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

doi:10.1108/ijsms-14-01-2012-b003

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^*

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-review

14 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 language	English
Pages (from-to)	22-33
Number of pages	12
Journal	International Journal of Sports Marketing and Sponsorship
Volume	14
Issue number	1
DOIs	https://doi.org/10.1108/ijsms-14-01-2012-b003
Publication status	Published - 2012

Keywords

Game attending
Leisure activity
Spectator sport

ASJC Scopus subject areas

Business and International Management
Finance
Marketing

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10.1108/ijsms-14-01-2012-b003

Cite this

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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.",

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AB - 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.

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

Abstract

Keywords

ASJC Scopus subject areas

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