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Examining fan motives and loyalty for the Chinese Professional Baseball League of Taiwan

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  • Ryan T. Wang
  • James J. Zhang
  • Yosuke Tsuji

Abstract

The purpose of this study was to examine social motivations of Chinese Professional Baseball League (CPBL) consumers and their relationships with fan loyalty. A questionnaire was developed based on the Sport Interest Inventory (SII) (Funk, Ridinger, & Moorman, 2003) with proper modification to measure the unique market environment of the CPBL. The final questionnaire included a total of 18 fan motives, two loyalty constructs (attitudinal and behavioural domains), and demographic variables. Research participants (N = 346) were CPBL consumers, who voluntarily responded to an on-line survey. The result of a confirmatory factor analysis revealed a strong psychometrical property of the SII. The result of structural equation modeling indicated strong predicting power of fan motives on fan loyalty. Discussions are presented with regard to theoretical relevance and managerial practice.

Suggested Citation

  • Ryan T. Wang & James J. Zhang & Yosuke Tsuji, 2011. "Examining fan motives and loyalty for the Chinese Professional Baseball League of Taiwan," Sport Management Review, Taylor & Francis Journals, vol. 14(4), pages 347-360, October.
    • Handle: RePEc:taf:rsmrxx:v:14:y:2011:i:4:p:347-360
    DOI: 10.1016/j.smr.2010.12.001
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    Cited by:

    1. Michal Varmus & Milan Kubina & Pavol Boško & Martin Mičiak, 2022. "Application of the Perceived Popularity of Sports to Support the Sustainable Management of Sports Organizations," Sustainability, MDPI, vol. 14(3), pages 1-22, February.
    2. Yueh-Tung Hua & Kun-Yu Liu & Hsien-Che Huang & Ian D. Rotherham & Shang-Chun Ma, 2023. "Testing Variation in Esports Spectators’ Motivations in Relation to Consumption Behaviour," Sustainability, MDPI, vol. 15(3), pages 1-20, January.
    3. Su-Lan Pan & Homer C. Wu & Alastair M. Morrison & Min-Tzu Huang & Wen-Shiung Huang, 2018. "The Relationships among Leisure Involvement, Organizational Commitment and Well-Being: Viewpoints from Sport Fans in Asia," Sustainability, MDPI, vol. 10(3), pages 1-18, March.
    4. Moital, Miguel & Bain, Amy & Thomas, Harriet, 2019. "Summary of cognitive, affective, and behavioural outcomes of consuming prestigious sports events," Sport Management Review, Elsevier, vol. 22(5), pages 652-666.
    5. Vlad ROSCA, 2013. "Systemic Relationship Marketing: Co-creating Sports Brand Equity with Fans and Other Stakeholders," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 14(3), pages 490-499, July.

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