For the sustainable development of the Korean Professional Baseball League (a.k.a., KBO League), it is critical to propose profitable and efficient pricing strategies for each team in the KBO League. Therefore, the purpose of this study was to understand KBO League fans’ perceptions of price sensitivity. More specifically, this study explored how fans’ perceptions of price sensitivity and latitude of price acceptance vary between different loyalty groups. A total of 213 valid responses were recruited from KBO League fans by using a convenience sampling approach. As a result, based on the levels of attitudinal loyalty and behavioral loyalty, fans were classified into four categories: loyal fans, latent fans, spurious fans, and indifferent fans. Moreover, loyal fans were found to be less sensitive to the ticket price increase of different levels (i.e., 10%, 20%, and 30%), followed by latent fans, spurious fans, and indifferent fans. Meanwhile, loyal fans have the highest level of the latitude of price acceptance, followed by latent fans, spurious fan, and indifferent fans. The findings of this study contribute to a better understanding of sport fans’ responses to the change of ticket price and their perceptions of the accepted price range. Meanwhile, this study offers practical implications for marketers of KBO League teams to develop tailored pricing strategies for their fans by considering different loyalty levels.

In the extant literature, little is known about how athletes’ perception of leader-member exchange with their coach affects their negative consequences (e.g. turnover intention). Therefore, this st...

Based upon Bandura’s (1986) social cognitive theory (SCT), we examined how the relationship quality among student-athletes in team sports, namely team-member exchange (TMX), regulates the relational-cognitive process in determining their turnover intention. Specifically, we examined interpersonal self-efficacy (ISE) as the mediator and seniority as the moderator of the relationship between TMX and turnover intention, based on a field study of 234 student-athletes in South Korea. The results of the partial least squares–structural equation modeling (PLS-SEM) showed that TMX is indirectly related to turnover intention, as fully mediated by ISE. Also, student-athletes’ seniority moderates the relationships between TMX, ISE and turnover intention. Supported by SCT, we contribute to the extant literature on TMX by (1) providing a theoretical explanation of how TMX acting as social cues regulates athletes’ self-efficacy and behavioral intention; and (2) examining the role of seniority as a cultural-specific moderator on TMX effectiveness in team sports in the Asian context. We discuss practical implications for coaches and collegiate athletics administrators about the essential arrangement of both leisure and training activities in building quality relationships among student-athletes and self-belief of their interpersonal competency within the team, especially for less experienced and junior student-athletes.

Physical activity is the most effective preventive medicine in enhancing our physical health and subjective wellbeing. Since 2013, the South Korean government has introduced and developed the public sports club system as a way to promote exercise and the health of the general public. The current study investigated factors underlying the general public’s desires and intentions to join or participate in a public sports club (PSC) using the model of goal-directed behavior (MGB). Data were collected from 254 college students who had prior experience of participating in at least one PSC and were primarily analyzed using structural equation modeling (SEM). The results suggest that, among the five MGB determinants, the positive anticipated emotions and perceived behavioral control were significantly associated with participants’ desires, and, in turn, their desires were significantly related to their intention to participate in PSCs. Meanwhile, the respondents’ prior experience was marginally but significantly associated with desire but not with behavioral intention. Prior knowledge (through health communications) was significantly related to attitude, desire, and behavioral intention. Overall, the findings support the use of positive anticipated emotions, perceived behavioral condition, prior knowledge, and desire as indicators of participation behavior in the PSC context, and may aid the development of health communication and interventions aimed at encouraging future participation.

This study develops and evaluates machine learning models for classifying Korean Baseball Organization (KBO) playoff advancement using pitching metrics from 2015 to 2024 (N = 100 team-seasons), focusing specifically on pitching’s contribution to playoff qualification to address the ERA-FIP paradox at the team level. Five algorithms were compared: Random Forest, Support Vector Machines, Logistic Regression, Neural Networks, and Decision Trees. Independent variables included ten pitching statistics: Earned Run Average (ERA), Walks and Hits per Inning Pitched (WHIP), Fielding Independent Pitching (FIP), Strikeouts per 9 Innings (K/9), Walks per 9 Innings (BB/9), Strikeout-to-Walk Ratio (K/BB), Home Runs per 9 Innings (HR/9), batting average against (BAA), and opponent On-Base Percentage (OBP) and On-Base Plus Slugging (OPS). Logistic Regression achieved the highest classification performance with an Area Under the Receiver Operating Characteristic Curve (AUC) of 0.804 and classification accuracy of 73.0%, followed by Neural Network (AUC = 0.799, CA = 72.0). Feature importance analysis showed ERA and WHIP, both defense-dependent metrics, as the dominant predictors of postseason qualification, collectively accounting for 33.7% of information gain, while FIP ranks fifth, indicating that defense-dependent metrics are more informative for team success than defense-independent measures. The findings highlight the strategic importance of pitching–defense synergy, demonstrate the applicability of machine learning-based playoff classification beyond Major League Baseball, and provide empirical evidence that defense-dependent metrics (ERA, WHIP) exhibit superior discriminatory power compared to defense-independent metrics (FIP) for team playoff qualification. Findings reflect pitching’s contribution to playoff success; comprehensive models integrating hitting, defense, and managerial factors would provide more complete classification frameworks.

The COVID-19 pandemic has had a significant impact on sports participation worldwide, including in Republic of Korea. Due to the restrictions and safety measures implemented to prevent the spread of the virus, many individuals have had to alter their sports participation. Therefore, this study conducted a meta-analysis based on studies applying the Model of Goal-directed Behavior (MGB) in sports participation to compare the pre- and post-COVID-19 eras in Republic of Korea. By analyzing 18 selected studies involving 5772 Korean respondents, the study investigates the relationships between MGB variables and sports consumption behaviors pre- and post-COVID-19. This study found that all correlations with the MGB were significant, indicating the applicability of the MGB in understanding sports participation in Republic of Korea. Moreover, the moderating effect of COVID-19 was identified in the relationships between subjective norms and desire and between perceived behavioral control and desire. The findings of this study contribute to a deeper understanding of the factors influencing sports participation in Republic of Korea. Additionally, the study provides valuable insights for sports managers and policymakers in Republic of Korea to develop strategies and interventions that can promote and support sports participation during challenging times.