provided for the indicating answers to each question. The said survey consists of the rationale of increasing and decreasing of credit units, changing course title, adding additional subjects and integration of subjects. Total of twenty-one (21) questions were formulated. The copy of the questionnaire was evaluated. A draft questionnaire was written. The assistance of one Technical committee of Physical Education Curriculum planner and Head of Physical Education were asked for further modification and revision. The CHED Memorandum Order No. 11 series of 1999 offered Bachelor of Secondary Education (BSEd) major in Physical Education, Health and Music or known as PEHM this course cover three areas which need skills and talents especially in Music subject not all students have a knock in singing, have a good singing voice and inclined in music, therefore, the integration of three areas in one course may be the reason why we can’t fully develop a competent physical education teacher because of non-mastery of the subject and offered limited Sports there were no Foundation in Sports which is very essential in the learning process of Physical Education student. The CHED Memorandum Order No.30 series of 2004 offered BSEd major in Music, Arts, Physical Education, and Health or known as MAPEH, in this CMO Arts was Introduced as part of the course because Arts and Music go hand and hand. Because of low examination results in music subject the Technical Committee Panel for Education – P.E add five different kinds of Music subject (Philippine Asian Music, Solfeggio and Applied Piano, Integrated Music Theory, Music Literature and Choral Work and conducting) but it seems this did not help to increase the result of Licensure Examinations for Teachers again Physical Education Activities was not given importance. Introduction of Research work in CMO 30 gives additional new trends of learning in the field of Physical Education. The CHED Memorandum Order No. 23 series of 2011 gives more importance to Physical Education since Arts and Music subject was removed in this CMO but the integration of Sports and other activities in one semester like the Team Sports is not a good combination because this should be given long time allotment because this is foundation of sports learning Methods and Techniques of one sport takes a lot of time to master especially the skills. The researcher’s exploration of the curriculum for Physical Education can offer theoretical as well practical insights unadulterated the pellucid vision as a signpost for future educators and administrators who are the forerunners in developing education in the country. 7
DYNAMIC BALANCE AND LEG MUSCLE STRENGTH MEASURES IN MALE COLLEGE VOLLEYBALL PLAYERS: A CORRELATIONAL STUDY Jose Micro Joshua F. Espinosa Far Eastern University Jeremy Floyd L. Pedregosa Far Eastern University microespinosa@gmail.com, jpedregosa@feu.edu.ph Abstract The researchers conducted this study befitting their interest concerning the relationship between various forms of balance and leg muscle strength wherein these two fitness components are considered essential in playing volleyball. Volleyball is a team sport played at all levels (e.g. youth, Olympics and professional) and places an emphasis on explosive movement such as jumping, hitting and blocking (Marques, Gonzalez-Badillo, & Kluka, 2006). Volleyball players require leg muscle strength or lower-body muscular power to perform blocking, spiking and jumping tasks (such as jumping serve and set) that are frequently performed during a match (Mielgo-Ayuso, Calleja-González, Clemente-Suárez & Zourdos, 2015). Dynamic balance is a key component essential in volleyball players especially the ability to landing (Sadeghi, Shariat, Asadmanesh, & Mosavat, 2013). The purpose of this study was to determine the correlation between dynamic balance and leg muscle strength. To achieve this purpose, using Y-Balance Test (anterior, posteromedial, & posterolateral) and Countermovement Jump Test (with arm swing & without arm swing), a measure of dynamic balance and leg muscle strength were determined. A total of seventeen (17) male college volleyball players participated in the study with a mean age of 20.41 ± 1.73, a mean height of 178.76 cm ± 5.93 cm, a mean weight of 68.74 kg ± 4.83 kg, a mean Body Mass Index of 21.52 ± 1.23, and a mean limb length of 94.29 cm ± 3.14 cm. A very weak positive correlation (r = 0.06) between jump height with arm swing and YBTR (Y-Balance Test Right Leg) to perfect positive correlation (r = 1.00) between jump height with and without arm swing and peak power with and without arm swing were found. Additionally, it was found YBTL (Y-Balance Test Left Leg) has better correlation (r = 0.43 to r = 0.46) than YBTR (r = 0.06 to r = 0.30) with the countermovement jump tests. However, these results show no significant relationship at p ≥ 0.05. Furthermore, a perfect positive correlation (r = 1.00) and significant relationship (p ≥ 0.05) were found between jump height with arm swing and peak power with arm swing and jump height without arm swing and peak power without arm swing. Keywords – Volleyball, Dynamic Balance, Leg Muscle Strength, Y-Balance Test, Countermovement Jump 8
VALIDITY OF A LOW-COST CONTACT PLATFORM IN MEASURING JUMP PERFORMANCE Papa, Emmanuel Liberato College of Human Kinetics, University of the Philippines – Diliman papa.emmanv@gmail.com (corresponding author) Pagaduan, Jeffrey School of Health Sciences, Faculty of Health, University of Tasmania, Australia Pojskic, Haris Department of Health Sciences, Mid-Sweden University, Sweden Lindahl, Julia Department of Health Sciences, Mid-Sweden University, Sweden Abstract This study aimed to determine the validity of a low-cost contact platform (CP). 11 male and 11 female basketball athletes (16-24 yo) performed three (3) countermovement jump (CMJ) and 3 squat jump (SJ) trials on CP placed over a force platform (FP). One sample T-test was employed to establish the level of agreement of CMJ/SJ jump height (JH) from CP and FP. Results revealed a significant difference in the CMJ JH of CP (mean ± SD: 33.5 ± 6.51 cm) and the CMJ JH of FP (29.8 ± 6.30 cm), t(21) = -6.571, p < 0.01. Similarly, there was a significant difference in the SJ JH CP (29.3 ± 5.86 cm) and the SJ JH FP (26.8 ± 6.18 cm), t(21) = 22.259, p < 0.01. Thus, CMJ JH and SJ JH from the low-cost CP and FP do not show a useful level of agreement. Keywords – vertical jump, countermovement jump, squat jump, force platform, contact platform 9
ORAL PRESENTATIONS Date & Time: August 3, 2018 @ 4:30 p.m. to 5:45 p.m. Room: LS 219 Time Presentation Title Authors Factors Affecting Elite Sports Development in Robin Darwin Tuliao 4:30 p.m. – 4:45 p.m. the Philippines: A Delphi Study Eduardo Carag A Qualitative Analysis of Corporate Social 4:45 p.m. – 5:00 p.m. Responsibility through Sports Marketing in the Moireen Espinosa Philippines Philosophy of Athletic Directors on Leadership 5:00 p.m. – 5:15 p.m. and Management: Mejarito's Athletic Cresencio Mejarito Directorship Theory Addressing Diverse Learner Preferences and Alonzo L. Mortejo 5:15 p.m. – 5:30 p.m. Intelligences in Teaching of Physical Education Romeo S. Nisay Jr. at Bataan Peninsula State University 5:30 p.m. – 5:45 p.m. Athletes’ Skills: Its Affecting Factors Robert Alvin Yap 10
FACTORS AFFECTING ELITE SPORTS DEVELOPMENT IN THE PHILIPPINES: A DELPHI STUDY TULIAO, Robin Darwin M.Sc. Cagayan State University-Carig Campus CARAG, Eduardo Ph.D. Cagayan State University-Carig Campus darwin_tuliao@yahoo.com Abstract Over the past decades the Philippines has not been successful in developing elite sport as regard to the performances at the South East Asian Games (SEAG), Olympic and Asian Games. In relation to elite sports, Philippines sports achievements in these games were fluctuated based from a historical standpoint. The performance was declined to be ranked 19 th in 2010 and 22 th in 2014 among the participating countries in the Asian games. Also, the country over a long period of participation in the Olympic Games since it’s first participation on 1924 Paris Olympics up to present, the national teams at the Games won ten medals only (i.e. three silvers and seven bronzes). From a historical observation of the nation’s performance at different international competitions was poor. The purpose of this study is to investigate possible factors affecting elite sport development in the Philippines. It is expected that the results from this study will provide recommendations and suggestions for the improvement of the Philippine sports. In addition, this will offer practical and useful information that could lead to advancement of the elite sport development in the country. Furthermore, this will also increase chances of better performances in South East Asian Games, Asian Games and the Olympic Games ahead. This study will make use of the qualitative research. In this Qualitative design the materials will be collected through the use of Delphi technique as the main part in reaching the objectives of this study. The Delphi technique in this study will be used to collect information from different groups of professionals (i.e. Government administrators, National Coaches, Olympian athletes, Sports Journalist and Physical Educators). This design was supplemented by other data such as official documents, records, and interviews with additional persons in order to cross-check and fills information gaps. In first round, two open-ended questions were set to answer by the experts regarding factors affecting elite sport development in the Philippines. The study found out to have eleven direct factors (e.g. Politics in sports, grassroots program etc.) and nine indirect factors (e.g. Government service, economic condition etc.) affecting elite sports development in the Philippines. In second round, the respondents will choose “agree or disagree” on the statement based on the feedback of different experts 11
provided in the first round. They are also requested to give remarks on issues provided both “directly” and “indirectly” and give some suggestions if necessary. In third round, the respondents will now rank each of the statement based on their importance as to “directly and indirectly” factor affecting elite sports development in the Philippines. These factors significantly affected the country’s performance in developing elite sport in the country as perceived by different experts involved in the study. Keywords – Delhi technique; elite sports; Philippines & Experts 12
A QUALITATIVE ANALYSIS OF CORPORATE SOCIAL RESPONSIBILITY THROUGH SPORTS MARKETING IN THE PHILIPPINES Espinosa, Moireen Nicola Antoinette De La Salle University Manila moireen.espinosa@dlsu.edu.ph Abstract Corporate Social Responsibility (CSR) has a continous growth and relevance to the Filipino people. The purpose of this qualitative study is (1) to seek how sports- related companies integrate CSR into their brand identity; where as (2) their respective sports marketing strategies are based on consumer behaviors’ increase in media consumption, including but not limited to, digital and mobile platforms; thus (3) resulting in the increase of sports awareness, participation, and social change. Although corporate social responsibilty in the Philipines is evolving beyond philanthropy and public relations, this study focuses on three general societal challenges that sports companies focus their CSR programs at: environment, gender, and race. The reason being, sports brands see the importance of staying relavnt to the community. This qualitative study supported by data gathered from secondary data from books, academic journals, news articles, and dissertations or thesis. It is recommended to sports marketers and for future studies in line with this topic, to have primary source of data such as personal observation, in order to provide direct information and application on behavior of certain sports atheletes and team sports; structured and in- depth interviews, in order to provide a more desired understanding of how CSR and sports marketing creates social change. Keyw ords – Sports Marketing, Professional Sport Teams, Philantrophy, Corporate Social Responsibility, Branding 13
PHILOSOPHY OF ATHLETIC DIRECTORS ON LEADERSHIP AND MANAGEMENT: MEJARITO’S ATHLETIC DIRECTORSHIP THEORY Mejarito, Cresencio University of the Visayas Vasquez, Brian University of the Visayas cresenciomejarito@gmail.com brianquez@gmail.com Abstract This study has generated a theory on the Philosophy of Athletic Directors on Leadership and Management. It utilized a multiple case study approach which eventually led to theory development. Data primarily came from the Athletic Directors of the different Higher Educational Institutions which are members of the Private Schools Athletic Association (PRISAA) Region VII. The narrative accounts of the Athletic Directors were coded and analyzed using the five phases of analysis namely: (a) compiling; (b) disassembling; (c) reassembling; (d) interpreting; and (e) concluding. Findings revealed that their philosophies on leadership and management guided by the principles revolving around the basic competence (Hard Skills) and personal attributes (Soft Skills) of Athletic Directors. Propositions and tentative hypotheses were made to come-up to a conclusion that would enable an Athletic Director to be an effective and efficient catalyst in leading and managing people. The study concluded with an Athletic Directorship Theory formulated based on the emerging philosophies of the informants. Athletic Directorship has a cyclical pattern. It is primarily founded on one’s philosophy shaped by one’s hard qualifications (paper and knowledgeability) and soft qualifications (reputation, values, and gregariousness). In addition to that, the leadership hard skills (competencies), leadership soft skills (qualities, values, and orientation), management hard skills (scholastic management), and management soft skills (behavioral, financial, and personnel) are essential ingredient to become an efficient and effective Athletic Director. Together with the significant events experienced and the problems encountered by the Athletic Directors turn to shape-up one’s philosophy. To be appointed and chosen in the position, the hard qualifications and hard skills are the vital factors that can affect the chance of leading and managing people. In order for him to stay in the position, soft qualifications and skills are dynamic nature of an Athletic Director. The relationship of hard skills and soft skills are direct and inseparable. One is meaningless without the other. 14
To be an efficient and effective Athletic Director, the Mejarito’s Athletic Directorship Theory suggests that both hard and soft skills must be evident and applicable. It prompts the School Administration with the cues that warrants the assurance that the potential Athletic Director has a well-rounded personality with a fitting guiding philosophy. It is continuously developed that shape on matured philosophy which ascertain the positive leadership style and management skills that enable the Athletic Director to come up with an effective and efficient decision making and interventions. Keywords – athletic directors; leadership; management; philosophy; theory development 15
ADDRESSING DIVERSE LEARNER PREFERENCES AND INTELLIGENCES IN TEACHING OF PHYSICAL EDUCATION AT BATAAN PENINSULA STATE UNIVERSITY ALONZO L. MORTEJO Bataan Peninsula State University ROMEO S. NISAY Jr. Ed. D (co-author) Bataan Peninsula State University Abstract In this research "Self-evaluation Survey in Multiple İ ntelligence" developed by Gardner and learning styles, an internationally prevent tool designed by Peter Honey and Alan Mumford served to the University PE respondents was used as a data collection tool. "Anova Test" was used to determine the differences between intelligence scores and learning preferences. The data collected by using survey was analysed by using SPSS 24 for Windows package program. The result shows diversity in intelligence type and learning preference of physical education students. This served as basis in developing a sample intelligence-learning menu. Physical education is generally thought of as a kinesthetic (learning with movement) content area; however, incorporating various learning styles into PE lesson plans has been proven to maximize the learning experience for all students. (Grey, K.,2018). This research has supported the idea that people have definite preferences for how they learn new information. At best, learning style inventories might be a way for students to develop study habits that keep them interested and engaged in the learning process. Students may find it useful to discover their preferences and then use this information to hone their study routines. In conjunction, both multiple intelligences and learning styles can work together to form a powerful and integrated model of human intelligence and learning—a model that respects and celebrates diversity and provides us with the tools to meet high standards. Keywords – Multiple Intelligence; Learning Style; Physical Education; Athletics; Sports 16
ATHLETES’ SKILLS: IN AFFECTING FACTORS Yap, Robert Alvin President Ramon Magsaysay State University (Formerly Ramon Magsaysay Technological University) robertalvinyap@gmail.com Abstract All sports require both theoretical knowledge and manipulative skills at a specified time and proper training but many athletes met and encountered undesirable experience. This study aims to determine the factors affecting the athletes’ skills and the best practices of coaches in sports engagement with the 50 athletes in Ramon Magsaysay Technological University. The descriptive method was employed using a questionnaire with 21 questions on factors affecting the skills and 10 questions on the best practices of coaches as experienced by the athletes in engaging sports. The results revealed that the respondents are engaged in Basketball sports. The respondents' skills are always affected by the factors throughout their practice and competition; coaches inspect the playing area prior to practice, as well as, providing the athletes with a program in maintaining the good physical condition. The respondents always experienced the best practices of coaches in which coaches showed respect to the other team members and help build individual self-esteem. It also showed that there is a significant relationship between the factors affecting the athletes’ skills and the best practices of coaches. Further, it is recommended that coaches and trainers should maintain the practice of inspecting and securing the playing area prior to the training, for the athletes' safety and to ensure that the area is well-equipped with the necessary sports equipment, as well as, providing a physical fitness program wherein it can boost the confidence and enhance the skills of athletes. Moreover, trainers and coaches, as well as, sports heads should continue showing respect, help to build self-esteem, demonstrating sportsmanship, inspiring the athletes, and represents the university team in a positive manner. Keywords – Athletes’ skills; factors affecting skills; coach sports practices; sports engagement; descriptive research 17
ORAL PRESENTATIONS Date & Time: August 3, 2018 @ 8:30 p.m. to 10:00 p.m. Room: LS 220 Time Presentation Title Authors Relevance Of Physical Fitness To The Next 8:30 a.m. – 8:45 a.m. Dr. Gopinathan Kishore Generation In Sung Yeo The Effects of Physical Environment of Won Yong Jang 8:45 a.m. – 9:00 a.m. Fitness Center on Emotional Response and Sang Yeol Back Exercise Adherence Intention Ng Yew Cheo Govindasamy Balasekaran Physical Fitness Among School Children in Stanely Sai-Chuen Hui 9:00 a.m. – 9:15 a.m. Singapore Visvasuresh Victor Govindaswamy Jolene Lim Peggy Boey Yoongu Lee What Type of Teaching is Effective in Jeongok Yoon 9:15 a.m. – 9:30 a.m. Physical Education Classes?: Meta-analytic Somi Lee Approach Jeongju Park Jiyoung Kim The Economic Value of a Professional 9:30 a.m. – 9:45 a.m. Sports Team: A Contingent Valuation Sung Il Hong Method (CVM) Approach MiHwa Choi Man Hsu Lin An Incremental Analysis of Seoul Olympic 9:45 a.m. – 10:00 a.m. Jeong, SangYeon Sport Promotion Fund 2008-2018 Lee, DaWon Kwon, Harry Hyungil 18
