Title

Baseball Fans' Motivation: An Investigation of Psychological, Sociological, and Environmental Factors

Date of Degree

5-2011

Document Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Program

Education

Advisor

Timothy Henrich

Advisor

Dorothy Ettling

Advisor

Bill Carleton

Advisor

Greg Soukup

Abstract

Professional sports have been experiencing gradual decline in attendance rates. The same is true with Taiwanese baseball, which despite being a relatively new sport in Taiwan has already been having issues with maintaining high levels of attendance. The aim of this study is to determine motivational factors of Taiwanese baseball fans to attend baseball events. Motivational factors were divided into psychological, sociological, and environmental factors. The study also determined the relationship of psychological, sociological, and environmental motivational factors with gender, age, marital status, educational attainment, employment status, and level of income. The study used a quantitative approach and in order to gather data, the study used a questionnaire as an instrument. The questionnaire consists of 44 7-point Likert scale questions. The study also used a side-by-side approach to achieve a 100% response rate. Statistical analysis was also used to evaluate the data gathered from the instrument. The study also used secondary data gathered from evidence-based literature available in peer-reviewed articles and journals. The results of the study showed that the majority of Taiwanese baseball fans are male, young, full-time college students with average level of income. The demographic profile is somehow similar to the reviewed literature where baseball fans are commonly male, young, single, college graduates, full time employees, with average to more than average level of income. The results of the study also showed that the majority of the respondents regularly attend baseball games, at least 4 or 5 times a month. This result established that the respondents are baseball fans and not sports spectators. It was also determined that the respondents attend baseball games with a companion, thus it was established that socialization is a primary factor why they attend baseball games. In terms of psychological motivational factors, it was determined that there are significant differences in terms of gender, age, educational attainment, and employment status. However, the results showed no significant differences in terms of marital status or level of income. In terms of sociological motivational factors, the study also determined significant differences in terms of gender, age, educational attainment, and employment status. But in terms of marital status or level of income, the results showed no significant difference. Lastly, in terms of environmental motivational factors, the results of the study showed no significant differences in all factors: gender, age, marital status, educational attainment, employment status, and level of income.

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