Welcome to the InfoSci Platform
Reference Hub5
The Influence of Sports Fan Ethnocentrism on Major League Baseball Game Viewing Behavior: A Cross-Cultural Study of Korea and Taiwan

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
Copyright: © 2015 |Pages: 16
ISBN13: 9781466675278|ISBN10: 1466675276|EISBN13: 9781466675285
DOI: 10.4018/978-1-4666-7527-8.ch007
Cite Chapter Cite Chapter

MLA

Chiu, Weisheng, et al. "The Influence of Sports Fan Ethnocentrism on Major League Baseball Game Viewing Behavior: A Cross-Cultural Study of Korea and Taiwan." Emerging Trends and Innovation in Sports Marketing and Management in Asia, edited by Ho Keat Leng and Noah Yang Hsu, IGI Global, 2015, pp. 114-129. https://doi.org/10.4018/978-1-4666-7527-8.ch007

APA

Chiu, W., Bae, J., & Won, D. (2015). The Influence of Sports Fan Ethnocentrism on Major League Baseball Game Viewing Behavior: A Cross-Cultural Study of Korea and Taiwan. In H. Leng & N. Hsu (Eds.), Emerging Trends and Innovation in Sports Marketing and Management in Asia (pp. 114-129). IGI Global. https://doi.org/10.4018/978-1-4666-7527-8.ch007

Chicago

Chiu, Weisheng, Jung-Sup Bae, and Doyeon Won. "The Influence of Sports Fan Ethnocentrism on Major League Baseball Game Viewing Behavior: A Cross-Cultural Study of Korea and Taiwan." In Emerging Trends and Innovation in Sports Marketing and Management in Asia, edited by Ho Keat Leng and Noah Yang Hsu, 114-129. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-7527-8.ch007

Export Reference

Mendeley
Favorite

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.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.