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The purpose of this article was to apply the modified technology acceptance model (TAM) to examine factors influencing consumers' intention and actual behavior in using sports brand apps. Convenience sampling was conducted for Korean consumers (N = 261) of sports brand apps. Data were analyzed by partial least squares structural equation modeling (PLS-SEM) using SmartPLS 3.0. The results found that the level of enjoyment had a significantly positive effect on the perceived ease of use, while perceived ease of use also positively affected perceived usefulness. Behavioral intention to use sports brand apps was most significantly influenced by perceived enjoyment, followed by perceived usefulness, and then perceived ease of use. Moreover, behavioral intention positively affected actual behavior. In addition, a multi-group analysis carried out found differences between three age groups (20s, 30s, and 40+) regarding the use of sports brand apps. The findings provide a better understanding of consumer behavior when using sports brand apps.

Purpose The purpose of this paper is to propose a conceptual model and to investigate the relationships among internal marketing, organizational commitment and job performance in sport and fitness services. Design/methodology/approach Data were collected using a questionnaire survey from 254 employees at each of 12 municipal sport centers in Taipei City and were analyzed primarily using structural equation modeling techniques. Findings The results indicated that internal marketing has positive effects on organizational commitment and job performance. Moreover, organizational commitment has a positive influence on job performance and plays a partial mediating role in the relationship between internal marketing and job performance. The findings identify the relationships among internal marketing, organizational commitment and job performance. Originality/value This study proposed and tested an empirical model linking internal marketing, organizational commitment and job performance in sport and fitness services. Moreover, this study further probed into the path of influence of internal marketing strategies on job performance of employees by including their organizational commitment in the mediating process. The findings of this study have insightful implications and emphasize the important role of internal marketing in the management of customer service in sports.

The current study explores international tourists' experiences of watching professional baseball games in Korea. Total 152 reviews posted by tourists on TripAdvisor were analyzed through Leximancer, a computer program used in the qualitative content analysis. The software identified three dominant themes of tourist experiences: the distinctive atmosphere of Korean professional baseball games, the diverse services in the stadium, and fanatical cheering behavior for the team. Moreover, it revealed that international tourists were generally positive toward the culturally distinctive style of Korean professional baseball games. This study suggests that the professional sports of a travel destination can be a form of providing international tourists with pleasurable experiences and a way to learn about the distinctive Korean baseball culture.

The purpose of the current study was to meta-analytically investigate the psychological impacts of physical activity for the elderly population in Korea. The findings from 21 studies, using the comprehensive meta-analysis (CMA) program, indicated that participation in physical activity had a low, but meaningful, impact on the subjective well-being of elderly individuals. Of three exercise dose components, the duration of physical activity was the most influential, followed by the frequency and intensity of the physical activity. Of six subjective well-being measures, self-efficacy was most strongly associated with physical activity, followed by life satisfaction, leisure satisfaction, exercise satisfaction, successful aging, and happiness. Results of moderator analyses indicated that the influence of physical activity became more pronounced as the proportion of males increased. Meanwhile, of the three exercise dose components, only the relationship between the duration and subjective well-being was influenced as the percentage of participants without a spouse or partner increased. Overall, regular participation in physical activity is an effective way of promoting subjective well-being among older adults in Korea. Relevant guidelines regarding physical activity prescription and behavioral management strategies are discussed.