RELEVANCE OF PHYSICAL FITNESS TO THE NEXT GENERATION Gopinathan Kishore 1 Principal & Director SAI LNCPE Region, Sports Authority of India Lakshmibai National College of Physical Education, Thiruvananthapuram Kerala, India e-mail: drgkishore2008@gmail.com, Mob: +91-9645089992 Abstract Physical activity provides important health benefits; the dose and type of physical activity required to produce health benefits vary across outcomes. Daily physical activity together with sound nutrition is the best formula for a healthy lifestyle. It invigorates both the body and the brain. The health benefits are indisputable – it plays a key role in improving cardio respiratory fitness, maintaining physical function, and correcting biological risk factors such as hypertension and high cholesterol. In the past, before the development of modern technology, most people's daily routine involved considerable physical activity, including walking and various kinds of labour involving bodily movement and effort. It might seem that they should not have needed additional physical exercise for the sake of their health. The further concern is the loss of the physical exercise that comes with cycling or walking to the school. The remarkable decline in physical activity among adolescents, which is also said to be universal, is noted both in schools as well as the community. Physical play and exercise are essential for growing bodies. Research also suggests that children who spend 70 minutes a day running around and playing experience increased brain activity and improved test results. Computer games deserve to be considered in a discussion about play. Added to the problem is today's average daily diet, which is richer than in the past, especially in fats and sugars. Inadequate physical activity and unhealthy diet are at the root of many of the health problems and illnesses with which people today are afflicted. Studies also indicate that physical activity does not need to be strenuous to achieve health benefits. Several national organizations and researchers have put forth suggestions that may help to ensure that adolescents get a substantial amount of moderate and vigorous physical activity and strategies that can be continued into adulthood. Other recommendations that can be used to increase physical activity participation among children and adolescents are the interventions strategies that can be outlined. According to WHO, Eastern Mediterranean Region (31%) and the Region of the Americas (32%) had the highest prevalence of insufficient physical activity, while the prevalence was lowest in the South-East Asia (15%) and African regions (21%). 19
Globally in 2010, 23% of adults aged 18+ years were insufficiently active (men 20% and women 27%). Overall, older adults were less active than younger adults: 19% of the youngest age group did not meet the recommended level of physical activity, compared to 55% of the oldest age group. However, young women were slightly less active than middle-aged women. Today, it is more important than ever to set regular times in our daily schedule for some kind of health-promoting physical activity. Helping inactive children get involved in any regular activity will benefit their health, development and prospects for being active as adults. It emphasizes the importance of physical activity to health - which means it's even more important today. The need is even greater for those of us whose day involves limited physical activity. Each one of us needs to find the right kind of activities that will help us to maintain and enhance our bodily fitness and reduce the risks of illness. Yet in fact, the pursuit of these goals has turned into a culture of its own that puts the main emphasis on cultivation of the body and bodily appearance and its ability to derive the greatest enjoyment from life. Keywords – Physical Activity; Health; Exercise; Hypertension; Cardio respiratory 20
THE EFFECTS OF PHYSICAL ENVIRONMENT OF FITNESS CENTER ON EMOTIONAL RESPONSE AND EXERCISE ADHERENCE INTENTION Back, Sang Yeol Yeo, In Sung Jang, Won Yong Yonsei University, Seoul, Korea Bsy1062@hanmail.net Abstract The health consciousness of South Koreans has been increasing lately. Due to the growing interest of health, participation in leisure and sports activities has been increased. As the participation rate in sports activities continues to rise, the number of sports facilities has increased as well. Among the fitness facilities, fitness centers have indicated higher growth than other sports facilities. Even though the market of fitness centers has expanded in South Korea, it is becoming difficult to secure customers because of fierce market competition. Therefore, for fitness center to gain a competitiveness, it is essential to have an effective strategy focused on customers’ needs. Recently, customers of fitness center put importance on physical environment when they register for a fitness center. In this regards, fitness center should recognize the value of physical environment. Moreover, precedent studies have found that physical environments affect customer's emotional response have a significant impact on their purchasing behavior. Therefore, in order to obtain competitive advantage, it is important to consider physical environment. In this aspect, this study tried to investigate the effects of physical environment of fitness center on emotional response and exercise adherence intention. A total of 250 surveys were distributed to customers of fitness center employing convenience sampling and 19 samples were discarded, total of 231 samples were used in analysis. By using SPSS ver 21.0, frequency analysis, exploratory factor analysis, reliability, correlation and multiple regression were conducted. The results of study were as follows. First, among the physical environment factor, space, convenience, aesthetics, comfortableness, cleanliness, were found to have significant effects on positive emotional responses. Second, among the physical environment factor, space and cleanliness negatively affect negative emotional responses. Third, all the factor of physical environment affects exercise adherence intention. Fourth, positive emotional responses effect on exercise adherence intention and fifth, negative emotional responses did not affect exercise adherence intention. The results of this study provide the importance of managing the physical environment to ensure the fitness center's competitiveness. 21
Keywords – Physical environment; Emotional responses; Exercise adherence intention; Fitness center. 22
PHYSICAL FITNESS AMONG SCHOOL CHILDREN IN SINGAPORE Ng Yew Cheo , Physical Education and Sports Science, National Institute of Education, Nanyang Technological University, Singapore Govindasamy Balasekaran , FACSM, Physical Education and Sports Science, National Institute of Education, Nanyang Technological University, Singapore, Stanely Sai-Chuen Hui , FACSM, The Chinese University of Hong Kong, Shatin, Hong Kong, Visvasuresh Victor Govindaswamy , Concordia University Chicago, Chicago, IL, Jolene Lim , Physical Education and Sports Science, National Institute of Education, Nanyang Technological University, Singapore and Peggy Boey , Physical Education and Sports Science, National Institute of Education, Nanyang Technological University, Singapore Email: yewcheo.ng@nie.edu.sg Abstract BACKGROUND: Physical fitness encompasses health-related fitness (HRF) variables such as cardiovascular fitness (CF), lumbar and lower limb flexibility (LLLF), muscular strength (MS) and body fat percentage (BF%). To date, no large study has been conducted on HRF variables among Singaporean adolescents. PURPOSE: To compare HRF variables among Singaporean adolescents. METHODS: A total of 1559 adolescents (Total cohort: age: 13.63 ± 1.35 years, height: 158.36 ± 8.75 cm, weight: 53.82 ± 14.39 kg, BF%: 17.64 ± 10.73 %; Females n = 717; age: 13.35 ± 1.21 years, height: 156.52 ± 6.41 cm, weight: 48.90 ± 10.85 kg, BF%: 25.87 ± 7.67 %; Males n = 842; age: 13.60 ± 1.19 years, height: 162.53 ± 9.82 cm, weight: 54.48 ± 14.73 kg, BF%: 17.81 ± 10.70 %) from Singapore schools participated in this study. Body Mass Index (BMI) was calculated using standard methods and BF% was measured with a Tanita BC-581 FitPlus Innerscan Scale and Body Composition Monitor. CF, LLLF, and MS were tested using the 15m youth Progressive Aerobic Cardiovascular Endurance Run test (PACER), one-legged sit-and-reach test (SRT), handgrip strength test (HS), and 1- minute sit-up test (SUT) respectively. RESULTS: 46.89% of the adolescents (males: 43.47%, females: 50.91%) were in the healthy BMI range according to the Health Promotion Board of Singapore. Significant differences were found between males and females for all variables (BF %: Males: 17.81 ± 10.70 %, Females: 25.87 ± 7.67 %, p <0.005; SRT: Males: 53.03 ± 10.27cm, Females: 55.44 ± 9.86 cm, p <0.005; HS: Males: 28.87 ± 8.24 kg, Females: 20.84 ± 4.08 kg, p <0.005; SUT: Males: 43.83 ± 11.80, Females: 33.19 ± 9.17, p <0.005; PACER: Males: 50.74 ± 26.59 stages, Females: 29.41 ± 12.90 stages, p <0.005). Males had significantly stronger abdominal and arm strength, and were aerobically fitter than females, however females were significantly more flexible than males. CONCLUSIONS: American College of Sports 23
Medicine (ACSM, 2015) recommends 60 minutes of moderate-intensity physical activity daily for adolescents. Generally, adolescents in Singapore are aerobically fit, with a healthy BF% indicating low obesity rates. Singapore adolescents should maintain these results of HRF variables throughout their lifetime, to prevent possible risk of cardiovascular diseases in the future. Keywords: cardiovascular fitness; fitness index; flexibility; muscular strength; singapore adolescents 24
WHAT TYPE OF TEACHING IS EFFECTIVE IN PHYSICAL EDUCATION CLASSES?: META-ANALYTIC APPROACH Jeongok Yoon, Yoongu Lee*, Somi Lee, Jeongju Park, Jiyoung Kim Sangmyung University *yglee@smu.ac.kr Abstract Depending on the teacher's passion or type of instruction, students may also experience different levels of learning satisfaction and motivation. As a result, the teacher should give direction to the students so that they can move in the right direction. Teachers should be transformed from a one-way communication of knowledge to a lesson that serves as an assistant, and should be taught through interaction with learners(Jeon, Lee, 2016). Studies on leadership behavior in sports have been applied since the development of Leadership Scale for Sports (LSS) developed by Chelladurai and Saleh (1980). And this scale was evaluated with statistical tools to fit the sampling of the study subjects and reported satisfactory results with reliability and consistency. Teaching types are divided into 5 types. Therefore, in this study, we try to find out which type is most effective for students' class satisfaction. The results obtained through meta- analysis are expected to lead to effective guidance in the field of physical education instruction. In order to comprehensively derive the effects of teaching type on class satisfaction, conducted a survey of academic journals and dissertations from 2009 to 2018 in South Korea. Based on the selection criteria of this study, four journals and 19 theses were selected for the analysis. The results are as follows. First, there were statistically significant differences in the effects of the five types of teaching types on the class satisfaction. Among them, training and instruction have the greatest influence on the class satisfaction, and autocratic behavior has the smallest effect. Second, there was no statistically significant difference between the four types of class satisfaction. However, the effect of teaching type on instruction behavior was the largest. Third, there was a statistically significant difference in effect size according to the school level. The effect size of elementary school was the largest, and that of high school was the smallest. In, conclusion, the best teaching style in physical education class was training and instruction type, and younger students are more influenced by teacher 's teaching style, so more careful guidance is needed. Keywords – physical education class, teaching type, class satisfaction, meta-analysis 25
THE ECONOMIC VALUE OF A PROFESSIONAL SPORTS TEAM: A CONTINGENT CALUATION METHOD (CVM) APPROACH) Hong, Sung Il Hong Kong Baptist University sungil@hkbu.edu.hk Abstract Many city governments believe that attracting a new sport franchise or retaining an existing team can generate economic benefits to the city. Furthermore, the generated economic benefits can offset the public money for the construction of a new stadium to attract a new sport franchise or retain an existing team. However, most of the literature in sports economics reached the uniform conclusion the economic benefits of the construction of a new stadium or arena to a host city is not significant (Johnson, Mondello, & Whitehead, 2007). Accordingly, given the large body of scholarship about the economic impact of stadium construction, the debate concerning the impact of new sports venues has moved from being solely about economics to also being about the concept of “public good externalities” generated by sport franchises (Johnson & Sack, 1996). Therefore, scholars have developed to instruments to estimate these intangible benefits but these attempts have failed to produce the numerical values of the proposed intangible effects. In light of such failures, sport economics scholars increasingly have attempted to quantify public good values (intangible effects) of professional sports franchises or international sporting events by employing contingent valuation methods (CVM). Correspondingly, the primary purpose of the present study is to estimate the value of public goods generated as well as private goods by a Korean professional baseball team, the LG Twins and Doosan Bears franchised in Seoul of South Korea, using CVM. The CVM will allow us to estimate the use and non-use values of elevating Seoul to “a major league city” status as well as the value of improving local relations (harmony). Furthermore, the study will investigate what factors influence the willingness to pay (WTP) for a new stadium construction for the LG Twins and Doosan Bears. The significance of this study lay in its focus on measuring the value of public goods generated by the LG Twins and Doosan Bears using CVM instead of more traditional measures of economic impact. It is also important to note that the present study represents the first attempt to empirically measure the intangible economic impact of a professional sports team in Asian context. Indeed, while much of the sport finance and economics literatures have focused on measuring the tangible economic impacts of sporting events, few of these studies have been able to showcase a significant impact. 26
Thus, the empirical results of the present study may provide useful information and tool to city officials considering the construction of a new stadium to attract a new sports team, retain an existing team, or finding the justification of hosting international sporting mega-events. In comparison to traditional economic impact methods, CVM represents a widely- used, nonmarket valuation method which can be especially beneficial to scholars interested in conducting an environmental cost-benefit analysis that measures the social value of environmental resources such as endangered species protection, national parks, and habitat conservation (Mitchell & Carson, 1989; Cummings et al., 1986; Owen, 2006). Mitchell and Carson (1989) explained “the CVM uses survey questions to elicit respondents’ preferences for public goods by finding out what they would be willing to pay for specified improvements in them” (p. 2). Thus, CVM is aimed at eliciting respondents’ willingness to pay (WTP) in dollar amounts (or some other currency amounts). The Tobit regression will be used to investigate what factors influence the WTP for a new stadium construction for the LG Twins and Doosan Bears, using STATA 11. According to Johnson and Whitehead (2000), Tobit should be used because the WTP response is left censored with a large number of zero responses. The following equation is the Tobit model to estimate the determinants of willingness to pay for the LG Twins and Doosan Bears: E (TWTP | TWTP > 0) = f (ATTENDGAMES, TVWATCH, PUBLICGOODS (READ + TALK + INTEREST + LIFEQUALITY+ MAJORCITY + HARMONEY), AGE, INCOME, GENDER, EDUCATION, LIVINGYEARS) 27
AN INCREMENTAL ANALYSIS OF SEOUL OLYMPIC SPORT PROMOTION FUND 2008-2018 Choi, MiHwa Chung-Ang university Jeong, SangYeon Korea Institute of Sport Science Lin, Manhsu* Chung-Ang university Lee, DaWon Chung-Ang university Kwon, Harry Hyungil Chung-Ang university mentos303@gmail.com Abstract The budget for the sport section in the Ministry of Culture, Sport, and Tourism(MCST) of the Republic of Korea mainly comes from the Olympic Sport Promotion Fund (hereafter the Fund). The fund comprised about 50% of the total budget of sport section in the MCST in 2008. However, the ratio has been increasing and it reached over 90% in 2018. Thus, the importance of the Fund in structuring the budget in sport has been increasing. Although the importance of the Fund has been increasing, in depth analysis on the Fund has been lacking. Thus, the purpose of the study is to analyze the budget of sport section in the MCST which is comprised with the Fund. This will allow us to understand previous patterns of sport budget and will guide us to a better future when it pertains to budget allocation in sport. The data were collected from the website of MCST, which reported annual budget plan. Different from previous study which provided descriptive nature of sport budget, this study incorporated incrementalism to look into the changes in sport budget year by year between 2007 and 2018. Incrementalism, a theory in public policy and budget, was proposed in response to then-prevalent rational analysis of value maximization. Incrementalism focuses on the fact that there are many actors involved in policy-making process and policy makers, in many cases if not always. It designs policies based on previous policies. Incrementalism argues that humans are unable to consider all possible alternatives in determining budgets due to limited cognitive abilities and that budgets are determined at a satisfactory level based on limited information and experience. Therefore, budget decisions are made on the basis of previous year budget with narrow change. Additionally, according to the incrementalism, there is an iterative and sequential relationship between previous year’s budget and the present year’s budget. Namely, the biggest factor in determining the budget for the year is the previous year's budget. For the analyses, we examined the budget flows in ‘Sport for 28
All’, ‘Elite Sport’, and ‘Sport Industry and International Sport’, which are the three major categories in annual budget report. We also investigated whether incrementalism was still prevalent even with regime changes. The detailed results will be provided during the conference. Keywords – Incrementalism; Budgeting; Theory of Budget Decision; Sport Policy; Fund 29
