Why Do Koreans Love Ethnic Players in the MLB? A Focus on Ethnic Identity and Player Identification

Jong-Woo Jun, Jun-Hyuk Cho and Ji-Hoon Lee
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Jong-Woo Jun: School of Communications, Dankook University, Yongin-si 16890, Korea
Jun-Hyuk Cho: School of Communications, Dankook University, Yongin-si 16890, Korea
Ji-Hoon Lee: Department of Communication, Underwood International College, Yonsei University, Seoul 03722, Korea

Sustainability, 2021, vol. 13, issue 23, 1-10

Abstract: Asians hold a collectivistic culture, and they feel attachment to people who have the same ethnic background. This study explored how roles of ethnic identity influenced fan behaviors of Korean audiences toward Hyun-jin Ryu, the Korean Major League Baseball player. The results showed that ethnic identity influenced player identification, which led to attitudes toward the L.A. Dodgers. Congruence mediated the relationship between ethnic identity and player identification. It is also found that transportation mediated the relationship between player identification and attitudes toward the L.A. Dodgers. These results provide a cultural explanation of fan behaviors of ethnic players. Managerial implications can also be found.

Keywords: ethnic identity; player identification; congruence; transportation; L.A. Dodgers (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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