International Journal of Applied Sports Sciences ISSN 2233-7946 (Online) 2017, Vol. 29, No. 1, 31-41. ISSN 1598-2939 (Print) https://doi.org/10.24985/ijass.2017.29.1.31 ⓒ Korea Institute of Sport Science Assessing the influence of fan attitude and expenditures on future propensity to spend on sport products and service in Korea Sung-Bae Roger Park* Department of Sport Industry, Hanyang University. Abstract Despite the growing popularity of professional baseball in South Korea, academic literature lacks much quantitative analysis of its fans. The main purposes of this current study were two-fold. Firstly, it was to identify if fan attitudes and expenditures are associated with and different by demographic variables. Secondly, it was to find out if fan attitudes and expenditure positively predict and explain the variance of future propensity to spend on products and service. A total of 1612 fans who attended Korean baseball games voluntarily participated in this study. The survey questionnaire consists of five sections of demographics information, sport fandom, satisfaction of social media service, satisfaction of the baseball stadium, and future propensity to spend on products and service at the ballparks. An exploratory analysis found that fan attitudes and expenditures differed by demographic variables (e.g., gender, education, age). Second, fan attitudes about the baseball team, satisfaction with baseball stadium, satisfaction with team media social media services, and current venue expenditures proved to bepositive predictors of future propensity to spend on team products and service (FPSPS). Key words: sport fandom, sport facility, social media, propensity to spend Introduction1 withdrew and another (MBC Blue Dragons) changed to LG Twins in 1989, making a total of ten franchises as In March 27th of 1982, the South Korean professional of 2016 (Sport Industry White Paper 2015, p. 63). Total baseball organization (Korea Baseball Organization, KBO) attendance increased from 1,438,768 in 1982 to opened its inaugural season with six franchises of 7,360,529 in 2015, and more than six million fans Samsung Lions, Lotte Giants, MBC Blue Dragons, OB attended Korean baseball parks for six consecutive years Bears, Hai-Tai Tigers, and Sam-Mi Super Stars. Despite since 2009. The popularity of Korean professional some struggles, KBO has achieved remarkable growth in baseball was partly fueled by the national team’s success the past 30 years. KBO introduced five new franchises at international competitions, notably 2008 Beijing (Eagles 1986, Raiders 1991, Wyverns 2002, Dinos 2011, Olympics (gold medal), 2010 World Baseball Classic Wiz 2013), while one franchise (Sam-Mi Super Stars) (second place), and 2010 Guangzhou Asian Games (gold medal) (Sport Industry White Paper, 2015). Submitted : 3 November 2016 Despite the growing popularity of professional Korean Revised : 7 December 2016 Accepted : 18 January 2017 baseball, academic literature lacks much quantitative Correspondence : [email protected] analysis with large sample size of its fans. To address * This work was supported by the research fund of Hanyang University (HY-2015) 32 Sung-Bae Roger Park this gap, the current study examines a large, convenience Trail and James (2001) also developed the Motivation sample (N=1612) of fans of one KBO team. First, an Scale for Sport Consumption (MSSC) to measure the exploratory analysis finds that fan attitudes and motivations behind sport spectator consumption behavior. expenditures often differ by demographic variables (e.g., In addition, James and Ridinger (2002) find significant gender, education, age). Current venue expenditure is gender differences among basketball fans: “males appreciated significantly associated with gender and age, but not the beauty and gracefulness of basketball,” regardless of with education. whether the athletes were male or female, “while Second, consistent with American-based literature, fan females found women’s basketball more aesthetically attitudes about the baseball team, satisfaction with appealing” (James & Ridinger, 2002, p. 260). baseball stadium, satisfaction with team media social In South Korea, a small literature identifies the media services, and current venue expenditures are motivations of professional baseball fans. Motivations positive predictors of future propensity to spend on include celebrity baseball players, low costs, promotional team products and service. events, and ballparks (Jung, 2007). Similarly, Huh and This paper first reviews the literature on professional Lee (2004) and Baek, Cho, and Lee (2005) categorize sport fans generally and on Korean fans in particular. It five motivations: ballpark, game situation, promotion, then formulates key questions and a hypothesis