Assessing the influence of fan attitude and expenditures on future propensity to spend on sport products and service in Korea

( Sung-bae Roger Park ) 한국스포츠정책과학원(구 한국스포츠개발원) 2017 International Journal of Applied Sports Sciences Vol.29 No.1

Despite the growing popularity of professional baseball in South Korea, academic literature lacks much quantitative analysis of its fans. The main purposes of this current study were two-fold. Firstly, it was to identify if fan attitudes and expenditures are associated with and different by demographic variables. Secondly, it was to find out if fan attitudes and expenditure positively predict and explain the variance of future propensity to spend on products and service. A total of 1612 fans who attended Korean baseball games voluntarily participated in this study. The survey questionnaire consists of five sections of demographics information, sport fandom, satisfaction of social media service, satisfaction of the baseball stadium, and future propensity to spend on products and service at the ballparks. An exploratory analysis found that fan attitudes and expenditures differed by demographic variables (e.g., gender, education, age). Second, fan attitudes about the baseball team, satisfaction with baseball stadium, satisfaction with team media social media services, and current venue expenditures proved to bepositive predictors of future propensity to spend on team products and service (FPSPS).

The development of spectator motivation scale for South korean professional baseball fans

( Sung-bae Roger Park ),( Sang-hyun Shin ),( Jungtaek Shin ) 한국스포츠정책과학원(구 한국스포츠개발원) 2017 International Journal of Applied Sports Sciences Vol.29 No.1

With the significant growth of the Korean baseball league for the past generation, sport managers and administrators in baseball are desperately looking for new revenue streams to bring more number of fans to the ballparks by offering value-added tangible and intangible products and services such as mascots, music, cheer-leadings, statistics, program books, and on-site promotion opportunities. In order to accomplish these set goals and objectives sport managers and administrators should fully understand who their fans are, what they want at the ballparks, and what makes them revisit the ballparks. The main purpose of this current study was to develop and validate fan motivation scale which is uniquely oriented to Korean baseball fans. A total of 1,927 surveys were collected and 1,869 were utilized in this study after excluding 58 surveys with incomplete or missing values. Reliability coefficients were calculated by factor and correlation coefficients were obtained by test-re-test reliability to remove inappropriate items. Confirmatory factor analysis was conducted to verify the structural model fit for the proposed seven-factor model after exploratory factor analysis through principal component with orthogonal rotation method. The newly developed seven-factor survey instrument consists of the fandom, regional connection, entertainment, dramatic curiosity, sense of belonging to the cheering team, ties with family members, and expertise.

한국프로야구 타자 연봉 평가 척도에 영향을 미치는 경기력 변수 분석

박성배(Park, Sung-Bae Roger),이완영(Lee, Wan-Young),전홍권(Jeon, Hong-Kweon) 한국사회체육학회 2016 한국사회체육학회지 Vol.0 No.66

Since the notion of Sabermetrics was introduced into the business of baseball operations, several meaningful outcomes (i.e., win/loss prediction model and econometric indices of performances) have been developed and utilized in the past decade. As the salary amount of free agents (FA) baseball players skyrocketed, whether being FA athletes or not has become the most critical factor measuring their current and future market value in the baseball industry. Therefore, the main purposes of this current study are (1) to segregate FA and non-FA athletes into two groups and (2) to extract the meaningful factors which would eventually contribute to valuation of their market value, respectively. The performance records and salary information of total 3,343 former and current professional baseball players from 1997 to 2015 were obtained. 728 players were qualified and met the minimum conditions to be included in this study. The results included that XR (.30), SecA(0.30), batting average (0.29) were determined to be critical factors to affect market value for FA players while RC/27(0.47), homerun (0.27), age (0.11), and double hits (0.05) for non-FA players.

