장원석 교수

The purpose of this study was to examine the relative effects of travel social influencers (TSIs)’ total number of followers and engagement level on consumers’ intention to travel to the advertised destinations and purchase the advertised products, as well as TSIs’ perceived credibility, expertise, and attractiveness. The results suggest that engagement becomes an important characteristic of TSIs that determines the effectiveness of advertising messages delivered by them, and their perceived att

Based on self-determination theory, the current research examined the effect of team identification on spectators’ energy and happiness. Most importantly, this research attempted to identify a key underlying mechanism of why and when sport spectatorship enhances spectators’ happiness by adapting energy, a new concept to the sport management literature. The results indicate that spectators with high team identification reported a greater level of happiness than those with low team identification

•The current study examined the effects of sport spectatorship on happiness.•Team identification had a significant impact on spectators’ happiness.•Both game outcome and process had a significant impact on spectators’ happiness.The purpose of the study is to examine the relative effects of game process (i.e., boring versus exciting) and outcome (i.e., losing versus winning) on sport consumers’ happiness depending on their level of team identification. The authors investigated how sport consumers

No psychometrically sound measurement scale exists to effectively measure sports team reputation. The current study proposed and developed the Spectator-based Sports Team Reputation (SSTR) by considering the most important stakeholder groups - spectators. The results indicated that SSTR had a positive and direct impact on team identification and trust towards a team. The most significant theoretical contribution of this study is the conceptualisation and development of the SSTR scale, with a mul

Drawing on propositions from the HAII-TIME (Human–artificial intelligence [AI] Interaction and the Theory of Interactive Media Effects) and Persuasion Knowledge Model, this study examines how knowledge of automated journalism (AJ) moderates the evaluation of algorithmically generated news. Experiment 1 demonstrates the utility of process-related knowledge in user evaluations of agency: individuals with little knowledge of AJ prefer attributions of human authorship over news stories attributed to

Based on the Modality-Agency-Interactivity-Navigability model and the anthropomorphism theory, this study examines whether embedding human-like characteristics in algorithms increases the persuasiveness of algorithm-written news. This study further investigates how different types of relationships (servant or friend) that human writers form with algorithms determine the persuasiveness of algorithm-generated news. Experiment 1 demonstrated that participants who read the human- and humanized algor

This study extends the existing sport management literature by examining how meaningful sports consumption could be conceptualized differently based on self-construal. In particular, we demonstrate that from a self-oriented perspective, highlighting the extraordinary skills of athletes makes sports consumption meaningful, whereas from an other-oriented perspective, highlighting the moral-excellence of athletes makes sports consumption meaningful. The results of two experiments indicated that spo

Athletes oftentimes own and direct their own philanthropic foundations to make positive prosocial impacts at every level, from global down to local. A key challenge for these foundations is to communicate effectively with their target audiences to obtain support from them. By drawing from the construal-level theory and athlete identification literature, the current study examines the effects of different types of messages (hedonic vs. meaningful) on sport consumers’ supportive behaviors toward a

Purpose This study aims to understand how travelers evaluate travel destination recommendations received from either artificial intelligence (AI) or human travel experts (TEs) based on the size of recommendation and their travel involvement. Design/methodology/approach This study used a 2 (agent type: AI vs TE) × 2 (size of recommendation: small vs large) × 2 (travel involvement: low vs high) between-subjects design. Findings When AI recommends destinations, less-involved travelers perceive the

Most sport teams utilize mascots as a distinctive brand element to draw the attention of existing and potential fans and to deliver optimal fan experiences. We investigated the effects of anthropomorphic promotion using team mascots on the potential fans’ psychological and behavioral responses. We employed a 2 (figure: logo vs. mascot) × 2 (background color: cool vs. warm) between-subjects factorial design, using the Miami Marlins in the experimental scenario. After controlling for baseball invo

By integrating the construal level theory (CLT) and explainable artificial intelligence (XAI) framework, this study identified personal innovativeness (PI) as a key user trait and different sequences of data presentation as key interfaces of an XAI system that determines how users evaluate and accept recommendations received from XAI. Based on CLT, the results of Study 1 identified the degree of psychological distance that users form with AI technology as a key underlying mechanism that explains

Purpose Based on the limited-capacity model of motivated mediated message processing (LC4MP), this study aims to examine the effects of different camera types on the viewing experiences of sports consumers and their intention to follow social media channels, depending on their level of sports involvement. Design/methodology/approach The design for this experiment utilized 2 (highly involved vs less involved sports consumers) × 2 (high-tech vs non-high-tech cameras) between-subjects design. Overa