Since the basic model of technology acceptance model (TAM) was introduced, studies in various fields have been conducted to improve the explanatory power of the TAM. These studies show that there are limitations in explaining the intention to use a new technology with just two variables (perceived usefulness and perceived ease of use), and that the intention to use a new technology can be affected by many external variables, in addition to the two variables. Accordingly, the purpose of this study is to identify factors affecting users’ intention to participate in a virtual/augmented reality (VR/AR) sports experience based on the extended technology acceptance model (ETAM). To this end, this study analyzed the results of a survey conducted on 300 university students who are sports majors in Korea, who have experienced VR/AR sports. First, among experience economy factors, education experience, escape experience, and esthetic experience had a positive effect on presence. Second, presence had a positive effect on perceived usefulness and flow. Third, perceived usefulness and flow had a positive effect on the intention to participate. This study has significance in empirically investigating the relationship among variables affecting users’ intention to participate in a VR/AR sports experience using the ETAM. The results can be used as basic data for establishing strategies necessary in vitalizing VR/AR sports in the future.

In the fi eld of organizational behavior theory, the infl uence of servant leadership and organizational culture on the job satisfaction of organization members has been actively studied to eff ectively achieve the goals set by the organization. However, there is a severe lack of studies on the relationship between servant leadership, organizational culture, and job satisfaction in the sport industry. Therefore, this study empirically analyzed the causal relationships among the three variables by surveying 320 employees in fi tness clubs located in Pusan, Korea. Surveys were conducted using the convenience sampling method, and a total of 300 surveys were used in the analysis. Data analysis methods included descriptive statistics analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis using SPSS 19.0. Key results from this study were as follows. First, servant leadership in fi tness clubs had a positive infl uence on organizational culture. Second, servant leadership in fi tness clubs had a positive infl uence on the job satisfaction of their employees. Third, the organizational culture of fi tness clubs had a positive infl uence on the job satisfaction of employees. The results of this study can contribute to establishing strategies to advance the organizational performance and eff ective human resource management of fi tness clubs.

In an uncertain global business environment, eff ective human resource management is a crucial element in improving organizational eff ectiveness. However, relatively little research has examined the characteristics of transformational leadership and the types of organizational culture suitable for improving organizational eff ectiveness in the sport management fi eld. Thus, the purpose of this study was to examine the relationship between transformational leadership of immediate superiors, organizational culture, and aff ective commitment in fi tness club employees. For this purpose, a survey was given to a convenience sample of 300 employees of fi tness clubs working in the Gwangju and Dae-gu metropolitan cities in South Korea. The data were then analyzed using descriptive statistics, correlations, and multiple regression analysis. The major fi ndings of this study were as follows. First, transformational leadership had a signifi cant eff ect on the organizational culture in fi tness clubs. Second, transformational leadership had a signifi cant eff ect on aff ective commitment of employees of the fi tness clubs. Third, organizational culture had a signifi cant eff ect on aff ective commitment of employees in fi tness clubs. The fi ndings of this study may be helpful for fi tness clubs to determine the characteristics of transformational leadership and the types of organizational culture needed to improve aff ective commitment of employees.

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