A Study On Professional Sport Participation An Empirical Study of CPBL
Date Issued
2008
Date
2008
Author(s)
King, Su-Wei
Abstract
The purpose of this study is to discuss the main factors of participating Chinese Professional Baseball League (CPBL), and makes discussion from the overall and the individual angle separately. The overall part used the secondhand information to establish the prediction regression model of attendance and the audience rating. The results of the study indicate that: The capabilities of explanation for the two prediction models are both above 50%, and the most powerful variable is competition teams. The team winning rate and the fake event would affect both attendance and the audience rating. But days of a week、locations、and lag 1 attendance would not affect the audience rating. The individual part used the questionnaires to find the main factors of affecting participators to participate CPBL. The results of the study indicate that: (1) People who have high baseball involvements would have high involvements in abroad baseball game. People who have higher involvements in abroad baseball game would have higher criticisms of CPBL, and the higher criticisms of CPBL would make them decrease to attend and watch sportscast of CPBL. But people who have higher involvements in abroad baseball game would have higher frequencies of watching sportscast of CPBL. (2) People who have the stronger motive coming from loving baseball star and loving enterprise to support the team would not doubt about their favorite team if other teams played faking ballgames. People who have the stronger motive coming from loving baseball star to support the team would have bad impressions on their favorite team if their favorite team played faking ballgames. People who have the stronger motive coming from loving enterprise to support the team would not have bad impressions on the enterprise and sponsors of their favorite team if their favorite team played faking ballgames. People who have the stronger motive coming from high winning rate to support the team would have bad impressions on the enterprise and sponsors of their favorite team if their favorite team played faking ballgames. (3) People who have high baseball involvements would have high team loyalties and high frequencies of participating, they would have high identification with sponsors at the same time. When people have the stronger motive coming from loving enterprise to support the team, and sponsors support to their favorite team, sponsors would have the best effect of the sponsorship. When people have the stronger motive coming from loving baseball star to support the team, and sponsors support to baseball sports, sponsors would have the best effect of the sponsorship. When people who have the stronger motive coming from loving baseball star to support the team, they would have high identification with products represented by baseball star, and the endorsement would be the best.
Subjects
sports marketing
involvement
loyalty
sport sponsorship
Type
thesis
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