Huang Yihan

Associate Professor (University-appointed)

ADDRESS：No. 150 Longzihu West Road, Zhengdong New District, Zhengzhou City, Henan Province

E-mail：yh@zzuli.edu.cn; huangyihan0915@gmail.com

Research Field and Interests：

Sports MarketingSport Consumer BehaviorSportSporting EventsService QualityCommunications MediaSocial PsychologyResearch Methodology Quantitative AnalysisStructural Equation Modeling

EducationBackground：

2009.09 – 2013.07 Zhengzhou University, Bachelor’s Degree

2015.09 – 2017.07 Zhengzhou University, Master’s Degree

2018.03 – 2022.02 Pukyong National University, Doctor’s Degree

Teaching Courses：

Economics of Sports Industry; Operation and Management of Sports Venues

Publications：

[1] Huang, Y., Kim, D., & Ko, Y. J. (2024). The Effect of Livestreaming Esports Media on Viewer Satisfaction, Flow Experience, and Media Loyalty. Communication & Sport, 12(6), 990-1033. (SSCI)

[2] Huang, Y.; Kim, D. (2023). How Does Service Quality Improve Consumer Loyalty in Sports Fitness Centers? The Moderating Role of Sport Involvement. Sustainability, 15, 12840. (SSCI)

[3] Yin, C., Huang, Y., Kim, D., & Kim, K. (2023). The Effect of Esports Content Attributes on Viewing Flow and Well-Being: A Focus on the Moderating Effect of Esports Involvement. Sustainability, 15(16), 12207. (SSCI)

[4] Jeon, Y. K., Kim, D. W., Han, S. J., Huang, Y. H., & Kim, J. J. (2021). How Does Service Environment Enhance Consumer Loyalty in the Sport Fitness Industry? The Role of Servicescape, Consumption Motivation, Emotional and Flow Experiences. Sustainability, 13(11), 6414. (SSCI)

[5] Kim, M., Yihan, H., Jeon, Y., & Kim, D. (2022). The Effect of Service Quality on Consumer Satisfaction and Loyalty Depending on Consumption Motivations in the Context of Fitness Centers. Research in Dance and Physical Activity, 6(1), 33-48. (KCI)

[6] Kim, D., Min, B., & Yihan, H. (2021). Analyzing Research Trends in Marine Sport Industry and Future Directions. International Journal of Human Movement Science, 15(2), 41-55. (KCI)

[7] Kim, D., Kim, H., Huang, Y., & Jeon, Y. K. (2020). Structural Relationship between Brand Personality of Winter Olympics and Host Nation, Image Fit, and Loyalty. International Journal of Human Movement Science, 14(2), 109-122. (KCI)

Projects：

[1] Humanities and social sciences in colleges and universities of Henan province, general project

Honors：

2022 Research in Dance and Physical Activity Best Research Award

Academic Activities：

[1]2023 Sport Marketing Association (SMA) Conference

[2] 2023 North American Society for Sport Management (NASSM) Conference

[3] 2022Sport Marketing Association Conference

[4] 2022 North American Society for Sport ManagementConference

[5] 2021 Sport Marketing Association Conference

[6] 2021 59th Annual Academic Conference of the Korean Alliance for Health, Physical Education, Recreation, and Dance

[7] 2019 Autumn Academic Conference of the Korean Society of Exercise Physiology and Sports Medicine