciales — modelo de ecuaciones estructurales (PLS-SEM).

Hallazgos

Este estudio encontró que las experiencias memorables tuvieron un efecto positivo en la nostalgia y la satisfacción, y la nostalgia afectó significativamente la satisfacción. También se determinó que la satisfacción tenía un efecto positivo en la intención de volver a visitar. Además, las experiencias memorables y la nostalgia tuvieron efectos indirectos en la satisfacción y la intención de volver a visitar un país anfitrión en un futuro próximo.

Originalidad/valor

Los hallazgos de este estudio contribuyen a la literatura existente sobre la experiencia de los estudiantes de intercambio internacional y proporcionan a los vendedores de turismo estrategias para alentarlos a volver a visitar un país anfitrión.

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Article
Publication date: 29 May 2020

Hyun-Woo Lee, Heetae Cho, Emily M. Newell and Woong Kwon

The purpose of this study was to investigate the complexity of how spectators' multiple identities influence their behavioral intention. Specifically, the authors examined…

Abstract

Purpose

The purpose of this study was to investigate the complexity of how spectators' multiple identities influence their behavioral intention. Specifically, the authors examined the effects of spectators' place identification, team identification and an interaction effect on attendance intention using social identity complexity framework.

Design/methodology/approach

Data were collected from spectators attending professional baseball games in South Korea. While 550 questionnaires were returned, 475 (86.36%) were used in the analysis after excluding incomplete responses. The research model was tested using latent moderated structural equations modeling.

Findings

Results indicated place identification only influenced attendance intentions through an interaction effect, while team identity directly affects attendance intention. Highly identified sport consumers intended to attend future games regardless of place identification, while the sense of love for the team's home region motivated low-identified sport consumers more to attend future games.

Originality/value

The findings of this research led to understanding the relationships between multiple identities and behavioral intention and provided the spectator sport industry with valuable strategies to manage their sport consumers.

Details

International Journal of Sports Marketing and Sponsorship, vol. 21 no. 4
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 2 April 2020

Hyun-Woo Lee, Heetae Cho, Emily Lasko, Jun Woo Kim and Woong Kwon

In highlighting brain wave responses of emotional processing, the purpose of this study is to investigate (1) the effect of sport participation involvement on affective…

Abstract

Purpose

In highlighting brain wave responses of emotional processing, the purpose of this study is to investigate (1) the effect of sport participation involvement on affective reaction in viewing photos; and (2) the association between affective reaction and behavioral intentions.

Design/methodology/approach

Using lateralized event-related potentials, the authors examined how brain wave reactions are different based on different sport involvement between two groups where one group had varsity sport experience while the other expressed that they were not fans of the sport.

Findings

Results indicated a significant difference in lateralization between groups. Brain responses were greater in the high involvement group and positively correlated with the intention to attend future games.

Originality/value

The findings in this study elucidate the linkage between one's history of sport involvement and affective brain wave responses. Implications from neurophysiological evidence provide means to further dissect the multifaceted construct of involvement in the field of sport marketing.

Details

International Journal of Sports Marketing and Sponsorship, vol. 21 no. 2
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 7 May 2019

Heetae Cho, Hyun-Woo Lee and Do Young Pyun

The purpose of this paper is to examine the impact of perceived environmental quality of the stadium on fans’ future intentions to attend a game by highlighting the…

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1082

Abstract

Purpose

The purpose of this paper is to examine the impact of perceived environmental quality of the stadium on fans’ future intentions to attend a game by highlighting the moderating effect of team loyalty.

Design/methodology/approach

Using latent moderated structural equations modeling, this study tested the direct impacts of stadium factors on consumers’ desire to stay and revisit intentions and the moderation effects of team loyalty based on Mehrabian and Russell’s environmental psychology behavioral model.

Findings

The results showed significant direct effects of team loyalty and desire to stay on revisit intentions. The stadium environment influenced desire to stay and revisit intentions only by the interactions with team loyalty. More specifically, higher loyalty led to higher desire to stay and revisit intentions, whereas fans’ positive experience of stadium environment intensified the effect.

Originality/value

The authors highlight the significant role of desire to stay on revisit intentions by incorporating the cognitive-affective system of human behavior. In addition, this study provides essential information for identifying the interaction effects of environmental factors and team loyalty on consumer behavior in sport settings.

Details

International Journal of Sports Marketing and Sponsorship, vol. 20 no. 2
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 11 July 2020

Weisheng Chiu and Heetae Cho

The purpose of this study is to examine individuals' decisions to use health and fitness apps by applying the extended technology readiness and acceptance model (TRAM)…

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1094

Abstract

Purpose

The purpose of this study is to examine individuals' decisions to use health and fitness apps by applying the extended technology readiness and acceptance model (TRAM), which combines technology readiness (TR), the technology acceptance model (TAM) and perceived enjoyment (PEN). Moreover, this study explores the differences between users and non-users regarding their intentions to use health and fitness apps.

