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Customer Discrimination and Outcome Uncertainty in the World Baseball Classic: The Case of the Taiwanese Television Audience

In: The Sports Business in The Pacific Rim

Author

Listed:
  • Wen-jhan Jane

    (Shih Hsin University)

Abstract

This chapter investigates the effects of customer discrimination and outcome uncertainty on Taiwanese television viewers by using World Baseball Classic (WBC) match data. The micro data of TV ratings per minute provide comprehensive insights into the behavior of viewers. After controlling for players’ performance on the field and the contemporaneous errors associated with the dependent variables, the results show that TV ratings were higher when Taiwanese and Asian players played. Taiwanese TV viewers exhibited customer discrimination favoring Taiwanese and Asian players but against players of other nationality; the largest effect of Taiwanese customer discrimination of this variety was against South Africa. Moreover, total points scored are significantly positively related to TV ratings in the analysis. Coefficients of pitch-by-pitch uncertainty close to the end of a game are positively related to TV ratings. The evidence supports the hypothesis of outcome uncertainty.

Suggested Citation

  • Wen-jhan Jane, 2015. "Customer Discrimination and Outcome Uncertainty in the World Baseball Classic: The Case of the Taiwanese Television Audience," Sports Economics, Management, and Policy, in: Young Hoon Lee & Rodney Fort (ed.), The Sports Business in The Pacific Rim, edition 127, pages 103-121, Springer.
    • Handle: RePEc:spr:semchp:978-3-319-10037-1_6
    DOI: 10.1007/978-3-319-10037-1_6
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    Cited by:

    1. Jyh-How Huang & Chung-Yi Lu & Yu-Chia Hsu, 2023. "Potential Baseball Fan Engagement: The Determinants of a New Television Audience in the Chinese Professional Baseball League during the COVID-19 Pandemic," Sustainability, MDPI, vol. 15(4), pages 1-14, February.
    2. Jye-Shyan Wang & Wen-Jhan Jane & Yu-Hung Cheng & Pei-Hsin Fang, 2021. "Does fan discrimination exist? Mixed-method investigation of customer discrimination in Chinese professional baseball league," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 11(3), pages 477-496, September.

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