Sport

    Baseball was first introduced to Taiwan by the Japanese in 1895 (Wong, 2003), when Taiwan was still a colony of Japan. As second class citizens in the Empire of Japan, however, Taiwanese were rarely allowed to play baseball themselves (Zeng  Mo, 2004). When Taiwan was restored to independence after World War II, the sport has flourished on the island, becoming the official national sport, and Taiwanese teams and players have gained international recognition. In 1969, Taiwan competed in the Little League World Series for the first time, and the Taichung Golden Dragons boosted provincial pride and interest in baseball by winning the championship (CPBL, 2003). Since that time, Taiwanese baseball teams, youth and adult, and amateur and professional, have performed well in many International Games, from the Little League to the professional level (CPBL, 2003).
    Although Taiwanese players were highly praised after winning championships, they still could not earn a living playing baseball, leading many players to join the more profitable professional baseball leagues of Japan or Korea. To promote and administer the growing sport of baseball, in 1989, the Chinese Professional Baseball League (CPBL) was founded (Xie  Xie, 2003). Taiwanese fans would no longer have to wait to watch a high quality professional baseball game on home soil. As a result, over the last decade, Taiwans star athletes have become celebrities and children want to play on school baseball teams (Xie  Xie, 2003).
    Indeed, since the first CPBL game was played in 1990 in Taiwan, Taiwans sports entertainment industry has entered a new era. The emergence of professional baseball in Taiwan has been a pioneering example for other potential professional sports, showing them how to advance as well. Various new leagues have since been founded, such as the Chinese Basketball Alliance (CBA), the Republic of China Professional Golf Association (ROCPGA) and the Republic of China Billiard Association (ROCBA), all representing the sports interests of a tiny island of 23 million on the international stage (CPBL, 2004).
    Professional sports marketing thus comprises both business interests, as well as the social and cultural values of a people. According to Chen (1997), professional baseball enterprise management should aim for three objectives social obligations, consumer satisfaction and financial profit. In other words, in the pursuit of profit, a professional baseball enterprise also has to fulfill its social obligations and offer consumer satisfaction. Zeng and Mo (2004) reported that in the initial stages, the CPBL was not confident about fan attendance the CPBL only expected to have a 2,500 attendance per game to balance the revenue and the expenditure (p. 261). Surprisingly, in the first season of the CPBL, almost 900,000 fans attended 180 games. This average of 5,000 fans per game greatly surpassed the expectations of the CPBL and was promising for the future of professional baseball in Taiwan (Zeng  Mo, 2004).
    These high attendance rates should have brought the CPBL enough income and profits to continue, and at the same time, to fulfill its social obligations and achieve widespread customer satisfaction. Zeng and Mo (2004) indicated that there were six main reasons that early success was established. First, baseball already had many fans in Taiwan. In the past, many baseball fans would go to the baseball stadium only if there was an international baseball game. Professional baseball regularized, extended, and merchandised this phenomenon. Second, the star players of the four original teams had their own fans since they already played amateur baseball in Taiwan. Third, the impetus before kickoff was also successful. The support of the numerous fans caused more and more mass media to report professional baseball. Fourth, foreign players joined and enhanced the performance of the CPBL games. Fifth, broadcasting games on television helped, too. All of the spectacular performances of the games could be shown to a wide audience, indirectly attracting more potential consumers. And sixth, the most popular team, the Brother Elephants, won three championships in a row from 1992 to 1994. This domination gave fans a single team to follow regularly.
    As seen above, the CPBL had to do very little to market its games in this period of little effort and easy profits. The early success of the CPBL might well have backfired, as a gambling scandal and the formation of a second professional baseball league undermined its monopoly position. Although baseball is the new number one national sport, an older and even more popular pastime of many Taiwanese is gambling. After professional baseball was launched, gamblers embraced the sport, taking bets from basement offices, over the telephone, or even via the Internet. The CPBL basked in its universal popularity until 1997 when a gambling scandal exposed the vulnerability and corruption of some baseball players. Lured by the temptation of personal profit and turning their backs on Taiwans sporting tradition, a few players plunged Taiwan baseball into disgrace.
Xie, Chang, Divakaran, and Sun (2004) indicated that in 1997, after failing to acquire CPBL broadcasting rights on television, the Naluwan Corporation formed the rival Taiwanese Major League (TML), which lured many quality players away from the crippled CPBL by offering much larger salaries. The TML also recruited college players who were not ready to play professionally. The unseemly rivalry between the two leagues in tiny Taiwan hurt the sport of baseball immensely and in the late 1990s, fans stayed away from the ballpark. No one wanted to watch the CPBL fake games or the TMLs poorly played games.
According to the official web site of CPBL (2004), following these two developments, the average attendance per game of the CPBL decreased from 4,548 in 1996 to 2,041 in 1997, bottoming out at 1,676 in the 2000 season. The number of the CPBL teams decreased from seven in 1997 to four in 1999 the Chinatimes Eagles folded in 1998, followed by Mercuries Tigers and Weichuan Dragons in 1999. The number of the total CPBL games decreased from 336 in 1997 to 180 in 2000 and the outlook seemed bleak.
CPBL (2004) announced that on January 13, 2003, the CPBL franchises signed a merger agreement with the Naluwan Corporation to bring professional baseball in Taiwan back to a single-league, thus ending the fierce competition between the two leagues for talent and territories. With the dissolution of the TML, the average attendance per CPBL went up from 1,876 of 180 games in 2001 to 3,195 of 300 games in 2003.
