HR job title
- Assistant Professor
- Contact Info
- 8505592588
- Websites
- ORCiD
- 0000-0002-1022-0264
Lee, Hyun-Woo Assistant Professor
Positions
- Assistant Professor, Kinesiology and Sport Management, School of Education and Human Development
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.
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.
- Overview
- Publications
- Teaching
- Works By Students
- Background
- Contact
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Overview
Publications
selected publications
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academic article
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Park, J., Cho, J., Gang, A. C., Lee, H., & Pedersen, P. M.
(2024).
Machine learning prediction of factors affecting Major League Baseball (MLB) game attendance: algorithm comparisons and macroeconomic factor of unemployment. International Journal of Sports Marketing and Sponsorship.
25(2), 382-395.
-
Lee, H., Chang, K., Neff, P. N., Nite, C., & Bennett, G.
(2023).
Perceived uniqueness of esports: players' hyperconnected digital playground for self-improvement. Sport in Society.
26(11), 1873-1890.
-
Park, S., & Lee, H.
(2023).
Emphasizing effort vs talent in personal trainers' performance: consumption response of personal fitness training customers. International Journal of Sports Marketing and Sponsorship.
24(2), 359-374.
-
Lee, H., Chang, K., Uhm, J., & Owiro, E.
(2023).
How Avatar Identification Affects Enjoyment in the Metaverse: The Roles of Avatar Customization and Social Engagement. Cyberpsychology Behavior and Social Networking.
26(4), 255-262.
-
Park, S., Nite, C., & Lee, H.
(2023).
The impact of sport organization employees' justice perceptions on organizational citizenship and dysfunctional behavior: the affect-based model. Sport Management Review.
26(2), 315-338.
-
Park, S., Lee, H., & Nite, C.
(2023).
When does highlighting effort or talent in fitness service providers' performance lead to customer compliance? The role of customers' implicit mindset. Journal of Service Theory and Practice.
33(1), 89-109.
-
Kim, S., Park, K., Uhm, J., & Lee, H.
(2023).
Determinants of Consumers' Adoption of Mobile Ticketing via Self-Service Technology. International Journal of Sport Communication.
1-12.
-
Hill, J., Kim, M., Oja, B. D., Kim, H. S., & Lee, H.
(2023).
Innovation is the key: identifying factors to increase career satisfaction and psychological well-being in millennial and generation Z sport employees. Sport, Business and Management.
ahead-of-print(ahead-of-print),
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Chang, K., Uhm, J., Kim, S., & Lee, H.
(2023).
Paradoxical relationship between esports toxicity and toxicity tolerance: moderated mediation by gender and positive reappraisal coping. International Journal of Sports Marketing and Sponsorship.
ahead-of-print(ahead-of-print),
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Oh, Y., Uhm, J., & Lee, H.
(2022).
The Effect of Coaching Types on Moral Disengagement in Taekwondo Athletes: The Mediating Role of Pride. International Journal of Environmental Research and Public Health.
19(19), 12306-12306.
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Park, S., Lee, S., & Lee, H.
(2022).
Competence inference from muscle: how and when trainers' muscle mass impacts service purchase of personal fitness training. International Journal of Sports Marketing and Sponsorship.
23(4), 804-822.
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Cho, H., & Lee, H.
(2022).
Development and validation of a volunteer nostalgia scale: assessing measurement invariance across cultures and types of volunteering. 25(16), 2578-2594.
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Uhm, J., Kim, S., & Lee, H.
(2022).
Stimulating Suspense in Gamified Virtual Reality Sports: Effect on Flow, Fun, and Behavioral Intention. International Journal of Human-Computer Interaction.
1-13.
-
Uhm, J., Kim, S., Do, C., & Lee, H.
(2022).
How augmented reality (AR) experience affects purchase intention in sport E-commerce: Roles of perceived diagnosticity, psychological distance, and perceived risks. Journal of Retailing and Consumer Services.
67, 103027-103027.
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Kim, S., Yu, H. Y., & Lee, H.
