The influence of sports fan ethnocentrism on major league baseball game viewing behavior: A cross-cultural study of Korea and Taiwan

Weisheng Chiu; Jung Sup Bae; Doyeon Won

doi:10.4018/978-1-4666-7527-8.ch007

The influence of sports fan ethnocentrism on major league baseball game viewing behavior: A cross-cultural study of Korea and Taiwan

Weisheng Chiu
, Jung Sup Bae
, Doyeon Won

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

9 Citations (Scopus)

Abstract

The aim of this chapter is to investigate the influence of Sports Fan Ethnocentrism (SFE) on the viewing behavior toward Major League Baseball (MLB) games in Korea and Taiwan. The survey was conducted by interviewing respondents from Korea and Taiwan who watched MLB in the 2013 season. It was discovered that Korean viewers have stronger SFE than Taiwanese viewers, and male viewers have a higher level of SFE than females in both countries. Moreover, the results of testing the proposed model revealed that SFE has a positive influence on the attitude toward MLB, which in turn has a positive influence on MLB viewing intention. Although a direct relationship between SFE and viewing intention was not found, a full mediation effect of the attitude toward MLB on the relationship between SFE and viewing intention was confirmed. Differences of the model for Korean and Taiwanese fans are observed and discussed.

Original language	English
Title of host publication	Emerging Trends and Innovation in Sports Marketing and Management in Asia
Pages	114-129
Number of pages	16
ISBN (Electronic)	9781466675285
DOIs	https://doi.org/10.4018/978-1-4666-7527-8.ch007
Publication status	Published - 31 Jan 2015
Externally published	Yes

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abstract = "The aim of this chapter is to investigate the influence of Sports Fan Ethnocentrism (SFE) on the viewing behavior toward Major League Baseball (MLB) games in Korea and Taiwan. The survey was conducted by interviewing respondents from Korea and Taiwan who watched MLB in the 2013 season. It was discovered that Korean viewers have stronger SFE than Taiwanese viewers, and male viewers have a higher level of SFE than females in both countries. Moreover, the results of testing the proposed model revealed that SFE has a positive influence on the attitude toward MLB, which in turn has a positive influence on MLB viewing intention. Although a direct relationship between SFE and viewing intention was not found, a full mediation effect of the attitude toward MLB on the relationship between SFE and viewing intention was confirmed. Differences of the model for Korean and Taiwanese fans are observed and discussed.",

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The influence of sports fan ethnocentrism on major league baseball game viewing behavior: A cross-cultural study of Korea and Taiwan

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