ORAL PRESENTATIONS Date & Time: August 3, 2018 @ 8:30 p.m. to 10:00 p.m. Room: LS 221 Time Presentation Title Authors Japanese International Cooperation through Aya Noguchi 8:30 a.m. – 8:45 a.m. sport for gender equal society Etsuko Ogasawara Deriving Improvement Plans for the Future Mega Sport Event by Analyzing Governance Nam Sangback 8:45 a.m. – 9:00 a.m. of the 2018 Pyeong Chang Winter Olympic Chae Yeonwoong Organizing Committee A Preliminary Study of History Survey of 9:00 a.m. – 9:15 a.m. Hsin-Chuan Chen Football Referees Fitness Evaluation Policy Elli-Georgia Foka- Reorganizing Work and Motivating Pagoulatou 9:15 a.m. – 9:30 a.m. Employees: Tutored by: The Case of Hellenic Olympic Committee Packianathan Chelladurai Compare & Study about Operations XiangRong (Shyne) Li Efficiency with China football champion 9:30 a.m. – 9:45 a.m. Nam SangBack Guangzhou FC & Japan football champion Urawa FC Hongyoung Kim Relationship between job satisfaction, Kim, Hyunduck organizational commitment, and turnover Choi, Myungsoo 9:45 a.m. – 10:00 a.m. intention in Korean Sports organizations: Lee, Sangil Meta-analytic review Choi, Yoonseok Seok, Kang-Hoon 30
JAPANESE INTERNATIONAL COOPERATION THROUGH SPORT FOR GENDER EQUAL SOCIETY Aya Noguchi * Etsuko Ogasawara Juntendo University Corresponding author’s e-mail: ay-noguchi@juntendo.ac.jp Abstract Japanese government has promoted Sport for Tomorrow (SFT) program as a legacy program of the Tokyo 2020 Olympic and Paralympic Games since 2014. SFT program aims to deliver value of sport for 10 million people over 100 countries until 2020. The SFT program follows international movement of Sports for Development and Peace (SDP). The concept of SDP became popular around international dialogues in the 21st century and sport obtained global attention as a tool for achieving the realization of the Sustainable Development Goals (SDGs) developed in 2015. The final documentation of UNESCO MINEPS VI named the Kazan Action Plan (2017) emphasized the commitment to link sport policy development to SDGs and became matter of sport policy after the MINWPS VI. The SDGs Goal 5, “Gender Equality” is the area that both development sector and sport sector have strong interesting. UN Women and International Olympic Committee (IOC) signed a Memorandum of Understanding (MoU) in 2012 and renewed in 2017 to build partnership for realization of gender equal society by using power of sports. Meier (2005) emphasized several aspects that sport contributes to the gender equal societies and women’s empowerment such as challenging traditional gender structure, knowledge of life-long health, prevention of gender-based violence, and providing female role models. Toward Tokyo 2020, Japanese initiative on realization of gender equal society through sport will become important more and more. Therefore, this research revealed the feature of gender related project in SDP in Japan and suggested the future direction of gender SDP. The SFT website and the other SFT publication were researched. From them, gender related projects were selected. Organizer, location, project term, project content, and main objectives were examined by each project. Additionally, each project report was verified in order to understand overall feature for Japanese gender SDP project. There is only 3% (11/379) projects focusing on gender issues through sport in SFT programs; four projects conducting in Asia, three projects organizing in Africa, one 31
project in South America, and three projects conducting in Japan. The organizers of the projects were by NGOs (3), universities (4), national federation (1) and sport organizations (2). The main purposes of majority of projects were promoting sport for girls and women, such as sport equipment donation and sports training workshop. However, some of them combined social program such as enhancement of social cohesion, women’s leadership development, life skills development, and research on women and girls issue. Many projects were conducted within short-term such as one- day event or one-week workshop. As the result, it was revealed that Japanese initiative for gender SDP program has not been positioned in sport policy. Gender SDP projects were organized because the host organizations such as universities and NGOs have strong interest in gender issues and utilize their original network to develop their own projects. In addition, few projects related gender has been appeared. The second feature of Japanese gender SDP initiatives are more likely sports plus approach in which sports are adapted and often augmented to maximize their potential to achieve development goal (Coalter, 2006). Thus, one-time event and workshop type of programs have been appeared a lot. On the other hand, the plus sports approach is sport is used as to attract young people to programs of education and training with the systematic development of sport rarely a strategic aim (Coalter, 2006). In conclusion, for expanding activities more essentially to connect to the realization of gender equal society, it is suggested that clear statement on gender SDP program in polices, evidence-based research and long-term commitment with the consideration of cultural and social aspect of local communities. Coalter, F. (2006). Sport-in-Development A Monitoring and Evaluation Manual. Retrieved from http://sportandsociety.be/wp-content/uploads/2017/04/Manual- 20monitoring-20evaluation-1.pdf Meier, M. (2005). Gender Equity, Sport and Development. Retrieved from http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.467.364&rep=rep1&typ e=pdf UNESCO. (2017). UNESCO. Retrieved from MINEPS VI - Kazan 2017: https://en.unesco.org/mineps6/kazan-action-plan?language=es Keywords – SDP; Gender; Sport and Development 32
DERIVING IMPROVEMENT FOR THE FUTURE MEGA SPORT EVENT BY ANALYZING GOVERNANCE OF THE 2018 PYEONG CHANG WINTER OLYMPIC ORGANIZING COMMITTEE Chae Yeonwoong Hangyang Universit, Korea Nam Sangback* Hangyang University, Korea nsb300@gmail.com* Abstract The purpose of this study is to review the governance of the 2018 Pyeong Chang Winter Olympic Organizing Committee (POCOG), and to discuss improvement plans for those identified problems for the next mega sport event organizing committee. For this study, in-depth interview was conducted on 5 subjects who were involved in the process of organizing Pyeong Chang Olympic Games internally and also externally. Throughout the interviews, the subjects were asked to answer questions about the leadership of POCOG management, working relationships among the staff members, and improvement plans for the next mega event organizing committee. The results of the study are as follows: First, POCOG sat up a governmental system and then tried to blend government officials and people from private sector to run the committee; Second, POCOG leadership was not an effective to run an Olympic Organizing Committee; Third, there were not effective working relationships among the staff members in the committee; Lastly, the subjects proposed the future organizing committee to hire more experts, to establish some kind of system that can prevent the turnover, and to go for privatization with the limited involvement from the government. Therefore, this study suggests that the future mega sport event organizing committee should implement effective governance in bring more experts, and keeping them from the beginning to the end of the event. Also the organizing committee should consider implementing corporate governance to run the committee with entrepreneurial mindset, and to create cooperative working environment among the committee members. Keywords – Olympic Games; Governance; Leadership; Working Relationship 33
A PRELIMINARY STUDY OF HISTORY SURVEY OF FOOTBALL REFEREES FITNESS EVALUATION POLICY Chen Hsin Chuan National Taiwan University Sports Management and Health Promotion Master Program Corresponding Author: Chen Hsin Chuan; Email: hsinchuan21@gmail.com Abstract Background: In response to the evolution of modern football, Fédération Internationale de Football Association (FIFA) has implemented policies to assess the performance of football referees and have been continuously modified with the development of sports science. Objectives: The study aims to review and discuss the evolution of the physical assessment policies of football referees implemented by FIFA over the years, in order to discuss the trend of the reform in the physical examination of football referees and to put forward suggestions on the training protocol of football referees in the future. Review & Discussions: The physical assessment of modern football referee initially adopted a twelve-minute run known as the Cooper Test, with subjects considered as middle-aged athletes who should complete with Very good grade on a six-point scale to qualify. In order to meet the nature of football matches, the FIFA Referee Fitness Test was then formulated to assess referees’ 40-meter repeated sprint ability and 150-meter run intermittent recovery ability. In 2016, FIFA revised the 150- meter interval run to 75 meters to increase the numbers of intervals, and distinguished the individual items to be tested between referees and assistant referees, introduced assessments such as Assistant Referee Intermittent Endurance Test (ARIET) and Change of Direction Ability Test (CODA) which specifically evaluate assistant referees’ side way running ability and change direction ability respectively. Supplementing existing fitness evaluation assessments, both FIFA and Asian Football Confederation (AFC) also use the Yo-Yo Intermittent Recovery Test to assess referees’ fitness level and adapted it as Dynamic Yo-Yo Intermittent Recovery Test which requires being tested on the football field. Conclusions: The results reveal that with modern football evolution, the emphasis on football referees’ ability gradually shifts toward short-distance sprinting skills and intermittent recovery ability; while high level of aerobic capacity, explosive strength and ability of change of directions are being stressed as well. Due to the dichotomy of duties shared between referees and assistant referees, the indicators of physical assessment for each should be adjusted accordingly. Suggestions: The emergence of the concept “referee athletes“ shows physical 34
requirements play a crucial role and should be put in the foreground of football referee training in the near future. Key words: football referee, Cooper Test, FIFA Referee Fitness Test, Yo-Yo Intermittent Recovery Test, referee athletes 35
REORGANIZING WORK AND MOTIVATING EMPLOYEES: THE CASE OF HELLENIC OLYMPIC COMMITTEE Foka-Pagoulatou Elli-Georgia Tutored by: Professor Packianathan Chelladurai Troy University Email: efoka@hoc.gr Abstract This research examined the ways in which basic human resources management principles can assist a sports organization (in this case, the Hellenic Olympic Committee) which has been downsized by attrition even as the scope of its activities has broadened and burdened with the necessity of keeping up to date with current developments and current needs. The sharp state budget reduction on the one hand, and the reduction of personnel (55%) in the last seven years on the other hand have made major and multiple changes within the HOC a real necessity. Substantial decreases in both financial and human resources have sparked off multiple changes in work organization and modes of operation. The project tries to identify the best way to enhance employee motivation and reorganize work. The literature that was of use to the Project can be divided into the following four basic thematic categories: (a) downsizing, (b) motivation, (c) job design and organizational structure. The research objectives were to determine the factors of employee motivation and how this can affect the reorganization and restructuring of work within the HOC. The project is closely related to human resource management principles. It relies on collecting input from the staff with regard to their tasks and to what they find rewarding at work. Thirty two employees (slightly above 50% of the total number) across the organization responded to a questionnaire focused on (a) on work organization, (b) on job design and (c) on motivation. They were asked to indicate (a) whether employees in their unit were involved in any unnecessary or redundant activities, (b) whether there were any new methods (e.g. computer software) that could facilitate the work of the employees in their unit, (c) the time of year the employees were most busy in their unit/department 36
(on an annual basis and quadrennial basis), (d) the adequacy of the number of staff members in their unit/department, (e) the ways to make their workload even throughout the year, and (f) their preferences for various non-monetary rewards. The results showed that the respondents felt that (a) there were inadequate number of employees, (b) they were all involved in meaningful work, (c) screening of tenders, and maintenance of equipment took a lot of their time, (d) a majority of the respondents felt that they would welcome more variety and autonomy in their jobs, (e) a majority would prefer periodic job rotation, and (f) a majority of them would prefer more challenging jobs. These results were largely consistent with evidence from relevant literature on job design and motivation. Overall, the results confirmed the importance of deriving meaningfulness from one’s job and the overall power of motivation. In addition, the results indicated that creating a “register” of the employees’ personal preferences for non-monetary rewards would prove to be a useful tool to motivate the employees. Keywords – downsizing; attrition; job design; motivation; non-monetary rewards 37
COMPARE & STUDY ABOUT OPERATIONS EFFICIENCY WITH CHINA FOOTBALL CHAMPION GUANGZHOU FC & JAPAN FOOTBALL CHAMPION URAWA FC Li, XiangRong (Shyne) & Nam SangBack cffcshyne@gmail.com Abstract This paper aims to compare finance indicators(2013-2016 seasons) of China soccer super league champion Guangzhou Evergrande Taobao FC & Japan football league champion Urawa Diamonds Red FC evaluate operations efficiency. Technical efficiency is estimated using well-known data envelopment analysis (DEA) frontier program approaches. Data input is Club operating cost & Number of Players / Staffs, Data output is Club income & Fans numbers. Season 2013-2016, URFC won the J-league championship twice(Asian champions league champions in 2017), GZFC won the china super league championship 4 times and Asian champions league championship twice. Both of these two teams are the top two teams in Asia. The results showed that 4 seasons of Urawa Diamonds Red FC is highly effective, although the Guangzhou Evergrande Taobao FC is all ineffective. Also, GZFC kept on increasing operations costs 20% every year, URFC had stable investing behaviors which is quarter of GZFC. Second, the revenue of GZFC was going down & up, URFC was increasing every year a little bit more than operations cost. Third, the number of GZFC players & staffs is 3 times compare with URFC in 2016. Finally, the number of fans in both teams kept stable that was not very concerned with team performances. Regarding the results, some management implications are discussed and suggestions are made to boost the efficiency in inefficient clubs. The issues that why china champion club made inefficiency summarize to become the China characteristic football club operations model. From a methodological perspective, the output measure proposed seems to be suitable to represent reliably the China soccer champion GZFC inefficiency, but cannot explain the real reasons of specific operations model. In order to clarify operations efficiency between two different countries top football clubs, this paper tries to identify the roles of economic capital in operating professional football clubs. Specifically, the study attempted to clarify how the interaction between economic capital and professional football clubs work out in the modern society. The 38
findings of the study were as follows. The indirect impact of economic resource on the professional football leagues includes culture and media power. The direct impact of economic resource on the professional football leagues includes investment and the numbers of spectators. The commercial value of the professional football leagues cannot be ignored. Thus, there should be a balanced attention paid on culture, social interest and economic resource in the professional football leagues in order to successfully generate its better future. Keywords – Chinese Characteristic Football Club, Operations Efficiency, DEA(Data Envelopment Analysis), Habitus, Economic capital, Cultural capital, Social capital. 39
RELATIONSHIP BETWEEN JOB SATISFACTION, ORGANIZATIONAL COMMITMENT, AND TURNOVER INTENTION IN KOREAN SPORTS ORGANIZATIONS: META-ANALYTIC REVIEW Kim, Hongyoung St. Thomas University, USA Kim, Hyunduck Keimyung University, Korea Choi, Myungsoo Keimyung University, Korea Lee, Sangil Sookmyung Women’s University, Korea Choi, Yoonseok Korea National University of Transportation, Korea Seok, Kang-Hoon Korea National University of Transportation, Korea kimgolf247@gmail.com Abstract This current study examined the how job satisfaction relates with organizational commitment and turnover intention of employees in Korean sports organizations as well as how these relationships are moderated by organizational attributes such as gender ratio, location, and type of sport organization using a meta-analytic approach. Using Comprehensive Meta-Analysis version 2, significant positive and negative relationships with medium effect sizes were found between satisfaction and commitment and satisfaction and turnover intention respectively. For the moderating variables, the satisfaction-organizational commitment relationships were found to be positively significant with large effect sizes for the female-high group, location outside the metropolitan area, and types of sport organizations, particularly government funded sports for all programs, elite sport teams, and commercial sport centers. Satisfaction- job turnover intention relationship showed to be negatively significant, but the effects were small for both gender ratio, location outside the metropolitan area, and taekwondo center. The findings may facilitate sport organization administrators and other practitioners on how to create programs and strategies in order to achieve higher levels of employee satisfaction and commitment and lessen resignation rates of staff members in the workplace. 40
Keywords – Employee job attributes; regional characteristic; gender ratio; type of sport organization; sport management; 41
ORAL PRESENTATIONS Date & Time: August 3, 2018 @ 8:30 p.m. to 10:00 p.m. Room: LS 222 Time Presentation Title Authors Jane Park An Analysis of CSR and CSV Trends in the Jiyoung Kim 8:30 a.m. – 8:45 a.m. Context of Sustainable Management Policy Eun Hye Kim in Korea: Focused on Sports and the Arts Ae Ryung Hong Youn Sun Oh Game Outcome Uncertainty and Taiwanese 8:45 a.m. – 9:00 a.m. Television Yu-Hsuan Chang Viewership of NPB Tae-Ahn Kang Sport Fan’s Perception of Sponsorship 9:00 a.m. – 9:15 a.m. Hirotaka Matsuoka Effect Yukako Wada The characteristics of Japanese rugby Yukako Wada spectators: Hirotaka Matsuoka 9:15 a.m. – 9:30 a.m. Comparison among venues the 2019 Rugby Tae-Ahn Kang World Cup Jaeyoon Kwon Jiyoung Lee Improvement and Promotion Plan of Quality 9:30 a.m. – 9:45 a.m. Jiyoung Kim for Virtual Reality Golf Center Chonghee Kim Kyongkeun Choi Shin, Jae Eun Image Transfer in Sport Sponsorship: Kwon, Harry 9:45 a.m. – 10:00 a.m. Moderating Effect of Brand Exposure Time Hyungil and Frequency Baeck, Juhae 42