Following the formation of the new CPBL, the Taiwan Government was inspired by the large attendance at the games and promised not only to construct a domed baseball stadium, but also to rebuild many older stadiums in order to host professional games. Thus, the number of the CPBL stadiums has been increased from only five in the 1989 season to 12 by the 2004 season.
A number of American studies have evaluated stadiums, their amenities, and the impact of building new stadiums. The question of the impact of amenities has to do with more than simply the physical environment within the park. Stadium revenues include receipts from the gate and other sources such as concessions, parking, luxury boxes and advertising. Whether the stadium is new appears to be an important factor in stadium receipts. New stadiums drive an increase in attendance. Numerous researchers argue that the reason for increases in attendance can be attributed to the novelty. Teams with increased revenues from new stadiums are bidding up player salaries as well. Revenues surge after a new stadium opens due to increased premium seat prices and improved attendance. Luxury seating and personal seat licenses, suites with television monitors and club seats that are more comfortable and have a wait staff have not only increased revenue, but have also driven up the price of attending.
City of Manchester (2003) indicated that there is a correlation between stadium age and ballpark attendance. New stadiums are built with amenities and nostalgic appeal that older parks do not have. The new parks are more attractive to fans and they will return handsome profits if their experience is satisfying. However, Waldrop (2004) argued that new stadiums are good for attendance, but they are only good for so long and people will not return unless they have a good experience that encourages them to do so.
Coates and Humphreys (2003) stated that a University of Maryland study concluded that the building of a new stadium increases the average attendance at events held at these new facilities. The effect is strongest in major league baseball, compared to major league basketball and football. Increased attendance is ascribed to a novelty effect that persists for seven or eight seasons in baseball, which diminishes slowly, but surely over time. The researchers noted that because the novelty effect varies depending on the sport, it may be impacted by differences between fans of different sports, the effects of local and national broadcasts, and fan loyalty. Fan loyalty has strikingly different effects across different sports and raises questions about the nature of the fans and their consumer preferences.
Gamrat (2002) emphasized that even in a new facility, how well the teams season is going will have an impact on attendance. Property tax projections and job predictions have fallen short of expectations around the United States independent research indicates that benefits from new stadiums are negated by public subsidies for the new facilities.
Fan loyalty stems from a love of the home town as well as for the team. The relationship between the team and the fans can be further strengthened by creating connections to a sense of place. Baseball in particular, has capitalized on using its stadiums to connect the audience to the surrounding environment, for instance, the downtown skyline or surrounding natural environment. In this way, the stadium becomes a venue that links the fans to the team, to the city and to the surrounding region.
Automobile traffic is enough of a nuisance that it can diminish attendance. Accessibility is the key to attendance so an important amenity is one in which mass transit is convenient. Urban settings can capitalize on transit systems and pedestrian access to minimize the inconvenience and cost of driving and parking an automobile.
Therefore, affection on the part of the fans for parks is greatest when the venue offers architectural character, connection to the surrounding city and a unique game experience. The seamless connection of food, retail and entertainment enterprises with the baseball park also adds to the perception of amenities that will attract spectators. Dispersed parking is another amenity, as it does not physically separate spectators from the amenities of food and other enterprises, as large blocks of parking space surrounding the ball park do.
Brailsford and Dunlavey (2002) stated that fan comforts such as an entertainment environment, wider concourses, better seating, plentiful restrooms, access for disabled people, a wide variety of food service offerings and luxury suites boost and sustain attendance.
Johnson (2004) indicated that Miller Park, a new stadium in Milwaukee Wisconsin in America, had a very large attendance drop between its first and second season. Despite the quaint architecture, the ballpark was built in a suburban environment, far away from the surrounding facilities and a fan base of an urban neighborhood. The owner of the Milwaukee Brewers wanted to capture the parking and concession revenue, but ballparks built since the late 1980s in urban areas have had better attendance than suburban parks located in parking lot settings. The environment surrounding the stadium is not a preferred destination on game day the vibrancy that might have been created in an urban setting where friends could meet for dinner or at a downtown attraction and then attend the game is absent in a suburban setting. The difference in attendance is significantnearly 25 percent more for urban ballparks. Even if other variables like team performance are not included, this fact is striking.
Baseballparks.com (2004) indicated that another new American ballpark for the Philadelphia Phillies was built in an essentially suburban site in south Philadelphia. An op-ed piece in the Philadelphia Inquirer by William Becker said, The designers of this building faced an impossible challenge to compensate with architectural amenities for the ballparks profoundly wrong location. To walk from your car through a parking lot into a single-purpose building, do your business, and walk back through the parking lot and then drive home is a fundamentally suburban experience . . . One of the important measures of a society is its grand public buildings. They endure long after their sponsors stop telling us what to think about them, and they tell their own story. The story of this ballpark will be timidity in the face of challenge, resulting in a huge opportunity squandered. What a shame
The Cincinnati Reds have a new park that was designed to be fan-friendly and generate revenues (Byczkowski, 1999). The hope is that new revenue sources from concessions and higher ticket prices will help. The fans will be paying considerably more for tickets and concessions before the new stadium opens, with more increases after the first year of operation of the new stadium. In some new stadiums, ticket and concession prices have nearly doubled. In return, fans get a nicer ballpark and the team may do better. The question is whether fans will be alienated by the price increases, or whether baseball will cease to be affordable family entertainment.
As these studies indicate, the evaluation of amenities must take into account not only the physical environment of the ballpark, but also the location, performance, a novelty factor, expense and the characteristics of fans and the factors that make up fan loyalty. All of these factors apply equally to baseball parks around the world, whether they are in the United States, Japan or Taiwan.