(2022).
Motivational determinants of digital ticketing: the mediating effect of service satisfaction and the moderating effect of psychological discomfort. International Journal of Sports Marketing and Sponsorship.
23(2), 326-345.
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Uhm, J., Lee, H., Han, J., & Kim, D.
(2022).
Effect of background music and hierarchy-of-effects in watching women's running shoes advertisements. International Journal of Sports Marketing and Sponsorship.
23(1), 41-58.
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Do, C., Uhm, J., Cho, H., & Lee, H.
(2022).
Bringing Students with Low Agreeableness to Attend Collegiate Sports: Moderated Mediation Effect of Team Identification and Student Involvement. Journal of Applied Sport Management.
14(1), 8-17.
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Jun, I., Sung, H., Park, J., & Lee, H.
(2022).
Determinants of Competitive Advantage for Sport Firms: Using Public Big Data in Korea. Journal of Applied Sport Management.
14(1), 28-38.
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Do, C., Brison, N. T., Park, J., & Lee, H.
(2022).
Social Identity Complexity, Corporate Social Responsibility, and Brand Love of Multiple Leagues in Professional Sport. Frontiers in Psychology.
13, 861656.
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Park, J., Uhm, J., Kim, S., Kim, M., Sato, S., & Lee, H.
(2022).
Sport Community Involvement and Life Satisfaction During COVID-19: A Moderated Mediation of Psychological Capital by Distress and Generation Z. Frontiers in Psychology.
13, 861630.
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Lee, H., Cho, H., & Kim, M.
(2021).
Campus sport experience as catalyst for college student adjustment and well-being. Asia Pacific Journal of Education.
1-18.
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Kim, S., Cho, H., Newell, E. M., & Lee, H.
(2021).
Who won the social media March Madness bracket? Demand shifters for Twitter followers. Telematics and Informatics.
64, 101706-101706.
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Cho, H., Lee, H., & Chiu, W.
(2021).
Satellite fans: Does sport nostalgia influence purchase intention toward sponsors' products?. Journal of Retailing and Consumer Services.
62, 102653-102653.
-
Lee, H., Kim, S., & Liew, J.
(2021).
Spectator Sports as Context for Examining Observers' Agreeableness, Social Identification, and Empathy in a High-Stakes Conflict Situation. Psychological Reports.
124(4), 1788-1806.
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Lee, H., Brison, N. T., Cho, H., Pyun, D. Y., & Ratten, V.
(2021).
Editorial: Adopting New Technologies in Sports Marketing. Frontiers in Sports and Active Living.
3, 777841.
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Lee, H., Kim, S., & Uhm, J.
(2021).
Social Virtual Reality (VR) Involvement Affects Depression When Social Connectedness and Self-Esteem Are Low: A Moderated Mediation on Well-Being. Frontiers in Psychology.
12, 753019.
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Lee, H., Cho, H., Newell, E. M., & Kwon, W.
(2020).
How multiple identities shape behavioral intention: place and team identification on spectator attendance. International Journal of Sports Marketing and Sponsorship.
21(4), 719-734.
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Uhm, J., Lee, H., & Han, J.
(2020).
Creating sense of presence in a virtual reality experience: Impact on neurophysiological arousal and attitude towards a winter sport. Sport Management Review.
23(4), 588-600.
-
Lee, H., Cho, H., Lasko, E., Kim, J. W., & Kwon, W.
(2020).
From knowing the game to enjoying the game: EEG/ERP assessment of emotional processing. International Journal of Sports Marketing and Sponsorship.
21(2), 305-323.
-
Kim, M., Kim, Y. D., & Lee, H.
(2020).
It is time to consider athletes’ well-being and performance satisfaction: The roles of authentic leadership and psychological capital. Sport Management Review.
23(5), 964-977.
-
Kim, Y., Magnusen, M., Kim, M., & Lee, H.
(2019).
Meta-Analytic Review of Sport Consumption: Factors Affecting Attendance to Sporting Events. SPORT MARKETING QUARTERLY.