AN ANALYSIS OF CSR AND CSV TRENDS IN THE CONTEXT OF SUSTAINABLE MANAGEMENT POLICY IN KOREA: FOCUSED ON SPORTS AND THE ARTS Jane Park Eun Hye Kim Ae Ryung Hong Youn Sun Oh Jiyoung Kim* Sangmyung University, Korea artsedu@smu.ac.kr * Abstract The Korean government’s centering on the Ministry of Trade, Industry and Energy has seen it execute various policies for the promotion and expanding of Corporate Social Responsibility(CSR) and Creating Shared Value(CSV) with an aim to encourage ‘sustainable management.’ This study aims to analyze the trends of social responsibility activities of Korean companies in the context of government-initiated ‘sustainable management policies,’ particularly those focusing on sports and the arts. To this end, the details of 115 articles on CSR and CSV in the fields of sports and the arts studied in Korea for the recent decade are examined and analyzed here. As a result, this study present the recent trends of CSR and CSV of Korean companies as follows. Firstly, CSR in Korea has been recognized as a concept for managing external corporate or strategic marketing for a company both by companies and consumers. Lots of companies have been passive in pursuing these concepts under the direct or indirect influence of government-led corporate management policies. Therefore, they have performed CSR as a strategic measure to manage corporate risk, responsibilities, and reputation. From an evaluation viewpoint, actual CSR performance has not met with the requirements of enhancing profit qualities or values of a company. Secondly, support for sports and the arts by Korean companies has not always had a positive influence on corporate performance. Although the two areas secure supporters with relatively high loyalty and positive attitudes towards relevant organizations, such as sports leagues or performance troupes, it is true that CSR has both positive and negative influences. According to previous research results, while CSR has a positive influence on the image, rating, brand assets, consumers’ attitude, and loyalty to a company, it could cause a negative effect if it makes consumers recognize the company as hypocritical. Although the social contribution to culture and the arts could enhance the positive image of the company, most of their social activities have still remained limited to one-time projects, or subordinate management activities. 43
Lastly, as a company’s sustainability and ability to solve social problems is emphasized in a community, the methods of and approaches to social contribution to sports and the arts have been changing. The Korean government has changed its corporate support method in a way to encourage a CSV that could develop economical values and social conditions as well as nurture a company’s competitiveness. What matters now is how to continue sustainable and non-profit support for the neglected regions and facilities, considering the risks of deficits. Based on the recent trends of Korean companies, it could be concluded that CSR and CSV could significantly influence internal organization and consumers’ perception as well as the performance index, according to the willingness of CEOs, attitude of employees, ethical management systems, customer orientation, and social needs of the company. This study is significant in that it has presented authentic visions and viewpoints of CSR and CSV and also showed the direction for the change and development of an awareness of corporate values. Keywords – CSR, CSV, sustainable management policy 44
GAME OUTCOME UNCERTAINTY AND TAIWANESE TELEVISION VIEWERSHIP OF NPB Yu Hsuan Chang Master Program of Sport Facility Management and Health Promotion, National Taiwan University r06h42009@ntu.edu.tw Abstract Professional teams gain their revenue mostly from ticket sales and media rights. There are lots of factors which may affect the attendances watching motivation and the audience rating. Due to audiences have variety of channels on television, game outcome uncertainty(GOU) is specially important in match viewership. In recent years, Taiwanese baseball fans can watch many Nippon Professional Baseball(NPB) matches even more than Chinese Professional Baseball League(CPBL) which been played in Taiwan; meanwhile, the GOU researches of cross nations influence on television viewership is known inadequately. Therefore, this study is going to examine all NPB games broadcast in Taiwan from 2017 to 2018 total two seasons; in order to explore the relationship between transnational TV demand and the uncertainty of outcome hypothesis(UOC). All the ratings data will collected through the specific company which built related reports. The result of this study can examine how compete balance make an influence in cross country sports media. This article was intended to fill the lack of literature on sports economics and give some insight for cooperations when they built their marketing strategy. Keywords – game outcome uncertainty; Nippon professional baseball 45
SPORT FAN’S PERCEPTION OF SPONSORSHIP EFFECT Tae-Ahn Kang Graduate School of Sport Sciences, Waseda University Hirotaka Matsuoka Faculty of Sport Sciences, Waseda University Yukako Wada Faculty of Sport and Health Science, Ritsumeikan University Corresponding author’s E-mail: melo-melo@ruri.waseda.jp Abstract Global sponsorship expenditures have increased during the past decades (IEG, 2015). There have been extensive sponsorship investments to mega sporting events or famous sport teams/leagues that attract people over the world or country. These trends have captured the attention of numerous academic researchers who are interested in how consumers receive and process marketing communications conducted by sponsors. Researchers have attempted to examine various sponsorship effects on consumer evaluation, such as increasing sponsor awareness, improving sponsor image, and encouraging sales for sponsor’s product/service (e.g., Cornwell et al., 2006). However, not every sport organization benefits from the substantial sponsorships. It has been believed that many sport organizations, which receive less attention from fans, tend to suffer from less sponsorship contracts (Mazodier & Quester, 2014). One of the reasons for the less sponsorships could be that they might doubt the sponsorship effects. The sponsorship research studies using a field study have been pointed out due to their limitations to be difficult to control the effects of other variables, such as other marketing activities. On the other hand, an experiment study can control the limitations of field study, but it is restricted to reflect the real situation which fans contact the sponsorship (e.g., Coppetti et al., 2009). For these reasons, it has been required to figure out how the sponsorship effects are perceived in fans’ minds (Cornwell, 2014). Thus, this research aimed to examine fan’s perceptions of sponsorship effects. Furthermore, the degree to which a consumer is engaged with a sport team plays an important role on his/her reactions to sponsorship (Roy & Cornwell, 2004). Therefore, this study has additional purposes, which are to find out what factor, among those representing fan’s engagement with a sport organization, influences fan’s perceptions of sponsorship effects, and examine the moderating effects of the fan’s engagement-related factor on their perceptions. A set of questionnaire surveys were conducted to collect heterogeneous 46
samples from four Japanese Rugby League games. A total of 1,352 samples were included in analyses. This research divided the samples into two groups; fan ( n = 869) and non-fan ( n = 483). Three variables were employed to find out a moderator influencing fan’s perceptions of sponsorship effects; Team identification, Actual attendance number, and Favorability toward the Rugby League. Multivariate regression analyses were performed to examine the relationships between each moderator and each perception of three sponsorship effects (i.e., sponsor awareness, sponsor image, sponsor sales). Then, only a moderator, which influenced all three perceptions, was selected to examine the moderating effects. Fans’ perceptions of three sponsorship effects were significantly higher than non-fans’ perceptions; sponsor awareness: M fan = 3.86, M non-fan = 3.67, p < .001; sponsor image: M fan = 4.03, M non-fan = 3.71, p < .001; sponsor sales: M fan = 3.65, M non- fan = 3.54, p < .05). Multivariate regression analyses indicated that team identification only had the effects on three perceptions, thus the moderating effects of team identification were examined (High vs. Low team identification). The results showed that fans with high team identification had more positive perceptions of sponsor image and sponsor sales than those with low team identification did (sponsor image: M high = 4.14, M low = 3.97, p < .01; sponsor sales: M high = 3.76, M low = 3.55, p < .01). Keywords – Sponsorship effect; Fan’s perception; Team identification; Heterogeneous sample 47
THE CHARACTERISTIC OF JAPANESE RUGBY SPECTATORS: COMPARISON AMONG VENUES THE 2019 RUGBY WORLD CUP Yukako Wada, Ph., D. Faculty of Sport and Health Science, Ritsumeikan University Hirotaka Matsuoka, Ph., D. Faculty of Sport Sciences, Waseda University Tae-Ahn Kang Graduate School of Sport Sciences, Waseda University corresponding author’s email:yu-wada@fc.ritsumei.ac.jp Abstract Hosting hallmark sporting events is able to be a good opportunity to attract people to the sports. Although rugby is not one of the most popular sports in Japan, the 2019 Rugby World Cup (2019 RWC) held in Japan may raise the status of rugby. Prefectural rugby organizations and rugby teams have already started activities to increase fans through holding games at each of twelve stadiums chosen as venues for the 2019 RWC. It is, however, challenging for a rugby organization using a 2019 RWC venue that a specific team does not use as a franchise to acquire stable fans. Such organizations must explore new target markets which are different from the targets of existing rugby teams. Therefore, the purpose of this study was to identify the target markets for the games held at the 2019 RWC venues which were not a franchise of any rugby teams. The characteristics of spectators at such venues were compared with those of franchise venues. The questionnaire was mainly composed with the following items: behaviors on game day, the degree of which a spectator perceives him/herself as a fan of rugby, game attendance experiences, spectators’ knowledge of understanding rugby games, attracting spectators’ interests by the decision of 2019RWC, attendance intention for future games, and demographics. The data were collected from the spectators of each rugby game from the middle of September 2017 to the beginning of December 2017. Total valid samples were 2,588, 1,379 from home stadiums and 1,209 from non-home stadiums. Results One-Way Analysis of Variance (ANOVA) was conducted for comparing among spectators at the eight venues. Especially, the mean scores of one of the venues in Ohita, where was no Top League teams, were significantly different than the other seven venues in terms of the degree of which a spectator perceives him/herself as a fan of rugby, knowledge of understanding rugby games, attendance intention for future Top League games, mean age, and time required for coming to the stadium. Spectators at the stadium in Oita were younger (M=42.43 years old, SD = ±16.66), lived closer 48
distance to the stadiums (M = 46.15 minutes SD = ±42.96) than other venues. They were not enthusiastic ruby fans and tended to not understand rugby game very much. Their intention to attend future Top League games was significantly lower than the spectators at the other venues. The results of this study suggested that the new marketing target, who was living in close to the venue for the 2019RWC and has not been interested in rugby very much, was developed for expanding rugby fan base in Ohita. As a future study, qualitative research, such as interview surveys for practitioners are required for clarifying the concrete efforts and strategies have been made to increase the stadium attendance and develop the fan base. Additional findings, discussions, and managerial implications will be presented. Key Words Characteristics of the Spectators; Top League Games; Rugby World Cup venues 49
IMPROVEMENT AND PROMOTION PLAN OF QUALITY FOR VIRTUAL REALITY GOLF CENTER Jiyoung Lee Jaeyoon Kwon* Chonghee Kim Kyongkeun Choi Jiyoung Kim Sangmyung University, Seoul kwon-gun@hotmail.com * Abstract The modern society in which we live is changing from 'work-oriented society' to 'leisure and health-oriented society'. Because of these social changes, leisure is recognized as an important part of an active and creative life that contributes to the stability of life, not merely diversion or relaxation (Wallhead, Garn, & Vidoni, 2014). Among them, golf has become a very familiar sport for a short time, and it is attracted to modern people because it is a nature-friendly sport and leisure activity that promotes mental and physical development (Funk, Beaton & Pritchard, 2011). Golf is one of the most popular sports in South Korea. However, most of the golf courses are far from the city, and a lot of them are expensive. Therefore, instead of going to an actual golf course, people like playing at a place called ‘virtual reality golf’ or ‘screen golf’. It basically lets you play with a virtual reality golf simulator. In South Korea, the leading country in virtual golf simulator systems, there are about 6000 virtual reality golf centers for golf simulator play. 15,000 virtual golf simulator systems in operation more than 1.27 million yearly virtual golf simulator players and the total gross in the golf simulator industry exceeds US$1 billion (Moon, 2010). In particular, virtual reality golf can check ball pitch, direction, distance, head speed, ball spin, swing trajectory, and ball trajectory. In addition, the number of users is increasing due to the advantage of being able to feel like rounding (Han, Hwang, & Woods, 2014). In this situation, the quality of service provided by virtual reality golf center is very important (Goung, Yang, Kim, & Lee, 2015). The virtual reality golf center is faced with the need to offer a variety of services to meet the needs of a broader range of customers than ever before. The purpose of this study is to evaluate the importance and satisfaction of service quality for customers using virtual reality golf center and to provide basic data for service improvement in virtual reality golf related company in the future. To examine service quality of virtual reality golf center using importance and performance analysis, from September to November 2017, adult participants who participated in virtual reality golf center in Korea were selected as subjects. Questionnaires are distributed and gathered from the participants after the explanation 50
about the purpose of the study. The researcher requested the participants to fill in the survey on voluntary basis and the participants completed the survey for approximately 10 minutes. Completed surveys were immediately collected. A total of 380 questionnaires were distributed to virtual reality golf center participants. A self- administration method was used to fill out the questionnaires. And of these, 9 were eliminated based on a lack of information and low validity. Finally, data in 371 questionnaires were analyzed. The results of this study were as follows. First, quadrant 1 included six items: convenient facilities provide the latest equipment, customized response, understanding the needs of customer, interior atmosphere, and modernized facilities. Second, quadrant 2 included five items: kindness of employees, employees’ expertise, resolve immediately if a problem occurs, quickly respond to customer needs, and employee credibility. Third, quadrant 3 included six items: customer individual interest, notice of service, employees’ dress and appearance, employees’ positive attitude, provide voluntary help, and promised time and service. Fourth, quadrant 4 included 3 items: provide safe service, thinking in terms of customer, and voluntary response. Keywords – Promotion Plan, VR, Golf Center 51
IMAGE TRANSFER IN SPORT SPONSORSHIP: MODERATING EFFECT OF BRAND EXPOSURE TIME AND FREQUENCY Shin, Jae Eun* Chung-Ang University, Seoul Kwon, Harry Hyungil Chung-Ang University, Seoul Baeck, Juhae** Chung-Ang University, Seoul emily8230@daum.net * / kingdsma@gmail.com ** Abstract The purpose of this research was to explore the moderating effect of brand exposure time and exposure frequency in image transfer. Hypotheses 1 and 2 assumed a bidirectional image transfer (i.e., from an event to a brand, from a brand to an event). Hypotheses 3 and 4 were set to examine the moderating effect of brand exposure time (15sec, 30 sec, and 60 sec) and exposure frequency (1, 3, and 5 times) in image transfer with regards to spreading activation theory, mere exposure effect, and Three- Hit Theory. Data were collected from 391 undergraduate students at C University located in Seoul, Republic of Korea. The research participants were divided into 6 groups with approximately 70-80 students per group. Groups were sorted by different levels of brand exposure time and exposure frequency. The data were analyzed using paired t-test and mixed factorial design. The results showed that image transfer took place bidirectionally (i.e., from an event to a brand, from a brand to an event) in a sport sponsorship context. Therefore, hypotheses 1 and 2 were supported. Further, the results of the mixed factorial analysis indicated that the amount of image transfer varied by exposure time (15 sec, < 30 sec, 60 sec). However, brand exposure frequency did not show a statistically significant interaction. Therefore, hypotheses 4 was rejected. Previous literature in advertising also found that the effect of advertising was different between 15 sec and 30sec, which was accordant to the results of the current study. The hypothesis 4 was developed based on Three-Hit Theory that has been widely used in advertising. However, the current study found that the mechanism of the Three-Hit Theory did not apply to the mechanism of the image transfer in sponsorship context. Keywords – Sport sponsorship; image transfer; exposure time; exposure frequency 52
ORAL PRESENTATIONS Date & Time: August 3, 2018 @ 8:30 p.m. to 10:00 p.m. Room: LS 223 Time Presentation Title Authors A Big Data Analysis of Social Media on Min Soo Kim 8:30 a.m. – 8:45 a.m. Demands for Sport Industry Han Jin-Wook Kwang-Min Cho Analysis of Influence of Servicescape in 8:45 a.m. – 9:00 a.m. Jung-sup Bae Sports Facility Field through Meta-analysis Hyun Byun Ki Jae, Jeon Jong Woo Kim An Evaluation on the Characteristics of 9:00 a.m. – 9:15 a.m. Sueng Ho, Shin Kumdo Goods Using Kano Model Byeong Ryang, Moon Kuo, Tzu-Yin The Influence of Consumers’ Implicit Hsueh, Jung-Jung 9:15 a.m. – 9:30 a.m. Theories on Image Transfer Effectiveness Shao, Yu-Lin Jackie Urban Marathon and City Marketing: A Shih-Yi Lin 9:30 a.m. – 9:45 a.m. Case Study of the Standard Chartered Hsiu-Hua, Tsai Singapore Marathon Kun-Chung Chien A Study of Social Media Marketing, Ting-Syuan Chen 9:45 a.m. – 10:00 a.m. Engagement and Brand Equity on Sports Lin, Yi Hsiu Brand of College Student 53
A BIG DATA ANALYSIS OF SOCIAL MEDIA ON DEMANDS FOR SPORT INDUSTRY Kim, Min Soo Korea Institute of Sport Science, Republic of Korea Han, Jin-Wook Kyung Hee University, Republic of Korea minkim@kspo.or.kr Abstract “Big Data” can be understood as extremely large data sets, which cannot be collected, stored, managed, and analyzed via conventional approaches and it has three characteristics such as volume, velocity, and variety. Recently, the amount of data generated and transmitted via smart phones, devices, and SNS such as Facebook and blogs has exponentially increased because the principal agent of data generation has been changed to individuals. Various messages on social media by users have become sources to understand political, social, and cultural the sprit and the sensitivity of the age. Through social media, we can comprehend policy agenda proposed by mass media and a large amount of individual messages, comments, and social log information by social media users have changed to public goods for public policy. Thus, the purpose of this study was to explore public opinion and perceptions with regard to the Korean sport industry through social big data analysis. Social big data collected using ‘TextoM’, the big data analysis solution and ‘Naver’, the Internet portal service provider which has the most users was selected to collect data. For data collection, a total of 29 keywords including sport industry, sport facilities, sport equipment, sport services, outdoor, sport media, sport agent, and professional baseball were used. Social analytics was used to analyze big data from social media about the sport industry. A total of 6,002,666 cases including document, web, blogs, cafes, news were collected. First, frequency analysis shows the volume of sport industry related searches stayed highly and increased in June, 2016 because various sport industry policies such as job fair and R&D fund for the sport industry were announced. Second, keyword analysis through text mining was conducted to examine frequently used keywords in the sport industry. The analysis indicates four different categories of sport industry keywords including sport game, sport goods, health, and sport policy. Third, sentiment analyses were conducted to see public perceptions about the sport industry based on the frequency of positive and negative sentiment with sport industry related keywords on documents. Overall, positive sentiment was found to have a greater weight than negative sentiment toward the sport industry and the changing directions of both positive and negative sentiment were same. ‘Recommendation’, ‘best’, and ‘famous’ were typical positive sentiment words and ‘illegal’, ‘problem’, and ‘loss’ were typical 54
