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A Study on Spectators' Viewing Behavioral Intention Model in the Chinese Professional Baseball League
This study constructed the viewing behavioral intention model of spectators in the Chinese Professional Baseball League based on the theory of planned behavior. It also examined the effects of spectators' attitude, subjective norm, and perceived behavior control of behavioral intention. The subjects were four hundred and forty-four spectators of CPBL from March to April, 2007. A self-developed questionnaire "Questionnaire of Spectators' Viewing Behavioral Intention Model in CPBL" was used as the instrument. Descriptive statistics and SEM were used for data analysis. The results showed that first, CPBL spectators' viewing behavioral intention model built by TPB had already reached an acceptable level based on the sampled materials. Second, in this model, the perceived behavior control and attitude could mainly influence the behavioral intentions, and the subjective norm had no significant effects on the behavioral intentions. According to the results, the researcher suggests that the league and teams should create more convenient conditions (such as traffic and partners) for spectators. In addition, they should use the promotional strategies to enhance the awareness of CPBL players, and promote the positive attitudes of spectators in order to increase their viewing intention. The model built in this study can well be applied to future research in other professional sports, and models can be made based on actual data for managing and marketing strategy planning in professional sports.
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