28(3), 117-134.
-
Cho, H., Koh, E. C., & Lee, H.
(2019).
Nostalgia, motivation, and intention for international football stadium tourism. Asia Pacific Journal of Tourism Research.
24(9), 912-923.
-
Shin, S., Chiu, W., & Lee, H.
(2019).
Impact of the Social Benefits of Intramural Sports on Korean Students' Quality of College Life and Loyalty: A Comparison Between Lowerclassmen and Upperclassmen. Asia-Pacific Education Researcher.
28(3), 181-192.
-
Cho, H., Lee, H., & Pyun, D. Y.
(2019).
The influence of stadium environment on attendance intentions in spectator sport The moderating role of team loyalty. International Journal of Sports Marketing and Sponsorship.
20(2), 276-290.
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Shin, S., Chiu, W., & Lee, H.
(2018).
For a better campus sporting experience: Scale development and validation of the collegiate sportscape scale. Journal of Hospitality, Leisure, Sports and Tourism Education.
22, 22-30.
-
Melton, B., Lee, H., Gipson, C., & Lewis, M.
(2018).
Motivation of Rural Parents for Youth Recreational Sports Programs. 2(50), 13-19.
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Cho, H., Lee, H., Moore, D., Norman, W. C., & Ramshaw, G.
(2017).
A Multilevel Approach to Scale Development in Sport Tourist Nostalgia. Journal of Travel Research.
56(8), 1094-1106.
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Kim, J. W., Magnusen, M., & Lee, H.
(2017).
Existence of Mixed Emotions During Consumption of a Sporting Event: A Real-Time Measure Approach. Journal of Sport Management.
31(4), 360-373.
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Lee, H., Gipson, C., & Barnhill, C.
(2017).
Experience of Spectator Flow and Perceived Stadium Atmosphere: Moderating Role of Team Identification. SPORT MARKETING QUARTERLY.
26(2), 87-98.
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Do Kim, Y., & Lee, H.
(2017).
The Secret Lives of Sports Fans: The Science of Sports ObsessionEric Simons. 2013 by Overlook Duckworth. (320 pages). Journal of Sport Management.
31(1), 111-112.
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Kwon, W., & Lee, H.
(2016).
Difference in P300 latency by levels of involvement to sport: Interdisciplinary approach to sport consumer behavior using embodied cognition theory and EEG/ERP technique. Korean Journal of Sport Management.
21(6), 45-56.
-
Kim, Y., Lee, H., Magnusen, M. J., & Kim, M.
(2015).
Factors Influencing Sponsorship Effectiveness: A Meta-Analytic Review and Research Synthesis. Journal of Sport Management.
29(4), 408-425.
-
Kwon, W., Lee, H., & Kim, Y.
(2015).
CREATING SHARED VALUES BETWEEN NATIONAL TEAM IDENTITY AND GLOBAL EVENT BRAND EQUITY. Social Behavior and Personality: an international journal.
43(2), 177-192.
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Kwon, W., & Lee, H.
(2015).
How does stadium atmosphere affect spectator behavior, flow, and revisit intentions? Implications from embodied cognition theory and environmental psychology. Korean Journal of Sport Management.
20(4), 67-80.
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Lee, H., Shin, S., Bunds, K. S., Kim, M., & Cho, K. M.
(2014).
Rediscovering the Positive Psychology of Sport Participation: Happiness in a Ski Resort Context. 9(3), 575-590.
-
Hyun-Woo Lee, .., & .
(2013).
Discovering a GEM:Development of the Group Emotions Model of Sport Fan Experience. International Journal of Applied Sports Sciences.
25(2), 127-146.
-
, .., , .., & .
(2013).
Roles of Cultural Context in the Formations of National Team Identity and Brand Equity of Global Sporting Events. International Journal of Applied Sports Sciences.
24(2), 292-307.
-
, .., Seongkwan Cho, .., & Marshall J. Magnusen.
(2013).