Statement of the Problem
According to the Chinatimes (2004), the CPBL official record, before the Athens Olympics, the average attendance of the 208 CPBL games was 3,706. However, after the Athens Olympics, the average attendance of the 18 games played between August 31 and September 12, was only 2,294, which was a decrease of 38 percent. Chang (2004) indicated that the weather was the most important reason in keeping the fans from attending the CPBL games. Currently, the baseball stadiums used in Taiwan do not have enough rain shelter for all attendees. Moreover, stadiums do not have ground covers large enough to cover the infield in order to keep it dry. Lou (2004) emphasized that wet slippery fields decrease the players performance and the fans willingness to go to the ball games. Additionally, some other stadium environmental factors, such as inadequate parking spaces and poor food service in the stadiums in Taiwan are not conducive to fan attendance.
According to Wakefield and Sloan (1995), spectators who had enjoyable experiences at the stadium were expected to be more likely to want to return to spend time at the stadium. Conversely, a negative experience at the stadium was expected to reduce the desire to stay at the stadium and to return to similar situations in the future. Nevertheless, although many sports fans-related studies have been done in Taiwan, none of them have researched the stadium environmental factors that influence the fans willingness to attend the CPBL games.
Purpose of the Study
The purpose of this study was to determine what stadium environmental factors and sports fan motivations affect fans attendance at professional baseball games in Taiwan. In other words, this study examined the relationship among the stadium environmental factors, sport fan motivations and selected demographic variables of the baseball fans attending professional baseball games in Taiwan.
Research Questions
In order to satisfy the purpose of this study, the researcher generated the following research questions
Are there significant differences between genders in terms of psychological, sociological, and environmental motivation which influence baseball fans motivation to attend professional games
Are there significant differences in baseball fans motivation in terms of age demographic categories
Are there significant differences in baseball fans motivation in terms of marital status demographic categories
Are there significant differences in baseball fans motivation in terms of educational attainment demographic categories
Are there significant differences in baseball fans motivation in terms of employment categories
Are psychological motivational factors are a significant predictor of attendance to CPBL games
Are sociological motivational factors are a significant predictor of attendance to CPBL games
Are environmental motivational factors are a significant predictor of attendance to CPBL games.
Which demographic variables are significantly correlated with psychological motivation
Which demographic variables are significantly correlated with sociological motivation
Which demographic variables are significantly correlated with environmental motivation
Scope of the Study
The study assessed the impact of various factors on fan attendance by examining what motivates sports fans to attend professional baseball games in Taiwan the significant differences among demographic categories in terms of fan motivation  significance of the psychological, sociological, and environmental motivation on fan attendance the correlation of demographic variables of sports fans and fan motivation (i.e. psychological, sociological, and environmental) along with the correlation of demographic variables of sports fans and their motivations.
Delimitations
The findings of this study only represented the perspectives of the subjects in the Shih-chuang stadium in the north, the Tai-chung stadium in the center, and the Li-de stadium in the south of Taiwan. Moreover, the results of this study only represented the perspectives of the subjects attending the CPBL games at these stadiums.
Limitations
This study focused on the attendance at the CPBL games in Taiwan. In Taiwan, several amateur and school baseball events are held every year. The findings of this study only represented the stadium environmental factors and the psychological motivation underlying attendance at CPBL games. This study only determined the correlations of the selected variables such as stadium environmental factors, sports fan motivations, and personal information of the participants. The cause and effect relationship was not determined.
Research Hypotheses
The following are the hypotheses that test differences between demographic categories which are expected to affect attendance to professional baseball games attendance in Taiwan.
The following are the hypotheses that test differences between genders
Ho1 There is no significant difference in the level of psychological motivational factors between males and females.
Ho2 There is no significant difference in the level of sociological motivational factors between males and females.
Ho3 There is no significant difference in the level of environmental motivational factors between males and females.
The following are the hypotheses that test differences among age brackets
Ho4 There is no significant difference in the level of psychological motivational factors among age brackets.
Ho5 There is no significant difference in the level of sociological motivational factors among age brackets.
Ho6 There is no significant difference in the level of environmental motivational factors among age brackets.
Moreover, the following are the hypotheses that test differences between marital statuses
Ho7 There is no significant difference in the level of psychological motivational factors between married and unmarried respondents.
Ho8 There is no significant difference in the level of sociological motivational factors between married and unmarried respondents.
Ho9 There is no significant difference in the level of environmental motivational factors between married and unmarried respondents.
These are the hypotheses related to differences among educational attainment categories
Ho10 There is no significant difference in the level of psychological motivational factors among high school and under university or college and graduate school respondents.
Ho11 There is no significant difference in the level of sociological motivational factors among highschool and under university or college and graduate school respondents.
Ho12 There is no significant difference in the level of environmental motivational factors among highschool and under university or college and graduate school respondents.
The following are the hypotheses associated with differences among employment categories
Ho13 There is no significant difference in the level of psychological motivational factors among employed, unemployed, and student respondents.
Ho14 There is no significant difference in the level of sociological motivational factors among employed, unemployed, and student respondents.
Ho15 There is no significant difference in the level of environmental motivational factors among employed, unemployed, and student respondents.
In addition, these are the null hypotheses discussing the differences between income brackets
Ho16 There is no significant difference in the level of psychological motivational factors between respondents who earn below 40,000 a year and those who earn beyond this amount.
Ho17 There is no significant difference in the level of sociological motivational factors between respondents who earn below 40,000 a year and those who earn beyond this amount.