Design/methodology/approach

Data collection (n = 206) was conducted using convenience sampling from four large universities in South Korea. The data were analysed by partial least squares structural equation modelling (PLS-SEM) using SmartPLS 3.0.

Findings

The results revealed that positive TR positively affects perceived ease of use (PEOU), perceived usefulness (PU) and PEN, while negative TR had a negative impact only on PEN. Furthermore, the significant relationships between PEOU, PU and PEN were identified. In addition, multigroup analyses indicated that the relationships between positive TR and PEN, between PEN and PEOU, between PEOU and PU, and between PU and behavioural intention were positively stronger for app users.

Originality/value

This study initially applied the TRAM to understand individuals' behavioural intentions to use health and fitness apps. Moreover, this study identified the distinct roles of positive and negative TR affecting individuals' cognition regarding using health and fitness apps. The differences in the psychological processes between app users and non-users offer insights and implications for practitioners.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 3
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 26 June 2020

Weisheng Chiu, Heetae Cho and Christina G. Chi

This study aimed to explore consumers' continuance intention to use a fitness and health app by applying two theoretical models: the expectation–confirmation model (ECM…

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1255

Abstract

Purpose

This study aimed to explore consumers' continuance intention to use a fitness and health app by applying two theoretical models: the expectation–confirmation model (ECM) and the investment model (IM).

Design/methodology/approach

An online survey was administered to consumers who are currently using fitness and health apps (N = 342). Structural equation modeling (SEM) was conducted using Amos 22.0 software to examine the hypothesized relationships in the research model.

Findings

Results revealed that users' continuance intention was significantly predicted by the two models. Within the ECM, the positive and significant relationships among variables were found. Moreover, users' satisfaction and investment size had positive impacts on their commitment, which, in turn, positively affected the intention. Also, confirmation of expectations had a positive impact on investment size.

Originality/value

The integrated model helps better understand fitness and health app users' decision-making process from the perspective of relationship commitment and suggests practical implications for health and fitness app providers.

Details

Information Technology & People, vol. 34 no. 3
Type: Research Article
ISSN: 0959-3845

Keywords

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Article
Publication date: 31 March 2020

Do Young Pyun, Heetae Cho and Ho Keat Leng

While advertising and sponsorship are conceptually different, many studies have used the same measures for both constructs. The assumption is that respondents perceive…

Abstract

Purpose

While advertising and sponsorship are conceptually different, many studies have used the same measures for both constructs. The assumption is that respondents perceive both domains similarly. The purpose of this study was to test the invariance of the belief measures between the advertising and sponsorship measurement models across different consumer segments and to provide empirical justification for the practice.

Design/methodology/approach

Two independent samples were recruited from two different consumer segments: university student consumers (n = 290) and general consumers (n = 324). This study conducted multigroup invariance tests using LISREL 8.80. The measurement and structural invariances were concerned with factor loadings (λ), factor variance and covariance (f) and error variance (θ) metrics.

Findings

The factor patterns of the belief model were generally invariant between the advertising and sponsorship models in both consumer groups. However, the respondents interpreted three items between advertising and sponsorship in different ways: one annoyance/irritation item in the generic consumer group and two falsity/no sense items in the student consumer groups.

Originality/value

While the invariance test reveals three problematic items, the majority of items seem to be invariant, concluding that the advertising belief scale could be applicable to the sponsorship context.

Details

International Journal of Sports Marketing and Sponsorship, vol. 21 no. 2
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 10 May 2019

Weisheng Chiu and Heetae Cho

The purpose of this paper is to investigate the influence of perceived brand leadership of an e-commerce website on satisfaction and repurchase intention. Moreover, the…

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3150

Abstract

Purpose

The purpose of this paper is to investigate the influence of perceived brand leadership of an e-commerce website on satisfaction and repurchase intention. Moreover, the different roles of gender and age were explored in the proposed model.

Design/methodology/approach

An online survey was administered to Chinese consumers (n=476) who have purchased products on e-commerce websites. Using SmartPLS 3.0 software, a partial least squares structural equation modeling analysis was conducted in this study.

Findings

The results showed that all factors of perceived brand leadership (i.e. quality, value, innovativeness and popularity) have positive influences on satisfaction, and in turn satisfaction significantly affects repurchase intention. Also, value and popularity have positive influences on repurchase intention. In addition, gender differences were found in the proposed model. More specifically, the influence of quality on satisfaction was stronger for male consumers, while the impact of popularity on satisfaction was stronger for female. In terms of age differences, the influence of quality on satisfaction was stronger for the consumers over 40 years old as compared to the younger consumers (i.e. the 20s). Moreover, the influence of innovativeness on satisfaction and repurchase intention was stronger for the 20s consumers as compared to the consumers who are over 40 years old.

Originality/value

This study attempts to apply the concept of brand leadership to the e-commerce setting by addressing differential consumption decision-making process. In addition, different gender and age groups reveal unique preferences and consumption patterns.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 6
Type: Research Article
ISSN: 1355-5855

Keywords

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