A demand analysis for the Chinese professional baseball league 1990-2008
Journal
International Journal of Sports Marketing and Sponsorship
Journal Volume
13
Journal Issue
2
Date Issued
2012-01-01
Author(s)
Abstract
The Chinese Professional Baseball League (CPBL) experienced a rapid decline in attendance after the mid 1990s. In this study, market demand analysis is used to discover the causes of variation in CPBL attendance from 1990 to 2008. The ordinary least squares (OLS) is employed for model estimation. From this model, empirical evidence reveals that a homogenous sport substitute, Taiwan Major League (TML), the Major League Baseball (MLB) effect and game-fixing scandals in CPBL negatively influence CPBL attendance. Additionally, real income is found to negatively affect CPBL attendance, making CPBL games an inferior product. The proposed model accounts for approximately 91% of variation in CPBL attendance between 1990 and 2008. © 2012 International Marketing Reports.
Subjects
Attendance | Chinese professional baseball league | Demand analysis | Game fixing | Major league effect
SDGs
Type
journal article