Meungguk Park

Motivational Factors Influencing Sport Spectator Involvement At NCAA Division II Basketball Games

Abstract The purpose of this study was to investigate the motivational factors affecting sport spectator involvement using 304 spectators from NCAA Division II mens and womens basketball games. Two aspects (behavioral and socio-psychological) of sport spectator involvement were examined. The results revealed that spectators at intercollegiate basketball games had a higher level of socio-psychological involvement than behavioral involvement. A series of multiple regression analyses were conducted to examine the affects of socio-motivational factors (perceived value, fan identification, involvement opportunity, and reference groups) on sport spectator involvement. Fan identification, involvement opportunity, and reference groups were identified as influential factors that had a significant impact on overall sport spectator involvement. The results also indicated that the four motivational factors predicted more variance for socio-psychological involvement (R2 = .33) than behavioral involvement (R2 = .22). The findings of this study provide valuable insight to Division II athletic administrators about how to attract additional spectators to collegiate basketball games.

Factors influencing college students' choice of a charity sport event

This study investigated the relative importance of five selected charity sport event (CSE) attributes that influence the likelihood of college students attending a CSE. The result of a conjoint analysis (N = 397) revealed that college students, when choosing a CSE, were most concerned about the sport activity provided, followed by the cause or host organization, participation fee, reference source, and participation gift. The study also found gender differences related to the relative importance of the selected CSE attributes. Subsequent cluster and sensitivity analyses were conducted as practical applications of a conjoint analysis.

The impact of perceived social support, loneliness, and physical activity on quality of life in South Korean older adults

Purpose The purpose of this study was to propose and test a conceptual model that explains the interrelationships among perceived social support, loneliness, physical activity (PA), and quality of life (QoL) among active older adults in South Korea. Methods Data were collected from 332 individuals over the age of 65 using a systematic stratified convenience sampling method. Survey data were collected and analyzed using a structural equation model (SEM). Results Perceived social support had a significantly positive effect on PA (β = 0.14, p < 0.01) and QoL (β = 0.28, p < 0.001) while decreasing loneliness (β = −0.55, p < 0.001). PA had a significant positive effect on QoL (β = 0.12, p < 0.01), and loneliness had a negative effect on QoL (β = −0.37, p < 0.001). Loneliness mediated the relationship between perceived social support and QoL. Conclusion The SEM results of the current study support the proposed model that explained the interrelationships among perceived social support, loneliness, PA, and QoL among active older adults in South Korea. These findings suggest the importance of incorporating social support mechanisms for PA interventions in order to enhance QoL. The findings of this study can help create more effective health and physical education programs for the older generations in South Korea to enhance their QoL.

Sources of Information for Purchasing Golf Clubs: Personal and Non-Personal References

This study examined the information sources that golfers used to purchase golf clubs. Three personal references (family, friends and salespeople) and five non-personal references (television, newspaper, magazine, product catalogue and the internet) were examined from a total of 626 randomly selected golfers in the US. Approximately 85% of the golfers stated that their primary information sources for purchasing golf clubs were personal references. The results suggest that a marketing strategy should place more emphasis on personal sources than non-personal sources.

Information processing of audiences exposed to public service advertising messages for Special Olympics

Purpose – The purpose of this paper is to explore the cognitive processes that the study subjects experienced when exposed to different types of public service advertisements about Special Olympics. Design/methodology/approach – A total of 529 cognitive responses from 141 college students were analyzed using the content analysis method. Findings – The results of the frequency count of cognitive responses indicated that low-empathy (LE) subjects engaged in extensive cognitive efforts to process the information as much as high-empathy (HE) subjects. Additionally, the content analysis of the qualitative data showed that the two most frequently cited categories of positive thoughts for HE subjects were good cause/importance of Special Olympics and positive feeling related to volunteering for Special Olympics. For LE subjects, the most frequently identified category in positive thoughts was altruist/moral responsibility, followed by volunteer intention and positive feeling related to volunteering for Special O...