for cost, and athletes. Some studies investigate gender as a analysis. variable (Cho, Cho, & Jung, 2008; Jung & Cho, 2008; Shin & Cho, 2008). Kim (2007) finds that male baseball fans had higher behavioral involvement than LITERATURE REVIEW their female counterparts, and that non-married fans had higher socio-psychological involvement than their Sport fandom: motivation and identification married counterparts. Females who attend baseball games report higher levels of satisfaction in their leisure life The literature on fan attitudes and behaviors find that than those who do not (Jung & Kim, 2014). However, two critical elements are fan motivations and identification. gender is not a significant variable with respect to Wann, Inman, Ensor, Gates, and Caldwell (1999) satisfaction levels of ballpark and physical environment identify eight sub-motives of aesthetics, affiliation, (Lee & Yoon, 2012). As of yet, no literature analyzes economics, entertainment, escape, eustress, family gathering the statistical relationships among education, age, and and self-esteem. The motivational factors are confirmed sport fandom in Korea. (We reviewed more than 200 in some previous research, including family gathering studies of Korean professional baseball since 2005.) (Izzo, Munteanu, Ceobanu, Dumitru, & Nichifor, 2011), affiliation with others (Eastman & Land, 1997), passion Physical environment on customer behaviors for aesthetic value (Weiller & Higgs, 1997), and stress release (Eastman & Riggs, 1994). In the marketing literature, the physical environment Fan identity is also an important psychological influences customer attitudes and behaviors generally concept to understand the attitudes and behaviors of (Kotler, 1973) and is highly related with customer sport fans. Wann and Branscombe (1993) created the patronage and level of customer expenditure in particular Sport Spectator Identification Scale (SSCI) to (Bitner 1992). In sport settings, fans’ perceptions of the quantitatively measure fan identity, and it has been physical environment of sports venues significantly analyzed in association with the variables of team increase the motivation or willingness to attend games loyalty, game attendance rates, and consumption behaviors. (Hill & Green, 2000; Greenwell, Fink, & Pastore, 2002; Fan Attitudes and Expenditure 33 Wakefield, Blodgett, & Sloan, 1996). (Anderson & Sullivan, 1993). Customer satisfaction is The current trend is to replace multi-purpose stadiums used to measure service quality and performance with single-purpose (e.g., baseball-only), because the because, firstly, it is uniquely experiential to the latter increases fans’ comfort levels and provides ideal customer (Oliver, 1993) and thus an individual’s platforms for sponsor marketing and promotions subjective perception on service quality can be different (Greenwell et al., 2002). Another trend is to replace or sometimes more critical than an organization’s older, traditional parks (e.g., bench seats, old-fashioned objective standards of service quality (Chelladurai & scoreboards, single concession stands) with newer parks Chang, 2000); secondly, customer satisfaction mediates equipped with comfortable padded seats and cup holders, between service quality and purchase behavior (Anderson various restaurants, and fancy retail stores. When AT&T & Sullivan, 1993; Brady & Robertson, 2000). Cognitive Park, the home stadium of San Francisco Giants, was service quality evaluation influences emotional built in 2000, the ticket revenue increased by satisfaction assessment, which in turn creates purchase approximately 200% from the year before (Fisher, intentions (Oliver, 1993). Customer satisfaction affects 2000). More recently, regardless of sports league, big customer purchase intentions (Anderson & Sullivan, franchises such as New York Giants, New York Jets, 1993) as well as willingness to engage in repeat New York Yankees, San Francisco 49ers, and the business (Tornow & Wiley, 1991). English FA spend significantly on their new state-of-the Customer satisfaction is also a significant contributor art facilities. The Inglewood stadium, the new home to customer retention (Bernhardt, Donthu, & Kennett, stadium of the Los Angeles Rams to be completed in 2000). Retention is an ongoing relationship with 2019, will be equipped with sculpted roof, open stands customers and yields streams of revenue beyond the and concourses, transparent glass, jumbo video screens, original transaction (Reichheld, 1994). Sport organizations and free standing concessions (Flamer, 2016). put a significant effort on maintaining high retention In 2015, the Korean baseball league joined the rate, commonly measured by annual renewal of season stadium-building trend with a new, baseball-only park