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Article
Publication date: 7 November 2016

Kyu-soo Chung, Dong Soo Ryu and Seunghwan Lee

The purpose of this paper is to provide meaningful information to sport organizations that have just recently started hosting sporting events in a new market and want to…

Abstract

Purpose

The purpose of this paper is to provide meaningful information to sport organizations that have just recently started hosting sporting events in a new market and want to build long-term relationships with that market’s consumers.

Design/methodology/approach

Using self-administered questionnaires, the study surveys 463 spectators who attended the 2012 Formula One Korean Grand Prix.

Findings

Prior affect and existing sensory cues are crucial for spectators’ consumption behavior. Spectators’ prior event attendance plays a significant role on perceiving sensory stimuli as well as on consequent outcomes. This study also finds arousal significantly affected by seeing and hearing and prior affect. Arousal mediates the effects of these sensory stimuli and prior affect on satisfaction and revisit intention.

Originality/value

This study expands the knowledge on spectators’ experience at live sporting events. In addition, more dimensions of the mechanisms that are at work between cognitive elements and sensory stimuli are added to the existing knowledge of sport spectators’ behavior.

Details

International Journal of Sports Marketing and Sponsorship, vol. 17 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

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Article
Publication date: 14 April 2020

Geumchan Hwang and Kyu-soo Chung

This study aims to examine how sport fans' intention to donate to college athletics differs by the type of communication and by the interactivity of communication when a…

Abstract

Purpose

This study aims to examine how sport fans' intention to donate to college athletics differs by the type of communication and by the interactivity of communication when a college athletic department uses a social cause for marketing.

Design/methodology/approach

To discover differences in donation intention, the study adopts a two (social media/newspaper) by two (interactive/non-interactive) factorial experiment in which the study's created scenario is randomly presented to subjects. Participating in the online survey are 184 collegiate sport fans at a university in the American Midwest. Collected data are analyzed on the analysis of variance.

Findings

Results show that fans demonstrating the highest donation intention are those in the group of fan-interactive marketing on social media. Those showing the lowest are in the group of non-interactive marketing on newspaper. Between marketing interactivity and marketing platform, no interaction effect is found.

Originality/value

The study tests the effectiveness of marketing communication in the context of collegiate sports and identifies the impact of social media on college sport fans' donation intention. For collegiate athletic administrators designing a cause-related marketing campaign, this study provides practical information on how to use social media in delivering fan-oriented activities.

Details

Sport, Business and Management: An International Journal, vol. 10 no. 2
Type: Research Article
ISSN: 2042-678X

Keywords

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Article
Publication date: 4 June 2019

Kyu-soo Chung, Christopher Brown and Jennifer Willett

The purpose of this paper is to examine the factors that motivate Korean baseball fans to support Korean Major League Baseball (MLB) players and to identify the effects of…

Abstract

Purpose

The purpose of this paper is to examine the factors that motivate Korean baseball fans to support Korean Major League Baseball (MLB) players and to identify the effects of the motivations on identification and behavioral loyalty.

Design/methodology/approach

Data were collected using a self-administered questionnaire at three Korean universities. A model was designed to see which three motivations (commitment to Korean baseball, interests in MLB and ethnic identity) affect loyalty behaviors to support Korean MLB players. In the model, the mediating effect of player identification is set to the relation between the three motivations and behavioral loyalty. The moderating effect of team identification is also set to the relation between player identification and behavioral loyalty. Collected data (n=294) were first analyzed via confirmatory factor analysis to ascertain the factor structure of the study model. Then, the study performed a structural equation modeling which finds the magnitude and significance of each causal path among designed factors.

Findings

All the effects were found to be significantly positive except team identification whose moderating effect was not significant. Interests in MLB had the greatest impact on the fan’s player identification followed by commitment to the Korean baseball league and their ethnic identity. It was also found that the influence of player identification was positive on behavioral loyalty.

Originality/value

This work can help MLB expand their fan base internationally, especially in Asian countries.

Details

Sport, Business and Management: An International Journal, vol. 9 no. 3
Type: Research Article
ISSN: 2042-678X

Keywords

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Article
Publication date: 1 October 2015

Kyu-soo Chung, Dong Soo Ryu, B. Christine Green and Hyun Min Kang

This study measures the effect of each of the five senses on arousal, satisfaction and intention to revisit a live racing event. Spectators' arousal was significantly…

Abstract

This study measures the effect of each of the five senses on arousal, satisfaction and intention to revisit a live racing event. Spectators' arousal was significantly influenced by sights, sounds and smells. Spectators' sense of smell, taste, and touch directly impacted satisfaction. Interestingly, olfactory stimuli had an effect on both arousal and satisfaction. Spectators' arousal had a significant indirect effect on their revisit intention. The study proposes that motorsports marketers make use of olfactory stimuli to provide racing spectators with memorable experiences.

Details

International Journal of Sports Marketing and Sponsorship, vol. 16 no. 5
Type: Research Article
ISSN: 1464-6668

Keywords

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