Ho18 There is no significant difference in the level of environmental motivational factors between respondents who earn below 40,000 a year and those who earn beyond this amount.
The succeeding hypotheses have to do with the path analyses predicting attendance to CPBL games.
Ho19 Psychological motivational factors are a significant predictor of attendance to CPBL games.
Ho20 Sociological motivational factors are a significant predictor of attendance to CPBL games.
Ho21 Environmental motivational factors are a significant predictor of attendance to CPBL games.
On the correlations of demographic variables to fans psychological motivation, the following hypotheses were tested
Ho22 Gender is not significantly correlated with psychological motivation.
Ho23 Age is not significantly correlated with psychological motivation.
Ho24 Marital status is not significantly correlated with psychological motivation.
Ho25 Educational attainment is not significantly correlated with psychological motivation.
Ho26 Employment category or type is not significantly correlated with psychological motivation.
Moreover, on the correlations of demographic variables to fans sociological motivation, the following hypotheses were tested
Ho27 Gender is not significantly correlated with sociological motivation.
Ho28 Age is not significantly correlated with sociological motivation.
Ho29 Marital status is not significantly correlated with sociological motivation.
Ho30 Educational attainment is not significantly correlated with sociological motivation.
Ho31 Employment category or type is not significantly correlated with sociological motivation.
Finally, on the correlations of demographic variables to fans environmental motivation, the following hypotheses were tested
Ho32 Gender is not significantly correlated with environmental motivation.
Ho33 Age is not significantly correlated with environmental motivation.
Ho34 Marital status is not significantly correlated with environmental motivation.
Ho35 Educational attainment is not significantly correlated with environmental motivation.
Ho36 Employment category or type is not significantly correlated with environmental motivation.
Definition of Terms
Stadium environmental factor Refers to the condition of the physical facility and the service provided in a stadium.
Sports fan motivation Refers to the factors that influence individuals decision to be a fan of the particular sport.
Fans attendance Refers to the fans who really attend to the CPBL games in Taiwan.
Chinese Professional Baseball League A professional baseball league that has six teams playing over 300 games in the 2004 season in Taiwan.
Significance of the Study
Substantial professional baseball fan-related research has been done in Taiwan. However, none of the studies have focused on the stadium complex and its variety of environmental factors that influence fan attendance. Thus, a demand exists for the evaluation of environment-related motivation, in order to increase our knowledge about sports fans and their reasons for attendance.
This study produced findings of both theoretical and practical significance. Theoretically, the findings of this study might contribute evidence that fan attendance at baseball stadiums was influenced by several environmental factors, which might or might not have been consistent with the theories found in the United States. On the other hand, due to the cultural differences between the U.S. and Taiwan, this study would likely identify distinctions between the motivation of sports fan in Taiwan and the U.S. Future qualitative research could concentrate on determining why these distinctions exist.
At the practical level, this study provided perspectives about the attendance of the CPBL games. The CPBL official practitioners could utilize the information and adjust the environmental condition of the baseball stadiums. For example, the CPBL practitioners might learn that they need to focus on the strong motivations of sports fans in order to stimulate attendance. This studys construction of the profile of the attendees will also be invaluable to these officials. The CPBL practitioners could then focus either on keeping these consumers, or exploring other potential audiences for their entertainment product.
Conclusion
Due to the decrease in the number of baseball game spectators in Taiwan, there is a need for researchers to find out the contributing factors to such a drastic change. To recap, according to Chinatimes (2004), the average number of attendees to the CBPL games was 3,706. However, this number decreased to only 2,294, which was a surprising and quite disappointing change. This has been attributed to physical factors such as the physical structure of the baseball stadiums and how this could be the reason why the popularity of baseball seems to be decreasing. However, through this research, the researcher wishes to identify and determine the human factors associated with such a change.
This study aims to find out the effects that fan attendance has on motivating fans of baseball games in Taiwan. In so doing, the researcher would like to find out whether there exists a significant difference between the psychological, sociological and environmental motivational factors between both males and females. In addition, the researcher also wanted to find out whether there exists a significant difference between the psychological, sociological and environmental motivational factors between different individuals from different age brackets. The researcher would also like to find out whether the same three factors are also influenced by marital factors, educational attainment and the income brackets. Furthermore, the researcher also sought to find out whether there is a relationship between path analysis and the attendance to the CBPL games. The following chapter shall consist of the literature review, which shall include information directly and indirectly related to the hypotheses that the researcher wishes to prove or disprove and the aims of the research study.
Chapter 2
Literature Review
Introduction
A comprehensive understanding of the factors that affect fans motivation is vital to a successful sports market, especially since consumers have the tendency to select products or services that expresses their fanaticism. However, majority of available literature is focused on the relationship between team performance and fan behavior (Wann  Dolan, 1994).
Due to its vitality, a variety of literatures on sporting events attendance have emerged, which can be classified into two groups quantitative and research examining marketing, relationships, and behavior. A quantitative approach is commonly characterized by development of models that will evaluate factors that influence attendance while the second approach is often focused on identifying factors that influence attendance, behavior and attitude of sport fans and other marketing-related studies (Dale, van Iwaarden, van der Wiele  Williams, 2005).
In this chapter, the literature regarding the individual sets of variables that will be investigated in this research study  stadium environmental factors, psychological motivation factors and sociological motivation factors  will be explored concisely. This detailed discussion of the factors that fall under each of the categories will integrate the existing information in the literature, which has identified the factors that impact fan attendance at sporting events. Based on the above discussion, a generic demographic profile of baseball fans can be produced. The information covered in the literature review thus provides background information that can be used as a means of comparison with the findings in this research study.
