This study addresses the academic gap in the adoption of generative AI systems by investigating the factors influencing technology acceptance and usage behavior in Korean firms. Although recent advancements in AI are accelerating digital transformation and innovation, empirical research on the adoption of these systems remains scarce. To fill this gap, this study applies the Unified Theory of Acceptance and Use of Technology (UTAUT) model, surveying 300 employees from both large and small enterprises in South Korea. The findings reveal that effort expectancy and social influence significantly influence employees’ behavioral intention to use generative AI systems. Specifically, effort expectancy plays a critical role in the early stages of adoption, while social influence, including support from supervisors and peers, strongly drives the adoption process. In contrast, performance expectancy and facilitating conditions show no significant impact. The study also highlights the differential effects of age and work experience on behavioral intention and usage behavior. For older employees, social support is a key factor in technology acceptance, whereas employees with more experience exhibit a more positive attitude toward adopting new technologies. Conversely, facilitating conditions are more critical for younger employees. This study contributes to the understanding of the interaction between various factors in AI technology adoption and offers strategic insights for the successful implementation of AI systems in Korean companies.

The current study aimed to create a reliable and valid scale to measure athletes' perception of fairness regarding coaches' behaviors. The study utilized a scale development process, including three steps: (a) item generation, (b) scale development, and (c) scale evaluation. Both quantitative and qualitative approaches were utilized to generate items and achieve content validity. In developing the AJ scale, elite athletes from 29 different sports in Saudi Arabia were recruited for two rounds of data collection. The first data set (n = 279) was collected using an initial 35-item AJ scale developed from existing justice scales and interviews with elite athletes, while the second data collection (n = 503) was performed using a refined 12-item scale based on the analysis of the first data set. The results of ESEM showed an appropriate model fit for the scale with 12 items including four dimensions. In addition, the criterion validity was supported as each dimension of AJ was positively associated with athlete satisfaction. The newly developed AJ scale will help researchers measure perceived fairness toward coaches’ behaviors based on the unique culture, climate, and environment that exists in the context of sports and explore the relationships between AJ and important attitudinal and behavioral outcomes that impact team performance.

This paper (a) analyses the audience of sports broadcasting from a programme repertoire perspective and (b) clarifies the market structure of sports broadcasting in the television industry by estim...

This research employs machine learning analysis on extensive data from a prominent Korean life insurance company to substantiate the insurance demand theory, which posits that insurance demand increases with risk aversion. We quantitatively delineate the traits of risk-averse individuals.

Purpose: For centuries, people have raised money for many purposes, and funding projects utilizing the Internet began to spread in earnest after 2010. However, there is a notable lack of research on crowdfunding projects, especially those involving sports. Given this background, this study's objective is to compare whether motivational factors may work differently depending on crowdfunding type and to analyze the impact of such factors on investments.Design/methodology/approach: This study was conducted using stimulation through artificially modified newspaper articles to measure crowdfunding motivation and investment intention. To clarify research questions, this study applied multiple regression analysis.Findings: Findings indicate that philanthropic motives and interest in projects influenced the intention to decide on funding and often had positive word-of-mouth effects. In equity-based projects, philanthropic motives and a desire to be recognized acted as drivers for both behaviors. In reward-based projects, philanthropic motives determined investment intentions, and recognition motivation and interest factors influenced word-of-mouth intention.Originality/value: This study investigated the motivations and consequent intentions for crowdfunding in the field of the professional sports industry, which had substantive future implications for the business of sports.

Purpose: The current study examines (1) the relationships among the crisis response, trust and negative behavioral intentions (i.e. avoidance and revenge), (2) the mediation role of trust in the crisis communication of sports organization and (3) the moderation effect of team identification between the crisis response and trust.Design/methodology/approach: A questionnaire was used to collect data from 324 Major League Baseball (MLB) fans who met specific criteria (i.e. background information; knowing about the Houston Astros sign-stealing scandal and how the team responded to it). Confirmatory factor analysis and structural equation modeling were employed to test the proposed hypotheses.Findings: The findings showed that perceived adequacy of the crisis response positively influenced sports fans' perceived trust. This trust was negatively associated with revenge and avoidance intentions. The mediation effect of trust was also found in the relationship between the crisis response and both avoidance and revenge intentions. Regarding the interaction effect of team identification, however, the relationship between the crisis response and trust was not moderated by team identification levels.Originality/value: The present study contributes to a comprehensive understanding of crisis communication in sports fans' perceptions and behavioral intentions. It illuminates a psychological process through which perceived adequacy of crisis response reduces negative behavioral intentions through trust.