Mediating Role of Service Quality on the Relationship between the Duration of Sports Club Existence and Satisfaction

Kevin K. Byon,Thomas A. Baker Iii,최영환(Young Hwan Choi) 한국사회체육학회 2011 한국사회체육학회지 Vol.0 No.46

본 연구의 목적은 대학내 스포츠클럽의 존립기간과 대학내 레크리에이션 프로그램 만족도간의 관계를 대한 서비스 품질의 매개역할에 관한 연구를 위한 것이다. 이와 같은 연구를 위해 미국의 남동지역 종합대학의 27개 스포츠 클럽으로부터 252명이 연구에 참여하였다. 위계적 선형모형(HLM) 분석결과 서비스 품질은 만족에 직접적으로 영향을 미친 반면, 스포츠 클럽의 운영기간은 서비스품질과 만족에 영향을 미치지 않았다. 논의 부분에서는 본 연구 결과의 해석과 함께 스포츠 경영학 분야에서 위계적 선형모형(HLM)의 적용의 타당성이 제시되었다.

주제어 연결망 분석을 통한 여가레크리에이션학 지적 구조 규명

Kevin K Byon,김경식(Kyong-Sik Kim) 한국여가레크리에이션학회 2015 한국여가레크리에이션학회지 Vol.39 No.2

The purpose of this study was (1) to investigate the network evolution process to understand the intellectual structure of leisure and recreation studies and (2) to examine the degree to which keywords, authors, authors clusters contributed to the formation of intellectual structure within the leisure and recreation studies. Toward this goal, we performed social network analysis on a total of thirty-five volumes of the Korean Journal of Leisure and Recreation, which were published between 2006 and 2014. Excluding the fourth issue of 2014, the total number of papers included in the current study were 539 with 1,974 keywords. The NetMiner v4.2 was employed to conduct the social network analysis. The results were as follows: First, there appeared no significant change in the intellectual structure of leisure and recreation studies. Although slight seasonal changes were identified, there was no notable paradigm shift. Second, only a few top keywords contributed to the formation of intellectual structure within the leisure and recreation studies for the past nine years. Those keywords with high degree centrality included: (a) leisure satisfaction, (b) leisure activities, (c) leisure motivation, (d) life satisfaction, (e) leisure constraints, (f) leisure flow experience, and (g) leisure sports. Keywords with betweenness centrality were: (a) leisure satisfaction, (b) leisure activities, and (c) leisure motivation. In addition, the keyword network demonstrated a scale-free network, in which a small number of hub keywords appeared in the articles with majority keywords. That is, 20% (215) of 1,073 keywords possessed 55.2% (17,371) links from the total.

Validation of the Sport Fan Model of Goal-Directed Behavior: Comparison to Theory of Reasoned Action, Theory of Planned Behavior, and Model of Goal-Directed Behavior

Brian H. Yim,Kevin K. Byon 글로벌지식마케팅경영학회 2021 Journal of Global Sport Management Vol.6 No.4

The Sport Fan MGB was developed by incorporating sport fan-specific variables to predict millennial sport fan consumption behaviors. However, the efficacy and usefulness of this Sport Fan MGB remain uncertain in comparison to other well-known behavioral models that include the original Model of Goal-Directed Behavior (MGB), Theory of Reasoned Action (TRA), and Theory of Planned Behavior (TPB). Therefore, the purpose of this study was to further validate the Sport Fan MGB by comparing it to MGB, TPB, and TRA. To examine its relative effectiveness and efficiency, a non-nested model comparison was conducted with AIC and R-square values. The results indicate that the Sport Fan MGB significantly increased variance explained in various sport consumption behaviors over the MGB, TRA, and TPB. Specifically, it added more explanatory power to the desire to engage in each behavior for the millennial sample. Therefore, the usefulness of the Sport Fan MGB in examining millennial sport fan consumption behavior has been empirically demonstrated.

Live Events and the Sport Customer: A Sport Spectator Quality-Value-Behavior Model

Charles W. Jones,Kevin K. Byon,Antonio S. Williams,Paul M. Pedersen 글로벌지식마케팅경영학회 2023 Journal of Global Sport Management Vol.8 No.1

The purpose of this study was to propose and empirically test a sport spectator behavioral model. The model presented here is a micro-level perspective of value creation in the context of live sporting events. This study used directional hypotheses to com- pare the influence of different value dimensions on specific cus- tomer behaviors in the setting of North American professional sport. Structural equation modeling was performed to examine path coefficients for the hypothesized relationships in the model. Organization-related value propositions were found to be stron- ger predictors of perceived economic, hedonic, and social value. One exception to this was customer density, which negatively impacted certain value perceptions. The hedonic value was found to have the strongest influence on customer in-role and extra-role behavior. The behavioral model tested here can be used in future studies to examine how sport organizations and their customers can create value in the live event setting and how the roles per- formed by each stakeholder influence future behavior. Findings suggest there are several actions marketers and managers can take to increase customer perceived value and prompt spectators to attend future events or act as advocates for the organization.