negative sentiment words toward the sport industry. Fourth, semantic network analysis was conducted to see the network between the sport industry and collected keywords. It describes the essence of the semantic network as the analysis of text to measure the relationship among words. The results showed that sport industry connected with tourism, media, game, information, health, and culture. Information and media also connected with professional baseball, professional basketball, professional soccer, and professional volleyball as well as professional players. Last, CONCOR network analysis was conducted to identify structurally equivalent positions only within the components and sub-groups of a graph. CONCOR will tend to identify only the dominant members within each of the sub-groups. The results of CONCOR analysis showed that the sport industry divided into four different segments such as sport goods and equipment, sport facility, sport service, and professional sport. Since Korean sport industry can be classified into three segments including sport goods and equipment, sport facility, and sport service and professional sport was included in the sport service segment, CONCOR analysis confirmed the structure of the Korea sport industry. In conclusion, a big data analysis of social media showed there were huge demands for the Korean sport industry. Future research should examine demands of specific parts in Korea sport industry such as professional sports and sport goods and equipment. Keywords – Big Data; Social Media; Sport Industry; Demand, Korea 55
ANALYSIS OF INFLUENCE OF SERVICESCAPE IN SPORTS FACILITY FIELD THROUGH META-ANALYSIS Byun, Hyun Yonsei University, Seoul, Korea Cho, Kwang-Min * Yonsei University, Seoul, Korea Bae, Jung-sup Hanyang University, Gyeonggi, Korea Byunleo@gmail.com Abstract Now days sport facilities, such as, fitness center, martial art studio face excess supply. Therefore differentiation of physical environment has become an important factor to survive in intense competition. The purpose of this study was to investigate the impact of servicescape in sports facility field using a meta-analysis. The data was collected from dissertation and academic paper published from 2008 to April, 2018. Finally 10 dissertations, 21 journal articles were used to analyze the relationship between servicescape and dependent variables via the comprehensive meta analysis(CMA) program. Study results are as follows: First, results showed that servicescape have a middle effect on dependent variables, with an effect size. This indicates that research result were significant Second, the most influential effect size of servicescape sub-factor was cleanliness. Therefore, sport facility should maintain cleanliness of sport equipments and environment. Third, sport center and sport leisure facility had a most large effect size on servicescape. Thus, these sport facility should pay particular attention than other facilities. Lastly, results found significant moderating evidence for ratio of female. Hence, sport facilities should focus on the factor that female group regard to important. Based on the results of this study, Based on the result, using applicable servicescape in each sport facility, it is possible to suggest strategies for attracting sport facilities customers’ behavior. Key Words Sports facility, Servicescape, Meta-analysis, Effect size 56
AN EVALUATION ON THE CHARACTERISTIC OF KUMDO GOODS USING KANO MODEL Ki Jae, Jeon*, Jong Woo Kim, Sueng Ho, Shin . Kookmin University Byeong Ryang, Moon . Yewon Arts university Ryun Hoe, Koo . Incheon Sports Counsil * jkkj110@naver.com Abstract This study aimed to draw the Product characteristics of Kumdo goods(Kumdo soft touch and Bamboo sword) by using Kano Model and Potential Customer Satisfaction Improvement Index(PCSI), and also to draw the priority of improvement. It aimed to suggest the basic data of the current satisfaction and its improvement of Kumdo goods service provided to trainees. For this study, the subject surveyed were 220 Kumdo trainees based in Seoul. Survey data was processed by using Microsoft Exel 2013 and SPSS 21.0 for categorization through Kano model, classification through customer satisfaction coefficient, analysis through PSCI Index and Frequency analysis. In the results of the analysis, first, using Kano model, each in Kumdo soft touch and bamboo sword, three items were classified as Must-be factors and ten items were classified as one-dimension factors. Second, using customer satisfaction coefficient, better index of Kumdo sosft touch showed high value in the order of ‘price of soft touch’, ‘durability of soft touch’, ‘effectiveness of soft touch’ and ‘functionality of soft touch’. And better index of bamboo sword showed high value in the order of ‘price of bamboo sword’, ‘durability of bamboo sword’, ‘A/S service’ and ‘purchase channel of bamboo sword’. Third, the PCSI Index of Kumdo soft touch was shown in the order of 'A/S service’, ‘durability of soft touch’, ‘effectiveness of soft touch’ and ‘functionality of soft touch’. And the PCSI Index of bamboo sword was shown in the order of ‘functionality of bamboo sword’, ‘professionalism of bamboo sword’, ‘durability of bamboo sword’ and ‘purchase channel of bamboo sword’. Therefore, the Kumdo brand should focus on developing products and sharing information about the functionality, durability and effectiveness of the Kumdo goods. In addition, the A/S service should be strengthened further. Key Words Kumdo goods, Kumdo soft touch, bamboo sword, Kano model. PCSI Index. 57
THE INFLUENCE OF CONSUMERS’ IMPLICIT THEORIES ON IMAGE TRANSFER EFFECTIVENESS Kuo, Tzu-Yin † Singapore University of Social Sciences, Singapore Hsueh, Jung-Jung University of Taipei, Taiwan Shao, Yu-Lin Jackie University of Taipei, Taiwan † Corresponding author; she will join Singapore University of Social Sciences on 6 August 2018; email: tzuyin.kuo@gmail.com Abstract Researchers have offered considerable evidence that the effectiveness of an endorsement campaign lies in the fit between the endorser and the brand. A stronger fit facilitates image transfer between the two parties, resulting in consumers’ more positive perceptions or reactions towards the brand. While efforts are devoted to identifying effectiveness drivers, little attention has been given to how consumers’ individual differences influence their responses towards the endorsement. This research fills this gap by examining the role of consumers’ implicit theories in determining the image transfer effects in an athlete endorsement. Implicit theories reflect two different mindsets or beliefs about personal traits: entity theorists tend to view personal traits as fixed while incremental ones believe that personal qualities are malleable (Chiu, Hong, & Dweck, 1997). As the image transfer effect can be operationalized as the change in brand personality due to an endorsement, this effect should be more pronounced for the incremental theorists than for the entity ones. Leveraging on the case of Kei Nishikori-UNIQLO endorsement, we test the proposed moderation effect of consumers’ implicit theories on the relationship between perceived endorser-brand fit and brand personality change. The survey included items for brand personality change, perceived endorser- brand fit, implicit theories, and demographics. To capture the perceived change in brand personality, we asked participants to indicate the extent to which the K.-Nishikori endorsement had made UNIQLO more sincere, exciting, or rugged (3, 5, and 3 items respectively, adapted from Aaker, 1997). Existing scales were used to assess perceived endorser-brand fit (4 items; Spry, Pappu, & Cornwell, 2009) as well as consumers’ implicit theories (3 items; Chiu et al., 1997). The survey was administered via the Internet to consumers aged 18 and above in Japan and Taiwan from 15 to 21 January 2018. A total of 1061 people answered the 58
survey. After removing non-citizens, non-residents, and those who failed attention check, 889 responses (52.2% female; M age = 31.26, SD = 9.95) were used to validate the measures. Confirmatory factor analysis showed that the data fitted the five-factor measurement model well ( χ 2/df = 3.00; RMSEA = 0.047; CFI = .99; GFI = .94; SRMR = .036). All the construct reliability indices were also higher than .60. The used measures had good validity and reliability. Following Chiu and colleagues’ procedure (1997), we labeled participants scoring an average of 3 and below on the implicit theories scale as incremental theorists ( n = 280) while those scoring 4 and above were identified as entity ones ( n = 440). After the classification procedure, 720 responses were retained for the moderation analyses. While the endorser-brand fit was positively related to the perceived changes in focal brand personality dimensions (i.e., sincerity, excitement, and ruggedness; p s < .05), consumers’ implicit theories moderated these relationships ( p s = .035, .043, & .007). That is, the more consumers found a fit between K. Nishikori and UNIQLO, the more they believed the brand had become more sincere, exciting and rugged through this endorsement. The strength of this relationship was stronger among the incremental theorists than among those entity ones. Further analyses also confirmed that the participants’ nationalities did not drive the observed moderation effects of their implicit theories. The results support our hypothesis that consumers’ implicit theories determine the image transfer effects in an athlete endorsement. This research adds to the endorsement literature by identifying an individual psychological factor that leads to more effective image transfer. As implicit theories could be temporarily manipulated (Chiu et al., 1997), the findings also suggest a possibility to enhance endorsement effectiveness by inducing an incremental theory among consumers. Keywords – endorsement; image transfer; implicit theories; endorser-brand fit; brand personality Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34 (3), 347-356. Chiu, C. Y., Hong, Y. Y., & Dweck, C. S. (1997). Lay dispositionism and implicit theories of personality. Journal of Personality and Social Psychology, 73 (1), 19-30. Spry, A., Pappu, R., & Bettina Cornwell, T. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing , 45 (6), 882-909. 59
URBAN MARATHON AND CITY MARKETING: A CASE STUDY OF THE STANDARD CHARTERED SINGAPORE MARATHON Shih-Yi, Lin Master Program of Sport Facility Management and Health Promotion, National Taiwan University Hsiu-Hua, Tsai Department of Athletics, National Taiwan University Kun-Chung Chien Department of Athletics, National Taiwan University r05h42006@ntu.edu.tw Abstract As a major event, urban marathon plays an important role of city marketing. This study looks at urban marathon, sport tourism and city marketing in Singapore. It provides an insight into the role of sports in city marketing and uses a conceptual framework to study the potential impacts of a special event on the city’s social assets. Sport tourism is an important strategy regarding the destination image, and as a competitive advantage. This study brings forward the features of event tourism concerning the marketing strategies and the importance of events in the development of an area. The chosen case is the Standard Chartered Singapore Marathon(SCSM), which is the only one IAAF gold label marathon in South East Asia. The analysis found that SCSM has had significant effects on city image, social networks and support of social causes and insignificant effects on local pride. Keywords – sport tourism; tourism marketing; Southeast Asia sport industry; city image; city branding 60
A STUDY OF SOCIAL MEDIA MARKETING, ENGAGEMENT AND BRAND EQUITY ON SPORTS BRAND OF COLLEGE STUDENT Chen, Ting Syuan Graduate Student, Master Program of Sport Facility Management and Health Promotion, National Taiwan University Lin, Yi Hsiu Professor, Master Program of Sport Facility Management and Health Promotion, National Taiwan University r05h42008@ntu.edu.tw Abstract (1)Purpose: Social media is a new marketing channel; as the use of social media continues to rise, marketers use social media platforms, such as Facebook, as marketing tools with the goal of increasing brand equity. Therefore, the purpose of this research is to explore the social media use of Taiwan’s current two largest sports brands, Adidas and Nike, and examine the relationship between the marketing function of social media, social media engagement, and brand equity. (2) Methodology: The samples of this study are north Taiwan university students, using paper and online questionnaires as research tools. All the questions were asked with Likert five point. After discussion of relative references, we use ”item analysis” to choose suitable 49 questions from pre-test questions. This study references the three main constructs and thirteen variables organized by the previous literature: social media marketing (entertainment, information, interactivity, and word of mouth); social media engagement (browsing, sharing, commenting, recommending, and co-creation); brand equity (brand association, perceived quality, brand loyalty, and brand awareness). The obtained empirical datum taken by the descriptive statistics, independent sample t test, one way ANOVA and Pearson correlation as the statistical method. (3) Findings: First, in social media of Nike and Adidas, most variables are moderate level, in contrast, “interactivity” ,” commenting”, “co-creation” and ”sharing” are need to be enhance. Second, the gender will not influence the three main constructs, on the contrary, different level of involvement will influence some other variables. (4) Significance to practice: The research is important for sports brand to know which function of social media should be enhanced to make more contacts with consumers. (5) Conclusions and recommendations: The results of this study may be used as basic literature for the development of future theoretical research, as well as a reference for the marketing strategies of related sports brands. In future theoretical research, researches can choose different sports brands and social media platforms as reference. In marketing strategies, if sports brand wants to make more contact with consumers, they enhance their social media function, such as “interactivity” ,” commenting”, “co-creation” and ”sharing”. 61
Keywords – Social media ; Sports brand ; Brand Equity ; Facebook ; Marketing 62
ORAL PRESENTATIONS Date & Time: August 3, 2018 @ 8:30 p.m. to 10:00 p.m. Room: LS 224 Time Presentation Title Authors The Structural Relationship among Corporate Perception, Satisfaction and Jae Suk, Park Intention to Use and E-service Quality of Sueng-A, Shin, 8:30 a.m. – 8:45 a.m. Official Portal Site As the Official Sponsor Chan Soo, Jun, of the Mega Sport Event: The Official Sueng Ho, Shin Sponsor of the 2018 Pyeongchang Winter Jae Yeol, Seo Olympics Focused of NAVER Investigation on the Risk Management of 8:45 a.m. – 9:00 a.m. Tetsuya Onda Foul Balls While Watching Baseball Shao-Hsi Chang The efficacy of peer instructor in Li-Ting Wang 9:00 a.m. – 9:15 a.m. community older adult exercise program-A Ming-Chun pilot study in Taiwan HSUEH Hsin-Hung HO Sport technology consumers: Segmenting Weisheng Chiu 9:15 a.m. – 9:30 a.m. users of sports wearable devices based on Taejung Kim technology readiness The Influence of Team Identification on Yuichiro Kubo 9:30 a.m. – 9:45 a.m. Sense of Community in Local Sports Yasuo Clubs: Focusing on High School Club Yamaguchi Jungo Nagai Kazuto Kanbe Etsuko How Should We Approach Various Ogasawara Personalities of Japanese High School 9:45 a.m. – 10:00 a.m. Akane Mikura Students to Promote Their Physical Junya Kitagawa Activity? Ikuko Fujita Fumitake Sakaori Toshikazu Kato 63
THE STRUCTURAL RELATIONSHIP AMONG CORPORATE PERCEPTION, SATISFACTION AND INTENTION TO USE ANS E-SERVICE QUALITY OF OFFICIAL PORTAL SITE AS THE OFFICIAL SPONSOR OF THE MEGA SPORT EVENT: THE OFFICIAL SPONSOR OF THE 2018 PYEONGCHANG WINTER OLYMPICS FOCUSED OF NAVER Jae Suk, Park*, Sueng-A, Shin, Chan Soo, Jun, Sueng Ho, Shin . Kookmin University Jae Yeol, Seo . Yewon Arts University * jspark789@daum.net Abstract The purpose of this study is to verify the structural relationships among corporate perception, satisfaction, intention to use, and e-service quality of portal site as the official sponsor of the mega sport event. This study aims to understand the positive changes in corporate perception and the effects of official sponsor activity through the portal site participating as an official sponsor of the 2018 Pyeongchang Winter Olympics, and also to suggest the measures for drawing the marketing measures that could maximize the effects. A survey was conducted targeting 452 adults who had experiences in using the NAVER search engine during the 2018 Pyeongchang Winter Olympics. For dataprocessing, the IBM for SPSS 21.0 and AMOS 21.0 were used, and the concrete contents are as follows. The frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis, and structural equation model were performed. The results of dataprocessing are as follows. First, the informativeness, responsiveness, ease of use, and interactivity out of e-service quality of portal site had significant effects on the corporate perception(functional value, symbolic value, subjective value, corporate reputation) while the reliability had no significant effects on the corporate perception(functional value, symbolic value, subjective value, corporate reputation). Second, the sub-factors of e-service quality of portal site such as informativeness, responsiveness, reliability, ease of use, and interactivity had significant effects on the satisfaction. Third, the sub-factors of e-service quality of portal site such as informativeness, responsiveness, reliability, ease of use, and interactivity had significant effects on the intention to use(intention to continue, intention to recommend). Fourth, the sub-factors of corporate perception such as functional value, symbolic value, and subjective value had significant effects on the satisfaction. Fifth, the sub-factors of corporate perception such as functional value, symbolic value, and subjective value had significant effects on the intention to use (intention to continue, intention to recommend). Sixth, the satisfaction had significant effects on the intention to use(intention to continue, intention to recommend). Therefore, When a portal site provides e-service as an official sponsor, instead of distributing promotional materials informing the official sponsor with the ending credit of real-time video, highlight video, and trailer related to the event, or simply writing “NAVER'” on the main of the portal site during the event period, there should be some efforts to 64
