Search Results (4)

The purpose of this study was to propose and test a theoretical model that explored the relationship among perceived CSR, team identification, and satisfaction, along with behavioral intention in the context of the Korea Baseball Organization (KBO) league. The study utilized a total of 523 respondents who attended the KBO league’s playoff games. The result of this study indicated that perceived CSR is positively related to consumers’ satisfaction and team identification which in turn affects sports fans’ consumer behavior. In addition, this study highlighted the mediating effect of customer satisfaction in the relationship between perceived CSR, team identification, and behavioral intention. This study provided a theoretical framework for further developing the role of CSR activities in the sports industry. Finally, sports managers and marketers should focus on specific social issues and environmental causes in the community because CSR activities should deal with these matters for developing the community. Full article

Given the expectations regarding continued improvement in sports relay broadcasting, research related to Korea Baseball Organization (KBO) relay broadcasting is necessary for it to align with the priorities of viewers. The present study aimed to investigate viewers’ perceptions of the importance and performance of various aspects of KBO relay broadcasting. In May 2021, purposive sampling was used to select 523 participants who had watched KBO broadcasts for more than one year. Participants completed an online survey administered via Google Forms. Frequency analysis, reliability analysis, descriptive statistical analysis, paired t-tests, importance–performance analysis, and revised importance–performance analysis were used to analyze the data. Ratings of importance were higher than those for performance for all sub-factors of KBO relay broadcasting. The IPA, based on the method developed by Martilla and James, yielded 12 factors in Quadrant I, one factor in Quadrant II, five factors in Quadrant III, and two factors in Quadrant IV. In contrast, the use of Vavra’s revised IPA method yielded eight factors in Quadrant I, two factors in Quadrant II, five factors in Quadrant III, and four factors in Quadrant IV. Based on the results derived using these two methods, we discuss the strategic and practical implications of identifying priorities via IPA for future improvements in KBO relay broadcasting. Full article

The Korean Baseball Organization (KBO) League is a sports culture that Koreans love and enjoy most. However, the launch of the KBO League is related to political issues in Korea. The purpose of this study is to explain the launch history of the KBO league through a sociopolitical approach. The history of the KBO league was explained by applying a complex paradigm that explains sociocultural phenomena from a new perspective. This study used historical analysis, a qualitative study approach. Literature related to Korean professional baseball, complex system theory, sports, and politics were reviewed. This study introduces the characteristics and theory of the complex system paradigm and analyzes the history of the KBO League based on this theory. The edge of chaos, bifurcation point, positive feedback, emergence of the theory of complex system are used as elements of an overall theoretical framework to analyze the history and development of the KBO league. The study results are explained in four frameworks. First, the KBO was launched on the edge of chaos, or in the midst of social chaos provoked by Chun Doo-Hwan, who seized power through a military coup. Second, the Chun Doo-Hwan regime launched the professional baseball league to divert the public’s attention from politics to sports and provided support to construct baseball fields as venues for the national pastime. The Chun Doo-Hwan regime’s appeasement policy became a bifurcation point, which promoted the launch of the professional baseball league. Third, from the viewpoint of the complex system paradigm, the launch of the Korean baseball league was enabled by the positive feedback of the Korea professional baseball promotion committee, established in 1975 under the initiative of Korean American businessman Hong Yoon-Hee. Fourth, the Korean professional baseball league led to the emergence of the consumption culture of professional sports, and it became a national leisure and a crucial part of Korea’s sports culture. In terms of sociopolitical, the KBO League started in the dark of Korean society, but it is becoming a vitality for Korean sports culture and health. Full article

This study seeks to find factors that determine the mobilization of spectators in games of the Korean professional baseball league for sustainable development. In particular, it re-examines the uncertainty-of-outcome hypothesis by looking at the effect of competitive balance (CB) on seat occupancy in stadiums. Data for 2160 games over three years (2015–2017) from the archives of the Korea Baseball Organization (KBO) were analyzed. The results show that the CB of the home team, with the entire teams, affects seat occupancy rate (SOR). It is also shown that there exists an inverted U-shaped curvilinear relationship between CB and SOR. However, the winning percentage of the home team in the entire league had a significant impact on the SOR. This implies that the overall athletic performance of the home team in the league competing with all other teams is much more important than the home team’s competitive balance in the season played before the game, for attracting fans to the stadium. Full article