Strength Coach-Athlete Compatibility: Roles of Coaching Behaviors and Athlete Gender. International Journal of Applied Sports Sciences.
25(1), 55-67.
-
, .., , .., & .
(2013).
Relationships among Service Quality, Image, Satisfaction, and WOM: An Empirical Examination of Boat Racing. International Journal of Applied Sports Sciences.
24(1), 135-147.
-
Kwon, W., Lee, H., & Kim, M.
(2013).
F1 in a global context: A cross-cultural examination of marketing activities and behavioral intentions. Korean Journal of Physical Education: Social Science.
52(3), 251-266.
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Lee, H., Kim, Y. D., Newman, J. I., & Kim, Y.
(2013).
Group emotion in spectator sport: An interdisciplinary approach to affective qualia. Journal of Multidisciplinary Research.
5(2), 53-70.
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Kwon, W., Shin, S., Lee, H., & Kim, S.
(2013).
Service quality dimensions and image of a public gambling enterprise: In a context of cycle and boat racing consumption. Korean Journal of Sport Management.
18(4), 1-16.
-
Park, J., Cho, J., Gang, A. C., Lee, H., & Pedersen, P. M.
(2024).
Machine learning prediction of factors affecting Major League Baseball (MLB) game attendance: algorithm comparisons and macroeconomic factor of unemployment. International Journal of Sports Marketing and Sponsorship.
25(2), 382-395.
-
chapter
-
Chiu, W., Shin, S., & Lee, H.
(2017).
Value Co-Creation in Fitness Centers. Shai Rozenes, .., & Yuval Cohen. (Eds.),
Handbook of Research on Strategic Alliances and Value Co-Creation in the Service Industry.
(pp. 415-430).
IGI Global.
-
Chiu, W., Shin, S., & Lee, H.
(2017).
Value Co-Creation in Fitness Centers. Shai Rozenes, .., & Yuval Cohen. (Eds.),
Handbook of Research on Strategic Alliances and Value Co-Creation in the Service Industry.
(pp. 415-430).
IGI Global.
-
conference paper
-
Kim, A., Lee, H. W., & Kim, Y.
(2014).
Sponsorship network portfolio of corporate partners in the National Basketball Association. International Journal of Sports Management and Marketing.
340-340.
-
Kim, A., Lee, H. W., & Kim, Y.
(2014).
Sponsorship network portfolio of corporate partners in the National Basketball Association. International Journal of Sports Management and Marketing.
340-340.
Teaching
teaching activities
- SPMT422 Finc Sport Operations Instructor
- SPMT423 Mktg Aspects Of Sport Instructor
- SPMT472 Data Analys Prob Solv In Sport Instructor
- SPMT485 Directed Studies: Kor Instructor
- SPMT491 Research Instructor
- SPMT615 Sport Marketing Instructor
- SPMT681 Rdng & Undstndg Sprt Mngmt Res Instructor
- SPMT681 Seminar - Quantitative Instructor
- SPMT682 Research Colloquium Instructor
- SPMT682 Seminar In Sport Marketing Instructor
- SPMT684 Inter In Spt Mgmt: In-ab Instructor
- SPMT685 Directed Studies Instructor
- SPMT689 Sptp: Sport Analytics Instructor
- SPMT690 Theory Of Res In Sport Mgmt Instructor
- SPMT691 Research Instructor
Works By Students
chaired theses and dissertations
-
Do, Chanwook (2021-04). Social Identity Complexity and Brand Authenticity of Multiple Leagues in Professional Sports.
Background
education and training
- Ph.D. in Sport Management, Florida State University - (Tallahassee, Florida, United States) 2014
- M.S. in Sports and Leisure Studies, Yonsei University - (Seoul, South Korea) 2010
- B.S. in Sports and Leisure Studies, Yonsei University - (Seoul, South Korea) 2008
Contact
first name
- Hyun-Woo
has last name
- Lee
mailing address
-
4243 TAMU
College Station, TX 77843
USA
Other
- hwlee@tamu.edu