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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Jong-Woo Jun & Jun-Hyuk Cho & Ji-Hoon Lee, 2021. "Why Do Koreans Love Ethnic Players in the MLB? A Focus on Ethnic Identity and Player Identification," Sustainability, MDPI, vol. 13(23), pages 1-10, November.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:23:p:12955-:d:685781
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    References listed on IDEAS

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    Cited by:

    1. Lifen Zhao & Steven Sek-yum Ngai, 2022. "Perceived Discrimination at School and Developmental Outcomes among Bai Adolescents: The Mediating Roles of Self-Esteem and Ethnic Identity," IJERPH, MDPI, vol. 19(2), pages 1-17, January.

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