COVID-19 as a new chance for a sport league: motivation behind watching Korea Baseball Organization games

Minkyo Lee, Ju Young Lee, Jinwook Chung, Inae Oh and Choonghoon Lim

Chapter 17 in Research Handbook on Sport and COVID-19, 2022, pp 203-214 from Edward Elgar Publishing

Abstract: The current study utilized the Motivation Scale Sport Consumption (MSSC) to explain what motivates sport fans to watch a newly introduced foreign sport league. Individuals (N=275) in the United States were surveyed after the first broadcast of the Korean Baseball Organization (KBO) league, which was during the early part of the pandemic was the only available option for live baseball games began in the U.S. The results of the study revealed that vicarious achievement, drama, escape, novelty, aesthetics, physical skills of the athletes, and online social interaction were predictive of either psychological involvement or future intention. The findings of the study provide guidelines and knowledge for sport organizations who may want to expand their business into the U.S. and suggest meaningful and unique marketing information to the KBO league by better understanding how sport fans' media consumption shifted under the pandemic.

Keywords: Economics and Finance; Law - Academic; Sociology and Social Policy; Sustainable Development Goals (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.elgaronline.com/view/edcoll/9781802207576/9781802207576.00025.xml (application/pdf)
Our link check indicates that this URL is bad, the error code is: 503 Service Temporarily Unavailable

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:elg:eechap:21289_17

Ordering information: This item can be ordered from
http://www.e-elgar.com

Access Statistics for this chapter

More chapters in Chapters from Edward Elgar Publishing
Bibliographic data for series maintained by Darrel McCalla ().