한국프로야구 선수들의 연봉 산정 모델 개발

박성배 ( Sung-bae Roger Park ),권태근 ( Tae-geun Kwon ),전종환 ( Jong-hwan Jeon ) 한국스포츠정책과학원(구 한국스포츠개발원) 2018 체육과학연구 Vol.29 No.3

[Purpose] The main purpose of this current study is two-fold. Firstly, it attempts to develop a model to determine the true market value of Korean professional baseball players (hitters only) solely based on their athletic performances on the field. Secondly, it is to provide the evidential data for the market value of baseball players in Korea. [Methods] The statistical data and performance information were obtained from baseball almanac from KBO from 1997 to 2016. Seven hundred and ninety three players were included for data analysis. Principal component factor analysis was utilized to eliminate multicollinearity among 12 sabermetrics indices (OPS, GPA, SECA, TA, RC, RC/27, XR, ISO, PSN, sOBA, %OW, BABIP) and increase power of explanation of the proposed model with KMO(=0.77), p<0.001. [Results] The proposed model was successfully developed with YSalary = Years of Experience*921.5 + FA (free agent)*53528.9 + PHI(Power Hitter Index)*7313 + CHI(Contact Hitter Index)*5893.6. Furthermore, the proposed model explained 64.5% of variances of the market value for the Korean professional baseball players and proved to be statistically valid. [Conclusions] The newly developed model in this study was very helpful for us to identify the variables that affect the true market value of baseball players. It is expected that this model could make an important contribution in determining true market value of the baseball players in Korea. [목적] 이 연구의 목적은 크게 다음과 같은 두 가지로 나눌 수 있다. 첫째, 한국프로야구 선수들(타자들)의 성적에 따른 시장가치를 결정할 수 있는 모델을 개발하는 것이며 둘째, 이 모델을 기반으로 하여 선수들의 시장 가치에 대한 객관적인 근거 자료를 제공하는 것이다. [방법] 1997년부터 2016년까지 활약한 선수 중 각해당연도 규정에 따라 최소 타석 기준을 충족한 793명의 자료를 한국야구위원회위원회가 제공하는 연감의 데이터를 바탕으로 재구성 및 편집 과정을 거친 후 통계 분석을 하였다. 12개의 세이버메트릭스 지수들의 다중공선성을 제거하고 동시에 모델의 설명력을 높이기 위해 주성분 분석을 실행하여 강타자 지수 (PHI)와 교타자 지수 (CHI)를 얻었다. [결과] 선수들의 연봉에 영향을 미치는 경력(연수)과 FA의 유무를 독립변수로 하여 선형회귀분석을 하여 다음과 같은 모델을 얻었다. 선수연봉 = 연차*921.5 + FA유무*53528.9 + 강타자 지수*7313 + 교타자 지수*2197.3 + 5893 (단위: 만원). 제안된 모델은 한국프로야구 내 선수가치의 64.5%를 설명하는 것으로 나타났으며 통계적 유효성이 검증되었다. [결론] 본 연구를 통해 새롭게 개발된 모델을 통해 선수의 가치평가에 영향을 주는 변수들을 밝혀낼 수 있었으며 이러한 결과가 시장에 적용된다면 프로야구선수 가치평가 시장에 큰 공헌을 할 수 있을 것으로 기대한다.

심리적 도박 중독성 지수 및 행동적 도박 심각도 지수를 통한 국내 스포츠베팅 이용자의 중독 영향요인에 대한 연구

박성배 ( Sung-bae Roger Park ),권태근 ( Tae-geun Kwon ),김명진 ( Myoung Jin Kim ) 한국스포츠정책과학원 2022 체육과학연구 Vol.33 No.4