The study, to be able to determine the motivation factors of baseball fans and environmental factors that influences sporting event attendance will gather data using written documents, specifically evidence-based research available in peer-reviewed journals. In this chapter, the study will discuss and provide an insight on fanaticism, sports fans, then specifically on baseball fans. The study will also individually discuss fans motivation and its relationship with gender, income, age, marital status, employment status, physiological motivation, sociological motivation and environmental motivation.
Fanaticism
By definition, a fan is a person with a more than the normal interest in a person, group, trend, sport, TV show, or idea (Thorne  Brunner, 2006). Fanaticism also allows individuals to become part of a sport even in the absence of a special skill or talent (Branscombe  Wann, 1991). It is different from spectators because spectators easily forget a game while fans have a more intense devotion to the sport or a team (Jones, 1997).
It is also characterized by four behaviors, specifically internal involvement, desire for external involvement, wish to acquire, and desire for social interaction. In terms of internal involvement, a fan spends time, energy and resources on a specific area of interest and derives pleasure from it (Kozinets, 2002). In terms of desire for external involvement, it can be demonstrated by spend time reading about the area of interest, attending presentation or other related activities, and re-enacting or playing dress-up (Aiken  Campbell, 2005 Dimmock  Grove, 2005). In terms of wish to acquire, it is based on the assumption that fans use the act of consumption as a means to express fanaticism or express the sense of belonging in a group or community (Belk, 1995 Grayson  Shulman, 2000). Lastly, the desire for social interaction is being satisfied by interactions through chat rooms, fan sites, fan mailing list and fan club organized meetings (Kozinets, 2002).
Fan identification, which is a strong predictor of sports fan consumption behavior, is defined as the personal commitment and emotional involvement a person has with a sports organization (Milne  McDonald, 1999). Fan identification by definition is a spectators self-perceived connectedness to a team or players and the experience of the teams failures and achievements as ones one (Gwinner  Swanson, 2003). Fans with high levels of team identification are more likely to watch games in persons or through media, pay more for tickets, spend more on team merchandise, be satisfied, and stay loyal to the team during periods of poor performance (Fisher  Wakefield, 1998). Sutton (1997) suggested that teams holding group activities would elevate the attachment among fans and make fans feel that they are part of the team, further increasing fan identification. Other researchers have pointed out that identification affects fans reactions to team-related activities as well as their consumer behavior (Gwinner  Swanson, 2003 Wann  Branscombe, 1992). It has thus become popular to use fan identification to explain fans supportive behavior (Arnett  Laverie, 2000).
A study by Thorne and Brunner (2006) identified the demographics of individuals who demonstrate fanaticism through a survey and the results showed that majority or 82 percent of the respondents are male while 18 percent are female. In terms of marital status, 57 percent are single, 35 percent are married and 8 percent are divorcees. In terms of education level, 33 percent are college graduate, 25 percent are college students, 22 percent are in high school, 16 percent are in graduate school and 4 percent are post-graduate workers. Lastly, in terms of employment status, 67 percent are full-time employees, 18 percent are part-time employees and 15 percent are unemployed or retired.
Fan Motivations
Kim, Chelladurai, and Trail (2007) developed an instrument to measure fan motives for sporting events attendance, and the study determined twelve fan motives, namely drama, escape, aesthetics, vicarious achievement, socializing, national pride, economic factor, adoration, violence, sport interest, fighter interest, and organizational interest. Drama has been defied as the excitement felt by the fans in a sporting event. Escape is the act of temporarily forgetting their problems and stress by escaping their routine. Aesthetics is the appreciation the mastery of techniques displayed by the players of the team. Vicarious achievement provides the feeling that they can without the actual participation of in the game. Socializing is making friends and spending time with people with similar interests. National pride refers to the feeling of cultural important which influences spectators to support their local team. Economic factor is the opportunity for spectators to wager on the outcome of the event. Adoration is the attraction to the players of the team because of their heroic and almost unbeatable image on the game. Violence is the attraction to one-on-one combat or violence-related activity in sports that attracts fans. This factor is more applicable t sports like boxing. Sports interest refers to the actual liking of the spectator to the sport itself. Fighter interest, on the other hand, refers to the liking or attraction to the player. And lastly, organizational interest refers to the attraction to the team or the brand the represents the team or organization.
Fan Loyalty
According to Funk and Pastore (2000), creating loyal fans are important because of two reasons first, is the heterogeneous nature of the service provided by sporting events and second, sporting events directly depend on the teams success. An example would be Boston Red Sox and Chicago Cubs, who despite the irregularity of success was bale to maintain their loyal fans base. A loyal fan is important because they have direct influence and impact in attendance rates, television ratings, and sports product consumption.
In terms of sporting industry, Mahony, Madrigal, and Howard (2000) were the first to construct a model or instrument that will measure team loyalty. The instrument named as psychological commitment to team scale (PCT) was based on two variables, commitment and attitudinal loyalty. Other models on the other hand, deviated from these two variables and based fan loyalty to attachment and allegiance (Funk  James, 2004). They also defined loyalty as a highly developed attitude that is persistent, resistant and bias in nature, especially in terms cognitive processing and behavior. This definition implies that some consumers are irrational when it comes to consumption of sports products because they are already committed to a team or organization even though there is a lack of product-related motivational constructs. Heere and Dickson (2008) also constructed an instrument called new attitudinal loyalty to team scale (ALTS) to measure fan loyalty. This instrument has its origins to PCT, which implies that it is also based on commitment and attitudinal loyalty.
