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

In: Research Handbook on Sport and COVID-19

Author

Listed:
  • Minkyo Lee
  • Ju Young Lee
  • Jinwook Chung
  • Inae Oh
  • Choonghoon Lim

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.

Suggested Citation

  • Minkyo Lee & Ju Young Lee & Jinwook Chung & Inae Oh & Choonghoon Lim, 2022. "COVID-19 as a new chance for a sport league: motivation behind watching Korea Baseball Organization games," Chapters, in: Paul M. Pedersen (ed.), Research Handbook on Sport and COVID-19, chapter 17, pages 203-214, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21289_17
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