# positions[].organizations[].parent[].label
College of Education and Human Development

# overview
Dr. Hyun-Woo Lee is an Assistant Professor in the Sport Management Division. He received his Ph.D. at Florida State University with a certification in Measurement and Statistics. His research interests focus primarily in Human Emotion and Fan Behavior.

As an interdisciplinary researcher, Dr. Lee uses both psychometric and physiological evidences to better understand the sport consumer. His lab will open in 2019, equipped with EEG and eye tracking devices. Dr. Lee's work has been published in major sport management and marketing journals such as Journal of Sport Management, Sport Marketing Quarterly, International Journal of Sports Marketing and Sponsorship, and Journal of Travel Research.

Prior to his academic career, Dr. Lee was a race car driver and marketing manager of the Synchro-G Racing Team in South Korea. As a driver, he made multiple appearances on the podium in national races. As a manager, he attracted sponsors and established the integrated marketing communication solution for the team.

# keywords[]
35 Commerce, Management, Tourism And Services

# keywords[]
35 Commerce, Management, Tourism And Services

# keywords[]
35 Commerce, Management, Tourism And Services

# keywords[]
35 Commerce, Management, Tourism And Services

# keywords[]
35 Commerce, Management, Tourism And Services

# keywords[]
Networking And Information Technology R&d (nitrd)

# educationAndTraining[].organization.label
Yonsei University - (Seoul, South Korea)

# educationAndTraining[].organization.label
Yonsei University - (Seoul, South Korea)

# educationAndTraining[].organization.label
Florida State University - (Tallahassee, Florida, United States)

# publications[].label
Sport Community Involvement and Life Satisfaction During COVID-19: A Moderated Mediation of Psychological Capital by Distress and Generation Z.

# publications[].label
When does highlighting effort or talent in fitness service providers' performance lead to customer compliance? The role of customers' implicit mindset

# publications[].label
Meta-Analytic Review of Sport Consumption: Factors Affecting Attendance to Sporting Events

# publications[].label
F1 in a global context: A cross-cultural examination of marketing activities and behavioral intentions

# publications[].label
Growth in Sport Media and the Rise of New Sport Fandom

# publications[].label
Machine learning prediction of factors affecting Major League Baseball (MLB) game attendance: algorithm comparisons and macroeconomic factor of unemployment

# publications[].label
A Multilevel Approach to Scale Development in Sport Tourist Nostalgia

# publications[].label
Motivation of Rural Parents for Youth Recreational Sports Programs

# publications[].label
Spectator Sports as Context for Examining Observers' Agreeableness, Social Identification, and Empathy in a High-Stakes Conflict Situation.

# publications[].tags
16 Peace, Justice and Strong Institutions

# publications[].label
Perceived uniqueness of esports: players' hyperconnected digital playground for self-improvement

# publications[].label
It is time to consider athletes’ well-being and performance satisfaction: The roles of authentic leadership and psychological capital

# publications[].label
Increasing Sport Fans Receptivity to Sustainability Messaging Through the Enhancement of Brand Authenticity

# publications[].label
Group emotion in spectator sport: An interdisciplinary approach to affective qualia

# publications[].label
Development and validation of a volunteer nostalgia scale: assessing measurement invariance across cultures and types of volunteering

# publications[].label
The Effect of Coaching Types on Moral Disengagement in Taekwondo Athletes: The Mediating Role of Pride.

# publications[].label
Factors Influencing Sponsorship Effectiveness: A Meta-Analytic Review and Research Synthesis

# publications[].label
Rediscovering the Positive Psychology of Sport Participation: Happiness in a Ski Resort Context

# publications[].label
Paradoxical relationship between esports toxicity and toxicity tolerance: moderated mediation by gender and positive reappraisal coping

# publications[].label
How Avatar Identification Affects Enjoyment in the Metaverse: The Roles of Avatar Customization and Social Engagement.

# publications[].label
Effect of background music and hierarchy-of-effects in watching women's running shoes advertisements

# publications[].label
Service quality dimensions and image of a public gambling enterprise: In a context of cycle and boat racing consumption

# publications[].label
How multiple identities shape behavioral intention: place and team identification on spectator attendance

# publications[].label
Using sport to promote the well-being among Latinx immigrants in the United States

# publications[].label
Innovation is the key: identifying factors to increase career satisfaction and psychological well-being in millennial and generation Z sport employees

# publications[].label
Experience of Spectator Flow and Perceived Stadium Atmosphere: Moderating Role of Team Identification

# publications[].label
The Secret Lives of Sports Fans: The Science of Sports ObsessionEric Simons. 2013 by Overlook Duckworth. (320 pages)

# publications[].label
Stimulating Suspense in Gamified Virtual Reality Sports: Effect on Flow, Fun, and Behavioral Intention