A study by Neal and Funk (2006) using sport interest inventory (SII) as a tool to gather data determined that team interest, vicarious achievement, excitement and player interest are valid and reliable predictors of levels of loyalty. Moreover, they determined that vicarious achievement, player interest, entertainment value, drama and socialization are factors that influence attendance rates of sporting events. Loyal fans have also been established to be insensitive to switching to other teams who are more successful or manifest a better team performance. Thus it implies that maintaining loyal fans can combat the fluctuations of the teams success.
Several studies also focused on the importance of brand image to fan loyalty. This is based on the assumption that brand image ensures stable followers even though the teams performance falters. Repeat attendance is the most obvious measurable factor when it comes to loyalty (Mahony et al., 2000).
The attitudinal dimension of fan loyalty is represented by the psychological commitment of a fan to a team. Commitment by definition is the emotional or psychological attachment to a team. It usually consists of three components inner attachment, persistence and resistance (Gladden  Funk, 2001). Thus, it can be implied that fans have high levels of psychological commitment if they feel deeper inner attachment towards a team compared to other individuals. It can also be implied that their commitment to the team is much more persistent and they are more resistant to criticisms.
Theysohn, Hinz, Nosworthy, and Kirchner (2009) in their study were able to determine the demographic profile of fans who participate and belong to a sports club thru a survey. The results showed that 84 percent are male while 16 percent are female. In terms of age, 43.81 percent belong to the age range of 35-49, 31.64 percent are within the age range 25-34, 15.01 percent are within the age range 18-24, 6.69 percent are within the age range 50-64, and 1.83 percent are below 18 years old. Moreover, in terms of level of income 27.59 percent have 1000-2000 Euros and 24.41 percent have 2000-3000 Euros. In terms of club membership, 25.96 percent of the respondents are active while 32.25 percent are passive members. Also, in terms of sports interest, 66.13 percent have responded very interested.
Bauer, Sauer, and Exler (2005) looked deeper into the relationship between fan loyalty and brand image. This relationship is based on the assumption that consumers have the need to identify themselves or to affiliate with a brand image when heshe cannot directly contribute to the success. Cialdani et al. (1976) referred to this behavior as BIRG or basking in reflected glory. Brand image by definition is the cumulative product of brand associations in the consumers mind. It is usually categorized in terms of degree of favorability, uniqueness and strength.
Spectator Behavior
A part of the objective of the study is to provide a definition and emphasize distinction between sports fans and sports spectators. A study evaluated and determined behaviors manifested by sports spectators. Although the data were gathered in a hockey setting in Canada, the data gathered from this research is still valuable since it will provide a template where sports fans behavior and characteristics can be compared. The study used a naturalistic observation approach, and with this method, the study determined that sports spectators are commentators in nature- they make a lot of remarks. Based on this observation, the study measured the intensity of this behavior, compared it in terms of gender, and classified them into positive and negative remarks. The study was able to determine that majority of the remarks are positive remarks, often directed to the players of the team.  However, a few negative remarks were determined to be directed to referees or sports officials. The study was able to establish the female spectators scored higher in number of comments than male spectators. Moreover, females comments are more positive in nature, often words of encouragement to the players. Males, on the other hand, are more negative and corrective in nature (Bowker et al., 2009).
A similar study by Kim, Andrew, and Greenwell (2009) focused on comparing the motives and media consumption of American spectators and South Korean spectators. The study has established that there is a significant difference on cross-national behaviors like sports interest, vicarious achievement, aesthetics, national pride and violence. Apparently, American spectators scored higher in sports interest, fight interest and drama, based on media consumption, while South Korean spectators on the other hand, scored higher in sports interest, drama and adoration.
Moreover, the study determined the demographic characteristics of the combine American and South Korean spectators. The results of the study established that spectators are commonly male (76.9 percent) than female (23.1 percent), within the age group of 18-24 (31.7 percent) followed by 25-29 (28.4 percent), with an educational attainment of college degree (35.1 percent).
Spectators can be violent and aggressive during sporting events too. Spectator violence has been dated way back to the Greeks and Romans (Gutman, 1998). Spectator riots have been recorded in nine out of fourteen football games and nine out of twenty-four basketball games. In soccer matches, about 31 percent were considered as minor spectator riots while about 9.5 percent are classified as serious crowd disturbances. Lewis (1982) also reported that 65 percent of spectator violence is recorded from three major professional games, specifically football, baseball and basketball and would increase to 85 percent including boxing and hockey.
Spectator riots have been classified first by Mann (1989), and the classification is divided into frustration, outlawry, remonstrance, confrontation and expression. Frustration is further divided into those who are frustrated by deprivation and those who are frustrated because of perceived injustices. An example of a riot due to frustration is a spectator who waited a long time to get tickets only to find out that the tickets are no longer available. Outlawry riot on the other hand, commonly occurs near the event location or stadium. Remonstrance riots are based on long standing ideological conflicts. Expressive riots are caused by extreme emotional state of aroused fans, either triumphed or defeated. They commonly occur outside the stadium after a game.
Russell (2004) also determined factors that influences and impacts spectator riots, and were able to identify several factors, namely situational, environmental determinants, and witnessing violence. Environmental determinants are further divided into temperature, darkness, and noise.
Sporting Events
Sporting events provide strong emotional value to consumers thus it implies that it occupies an important and prominent role in their individual lives. Sports also plays an important role to todays culture and economy across various regions (Pitts  Stotlar, 2002). The production and consumption of sporting events has both its positive and negative effects. On the positive side, it promotes socialization with family and friends. On the negative side, it gave way to hooliganism and doping. It is also classified in terms of frequency, economic weight, and ownership. Frequency can be categorized into traditional sporting events like a world cup or motor-racing Grand prix and national sporting events like national championships. Economic weight, on the other hand, can be measured by number of spectators, turnovers, or number of television audience (Barget  Gouget, 2007).
