Fan participation behaviour in baseball: An application of the theory of planned behaviour

Chih Fu Cheng, Lung Hung Chen, Mei Yen Chen, Wan Chen Lu

Research output: Contribution to journalArticlepeer-review

10 Citations (Scopus)

Abstract

Watching sporting events is a popular leisure activity. However, in the context of sports marketing, little is known about the mechanism that determines fans' game-attending behaviour. This study aims to investigate fan participation in the context of baseball, using the theory of planned behaviour. The 623 subjects of this study were recruited from the Chinese Professional Baseball League in Taiwan. The structural equation indicates that attitude and perceived behavioural control will have an influence on gameattending behaviour through behavioural intention. However, subjective norms do not significantly predict behavioural intention, nor do perceived behavioural controls significantly predict game-attending behaviour. The results are discussed in terms of their applicability to fan behaviour.

Original languageEnglish
Pages (from-to)22-33
Number of pages12
JournalInternational Journal of Sports Marketing and Sponsorship
Volume14
Issue number1
DOIs
Publication statusPublished - 2012 Jan 1

Keywords

  • Game attending
  • Leisure activity
  • Spectator sport

ASJC Scopus subject areas

  • Business and International Management
  • Finance
  • Marketing

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