The Korean government (Ministry of Culture, Sports and Tourism, Ministry of Health and Welfare, and Ministry of Education) has framed policies and conducted many projects to encourage adolescents to be more physically active. Despite these efforts, the participation rate of physical activity in Korean adolescents keeps decreasing. Thus, the purpose of this study was to analyze the perception of sports and physical activity in Korean adolescents through big data analysis of the last 10 years and to provide research data and statistical direction with regard to sports and physical activity participation in Korean adolescents. For data collection, data from 1 January 2010 to 31 December 2019 were collected from Naver (NAVER Corp., Seongnam, Korea), Daum (Kakao Corp., Jeju, Korea), and Google (Alphabet Inc., Mountain View, CA, USA), which are the most widely used search engines in Korea, using TEXTOM 4.0 (The Imc Inc., Daegu, Korea), a big data collection and analysis solution. Keywords such as “adolescent + sports + physical activity” were used. TEXTOM 4.0 can generate various collection lists at once using keywords. Collected data were processed through text mining (frequency analysis, term frequency–inverse document frequency analysis) and social network analysis (SNA) (degree centrality, convergence of iterated correlations analysis) by using TEXTOM 4.0 and UCINET 6 social network analysis software (Analytic Technologies Corp., Lexington, KY, USA). A total of 9278 big data (10.36 MB) were analyzed. Frequency analysis of the top 50 terms through text mining showed exercise (872), mind (851), health (824), program (782), and burden (744) in a descending order. Term frequency–inverse document frequency analysis revealed exercise (2108.070), health (1961.843), program (1928.765), mind (1861.837), and burden (1722.687) in a descending order. SNA showed that the terms with the greatest degree of centrality were exercise (0.02857), program (0.02406), mind (0.02079), health (0.02062), and activity (0.01872) in a descending order. Convergence of the iterated correlations analysis indicated five clusters: exercise and health, child to adult, sociocultural development, therapy, and program. However, female gender, sports for all, stress, and wholesome did not have a high enough correlation to form one cluster. Thus, this study provides basic data and statistical direction to increase the rate of physical activity participation in Korean adolescents by drawing significant implications based on terms and clusters through bid data analysis.

Purpose: The purpose of this study is to examine the effect of background music on consumer's psychological and physiological responses when watching sports advertisements. We investigated how consumers' exposure to background music affects emotional arousal, attention, brand attitude and purchase intentions; and further tested consumers' information processing by using the same measures. Effects of music on viewer responses were hypothesized using arousal theory while the information processing was hypothesized using hierarchy-of-effects model.Design/methodology/approach: We employed a between-subjects experimental design with random assignment. Fifty-four participants were recruited with 27 in an experimental group and 27 in a control group. Quantitative electroencephalogram (qEEG) and self-report measures were used to assess information processing. A multivariate analysis of covariance was conducted to compare the mean differences of variables between the groups. Partial least squares algorithm and bootstrapping were performed to further explore the relationships among the measures.Findings: Mean differences indicated that the background music exposed group's emotional arousal, attention, brand attitude and purchase intention were significantly higher than those of the non-exposure group. Path analysis showed that the level of arousal induced by watching sports advertisements affected attention, attention affected brand attitude and brand attitude affected purchase intention. Indirect paths from arousal to brand attitude and attention to purchase intention were significant.Originality/value: This study provides practical implications for sports marketers regarding methods to increase the effectiveness of sport advertisement. Results might contribute theoretically to the sports advertisement field by demonstrating the relationship between physiological and marketing-effect factors. Our method of measuring physiological response using qEEG is also expected to influence physiological measurement in sports marketing.

Although participating in regular physical activity has many benefits, female Korean college students tend to have much lower participation rates than their male counterparts. An effective means of increasing physical activity among female college students is sport participation. The purpose of this study is to incorporate three types of psychological needs from self-determination theory as precursor background variables into the theory of planned behavior to predict sport participation among female Korean college students. Our dataset consisted of 494 female undergraduate students attending Kyung Hee University in South Korea. Using structural equation modeling, the direct and indirect effects of attitude, subjective norm, perceived behavioral control, and psychological needs satisfaction such as competency, relatedness, and autonomy were examined. Although attitude towards and perceived behavioral control over sport participation were significantly associated with intention in all three models, subjective norm was not significantly associated with intention in any model. Satisfaction of the psychological needs for competency, relatedness, and autonomy had positive indirect effects on sport participation. This study underscores the importance of addressing the satisfaction of these three basic psychological needs when designing future sport promotion interventions for female college students.

