TY - JOUR
T1 - Does fan discrimination exist? Mixed-method investigation of customer discrimination in Chinese professional baseball league
AU - Wang, Jye Shyan
AU - Jane, Wen Jhan
AU - Cheng, Yu Hung
AU - Fang, Pei Hsin
PY - 2020/1/1
Y1 - 2020/1/1
N2 - This paper focuses on customer discrimination in the Chinese Professional Baseball League (CPBL). Using the 2005–2017 annual spectator attendance data, we first show that inverse customer discrimination exists for international players. We next explore the roots of customer discrimination from the perspective of economics alongside social psychology. We find customer discrimination in the CPBL a combined outcome of taste-based and statistical discrimination, and can be explained by reference group theory. This study thus aims to develop a sports fans’ customer discrimination scale, which is demonstrated to consist of three major elements: players’ characteristics, prestige and experience, and spectators’ confidence.
AB - This paper focuses on customer discrimination in the Chinese Professional Baseball League (CPBL). Using the 2005–2017 annual spectator attendance data, we first show that inverse customer discrimination exists for international players. We next explore the roots of customer discrimination from the perspective of economics alongside social psychology. We find customer discrimination in the CPBL a combined outcome of taste-based and statistical discrimination, and can be explained by reference group theory. This study thus aims to develop a sports fans’ customer discrimination scale, which is demonstrated to consist of three major elements: players’ characteristics, prestige and experience, and spectators’ confidence.
KW - Professional sports
KW - Reference group theory
KW - Statistical discrimination
KW - Taste-based discrimination
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UR - https://www.mendeley.com/catalogue/857d346e-d2b1-3bfa-9d21-92168e904026/
U2 - 10.1007/s40821-019-00147-4
DO - 10.1007/s40821-019-00147-4
M3 - Article
AN - SCOPUS:85077283986
JO - Eurasian Business Review
JF - Eurasian Business Review
SN - 1309-4297
ER -