Identifying Important Spectator Motives for Game Attendance in Taiwanese Professional Baseball Industry

Abstract

Sport marketers of Taiwanese professional baseball teams are facing the challenge of generating more revenue. One option to consider is to increase ticket sales by developing promotional strategies based on important spectator motives. Researchers suggested fan identification and the psychological commitment to a sport team can be seen as an indicator of spectating behavior. The purpose of the study was to identify the important attending motives across different levels of psychologically committed Taiwanese professional baseball fans. A stratified random sampling method was used and the results indicated fans with a high level of psychological commitment were more motivated by psychological factors; fans with low and medium psychological commitment levels were more motivated by hedonic factors. Promotional strategies could be developed based on the research findings to further increase attendance.