Research

My research primarily focuses on sport management, with a particular emphasis on sport fan behaviors, as well as the social, cultural, and environmental factors that shape these behaviors. My academic interests have consistently revolved around understanding how psychological personality traits (such as the 2C model—curiosity and creativity—along with the Big Five personality traits) and cultural influences (1C) act as antecedents to sport consumer behavior, particularly in the context of sport marketing and risk management within the sports industry. My long-term research goal is to explore the systematic inter-relationships between these factors and develop both academic and practical implications to highlight how sport can enrich our lives through its virtues and spirit.

One of my key research areas is the role of curiosity in driving various sport fan behaviors. I have examined how non-sport fans or casual fans are initially drawn to sports through their inherent curiosity. My work in this area has led to the publication of multiple articles exploring the relationship between different types of curiosity and non-sport fans’ intentions to engage with new or unfamiliar sports, including the development of new measurement scales. Looking ahead, I plan to expand this research by delving into neuroscience, using fMRI to better understand how curiosity triggers initial motivation in sports fans.

Another significant area of my research centers around cultural influences on sport fan behavior. I have investigated why certain sports that are popular at the professional or international level (such as baseball and soccer) struggle to gain fan interest at the college level in the U.S. My research hypothesizes that college sports fans operate within a unique cultural framework, distinct from professional sports fans. Additionally, I have explored the relationship between sport participation and newcomers' acculturation into new cultures, aiming to provide a theoretical and practical foundation for national sport policies regarding foreign athletes and participants.

An extension of this focus on the social and environmental systems surrounding sports involves my research on risk management, particularly through the use of insurance. I am interested in how insurance can protect various stakeholders in the sports industry—athletes, coaches, teams, and spectators—while also enhancing business opportunities. Specifically, I have focused on sporting prize indemnity insurance, which presents unique business opportunities and can be used as both a promotional tool for events and a supplemental compensation mechanism for professional athletes.

In addition to these areas, my research now includes a focus on esports, where I examine the intersection of traditional sports principles with this rapidly growing industry. I explore fan behaviors, marketing strategies, and the unique challenges of risk management within esports, aiming to contribute to the scholarly and practical understanding of this emerging field.

Research Articles