arouse consumers' perception of official sponsor and even positive corporate perception by promoting its slogan like “Together with the Pyeongchang Olympics”. Also, there should be some efforts to increase the satisfaction by making users easily use the desired data related to the relevant event. Key Words Official Sponsor, e-service Quality, Satisfaction, Intention to use, Corporate Perception 65
INVESTIGATION ON THE RISK MANAGEMENT OF FOUL BALLS WHILE WATCHING BASEBALL Tetsuya Onda Tokai University JAPAN E-mail: judoonda@keyaki.cc.u-tokai.ac.jp Abstract Ⅰ . Introduction In Japan, baseball, soccer and sumo wrestling are the major professional sports enjoyed as public entertainment that take center stage in the sports-watching arena. According to a public survey, baseball in particular is the most popular. Although this has made watching baseball at ball parks an enjoyable and highly entertaining experience, there is a potential risk that foul balls may hit spectators. On August 21, 2010 during a professional baseball game, an accident occurred in which a foul ball directly hit the right eye of a woman who was watching the game, resulting in the loss of her eyesight. Consequently, the court ordered that damages of about $310,000 be paid to the woman. A court order demanding the payment of damages for such an accident was a rare occurrence in the past, it is very difficult to strike a balance between achieving a “you-are-there feeling” and ensuring the safety of spectators when watching sports. The occurrence of such an accident is a misfortune for all concerned, including spectators, the players and the management of the events, etc., even if someone is held accountable. Under these circumstances, we focused particularly on baseball- watching for this study, and investigated the characteristics and tendencies of foul balls for the purpose of aiding risk management. Ⅱ . Investigation Ten games of the first round of the 66th Japan National Collegiate Baseball Championship conduced from June 5 to June 11, 2017 at Tokyo Dome were investigated. The Investigative method consisted of watching the games at the stadium and recording all foul balls (whether the pitchers and batters were right-handed or left- handed) as well as marking the seating chart according to the locations where the foul balls fell. Ⅲ ． Results and Discussion A total of 14 universities participated in the ten games subject to the investigation, with 49 pitchers taking the mound by the end of the last game. The total number of pitches thrown was 2,849, and the total number of batters was 726. The results of this investigation, foul balls that fell in the stadium were found to mostly directly hit the backstop. The characteristics of foul balls in terms of a number of parameters revealed that the majority of foul balls fall on the field. With respect to foul balls that fall on foul stands, it was revealed that fewer balls fell on both the infield and outfield spectators’ stands farther from the field, whereas more balls fell on spectators’ stands closer to the field. In addition, with regard to the direction of foul balls that fell on spectators’ seats, 66
almost equal numbers were observed to fly both right and left from the infield to the outfield. Regarding the relationship between segments where foul balls fell inside the stadium and the types of interaction between pitchers and batters in terms of right- and left-handedness, no major differences were observed in total number. However, analyses of each type of interaction between them revealed that no foul balls fell on spectators’ stands far from the third base side from interactions between right-handed pitchers and right-handed batters, and that no foul balls fell on spectators’ stands far from the first base side infield from interactions between left-handed pitchers and left- handed batters. Foul balls that fall on spectators’ seats appear to also be influenced by the size of the stadium, distance hit, pitcher’s throwing course, type of pitch and other factors; however, results of the investigation indicate that caution is required to ensure safety particularly at spectators’ stands both infield and outfield, which are close to the field. Key Words Risk management, Baseball, Foul Balls 67
THE EFFICACY OF PEER INSTRUCTOR IN COMMUNITY OLDER ADULT EXERCISE PROGRAM – A PLOT STUDY IN TAIWAN Li-Ting WANG Department of Physical Education-National Taiwan Normal University, Taiwan Ming-Chun HSUEH Department of Physical Education-National Taiwan Normal University, Taiwan Hsin-Hung HO Department of Physical Education-National Taiwan Normal University, Taiwan Shao-Hsi CHANG Department of Physical Education-National Taiwan Normal University, Taiwan linnywang128@gmail.com Abstract Background: With the advent of aging society in Taiwan, the orientation of medical care and health promotion has gradually gained attention; in recent years the ageing policy has become the focus of government departments. The purpose of this study was to understand the community senior citizens and sports instructors in Taipei City and to explore the professional ability of instructors. Method: Local community and three sport instructors was used in the research. Through the sampling method, and the use of semi-structured interview method, the community and sport instructor ability in teaching advanced exercise for the senior citizen was obtained. Result: (1) Community Instructors have had relevant experience in the past, so they can integrate past expertise when they teach sports courses in the community, such as; nursing and health knowledge. (2) The senior citizens' peer-to-peer mentors gain more sense of accomplishment through interactions with instructors and instructors interactions with students. This is a source of motivation for the community. (3) Instructor must improve their teaching abilities through continuing of education, participation in seminars and activities, so as to maintain their teaching enthusiasm and professionalism. Conclusion: It is not easy for the community to be active in local community and management, it is hoped that instructors can continue to promote the community’s senior citizens’ and help maintain healthy living quality. The results of this study will be provided to other senior citizen community sites in Taiwan. Key words older adult; Partner Instructor; community sports manpower 68
SPORT TECHNOLOGY CONSUMERS: SEGMENTING USERS OF SPORTS WEARABLE DEVICES BASED ON TECHNOLOGY READINESS Weisheng Chiu The Open University of Hong Kong, Hong Kong Taejung Kim Yonsei University, South Korea chiuws@ouhk.edu.hk; body5282@gmail.com Abstract With the development of wearable technologies, sports wearable devices (hereafter referred to as sports wearables) have changed the way people exercise and monitor their fitness and health. In order to derive sustained health and wellness benefits from sports wearables, it is necessary to understand consumers’ profile and usage pattern. Therefore, the purpose of this study was to segment users of sports wearables based on technology readiness, which refers to individuals’ general beliefs about innovative technology. Participants comprised a convenience sample of 356 participants using sports wearables in South Korea. Cluster analysis was performed to identify clusters of sports wearable users based on their technology readiness (i.e., motivating and inhibiting beliefs regarding technologies). Analysis of variance (ANOVA) and post hoc Tukey’s test were used to determine whether there were significant differences among the clusters. Clustering identified three groups of users of sports wearables: Explorers (high motivation, low inhibition), Laggards (low motivation, high inhibition), and Pioneers (high motivation, high inhibition). Each group demonstrated significant differences in technology readiness (i.e., optimism, innovativeness, discomfort, and insecurity). It also found that Laggards are more likely to be female and older users (i.e., over 40 years old). This study explores characteristics of possible market segments and provides a better understanding of user profiles of sports wearables. These findings provide insightful implications for marketers of sports wearables, who can tailor marketing strategies to each segment. Designers of sports wearables can benefit from the user profiles and develop more appropriate products for users. Key Words Sports wearable technology, technology readiness, market segmentation, cluster analysis. 69
THE INFLUENCE OF TEAM IDENTIFICATION ON SENSE OF COMMUNITY IN LOCAL SPORTS CLUBS: FOCUSING ON HIGH SCHOOL CLUB Yuichiro Kubo Graduate School of Business Administration, Kobe University Yasuo Yamaguchi Graduate School of Human Development and Environment, Kobe University corresponding author’s email: y.kubo.sagan@stu.kobe-u.ac.jp Abstract The second Basic Act on Sport was enacted in 2017 in Japan (Japan Sport Agency, 2017), to promote sport and its impact on communities. Wann (2006) suggested that identifying with a sports team has the social psychological benefits. Clopton (2008) discovered that college sport positively impacted the sense of community on a campus. Fujimoto et al (2012) demonstrated developing team identification with J.League teams had an impact on the sense of community in hometowns. However, little study has been done to explore relationships between sport team and social psychological benefits, especially at the high school level. The purpose of this research was to examine the influence of Team Identification on Sense of Community in Sabae-city in Japan with comparisons between males and females. We also illustrated the relationship between Team Identification and Sense of Community of local residents. Sabae-city has been promoting itself as a Gymnastic town in collaboration with the city government and sports organizations. This city has hosted the 1995 World Gymnastics Championships, the All Japan Gymnastic Championships, and many other competitions. Regarding the setting of this research, the respondents were citizens of Sabae-city and the target club was the Sabae High School gymnastics club. The research method consisted of two steps; First interviews was conducted with government sport department staff in order to develop Modified Team Identification scale (Fujimoto et al., 2012). The Modified Team Identification Scale was comprised of 1) Interconnection of self, 2) Behavioral involvement, 3) Public evaluation, 4) Personal evaluation, and 5) Cognitive awareness, all with all 3 items. Second, questionnaires were distributed to 500 local residents in public facilities. The questionnaire consisted of personal attribute, Modified Team Identification scale, and Sense of Community scale: 1) Attachment, 2) Shared values, and 3) Relationship with neighbors (Sugawara et al,. 2010). Data were analyzed using descriptive statistics, confirmatory factor analysis, and multiple regression analysis. Multiple regression analysis was performed to examine the relationship between multiple dimensions with Modified Team Identification as the independent variable and Sense of Community as the dependent variable between males and females. 70
The response rate to the questionnaire was 50.2% ( n =251). There were 97male (38.6%) and 154female (61.4%) and the average age was 46.3. The Modified Team Identification scale of model data fit was x 2 /df=3.47, CFI=.93, and RMSEA=.099. The scale displayed acceptable reliability (Cronbach's alpha>.70), discriminant and convergent validity (AVE>.50, CR>.50). Multiple regression analysis showed that “Interconnection of self” influenced “Attachment” ( β =.266; p <.01), “Shared values” ( β =.458; p <.001), and “Relationship with neighbors” ( β =.472; p <.001) in males. “Interconnection of self” was explained more than 20.0% of all Sense of Community factors. Females, on the other hand, had four affecting factors of Modified Team Identification. “Behavioral involvement” ( β =.243; p <.01) and “Personal evaluation” ( β =.216; p <.05) explain 15.4% of “Attachment”; “Interconnection of self” ( β =.217; p <.05) and “Public evaluation” ( β =.208; p <.05) explain 13.6% of “Shared values”, “Behavioral involvement” ( β =.497; p <.001) explains 24.7% of “Relationship with neighbors”. We revealed representative local teams, through sport promotion across the region, developed social psychological benefits at the high school level. There were different relationships between males and females in Team Identification with Sense of Community. For males “Interconnection of self” had an influence on all Sense of Community factors. As also found in Fujimoto et al. (2012). With regard to females, “Behavioral involvement” had the strongest impact on “Relationship with neighbors”. These results are similar to Wann (2006), who explained the activities on a local team resulted in additional connections to others. Thus, the influence from Team identification to Sense of community varies depending on gender. The findings have implication for local governments concerned with revitalizing community through sport promotion. Keywords – Sport Promotion; Team Identification; Sense of Community 71
HOW SHOULD WE APPROACH VARIOUS PERSONALITIES OF JAPANESE HIGH SCHOOL STUDENTS TO PROMOTE THEIR PHYSICAL ACTIVITY? Jungo Nagai Juntendo University Kazuto Kanbe Juntendo University Etsuko Ogasawara Juntendo University Akane Mikura Juntendo University Junya Kitagawa Juntendo University Ikuko Fujita Yasuda Women’s University Fumitake Sakaori Chuo University Toshikazu Kato Chuo University Corresponding Author’s email: jcomkun@gmail.com Abstract Sport England published two reports, "Youth insights pack" and "Under the skin". In the reports, young people are classified into six personality groups with consideration of several factors, not limiting in sport and physical activity, such as lifestyle habit. Then, the best approaches to encourage participation in and continuation of sport and physical activity is clarified with under the consideration of characteristics and relationships with sport and physical activity by each personality group (Sport England, 2014). In addition, approach methods to promote sport and physical activities were reported for each group in following three items; "Attracting their attention", "Deliver against their expectations", and "Keep them coming back" (Sport England, 2015). These reports also revealed that attitudes to sport and actions to sport by young people are different. However, in Japan, most of the researches on participating in sport and physical activity have been focusing on the average scores of generations. There is neither research on clarifying personality groups nor investigating different approaches regarding to the personality groups has been appeared. Therefore, it is necessary to investigate different approach methods by each personality group not only in the UK but also in Japan. 72
Mera (2018) has conducted a research on re-analyzing the results of personality research conducted by the Sport England. As the result, it made possible to conduct a research on the clarification of personality on sport in Japan. For further advancement of this research, it is necessary to develop the question items of the interview survey which fit in Japanese situation. Therefore, the purpose of this research is to consider the personality classification in promoting sport and physical activity of young people in Japan and develop question items of interview for each personality group. 1. First study (Pilot study) 1) Questionnaire survey: About 470 male and female high school students were targeted. Question items were included (1) Demographic questions (2) Modified version classification items of personality on sport. The items used in the latent class analysis were eight attitudinal factors and seven items on motivations in life. In addition, the latent class analysis takes into account: gender, age, and sport engagement score. 2) Interview survey: As a result of conducting personality classification on sport, it was classified into five personality groups. Five high school students from each personality group were selected, and interviews were conducted to a total of 25 male and female high school students. The focus group interview was conducted. The one by one semi- structured interview was also conducted after the focus group interviews. Interview items were referred to the Under the Skin report researched by Sport England. For example, it is an item such as “Perception of sports”, “Desire to win”. 2. Second study (Main study) 1) The questionnaire survey was targeted about 2,300 male and female high school students. 2) Question items were the same as the first study. 2) The interview survey will conduct to a total of 25 male and female high school students. About 470 high school students in the pilot study are classified into five personality groups. We conducted interviews to each of the five personality groups. In some personality groups, there is a feature which is "I like sport because people around me do sport. This feature has not been disclosed by research methods that were used in Japan before. We have completed the 2,300 questionnaire surveys and are analyzing the data. After classification of the personalities of the 2,300 high school students, we are move on to develop question items for interview survey for each personality group. The main finding of the study and more discussion will be presented at the conference. Keywords – Classification of personality, Promotion of physical activity 73
ORAL PRESENTATIONS Date & Time: August 3, 2018 @ 8:30 p.m. to 9:15 p.m. Room: LS 225 Time Presentation Title Authors Factors Influencing Attendance of 8:30 a.m. – 8:45 a.m. Korean Professional Baseball Game Won Yong Jang using Conjoint Analysis The Preference and Attitudes for E- Sport Player Endorsement: The Effect 8:45 a.m. – 9:00 a.m. of E-Sport Endorser-Product Guan-Wun Dai Congruence Among Taiwanese Male College Students 9:00 a.m. – 9:15 a.m. Research on Use Space of School Yu-Chien Chang Sports Teams The study of Consumers’ Decision- Making Styles: A Case of 9:15 a.m. – 9:30 a.m. I-Han Cho Intercollegiate Table Tennis Players Buying Rubber Packing Order Theory applied on the 9:30 a.m. – 9:45 a.m. Start-up Sport Service Industry – Kuo-Sheng Chiu Empirical case from Taiwan 74
FACTORS INFLUENCING ATTENDANCE OF KOREAN PROFESSIONAL BASEBALL GAME USING CONJOINT ANALYSIS Jang, Won Yong Yonsei University overm200@gmail.com Abstract Spectators are a fundamental source of revenue from the course of watching the games as well as their role in promoting spectator sports. At the same time, additional marketing revenues are also available from spectators. In this regard, spectators are the most important and foremost player for the growth and development of professional sports teams. Recently, the Korean professional baseball league has been making continuous efforts to increase attendance. Professional baseball teams are also implementing strategies to increase attendance through various marketing. In order to achieve the goal of increasing attendance in professional baseball game, a variety of efforts need to be done to understand the direct cause of the stadium's visit. In other words, understanding of the factors influencing the decision to watch a baseball game should be the basis of the marketing strategy for attracting spectators. For this reason, this study tried to find out how to increase the attendance by exploring the factors that influencing attendance. In this regards, the purpose of this study was to investigate the relative importance of the factors influencing professional baseball game using conjoint analysis. This study intended to estimate the relative importance of influencing factors of attendance. From May 1, 2017 to May 14, 2017, a total of 250 surveys were distributed to spectators who visit baseball stadium in Seoul employing convenience sampling and 13 samples were discarded, and 237 samples were used in the analysis. By using SPSS ver. 21.0, frequency analysis, conjoint analysis were conducted. In conjoint analysis, data were analyzed to estimate the relative importance of the factors both at the aggregate and subgroup level of spectators. The results of study were as follows. First, the result showed that all spectators were mostly influenced by game situation followed by the stadium facilities, spectating promotion and fee. Second, this study was investigate the relative importance of factors at the subgroup level of spectators which divided up according to the gender and frequency of watching per year. The results showed that that men and women had different importance regarding factors. These results would provide the specific evidence of what influencing factors are important when decide to watch professional baseball game. More specifically, this study presented specific data on what factors the professional baseball team should be focused on to attract spectators. 75