An Item Response Theory Analysis of Residents’ Perceived Sporting Event Impacts

Jingxian (Cecilia) Zhang,Dubravka Svetina Valdivia,Kevin K. Byon 글로벌지식마케팅경영학회 2022 Journal of Global Sport Management Vol.7 No.4

The evaluation of event impact is practical and helpful in increasing event quality. From residents’ positive points of view, hosting sporting events brings both the community and the country together, increases investment, and stimulates administrative pollution controls. As such, scales were developed to assess various impacts associated with sporting events. However, some psychometric information is missing in existing event impacts research. The purpose of this study is to illustrate how to use Item Response Theory (IRT) to measure positive event impacts. The sample (N = 423) was collected between May 14 and May 31, 2014, before the commencement of the Nanjing Youth Olympic Games in China. Positive event impacts measurements from both Prayag, Hosany, Nunkoo, and Alders (2013) and Ma, Ma, Wu, and Rotherham (2013) were revised. The results indicate that the IRT approach yields invariant item parameters (i.e., discrimination and difficulty). In addition, advantages and utility of IRT in the sporting event context are discussed.

An Interdisciplinary Examination of the Material Effects of Deceptive Sport Beverage Advertisements

Natasha T. Brison,Thomas A. Baker,Kevin K. Byon,Nathaniel J. Evans 글로벌지식마케팅경영학회 2023 Journal of Global Sport Management Vol.8 No.1

Sport companies frequently make product claims in advertise- ments to influence consumer purchase decisions. Sport beverages, in particular, often tout health benefits and performance claims. Unfortunately, some sport beverage claims may be false or mis- leading, persuading consumers to erroneously purchase products due to incorrect information. The Federal Trade Commission (FTC) prohibits any deceptive advertising resulting in a material effect on the consumer. Consumer behaviorists, however, rarely consider the FTC’s guidelines in measuring consumer deception. Therefore, drawing upon consumer behavior theory and the FTC’s guide- lines, this paper examines the material effects of deceptive sport beverage advertisements. The authors identify and define three types of materiality: cognitive, affective, and behavioral. Employing a within-subjects experimental design, two studies were conducted: print and Facebook. The results reveal both types of deceptive advertisements had positive and statistically significant effects on all three types of materiality. These findings substantiate the determination of a violation by the National Advertising Division (NAD) and support further investigation of deceptive sport beverage advertising and marketing practices by the FTC.

아이젠의 계획행동이론과 쿠더의 수정계획행동모형 비교분석

장지영(Ji Young Jang),최양호(Yang Ho Choi),변케빈(Kevin K Byon),미디어로마도나(Romadona),김정현(Jung Hyun Kim) 한국광고홍보학회 2013 한국광고홍보학보 Vol.15 No.1

한국의 경우 대부분의 대학생들이 대학 생활에 대한 기대 및 선후배, 친구들과의 관계유지를 위하여 상당히 심한 음주 압력을 받아 지나친 음주 행위를 하게 될 위험에 처해있다. 이에 이 연구는 Ajzen의 계획행동이론과 Kuther의 수정계획행동모형을 비교 분석하여 대학생들의 음주 행위를 설명해 보고자 했다. 연구 결과 두 모델 모두의 경우 지각된 행위 통제(perceived behavioral control) 요인이 음주 행동을 가장 잘 예측해 주는 요인으로 나타났다. 그러나 계획행동이론의 경우 주관적 규범이 음주 의도 및 실제 음주 행위에 영향을 미치지 못한 반면, 수정계획행동모형에서는 부모/동료 규범과 음주 행동이 직·간접적으로 음주 행위에 유의미한 영향을 미치는 것으로 나타났다. 특히, 대학생들의 음주 행위를 설명하는 데 수정계획행동모형은 주관적 규범을 부모와 동료 규범으로, 그리고 일반적 태도를 구체적 태도로 구체화하여 계획행동모형을 보완해 줄 수 있는 모형이라고 할 수 있다. In Korea, college students` expectations of student life and need to be part of society and alumni networks have considerable influence on their alcohol consumption. Thus, they may be at risk of excessive and sustained drinking behaviors. This study employs the theory of planned behavior(TPB) and Kuther`s revised TPB to examine alcohol consumption of college students in Korea. The results indicate that perceived behavioral control(PBC) is an important factor in the prediction of drinking behavior for the TPB and the revised TPB. For Ajzen`s TPB, subjective norms had no effects on drinking intentions and actual drinking behavior, whereas for Kuther`s revised TPB, parental/peer norms and behaviors had significant effects on drinking behavior both directly and indirectly. For Kuther`s revised TPB, negative expectancies had significant effects on drinking behavior through PBC. In conclusion, Kuther`s revised TPB model could complement TPB by collapsing its subjective norms into peers and family members and specifying attitude construct in the context of alcohol consumption behavior among college students in Korea.