Another negative effect of sporting events is sports fan violence. According to Beaton (2001), sports fan violence commonly receives more attention from media in contrast to research. In countries like Britain, Italy, Germany, Netherlands, and Belgium, sports fan violence occurs about 10 percent of the time. Fan violence also occurs in three stages of development. The first is random violence towards sports officials, coaches or players, which may take the form of either verbal assaults or aerial bombarding. The second stage involves clashes between groups of fans or between fans and security officials. It usually takes the forms of verbal assaults, missile throwing, fights that break out in seats, to pitch invasions. Pitch invasion is when hundreds of fans invade the territory or area of opposing fans. The third stage of fan violence involves encountered between opposing fans outside the stadium like bar fights (Marsh, Fox, Carnibella, McCann,  Marsh, 1996).
A study by Ward (2002) explained fan violence using fan characteristics using theories like instinct theory, frustration-aggression theory, and hooligan addiction theory. The instinct theory is based on the assumption that when fans become frustrated, they renounce the moral component of their rationality in favor of a primitive and irrational behavior, which often leads to violence. The frustration-aggression theory is based on the assumption that intense involvement of watching sports can lead fans to closely identify with a team. A team who performs poorly may cause fans to feel frustrated and their inability to do something about it can lead to aggressive behavior. The Hooligan addiction theory is based on the assumption that extreme fans have the tendency to become addicted to violence and violent behavior.
According to Wann, Schrader, and Wilson (1999), fan violence is categorized into hostile aggression and instrumental aggression. Hostile aggression is characterized by the goal of inflicting pain and suffering to a victim like fans of a rival team. Instrumental aggression on the other hand, is characterized by the goal of distracting players through aggressive behaviors to improve their teams chances for success.
Studies have shown that fan violence has direct relationship with team identification and excessive consumption of alcohol. However, a study by End et al. (2009) focused on extending the study where it was hypothesized that college sports fans have high levels of alcohol consumption and higher tendency to display negative alcohol-related behavior in contrast to non-fans. The results, however, have shown no significant difference between sports fans and non-fans level of consumption and negative alcohol-related behavior. Moreover, both studies were able to establish validity in predicting problematic alcohol usage and negative alcohol-related experiences to sports fans and the actual team. Thus, it implies that sports fans with excessive alcohol consumption do not always exhibit negative behavior or fan violence.
Fan violence has been established to be caused by several factors like alcohol consumption, self-esteem, observational learning and team identification. The most researched among these factors is team identification. It was emphasized by Branscombe and Wann (1991) that those fans who highly identifies themselves with a team is most likely to manifest aggressive behavior.
An article by Hoch (2008) entitled Combating increased violence at games emphasized that violence is centered on those attendees who watch sporting events but are not necessarily fans. The article was based on collegiate sports, and it was determined that violence commonly results from those not associated with the school community, thus are ignorant of the school rules and regulations against violence in sports-related events and activities. In this type of setting, the author also provided a number of safety measures, which could be used to decrease or avoid violence in collegiate sports. The safety measures suggested by the author require additional time in planning and effort. The first is to keep track and record of the schools of individuals who has displayed violent behavior in the past. Second, is to take a look at attendance rates for each game with rival opponents because rival games are usually high in violent-related activities. Third, to ban beverage containers inside the venue, which would prohibit attendees from bringing alcoholic beverages into the event location. Fourth, to prevent fan groups from straying on the opponents side, which usually precipitates violence. Fifth, to consult with school officials and local community police. Sixth, to have separate entrance and exit points for rival teams. Keeping fans of rival teams apart can prevent possible confrontations before and after the game. Seventh, to always guard the visiting team to avoid violence against the players of the rival or visiting team. Eighth is to require team coaches and players to board their bus immediately after the game. Ninth, to guard the sports officials. Tenth, to prevent those who left the stadium from re-entering again because they may have returned with alcohol or a weapon with them. Eleventh, to prevent bottles and cans inside the event location because they are possible objects for projectiles. Twelfth, to strategically plan security personnel locations and make sure they are accessible.
Moore, Shepherd, Eden, and Sivarajasingam (2007) also evaluated the effect of a games outcome to aggression and intent for alcohol consumption. The results of the study showed a demographic profile of males within the age of 42. Moreover, it was established that there is no significant difference between intent to consume alcohol whether the team won or lost. It was also concluded that team success and not failure increases aggression, and that aggression and not celebration increases alcohol consumption. Lastly, the study established that losing a match decreases spectators happiness although winning a match did not significantly increase happiness of spectators.
Anderson (1997) constructed an instrument called General affective aggression model (GAAM) that measures aggression using two variables personal and situational. Personal variables refer to personal characteristics like team identification that are perceived to influence aggression. Situational factors include game outcome and frustration, which are also perceived to influence fans intention to commit acts of aggression.
Wann, Haynes, McLean, and Pullen (2003) also examined the willingness to consider committing anonymous acts of hostility and aggression. The results have shown that majority of the respondents with high levels of team identification are willing to commit acts of hostility and aggression.