Key Words Influencing factor; Attendance; Professional baseball game; Conjoint analysis 76
THE PREFERENCE AND ATTITUDES FOR E-SPORT PLAYER ENDORSEMENT: THE EFFECT OF E-SPORT ENDORSER-PRODUCT CONGRUENCE AMONG TAIWANESE MALE COLLEGE STUDENTS Guan-Wun, Dai Graduate Student, Master Program of Sport Facility Management and Health Promotion, National Taiwan University R06H42001@ntu.edu.tw Abstract (1) Purpose: Under the recognition of the International Olympic Committee, the e-Sports have demonstrated remarkable growth in all aspects, especially among young people in various countries. According to the 2016 Global Esports Market Report by Newzoo, a Dutch gaming market research agency, surveyed 27 countries, the revenue of the global gaming market was 194 million U.S. dollars in 2014 and 325 million U.S. dollars in 2015. It is expected that the overall market size of e-sports will have the opportunity to exceed the one-billion-dollar checkpoint in 2019, which is an enormously potential blue ocean market. Taiwan’s overall game market size in 2015 has exceeded NT$53.2 billion, not only ranking tenth in the world, but also ranking fourth in Asia. The purpose of this study is to use the preference of male college students in Taiwan to explore whether there is a significant difference in congruence between e-sport and non-e-sport products in e-sport player endorsement. (2) Proposed Research Methodology: The variables that differentiate the categories are two films shot by the e- sport contestants who have just recently been included in the sports program, which are the advertising videos of the Gillete razor’s male product video and the endorsement of e-sport accessories and keyboard. The e-sport contestants are team of e-sports clubs owned by Taiwan AHQ e-Sports Club. Two of videos are both related to the contents of e-sports and the images of the endorser-products used by players in their lives. The researcher is going to explore the difference in congruence between two kinds of products endorsed by e-sport contestants. The research subjects will be young Taiwanese ethnic group dominated by male college students, while the research is going to use the form of a questionnaire after watching the video to understand the subject's preferences and attitudes to product, and make it as considerations of business model and strategy. (3) Significance to Practice: It is important for industry to develop suitable marketing strategies on e-sports. By comparing with existing sport marketing strategies and methodologies, we can better advance market advantages and business opportunities. Keywords – e-sports; celebrity endorsement; sport promotion 77
RESEARCH ON USE SPACE OF SCHOOL SPORTS TEAMS Yu-Chien Chang Master Program of Sport Facility Management and Health Promotion, National Taiwan University, Taipei, Taiwan r05h42002@ntu.edu.tw Abstract Background & Purpose: To be a proper sports facility manager, there are a lot of aspects of facility planning should be considered. Use space of school sports teams is especially important. This study is going to find out how much spaces in the school should be built and use for sports teams. Then make the sports teams improve themselves without lacking use spaces. Methods: conduct literature review on domestic studies and international academic paper and then conduct documentary analysis. Conclusion: This study finds out that the number of track and field teams, basketball teams and swimming teams occupy the vast majority of the use space. The use spaces of these three sports teams supplant the space of other sports team and cause uneven distribution of resources. To focus on how to create not only suitable for training but also comfortable sports space, this study provides information, guidelines and examples for space allocation of sports teams. Furthermore, the school needs to furnish multifunction sports space. Keywords – sports team; use space 78
THE STUDY OF CONSUMERS’ DECISION-MAKING STYLES: A CASE OF INTERCOLLEGIATE TABLE TENNIS PLAYERS BUYING RUBBER Cho, I Han Graduate Student, Master Program of Sport Facility Management and Health Promotion, National Taiwan University Kang, Cheng Nan Professor and Chair, Master Program of Sport Facility Management and Health Promotion, National Taiwan University r05h42014@ntu.edu.tw Abstract (1) Purpose: As sports become popular and participants have grown, more and more people play table tennis in Taiwan. Racket and rubbers are important equipment while playing table tennis. However, when the rules and ball had changed, players must face some difficulties and have to make the adjustment. Thanks to technology is advanced, those problems can be solved. Thus, there are a variety of rubbers can be selected and the price is different depending on rubbers’ brand and functions. In Taiwan, according to my experience of playing table tennis, intercollegiate students are bigger groups which playing table tennis. (2) Methodology: Using questionnaire survey based on Geoger B. Sproles and Elizabeth L. Kendall � 1986 � research to collect data. All the questions were asked with Likert five point. The samples were Taiwan intercollegiate table tennis players by convenience sampling. The questionnaires were collected in National Center University from 19th April to 24th April. And was collected 292 questionnaires. Descriptive statistics and factor analysis were utilize to analyze the data. (3) Findings: Findings have demographic variables description and given eight consumer characteristics: perfectionism or high-quality consciousness, brand consciousness, novelty-fashion consciousness, recreational, hedonistic shopping consciousness, price and “value for money” shopping consciousness, impulsiveness, confusion from overchoice, and habitual, brand-loyal orientation toward consumption which intercollegiate table tennis players are. Also, showing the comparative parts between male and female table tennis players, open and general table tennis players. (4) Significance to practice: It is important for rubber dealer that how intercollegiate table tennis players make decision when buying table tennis rubber. The purpose of this study was to understand which consumers’ decision-making styles of Taiwan intercollegiate table tennis players are when buying table tennis rubber. (5) Conclusions and recommendations: Unique findings of the study are discussed. Through the findings, we can understand and inference what factors influence the decision. And the findings can give table tennis rubber dealers the suggestion when they sell table tennis rubber to intercollegiate students or others. Also, intercollegiate students can have a 79
reference that they belong which consumers’ decision-making style. Future study can have deeply research on other groups. Key Words table tennis; sport marketing; consumer behavior 80
PACKING ORDER THEORY APPLIED ON THE START-UP SPORT SERVICE INDUSTRY – EMPIRICAL CASE FROM TAIWAN Chiu, Kuo-Sheng Master Program of Sport Facility Management and Health Promotion, National Taiwan University, Taipei, Taiwan Tsai, Hsiu-Hua Department of Athletics, National Taiwan University, Taipei, Taiwan r05h42005@ntu.edu.tw Abstract (1) Purpose: Taiwan’s sport industry has shifted from export-oriented manufacturing in the 1970s to sport service-oriented in recent years, showing that the sport industry has changed from export to domestic demand. According to statistics from the Ministry of Finance in 2017, the number of sport service companies was 2,040, and the total revenue reached 24.16 billion. It can be found that Taiwan’s sport service industry is the core revenue of the overall sport industry. This study is expected to explore the determinants of its financing channel at the business start-up stage through the perspective of the sport service entrepreneurs. The Pecking Order Theory provides entrepreneurs with a direction for the company’s funding sources. Through the Sports Administration, Ministry of Education, sports service industry credit loan guarantee, it can help the entrepreneurs to obtain working capital and increase industrial competitiveness. (2) Methodology: This research uses the document analysis and case study to analyze the sport service industry case based on the Pecking Order Theory and to examine and verify the theoretical and managerial strategies. (3) Findings: The Pecking Order Theory provides entrepreneurs with an important direction for corporate funds. In the face of imperfections in the capital market, as well as misunderstandings such as information asymmetry and agency issue that may be transferred, it may cause the industry to reduce the feasibility debt financing. Through the sport service industry credit loan guarantee program provided by the Sports Administration, Ministry of Education, it can help new entrepreneurs in the sport service industry to obtain better operating working capital under their operational core value, and then increase the competitiveness of the sport industry. (4) Conclusion: This study based on the Myers (1984) Pecking Order hypothesis analyzes the sport service industry credit loan guarantee provided by Sports Administration, Ministry of Education of Taiwan, and provides entrepreneurs with a sequential reference for raising capital channels when staring a business. This study also finds that new entrepreneurs who invest abundant energy and time in the initial stage of their ventures, will be more resistant to the use of equity financing in the third place. Therefore, it is suggested that financing risk management should be promoted for new entrepreneurs in the sport industry. 81
Key Words: Sports industry; Sports policy; Sports economy 82
POSTER PRESENTATIONS Date & Time: August 3, 2018 @ 4:30 p.m. to 6:00 p.m. Henry Sy 5 th floor foyer Room: Presentation Title Authors A Study on the Use of Sports and Fitness O2O Service Hyung Chul Joo Applying Technology Acceptances Model Juhae Baeck A Literature Review to Understand the Next Decade of Tzu-Hsiang Ni Sport Development in Taiwan The investigation of the implementation of the fulltime Jin-Chang Yang athletic coaches at school program in Taiwan Chih-Fu Cheng The Study of Perceived Price of the Marathon Participant Wei-Hsuan Shih In Taiwan Hsiao, Chia Huei Munehiro Kugimiya The State of Improvements to Competitive Capabilities in Juro Ishii Developing Countries and the Challenges Therein: Masatoshi Sekine Spotlight on “Sports Socialization” Masashi Asakura Marketing 4.0 Strategies for Developing Sport Center Amorn Nantawakul Business in Thailand 83
A STUDY ON THE USE OF SPORTS AND FITNESS O2O SERVICE APPLYING TECHNOLOGY ACCEPTANCES MODEL Joo, Hyung Chul* Chung-Ang Univerisity Baeck, Juhae Chung-Ang University Joohc00@nate.com * Abstract Purpose: Consumer’s consuming pattern has been changing with regards to ICT technology which drew broad usage of smart phone and social media. Because of this, O2O (Online to Offline) service has been considered as a new business model fulfilling needs of consumer. Therefore, this research attempted to examine relationship between consumer’s health awareness, innovativeness, and relative benefits from using sports and fitness O2O service based on TAM (Technology Acceptance Model). Research approach: The data was examined with frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structure equation model analysis using SPSS 21.0 and AMOS 21.0 program. Findings: First, consumer’s health awareness, relative benefits, and innovativeness had a positive effect on perceived ease of use of the service. Second, consumer’s health awareness, relative benefits, and innovativeness had also a positive effect on perceived usefulness of the service. Third, perceived ease of use of the service had a positive effect on perceived usefulness of the service. Fourth, perceived ease of use of the service had a positive effect on consumer’s satisfaction for the service. Fifth, perceived usefulness of the service had a positive effect on consumer’s satisfaction for the service. Sixth, satisfaction for the service had a positive effect on consumer’s technology acceptance intention. Conclusion: For enhancing the use of sports and fitness O2O service, it is necessary to emphasize the relative benefits, innovativeness and health awareness that consumer could acquire from using the service. Furthermore, O2O service is provided at mobile environment based on user’s location and interests, thus, it needs to secure user-friendly environment and usefulness of the service for their satisfaction. Key Words Sports and fitness O2O service; technology acceptances intention model; health awareness; relative benefits; innovativeness 84
A LITERATURE REVIEW TO UNDERSTAND THE NEXT DECADE OF SPORT DEVELOPMENT IN TAIWAN Ni, Tzu-Hsiang Taipei University of Marine Technology thni@mail.tcmt.edu.tw Abstract This paper's objective is to analyze, based on a literature review regarding the next decade of sport development in Taiwan to understand how Taiwanese government design methods support and manage requirements when developing a sound sport environment. The Sports Administration (SA)is a branch of the Ministry of Education of Taiwan and is in charge of sport management development in Taiwan. SA proposed “White Paper on Sport Policies” in 2013. It illustrates 2013-2023 vision of sport development policies. Its goals are: promoting healthy lifestyles on citizens � continually strengthening elite athletes’ performance; and animating spirits of Taiwan. The special budget for the forward-looking infrastructure development plan will also allocate US$331.5 million to sports related programs over the next four years. Also, adding the budget for sports development will increase each year. The budget will be used to construct facilities, education and training, while also offering awards and subsidies for athletes. Sport policies are divided in to six parts in White Paper by SA: School physical education, sports for all, competitive athletics, international and cross-straits sports, sports industry, and sports facilities. The goal of the study was to introduce the sport policies proposed by SA based on the White Paper to better understand the future sport development. Method: The literature review started out with the analysis of White Paper proposed in 2013. The White Paper and related academic researches related to sport policies were reviewed and summarized with the above issues and interests in mind. Conclusions: The goal was that the results provide insight into how Taiwanese government set up specific goals and strategies when developing a better sport environment to enhance competitiveness of sport in Taiwan, and in what way this insight will contribute to future studies. Keywords – Sport policies; White Paper; Taiwan 85
THE INVESTIGATION OF THE IMPLEMENTATION OF THE FULLTIME ATHLETIC COACHES AT SCHOOL PROGRAM IN TAIWAN Jin-Chang Yang Department of Physical Education, National Taiwan Normal University Chih-Fu Cheng Department of Physical Education, National Taiwan Normal University jinchang125@gmail.com Abstract Since the fulltime athletic coaches at school program was established in 1984, there have been dual systems, that is physical education and coaching, existing in Taiwan school sports. However, not until the National Sports Act and Act Governing the Appointment of Educators were enacted in 2003 did the latter system acquire with legal basis where athletic coaches are officially recruited and employed. Further amendments of the laws and the addition of others including “Regulations Governing Qualification Approval of Professional School Coaches”, “Regulations Governing Employment of Fulltime Athletic Coaches at School”, “Regulations Regarding Organization and Review of Performance Assessment of Fulltime Athletic Coaches at Schools” during 2003 to 2008 are aimed to advance the design of the system. This paper adopted document analysis to shed the light on the historical development of the fulltime athletic coaches at school program. In addition, it also addresses several issues with respect to encouraging more qualified coached to join this program by the design of demand-and-supply strategy to lead the program to a sustainable development. The issue of performance evaluation is considered as well to figure out how a coach’s performance can be determined corresponding to different levels of students and how to the strike the balance of authority between central and local authority. Suggestions and practical implications of the research are discussed. Keywords – athletic coaches at schools, Medium-term Plan for National Sport Construction, National Sports Act, Act Governing the Appointment of Educators. 86
THE STUDY OF PERCEIVED PRICE OF THE MARATHON PARTICIPANT IN TAIWAN Shih, Wei Hsuan Department of Physical Education, National Taiwan Normal University, Taiwan Hsiao, Chia Huei Department of Leisure and Sport Management, National Taipei University, Taiwan Rwei2018@gmail.com Abstract According to a statistic from the Division of Sports Administration within the Ministry of Education, the percentage of Taiwanese people who exercise is 85.3%, and 33% are those who exercise regularly. About 80% of these people chose “outdoor- activities“ as the exercise they do most. Marathon running has become a very popular sport in Taiwan. The increase in the population that exercises as well as interest in this sport brings in more than 600 marathon events annually. However, there has been a decrease in the number of marathons in Taiwan in recent years. Besides the quality, “cost” is one of the factors that influences participation. This study is designed to reveal the relationship among demographic variables and perceived price. This research employed the internet questionnaire survey for analysis. The questionnaire contained two parts: participation perceived price of Taiwan and demographic sampling. There were 245 valid questionnaires, filled out by those who had participated in a marathon within the last ten years. The data collected are handled in line with SPSS 23, which are analysed based on Descriptive Statistics, Independent Sample t Test, Independent Sample One-way ANOVA, Scheffé’s Method. The results and findings are as follows: The highest number of marathons competed in one year is 2-5. The mode of registry fee is $1,000 (NT), the highest amount of equipment cost, hostel rate and fee for participating in the marathon are all less than $2,000 (NT) and the most popular marathon events in Taiwan are: Taipei Marathon, Taipei Standard Chartered Marathon, Kaohsiung Marathon. Marathon participants with different age, marital status, educational background, monthly income have significant difference in term of perceived price and demographic variables. Female participants are more concerned about the registration fee, equipment cost, and hostel rate to decide if it is affordable. Those 46 years and older care less about the rationality of the price, they also acceptable than other people. The marriage people are more acceptable of the price and are generally more accepting of the costs. When it comes to educational background; Compared to a Master's degree, those who hold a Bachelor's degree tend to care more about the rationality of the price. The high-income 87