[목적] 본 연구의 목적은 첫째, 한국 스포츠베팅 이용자들을 대상으로 도박 중독 위험 요인을 찾아내어 도박 심각도 지수를 개발하고, 둘째, 도박 심각도 지수를 활용하여 국내 스포츠베팅 이용자들이 쉽게 도박 중독에 빠지지 않도록 하기 위한 정책적 대안을 모색하는 것이다. [방법] 이 연구는 국내 합법 스포츠베팅인 체육진흥투표권(스포츠토토)에 참여한 경험이 있는 인원을 대상으로 연구를 진행하였으며, 2022년 5월 10일부터 6월 25일까지 온라인 설문을 진행하였다. 불성실한 답변을 한 23명을 제외 한 총 214명의 설문결과는 왜도 및 첨도를 통해 정규분포성을 확인하였고, 탐색적 요인 분석과 신뢰도 분석을 실시 한 후 부척도 점수를 계산하였다. [결과] 국내 스포츠베팅 참가자들의 인구통계학적 특성, 흡연과 음주 등의 생활습관, 문제 도박 심각도 지수, 자기통제 척도, 도박기대척도를 이용하여 단계적 회귀분석을 실시한 결과 심리적 도박 중독 심각도 지수와 행동적 도박 심각도 지수를 개발하였다. [결론] 첫째, 심리적 도박 심각도 지수에 영향을 미치는 요인은 직업의 유무, 직업의 안정성, 흡연 및 음주와 같은 생활 습관에 따라 심리적 중독 심각도 지수가 높았다는 점이다. 둘째, 행동적 도박 심각도 지수에 영향을 미치는 요인은 성별, 직업의 특성, 직업의 유무, 자기 통제에 대한 확신, 자기 향상에 대한 욕구 등이었다. PURPOSE This study aimed to a) develop suitable screening tools for identifying gambling severity in Korea and b) explore factors that affect the gambling severity index in order to prevent Korean sports betting users from easily falling into gambling addiction, thus providing practical and useful guidelines in this regard. METHODS This study examined Korean sports fans who had experiences of participating in sports betting (Sports Toto), a legal sports betting system in Korea. Toward this end, an online survey was conducted from May 10 to June 25, 2022. A total of 214 questionnaire results, excluding 23 who gave insincere and/or incomplete answers, were analyzed for normal distribution through skewness and kurtosis, and subscale scores were calculated after performing exploratory factor analysis and reliability analysis using Cronbach’s α. RESULTS A psychological gambling severity index and behavioral gambling severity index were developed based on a stepwise regression analysis, which was conducted using the demographic characteristics of domestic sports betting participants and their lifestyle habits (e.g., smoking and drinking, problem gambling severity index, self-control scale, and gambling expectation scale). CONCLUSIONS First, factors affecting the psychological gambling severity index were identified (having a job, job stability, and security) along with lifestyle habits (smoking and drinking). Second, gender, occupational characteristics, full-time employment, confidence in self-control, and desire for self-improvement were indicated as significant factors that influenced the behavioral gambling severity index.

Statistical Techniques and Software Employed in the Journal of Sport Management between 2006 and 2015

MyoungJin Kim,Sung-Bae Roger Park 한국코칭능력개발원 2017 International Journal of Coaching Science Vol.11 No.2

Analysis of the commonly used statistical techniques and statistical software packages can improve statistics education. The purpose of this study was to examine the use of statistical techniques in recent sport management research studies published in the Journal of Sport Management (JSM). To do so, the authors reviewed the 222 published articles in JSM between 2006 and 2015. The results indicated that descriptive statistics were the most frequently used in sport management research articles accounting for 57.61% of all statistical techniques used and that SPSS was the most frequently used statistical software. Our findings offer important considerations for statistics education in both academia and practice.

“Why Can’t We Be Friends”? An Examination of Academic and Industry Alignment in Sport Sponsorship

( Ryan W. Dastrup ),( Todd C. Koesters ),( Stephen L. Shapiro ),( Sung-bae Roger Park ) 한국스포츠정책과학원 2023 International Journal of Applied Sports Sciences Vol.35 No.1

The purpose of this study is to produce an analysis of content published in both academic literature and industry related publications that specifically examines the theme of sport sponsorship. Scholars suggest a gap between academia and industry, yet it is undetermined how published articles about sponsorship are aligned and why certain topics may overlap in interest where others are independent topics. While a number of other studies have examined content in academic publications, no study has yet been applied comparing industry publications. Our intention is to compare the published academic articles and what is written in industry publications to better understand the content that is being discussed across the various channels, and to see if there is a gap between industry and academia. Findings show academics focused on certain categories while industry focused on others. Within some categories there was a clear distinction in how differently they discussed certain topics. However, some categories did demonstrate balance.