Scholars

Assistant Professor

Positions:

Assistant Professor, Kinesiology and Sport Management, School 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.

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

selected publications

Academic Articles55

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.
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.

Chapters2

Chiu, W., Shin, S., & Lee, H. Value Co-Creation in Fitness Centers: The Role of Customer Citizenship Behavior on Perceived Value, Satisfaction, and Repurchase Intention. Shai Rozenes, .., & Yuval Cohen. (Eds.), HANDBOOK OF RESEARCH ON STRATEGIC ALLIANCES AND VALUE CO-CREATION IN THE SERVICE INDUSTRY. 415-430. IGI Global.
Kim, A., Qian, T. Y., Lee, H., Mastromartino, B., & Zhang, J. J. Growth in Sport Media and the Rise of New Sport Fandom. Multidisciplinary Perspectives on Media Fandom. 150-171. IGI Global.