Photo of Hyun-Woo Lee
Hyun-Woo Lee
Assistant Professor, Health and Kinesiology
Office#: 225 Gilchrist
Mail Stop: 4243
Office Phone: (979) 845-3783
Primary Emphasis Area: Sport Management
Vita: View Document
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Google Scholar: Google Scholar Profile
Short Bio
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 is currently equipped with EEG and eye tracking devices, and the mission of the lab is to research and analyze various sporting experiences in order to provide solutions for societal and economic progress. Dr. Lee's work has been published in major sport management and marketing journals such as Journal of Sport Management, Sport Management Review, 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.

Research Interests
Human Emotions and Fan Behavior
Interaction of Mind, Body, and the Environment in Sporting Experiences
Marketing and Communication Strategies for Sport Organizations
Neurophysiological Approaches to Behavioral Science
Sport Consumer Well-being
Publications (journal articles, books, book chapters)*

1. Cho, H., Lee, H.-W.*, & Pyun, D. Y. (in press). The influence of stadium environment on attendance intentions in spectator sport: The Moderating Role of Team loyalty: The moderating role of team loyalty. International Journal of Sports Marketing and Sponsorship, Hyun-Woo Lee | 2 / 12 [SSCI; IF = .622] * (In Press)

2. Shin, S, Chiu W., & Lee, H.-W.* (2018). For a better campus sporting experience: Scale development and validation of the collegiate sportscape. Journal of Hospitality, Leisure, Sport & Tourism Education, 22, 22-30. [SSCI; IF = 1.265] *

3. Kwon, W., Lee, H.-W., & Kim, Y. * (2018). Global marketing of F1: Local variations and geocentric marketing mix. International Journal of Applied Sports Sciences, 30(2), 134-148. *

4. Shin, S., Chiu W.*, & Lee, H.-W. (published online first). Impact of intramural sports on Korean students’ quality of college life and loyalty: A comparison between lowerclassmen and upperclassmen. Asia-Pacific Education Researcher, 1-12, 0425-y [SSCI; IF = .633] *

5. Cho, H., Lee, H.-W.*, Moore, D., Norman, W., & Ramshaw, G. (2017). A multilevel approach to scale development in sport tourist nostalgia. Journal of Travel Research, 56(8), 1094-1106. [SSCI; IF = 5.169]

6. Kim, J. W.*, Magnusen, M. J., & Lee, H.-W. (2017). Existence of mixed emotions during consumption of a sporting event: A real-time measure approach. Journal of Sport Management. 31(4), 360-373. [SSCI; IF = 2.169]

7. Lee, H.-W.*, Gipson, C., & Barnhill, C. R. (2017). Experience of spectator flow and perceived stadium atmosphere: Moderating role of team identification. Sport Marketing Quarterly, 26(2), 87-98. [SSCI; IF = .694]

8. Chiu, W., Shin, S., & Lee, H.-W. (2017). Value co-creation in fitness centers: The role of customer citizenship behavior in perceived value, satisfaction, and repurchase intention. In S. Rozenes & Y. Cohen (Eds.), Handbook of research on strategic alliance and value co-creation in the service industry (pp. 420-435). Hershey, PA: IGI Global.

* Publication was joint-authored with students
Diss Publication was from a dissertation
ROS Publication was from a record of study

Courses Taught
HLKN Faculty   |   HLKN Staff