# publications[].label
From knowing the game to enjoying the game: EEG/ERP assessment of emotional processing

# publications[].label
Creating sense of presence in a virtual reality experience: Impact on neurophysiological arousal and attitude towards a winter sport

# publications[].label
Who won the social media March Madness bracket? Demand shifters for Twitter followers

# publications[].label
Value Co-Creation in Fitness Centers: The Role of Customer Citizenship Behavior on Perceived Value, Satisfaction, and Repurchase Intention

# publications[].label
Sponsorship network portfolio of corporate partners in the National Basketball Association

# publications[].label
Strength Coach-Athlete Compatibility: Roles of Coaching Behaviors and Athlete Gender

# publications[].label
Gender differences in the effects of nostalgia on conspicuous consumption and impulsive buying

# publications[].label
Determinants of Competitive Advantage for Sport Firms: Using Public Big Data in Korea

# publications[].label
The influence of stadium environment on attendance intentions in spectator sport The moderating role of team loyalty

# publications[].label
Relationships among Service Quality, Image, Satisfaction, and WOM: An Empirical Examination of Boat Racing

# publications[].label
How does stadium atmosphere affect spectator behavior, flow, and revisit intentions? Implications from embodied cognition theory and environmental psychology

# publications[].label
Editorial: Adopting New Technologies in Sports Marketing.

# publications[].label
Nostalgia, motivation, and intention for international football stadium tourism

# publications[].label
Existence of Mixed Emotions During Consumption of a Sporting Event: A Real-Time Measure Approach

# publications[].label
Social Identity Complexity, Corporate Social Responsibility, and Brand Love of Multiple Leagues in Professional Sport.

# publications[].label
The impact of sport organization employees' justice perceptions on organizational citizenship and dysfunctional behavior: the affect-based model

# publications[].label
Impact of the Social Benefits of Intramural Sports on Korean Students' Quality of College Life and Loyalty: A Comparison Between Lowerclassmen and Upperclassmen

# publications[].label
Social Virtual Reality (VR) Involvement Affects Depression When Social Connectedness and Self-Esteem Are Low: A Moderated Mediation on Well-Being.

# publications[].label
CREATING SHARED VALUES BETWEEN NATIONAL TEAM IDENTITY AND GLOBAL EVENT BRAND EQUITY

# publications[].label
Creating Shared Values Between National Team Identity and Global Event Brand Equity

# publications[].label
Emphasizing effort vs talent in personal trainers' performance: consumption response of personal fitness training customers

# publications[].label
Satellite fans: Does sport nostalgia influence purchase intention toward sponsors' products?

# publications[].label
Bringing Students with Low Agreeableness to Attend Collegiate Sports: Moderated Mediation Effect of Team Identification and Student Involvement

# publications[].label
Competence inference from muscle: how and when trainers' muscle mass impacts service purchase of personal fitness training

# publications[].label
Roles of Cultural Context in the Formations of National Team Identity and Brand Equity of Global Sporting Events

# publications[].label
Difference in P300 latency by levels of involvement to sport: Interdisciplinary approach to sport consumer behavior using embodied cognition theory and EEG/ERP technique

# publications[].label
For a better campus sporting experience: Scale development and validation of the collegiate sportscape scale

# publications[].label
How augmented reality (AR) experience affects purchase intention in sport E-commerce: Roles of perceived diagnosticity, psychological distance, and perceived risks

# publications[].label
Campus sport experience as catalyst for college student adjustment and well-being

# publications[].label
Motivational determinants of digital ticketing: the mediating effect of service satisfaction and the moderating effect of psychological discomfort

# publications[].label
Discovering a GEM:Development of the Group Emotions Model of Sport Fan Experience

# publications[].label
Determinants of Consumers' Adoption of Mobile Ticketing via Self-Service Technology

# organizations[]
College of Education and Human Development

# schools[]
College of Education and Human Development

# etdChairOf[].label
Do, Chanwook (2021-04). Social Identity Complexity and Brand Authenticity of Multiple Leagues in Professional Sports. Master's Thesis.

# etdChairOf[].label
Park, Sangchul (2022-06). The In-Depth Investigation of Performance Attribution Effect in Fitness Service: Before, During, and After Service Operation. Doctoral Dissertation.

# etdChairOf[].label
Uhm, Junphil (2023-08). Attracting New Sport Fans Through Collective Emotion:  Stimulating Historical Nostalgia. Doctoral Dissertation.

# etdChairOf[].label
Kim, Sang Hoon (2022-07). Fan Agency, Social Modeling of Stadium, and Behavioral Engagement: A Perspective on Building Participatory Fan Culture and Community. Doctoral Dissertation.