Exergaming, a new type of sport, combined with virtual reality, has provided new opportunities for the aging population. This study analyzed the differences in leisure constraints, participation benefits, and continuous participation intention in virtual golf (represented as an exergame) depending on the participants’ ages. Data collection was conducted from August 2023 to November 2023. A quantitative research design and a convenience sampling method were employed, targeting 310 regular virtual golf participants aged 20 years or older in the Republic of Korea. For comparative analysis, the survey participants were segmented into three groups: Group 1, young adults (18–35 years); Group 2, middle-aged adults (36–55 years); and Group 3, older adults (56–69 years). To compare and analyze participation behaviors in virtual golf, the dependent variables were identified: (a) leisure constraints (four factors) to limit formation and participation in leisure; (b) participation benefits (four factors) to encourage participation in leisure; and (c) continuous participation intention (single factor) to show likelihood to participate in leisure in the future. The results revealed that the young adult group showed statistically high results for costs under leisure constraints (F = 14.949, p < 0.001, η_p² = 0.089), and the older adult group reported statistically high results in physical (F = 9.346, p < 0.001, η_p² = 0.057) and mental (F = 7.249, p < 0.001, η_p² = 0.045) participation benefits and continuous participation intention (F = 6.486, p < 0.01, η_p² = 0.041). This study confirmed that virtual golf using advanced technology brings physical and mental benefits to older people based on reasonable cost and enables continuous participation in physical activity.

This study aimed to identify the effect of trust in and contents of sports-related policies during COVID-19 on public policy satisfaction and examine the relationship between policy satisfaction and sports participation intention. People living in Korea were selected as the study population using convenience sampling, and 441 responses were collected using an online questionnaire. Data were analyzed using SPSS 23.0. The results indicated that policy trust had a positive effect on policy satisfaction in the order of consistency, expertise, and existing policy performance. In addition, social equity, market responsiveness, and policy effectiveness, which are sub-factors of policy content, had a positive effect on policy satisfaction. Furthermore, sports policy satisfaction had a negative effect on sports participation intention. This study suggests that the government should equally consider policy trust and content when establishing sports-related policies and strive to establish policies based on the positive functions of sports.

This study’s purpose was to establish a predictive model of the intention to accept Taekwondo electronic protector devices through the application of the technology acceptance model. Two hundred and twenty collegiate Taekwondo practitioners affiliated with the Korea Taekwondo Association participated in a survey that included 28 questions (4 relating to demographic characteristics, 12 to precursor variables, and 12 to the technology acceptance model). Correlation and structural equation modeling analyses were applied and a significance level of 0.05 was used. The results were as follows. Perceived quality had a significant influence on perceived ease of use (β = 0.380, t = 3.481, p < 0.001) and perceived usefulness (β = 0.544, t = 5.098, p < 0.001). Visual attractiveness had no significant influence on either perceived ease of use (β = 0.159, t = 1.798, p = 0.072) or perceived usefulness (β = −0.010, t = −0.131, p = 0.896). Wearability had a significant influence on perceived ease of use (β = 0.234, t = 2.867, p < 0.01), but a significantly negative influence on perceived usefulness (β = −0.218, t = −2.932, p < 0.01). Functionality had no significant influence on either perceived ease of use (β = 0.116, t = 1.031, p = 0.302) or perceived usefulness (β = 0.107, t = 1.093, p = 0.274). Perceived ease of use had a significant influence on perceived usefulness (β = 0.418, t = 4.361, p < 0.001) and acceptance intention (β = 0.361, t = 4.031, p < 0.001). Perceived usefulness had a significant influence on acceptance intention (β = 0.525, t = 5.758, p < 0.001). These results suggest that improving the perceived quality and wearability of the devices will enhance their acceptance. We believe that this study provides an appropriate verification model for the intention to accept Taekwondo electronic protection devices.