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.

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.

PurposeThe 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/approachWe 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.FindingsMean 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/valueThis 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.

This study aims to predict the characteristics of the exercise healthcare industry in the post-pandemic era by comparing the periods before and after the coronavirus disease 2019 outbreak through big data analysis. TEXTOM, the Korean big data collection and analysis solution, was used for data collection. The pre-pandemic period was defined as 1 January 2018–31 December 2019 and the pandemic period as 1 January 2020–31 December 2021. The keywords for data collection were “exercise + healthcare + industry”. Text mining and social network analysis were conducted to determine the overall characteristics of the Korean exercise healthcare industry. We identified 30 terms that appeared most frequently on social media. Four common (smart management, future technology, fitness, and research) and six different clusters (sports education, exercise leader, rehabilitation, services, business, and COVID-19) were obtained for the pre-pandemic and pandemic periods. Smart management, future technology, fitness, and research are still important values across both periods. The results provide meaningful data and offer valuable insights to explore the changing trends in exercise healthcare.

As the competition among businesses intensifies and customer needs become increasingly diverse and complex, the need for personalized service has emerged. This study examines the effect of technology-based self-service (TBSS) characteristics of a Taekwondo academy on perceived value and intention to use continuously. The study sample consisted of masters managing a Taekwondo academy who had prior experience with TBSS. A total of 188 responses were collected using an online questionnaire. The collected data were analyzed using SPSS 23.0 and AMOS 23.0. The results demonstrated the following: first, among the sub-factors of TBSS characteristics, reliability, usefulness, and enjoyment were found to affect the perceived value positively; second, among the sub-factors of TBSS characteristics, usefulness and ease of use positively affected the intention to use continuously; and finally, the perceived value was found to affect the intention to use continuously positively. This study provides practical implications for more efficient use of the TBSS provided by a Taekwondo academy by discovering the relationship between the TBSS configuration of the Taekwondo academy, perceived value, and intention to use continuously.