About
Jun Woo Choi is an Assistant Professor in the Sport Management and Leadership Program at Viterbo University. His primary expertise lies in sport consumer behavior, sport marketing, and the application of advanced quantitative methods to examine the psychological processes underlying sport consumption. His research focuses on how product and service values, influencer types, and digital communication strategies influence consumer attitudes and behavioral intentions.
He is committed to creating an engaging and supportive learning environment. He values building strong relationships with students and fostering open communication, mentorship, and intellectual growth. Drawing from his background in law and professional sport representation, he integrates practical insight with analytical rigor, encouraging students to think critically and apply theory to real-world sport industry contexts.
He chose Viterbo University because of its welcoming community culture and the opportunity to work closely with students in a collaborative academic setting. Outside of campus, he enjoys spending time with his family and attending sporting events.
Professional & Community Engagement
Jun Woo actively contributes to the advancement of sport management scholarship and professional practice through academic and industry engagement. He has served as a Board of Directors member for the Korean American Association for Sport Management (KAASM), representing doctoral students and supporting international collaboration within the field.
He contributes to scholarly service as a manuscript reviewer for Sport Marketing Quarterly and the International Journal of Sport Communication, supporting rigorous peer-review standards in sport marketing and communication research. He has also served as a conference moderator at the North American Society for Sport Management (NASSM).
Beyond academia, he brings industry leadership experience as a former official agent certified by the Korea Baseball Organization (KBO) and as a representative director of a sport agency firm. His professional background bridges legal expertise and sport industry practice, strengthening his engagement with practitioners and applied sport business contexts.
Peer-Reviewed Journals
Choi, J. W., Byon, K. K., & Pedersen, P. M. (accepted, in press). The impact of banner ads on consumer attitude and purchase intention toward golf products: Using product classification and contextual congruity. International Journal of Sports Marketing and Sponsorship.
Jiang, B. S., Choi, J. W., Norris, B., Byon, K. K., Williams, A. S., & Pedersen, P. M. (2023) The motivational drivers of sport fans’ athlete live streaming behavior. Journal of Sport Media, 18(2), 1-29. doi: 10.1353/JSM.2023.a945466
Williams, A. S., Heo, Y., Choi, J. W., Pedersen, Z. P., & Byon, K. K. (2023). An examination of online consumer reviews as a source of understanding brand associations in the sport industry. Sport, Business, Management: an International Journal, 13(5), 530-547. (SCOPUS). doi: 10.1108/SBM-07-2022-0063
Book Chapter
Byon, K. K. & Choi, J. W. Online Survey Panel Services. In P. M. Pedersen (Ed.) (2024) Encyclopedia of Sport Management (2nd edition). Cheltenham, UK: Edward Elgar.
Presentations
Choi, J. W., Byon, K. K., & Pedersen, P. M. (2026, February). Human versus Virtual Influencers in Sport Service Marketing: The Role of Service Value Orientation and Consumer Information Processing at the 2026 Applied Sport Management Association Conference, Pennsylvania, Philadelphia.
Choi, J. W., & Byon, K. K. (2025, October). Matching Product Value and Influencer Type in Social Media Marketing (poster presentation) at the Annual Sport Marketing Association, Scottsdale, Arizona.
Choi, J. W., Jang W. W., & Byon, K. K. (2025, May). Examining the impact of product and service values and influencer types on sport consumption behavior: Human versus virtual Influencers. (poster presentation) at the 2025 North American Society for Sport Management. San Diego, California.
Choi, J. W., Son, S., Heo, Y., & Lee, J. Y. (2025, May). Love It or Hate It! AI-based Qualitative Analysis on Fan Reactions to TGL. (oral presentation) at the 2025 NYC Sport Management Symposium. New York, New York.
Bok, T ., Choi, J. W & Byon, K. K. (2024, October). Understanding the impact of NIL participation on fan’s psychological ownership and subjective well-being in college sport: A moderating role of subjective knowledge. (poster presentation) at the 21th Annual Sport Marketing Association, St. Louis, Missouri.
Choi, J. W., Jang W. W., & Byon, K. K. (2024, June). The impact of banner ads on consumer attitudes and purchase intention toward golf products: Using product classification and contextual congruity. (poster presentation) at the 2024 North American Society for Sport Management. Minneapolis, Minnesota.
Choi, J. W., & Byon, K. K. (2023, October). A comparison of millennials and generation Z in terms of purchase intentions for CSR-friendly products based on utilitarian and hedonic values. (poster presentation) at the 20th Annual Sport Marketing Association, St. Petersburg, Florida.
Choi, J. W., & Byon, K. K. (2023, June). Comparing Millennials and Generation Z on the intention to purchase CSR-friendly sport products. (poster presentation) at the 2023 North American Society for Sport Management. Montreal, Canada.
Choi, J. W., & Byon, K. K. (2022, October). Using social norms to increase millennials’ interest in Olympic sports. (poster presentation) at the 19th Annual Sport Marketing Association. Charlotte, North Carolina.
Byon, K. K., Hahm J. B., Choi, J. W., & Jiang, B. S. (2022, June). Mediating role of team identification on the relationship between spectators’ motivation and consumption behaviors: Case of Shanghai Formula One event. (poster presentation) at the 2022 North American Society for Sport Management. Atlanta, Georgia.
Jiang, B. S., Choi, J. W., Norris, B., Byon, K. K., Williams, A. S., & Pedersen, P. M. (2022, June). The motivational drivers of sport fans’ athlete live streaming behavior. (oral presentation) at the 2022 North American Society for Sport Management. Atlanta, Georgia.
Choi, J. W., Byon, K. K., Jang W. W. (2022, March). A scoping review of the theory of planned behavior: Millennials sport consumption. Poster presentation at the 9th Global Sport Business Association Conference. Nassau, Bahamas. (2022 GSBA Junior Faculty Research Grant Competition Award Winning Project, William Jang)
Choi, J. W., & Byon, K. K. (2022, February). A scoping review on Millennials’ sport consumption. Oral presentation at the 2022 Applied Sport Management Association Conference. Indianapolis, Indiana. (2022 ASMA Graduate Student Research Competition Top Three Finalist).