Testing a Structural Model of Constraints Negotiation in Spectator Sport

• Main Authors: Chung-YuChu, 舒仲瑜
• Other Authors: Shang-Chun Ma
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/57468126867763477881

碩士 === 國立成功大學 === 體育健康與休閒研究所 === 102 === The Chinese Professional Baseball League (CPBL) has been in existence for approximately 25 years. During this time the country’s economic boom and recession have impacted the development of the CPBL and the will of the spectators to watch the games. With the flourishing of the sport industry, watching baseball games has become a popular leisure activity. However, the factors affecting spectator attendance are vital to the success of CPBL operation. In the reviewed literature, most studies were centered on fans’ motivation and constraints to attendance, while the constraints negotiation process had been largely ignored. The purpose of this study was to verify the constraints negotiation model for spectator sport. It meant that we could better understand the factors deterring fans from attending the games, and the strategies encouraging them to attend. This study utilized survey research. A total of 524 respondents were recruited through purposive sampling from on-site baseball fans. The statistical technique of structural equation modeling (SEM) was used in the data analysis. The analysis was conducted using SPSS 18.0 and LISREL 8.80 to test the hypothesized research model. The results indicated that first, motivation had a significant positive impact on negotiation; second, constraints had a significant positive impact on negotiation; third, efficacy had a significant negative impact on constraints. Based on the results, the study offers theoretical and practical suggestions for CPBL marketing planning and management, and future studies.