earners whose income is above 80,000 are heedless about the rationality, affordability, and they also accepting of the price. Female participants have a higher spending potential when it comes to sports consumption, so we can design more refined and aesthetically appealing sportswear as well as event programming for females. Those with higher spending power over 46 years old can further discuss their participation in marathons and then provide the result to event organizers. In this way, they can do market segmentation for different target audiences. At present, the relevant research on marathon is mostly about: satisfaction and the quality of events. Further research can be focused on the "fees" for marathons, especially targeting groups of different incomes. Keywords – sport game, revenue, sports consumption, road running, registration fee 88
THE STATE OF IMPROVEMENTS TO COMPETITIVE CAPABILITIES IN DEVELOPING COUNTRIES AND THE CHALLENGES THEREIN: SPOTLIGHT ON “SPORTS SOCIALIZATION” Munehiro Kugimiya* 1 1 Gymnastics Association of the Philippines Juro Ishii* 2 , Masatoshi Sekine* 3 , Masashi Asakura* 4 2 Tokai University 3 Sakushingakuin University 4 Waseda University Corresponding author’s email: munehiro.kugimiya@gmail.com Background & Objective It is no easy task for athletes from developing countries or countries where sports are underdeveloped to be successful in the face of major economic powers and countries where sports are well-developed. It is extremely important for such developing nations to make efficient use of facilities and equipment that are not adequately maintained, and of small talent pools and budgets. Devising strategic initiatives suited to the country’s circumstances and to each event is also vital. This is a case study of the national gymnastics team from the Republic of the Philippines, which has begun to medal at the South East Asian Games (SEAGAMES below) and the World Cup despite inadequate facilities and meager budgets. Through the lens of “sports socialization,” the study attempts to closely analyze the environment that these national athletes find themselves in and what kind of competitive lifestyle they live while acquiring their skills, shedding light on the cultivation of competitive gymnasts in the Philippines and its challenges. Methods Using an interview guide supported by sports socialization theory (Kenyon G. S. & McPherson B. D., 1973) as a reference, we conducted semi-structured interviews with a total of six athletes: five members (A to E) of the Philippine national team who competed in the 2017 SEAGAMES in Malaysia, and one junior athlete (F) who is currently active in the sport. Referencing the concept of role learning from socialization theory, we selected the following primary categories for the study: the reason for starting to compete, significant agent, basic attributes, affiliated clubs, various aspects of competitive life, financial considerations, and desocialization factors in fellow athletes who quit gymnastics. The study was conducted over six days from August 5 to 10, 2017. 89
Result & Discussion The “reasons for starting to compete” and “affiliated clubs” sections of the interview revealed that, although the national athletes started to compete at four different clubs, they now all belong to the GAP club. The availability of facilities was the factor that significantly influenced their decision to join the same club. Although this would be unimaginable in Japan, the GAP club is the only gym that has all the equipment athletes need to practice. Furthermore, the interviews showed that, excluding athlete A, the teaching methods that were used when the athletes began competing in gymnastics were entirely decided by their coaches, and half of those coaches were not gymnastics experts. The “financial considerations” section of the interviews demonstrated that, since beginning their participation in the sport, none of the athletes other than athlete B were self-funded. Additionally, although five out of the seven members of the national team were 18 or older, not a single athlete was enrolled in a university. The results of an analysis of “financial considerations” and “desocialization” suggested that there are two types of athletes who quit competing. The first is athletes who retire because they are unable to make a living. The fact that the athletes who never had to be financially responsible for competing are the ones who continue shows that athletes who need to be responsible tend to leave. The second is athletes who switch sports from gymnastics and go on to higher education. The economic and educational environments surrounding gymnastics competitions could be cited as factors that influence talented athletes to leave the sport. The results suggest that we must continue researching from the perspectives of facilities and equipment, economic and educational environments, and coaching cultivation, and then suggest strategic initiatives suited to the environment. Key words: Cultivation of Competitive Gymnasts, Sports Socialization 90
MARKETING 4.0 STRATEGIES FOR DEVELOPING SPORT CENTER BUSINESS IN THAILAND Amorn Nantawakul Faculty of Sport Science, Kasetsart University mr.amorn99@gmail.com Abstract The research of marketing 4.0 strategies for developing sport center business in Thailand is a mixed methods approach which combines qualitative and quantitative research approaches. The objectives of this research were to 1) explore the sport center pattern in Thailand. 2) study the marketing strategies for sport center business in Thailand 3) develop the guideline of the marketing 4.0 strategies for developing sport center business in Thailand. Data collection had been done by studying the significantly relevant concept and theory as following; the service business concept, the theory of sport administration, consumer satisfaction theory, the theory of marketing 4.0 strategies, the marketing mix 4C’s theory. Additionally, the existing literatures were reviewed for data collection as well. The questionnaires were used to obtain data from experts in this filed and sport center entrepreneurs. The results of this research provided the guideline of sport center development in Thailand by applying 5A’s the concept of the marketing 4.0 which consists of 5 elements as following; A1: aware, A2: appeal, A3: ask, A4: act, A5: advocate and the strategy of marketing mix 4C’s which are C1: customer value, C2: cost, C3: convenience and C4: communication as well. The key finding also presented the guideline of innovation creation in sport center business in order to provide excellence services targeting the customers who like doing exercise, sport tourism, sport games, education, sport teaching practices and health management in order to serve the real customer’s desire. As a result, this would help to accelerate the growth of service business in sport field and attract sustainable income to service business in Thailand. Key Words Marketing 4.0 strategies / sport center business/ service business 91
POSTER PRESENTATIONS Date & Time: August 3, 2018 @ 4:30 p.m. to 6:00 p.m. Henry Sy 5 th floor foyer Room: Presentation Title Authors The Structural Dimensions of Employee Well-being Among Thai Sid Terason Fitness Trainers Satjawat Jarueksil The Element of Branding for Football Professional in Thailand Wanchalee Noriya Different Levels of Licensed merchandise: a systematic lecture Shih-Huai Jheng review Han-Yuan Chu A Study of Evaluating Service Quality of Fitness Clubs Kang, Cheng-Nang Ya-Chieh Liu Physical Fitness during Pregnancy in Taiwan Lien, Chia-Ying Chou, Chieh-Chiun The association of core muscle strength on balance, functional Liu Chun-Wei performance in older adults 92
THE STRUCTURAL DIMENSIONS OF EMPLOYEE WELL-BEING AMONG THAI FITNESS TRAINERS Terason, Sid Kasetsart University fsssid@ku.ac.th Abstract Employee well-being has become a topical research topic in organizational behavior as it contributes to not only job satisfaction but also business failure or growth. The study aims to explore the structural dimensions of employee well-being among fitness trainers in Thailand. Data were collected randomly from fitness club trainers in major metropolitan areas in Thailand using multi-stage sampling. The structural equation modeling technique was employed to extract and validate the intrinsic dimensions that were applicable to the professionals of this genre. The results confirmed three components: psychological, social, and emotional. The scale enables a fitness enterprise, upon gauging its employees’ well-being, to gain insights into the employee well-being, and probably to shape human resource management policy to boost their organizational productivity. Future study can be oriented towards exploring the mechanism by which well-being affects their work life and performance. Keywords – Well-being; Fitness Trainer; Fitness Club 93
THE ELEMENT OF BRANDING FOR FOOTBALL PROFESSIONAL IN THAILAND Jarueksil, Satjawat Noriya, Wanchalee Satjawat38@hotmail.com Abstract The objective of The Element of Branding for Football Professional in Thailand Research is to study about the element of branding for football professional in Thailand. It is the quantitative research by using the survey researching method with 400 people from the professional football fan club. Statistics are used to analyze data, such as frequency, percentage, mean, and standard deviation, by using the SPSS for Windows. The result of the research found that there are 6 major elements of branding for football professional in Thailand which are 1) The performance of athletes is that athletes should understand the competition rules which owns the highest mean at high level ( ! = 4.35). Secondly, the athlete won the championship with the football team at the junior level and the professional level Moreover, the athletes show their determination and toughness in the competition. 2) The story in the past and the athletes’ lifestyle is that the athletes are regarded as they have determination to train which owns the highest mean at high level ( ! = 3.90). Secondly, the athletes are very great role model in helping society. 3) The support is that the athletes get their support from their family which owns the highest mean at high level ( ! = 4.12). Secondly, the sport brands also support the athletes with the equipment for competitions. Plus, the athletes have got many football fan followers. 4) The attractive image of the athletes to football fans is that the athletes have strong muscle which owns the highest mean at high level ( ! = 4.19). Secondly, the athletes have their unique personality when they are interviewing with mass media. They show their own unique happiness and they are in the important position of the team such as the lead. They always push their best potential and be respectful, humble and friendly to their fans. 5) Representation of the athletes through mass media is that the athletes are always followed and interviewed by mass media which owns the highest mean at high level ( ! = 3.87), and 6) Being role model for society is that the athletes show their gratitude to parents which owns the highest mean at high level ( ! = 4.32). 94
By the suggestions for this research found that the branding for football professional in Thailand is very important to the athletes and the club. Football club and sport agents play the important roles getting the information from this research to analyze the true identity of the athletes and build their images. Moreover, the marketing strategies must be used to support their value and branding sustainably. Keyword – The Element/ Branding Football Player 95
DIFFERENT LEVELS OF LICENSED MERCHANDISE: A SYSTEMATIC LECTURE REVIEW Jheng, Shih-Huai National Taiwan University E-mail: R06h42008@ntu.edu.tw Abstract (1)Purpose: Licensing, now a common business activity in the sports industry, has not only become a significant source of income for organizers of sporting events, but also helped promote corporate images and marketing. According to previous marketing reported by International Olympic Committee, total royalty revenue of licensed merchandise gained 100 million in 2008 Beijing Olympic. As to 2012 London Olympic, income of licensed merchandise raised to 1 billion, and approximately 8,000 different kinds of licensed merchandise produced in 2016 Rio Olympic. It is clear to understand the importance of licensed merchandise as a revenue of income and advertise of sport events. For sport fans, licensed merchandise can be an image of participated sport events. It also demonstrates identification and support levels of sport events. Therefore, by clarifying licensed merchandise by different licensor, we can distinguish the scale of sport event, then realize its profit and influence in the sport industry. (2)Methodology : To get the goal of this research, a systematic review of different licensed merchandise modes given in the literature papers was achieved to understand practical applications. (3)Finding: After explored related activities in the industry and academic papers about sport licensed merchandise. This paper divided sports licensing by ‘licensor level’ into six categories: athletes-licensed, sport team-licensed, sport league-licensed, national organization-licensed, international sport organization-licensed and school- licensed for clarification. The difference among each category is from the different proportion of licensors. From athletes to international organizations as the licensors, influence scale of international organization licensors might be bigger, so does the benefit and awareness. (4)Significance: The aim of this paper is to contribute to sport marketing researches by explaining different levels of sport licensed merchandise in the industry, and gain insight to the effect on the market. 96
(5)Conclusions: All categories of licensed merchandises might bring benefit to sport events like income, awareness and special participated experience. Licensed merchandise can increase the brand right of licensors, build up sport fan loyalty, then set up a closer relationship between fans and sport events (Fan & Peng, 2008). After a sport event, bringing licensed merchandises back is not only memorable, but a symbol of participate experience. It also may rise the intention to repurchase merchandise related to the sport events, or draw attention to those who were not sport fans, attract them contact that sport event, make them become prospective customers, thereby promote the whole development of sport industry. In summary, the sport industry should make full use of marketing strategies on licensed merchandise to expand the benefits of sport events both for themselves and sports fans. Keywords – Licensed merchandise; sport event; sport marketing 97
A STUDY OF EVALUATING SERVICE QUALITY OF FITNESS CLUBS Chu, Han-Yuan Master Program of Sport Facility Management and Health Promotion Kang, Cheng-Nang Master Program of Sport Facility Management and Health Promotion Email: hyuan830@gmail.com Abstract This study was designed to address the needs of the customers and understanding perspectives on service quality of fitness clubs and the common methods of evaluating service quality for fitness clubs. Taiwanese are becoming more health conscious than ever. According to Sport Administration, Ministry of Education, in the year 2014 more than 82.4% of population participated in fitness activities, and regularly participated in exercise was up to 33% in Taiwan. Taipei City government established a sports center in every Taipei district to encourage physical fitness, and provides citizens with various fitness courses and exercise equipment. Therefore, for private fitness clubs, they are facing a competitive and saturated market environment to attract consumers, and service quality has become essential for fitness organizations. Fitness clubs seek methods of both retaining existing and attracting new customers. It is crucial to develop the service quality assessment to evaluate the service quality of fitness clubs. The goal of this study is to review methods of assessment of service quality on fitness clubs, and interview practitioners of Taiwanese fitness clubs to better understand the evaluation process of assessment of quality services and criteria for evaluation to better understand the practical insights from practitioners, and provides practical suggestions for the fitness industry. Keywords – Service quality; fitness club; assessment 98
PHYSICAL FITNESS DURING PREGNANCY IN TAIWAN Liu, Ya-Chieh Master Program of Sport Facility Management and Health Promotion, National Taiwan University, Taipei, Taiwan Lien, Chia-Ying The Athletic Department of National Taiwan University, Taipei, Taiwan Chou, Chieh-Chiun Master Program of Sport Facility Management and Health Promotion, National Taiwan University, Taipei, Taiwan r05h42003@ntu.edu.tw Abstract (1) Purpose: In recent year, female sport population participating in regular exercise increases because they realized the benefits of regular exercise. However, whether the pregnant women doing the exercise is safe or not become a question for them. In the past. pregnant women usually participated in low-intensity exercise such as Yoga or Pilates in order to prevent injury from exercise for themselves and the unborn babies. According to ACSM (American College of Sport Medicine) and ACOG (American College of Obstetricians and Gynecologists) guidelines for exercise in pregnancy, proper exercise training during pregnancy is healthy and safe. On the other hand, improper exercise training during pregnancy increases risks so that helping pregnant women to identify qualified fitness instructors are important issue. As the result, the purpose of this study is to assist pregnant women to recognize and understand the major organizations offering prenatal and postnatal fitness trainer certifications in Taiwan. And provide a literature review on current pregnant women of physical fitness. (2) Methodology: Document analysis was used to provide the current pregnant women of physical fitness. The data were collected, reorganized and analyzed from internet sources and published papers from ACSM and ACOG. (3) Findings: There were three major organizations, AFAA, ACE and Body Beyond Body, providing prenatal and postnatal fitness trainer certifications in Taiwan. The main course content of AFAA focused on the physiological changes during the three trimesters of pregnancy. The course of ACE focused on prenatal and postnatal special fitness training program more. In addition, the course of Body Beyond Body emphasized on prenatal exercise contraindications and exercise safety assessment. The exercise guidelines for pregnant women also indicated that exercise program should base on the three trimesters of pregnancy. Before exercise, filling the questionnaire (PARmed-X for pregnancy) which evaluate the pregnant physical condition was necessary. The exercise-training program could be aerobic exercise or strength training. The aerobic exercise intensity, duration and frequency should be moderate, for 30 minutes, for more than 3 days per week. For the strength-training 99
program, they exercise should consist of 3 sets of 10 to 15 repetitions for at least 2 to 3 days per week. (4) Significance: This information could be provided to pregnant women to start participating exercise program in a proper way. (5) Conclusion: Now, it is not uncommon for pregnant women to participate in fitness program. This study identifies the major differences among three organizations, which providing for prenatal and postnatal fitness trainer certifications in Taiwan. Moreover, it indicates the exercise training guidelines for women in pregnancy to follow. Keywords – exercise training; pregnant women; physical fitness; fitness association 100
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