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Hyun-Woo Lee

Texas A&M University

United States

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Articles (25)

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Collaborators (5)

Han Soo Kim

Assistant Professor

University of North Florida

UNITED STATES

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Bo Yu

Assistant Professor

University of Minnesota Twin Cities

UNITED STATES

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Gregg Bennett

UNITED STATES

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Heetae Cho

Associate Professor

Sungkyunkwan University - Natural Sciences Campus

SOUTH KOREA

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Hyoung-Kil Kang

Professor

Kyungnam University

SOUTH KOREA

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Hyun-Woo Lee

Research Interests

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Articles (25)

In-game virtual goods consumption in esports: an extended cognition–affect–conation model linking age to purchase intention across FPS and MOBA genres

Endorsers and message types in sports advertising: cultural influences on consumer attitudes and intentions

Word-of-Mouth Rave When the League Brand Is Cool: Roles of Perceived Social Media Activities and Brand Identification

Esports in-game consumption across generations: Integrating motivated reasoning theory and the theory of planned behavior

How Self-Determination Theory Explains the Dynamic Ecosystem of Esports: From Gaming to Life Skills

Digitalization of the Olympics and legitimacy of the Olympic virtual series: An environmental psychology perspective

Using sport to promote the well-being among Latinx immigrants in the United States

Cognitive, Affective, and Behavioral Approaches to the Formation of Individual Sport Fans’ Psychological Ownership and Its Impacts on Prosocial Behavior, Attendance Intention, and Psychological Well-Being

Embodied Emotion at Scale: Sport as the Collective Emotion Laboratory for Human Development in the Age of AI

From Coping Strategies to Fan Well-Being: Resource Dynamics of Team Identification, Impulse Control, and Psychological Capital in Negative Experiences

Increasing Sport Fans’ Receptivity to Sustainability Messaging Through the Enhancement of Brand Authenticity

Gender differences in the effects of nostalgia on conspicuous consumption and impulsive buying

Innovation is the key: identifying factors to increase career satisfaction and psychological well-being in millennial and generation Z sport employees

Machine learning prediction of factors affecting Major League Baseball (MLB) game attendance: algorithm comparisons and macroeconomic factor of unemployment

Perceived uniqueness of esports: players’ hyperconnected digital playground for self-improvement

Paradoxical relationship between esports toxicity and toxicity tolerance: moderated mediation by gender and positive reappraisal coping

Emphasizing effort vs talent in personal trainers' performance: consumption response of personal fitness training customers

The impact of sport organization employees’ justice perceptions on organizational citizenship and dysfunctional behavior: the affect-based model

When does highlighting effort or talent in fitness service providers' performance lead to customer compliance? The role of customers' implicit mindset

Determinants of Consumers’ Adoption of Mobile Ticketing via Self-Service Technology

Campus sport experience as catalyst for college student adjustment and well-being

The Effect of Coaching Types on Moral Disengagement in Taekwondo Athletes: The Mediating Role of Pride

Competence inference from muscle: how and when trainers' muscle mass impacts service purchase of personal fitness training

Development and validation of a volunteer nostalgia scale: assessing measurement invariance across cultures and types of volunteering

Stimulating Suspense in Gamified Virtual Reality Sports: Effect on Flow, Fun, and Behavioral Intention

Collaborators (5)

Han Soo Kim

Bo Yu

Gregg Bennett

Heetae Cho

Hyoung-Kil Kang

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