Similarly, Wann, et al. (2005) evaluated the effects of team identification and outcome of a game on the intent to manifest anonymous acts of hostility and aggression. The results of the study confirmed that fans with high levels of team identification are more likely to commit anonymous acts of hostility and aggressive behavior. Moreover, the outcome of a game influences the intent of committing violent acts. The study also compared the results in terms of gender, and it was shown that male fans scored higher in levels of sport fandom and team identification. The acts of aggression included in the study are tripping an opposing player, tripping an opposing coach, breaking a leg of an opposing player, breaking a leg of an opposing coach, murdering a player, and murdering a coach. Male fans scored higher in all four factors, which include, tripping both player and coach of opposing team, and breaking a leg of both player and coach of opposing team. Female fans, on the other hand, scored higher in the last two variables, murdering player and coach of opposing team. Lastly, the study was able to determine that the acts of tripping and breaking a leg have scored higher when the tram won the game, while the murdering act scored higher when the team lost to the opposing team.
A related study by Russell and Mustonen (1998) measured the likelihood that male fans would intervene in a crowd disturbance during a sporting event. The study used variables such as their attitude with regards to law and order, fight history, impulsivity, sensation seeking, anger, physical aggression, and team identification. The results of the study showed that law and order, body mass, anger and false consensus were positively related to intent to intervene while sensation seeking was determine to have a negative relationship to disturbance intervention. Moreover, the study determined that law and order, and anger are the best predictors for the intent to intervene of male fans.
Another study by Zani and Kirchler (1991) focused on the relationship between group dynamics, sociodemographic variables and violent behaviors in a sports fan setting. The study was conducted on football fans, and the results of the study showed that majority of the respondents belong to the group of fanatic fans and moderate fans. It was also determined that fanatic fans have higher level of team identification than moderate fans. Violent behavior was also determined to be influenced by norms accepted by the group of fan clubs where a fanatic fan belongs. Thus it implies that if the group accepts violent behavior and aggressive acts to be normal and accepted, the more likely will a fan commit violent and aggressive acts. The study likewise determined the demographic profile of fans that are considered to be part of hooliganism in terms of age, employment status and educational attainment, and the common characteristics are young, unemployed and poorly educated. The study also differentiated the type of fans in terms of gender, and male fans scored high in all types fanatic and moderate fans. Majority of the fanatic fans do not have children and were single in terms of marital status.
This finding is in contrast to a study by Russel, Arms, and Mustonen (2008) where it was determined that team identification and fans with high levels of team identification were more likely to attempt to restore order as an effort to preserve the good name of the team.    Majority of sports-fan violence research determined that excessive alcohol consumption is in a positive and direct relationship with the increase in fan violence and aggressive behavior during a sporting event. However, a study by OBrien and Kypri (2008) determined that excessive alcohol consumption of fans during a sporting event is in part due to alcohol industry sponsorship. The study established that about 47.8 percent of sporting events were sponsored by alcohol industries, and out of this number 47 percent provides free and unlimited supply of alcoholic beverages in the sporting event. The study determined that alcohol consumption in alcohol industry-sponsored sporting events have higher alcohol consumption than sporting events that receive no sponsorship from alcohol industries. Thus, it can be implied that free or even discounted alcoholic drinks during the sporting event can increase alcohol consumption and increase fan and sports-related violence
In a study by Wakefield and Wann (2006), a table of managerial remedies to control fan behavior, specifically fan violence and alcohol consumption, was presented. The table consists of two parts game day procedures and prepost game procedures. The first part is as follows
Strictly scrutinize alcohol and other potentially harmful items at the gate upon entrance.
Award point to the opposing team for game disruption of misbehaved fans.
Limit the availability of alcohol to increase control over alcohol distribution and consumption. For example, it can only be distributed before the game starts but not during the duration of the game.
Enlist fans help in identifying abusive fan. A toll free number can be made available to fans so they can report misbehaved and abusive fans.
Prohibit signs, clothing or verbal assaults that offend individual rival teams.
Ban or suspend fans guilty of disruptive or violent behavior from attending sporting events.
Issue or require wristbands for those who can purchase alcohol (within the legal age).
    The prepost game procedures, on the other hand, are as follows
Limit attendance of a group that have higher tendency to cause disruptive behavior (segmentation can be in terms of adults, parents, students, etc)
Limit the use of home venue for other and future games
Avoid late time or evening game schedules for rivalry games.
Install and employ closed circuit televisions for monitoring purposes. 
In this type of events, the satisfaction of spectators not only depends on the outcome of the game, but on the overall experience of the event that includes their perception of the service quality of the hosting location. A study by Baron and Jones (1986) measured the consumers perception of service quality, specifically in a sporting event. The study was able to determine several factor which influences perceived satisfaction of sport spectator, and these are familiarity of services cape or location, routine, freedom of choice, consultation and respect, basic facilities, mass support, unpredictability of outcome and community.
Sports Tourism
Sports tourism is a special form of tourism, which is becoming more and more popular. There are two types of sports tourism one is active sport tourism or individuals who travel in order to participate in a sport, and event sport tourism or individuals who travel to watch a sporting event. Even college-sports events have the potential to increase city revenue, community spirit and tourisms awareness on the local community (Garnham, 1996).
A study by Gibson, Willming, and Holdnak (2003) showed that fans traveled 142.5 miles in order to attend a football game. About 66 percent of the respondents have season tickets, 64 percent of which have attended the same event four or five ties at least. Majority of the fans use vacation or annual leave from work to attend home or away games. Moreover, 60 percent of the respondents stated that sports in an important part of their vacation plans. The study showed that about 52.7 percent of the respondents are football fans while 52 percent are fans of a specific football team. About 47 percent of the respondents are sport excursionist or those who stayed in the city in less than 24 hours while 48 percent are sport tourist or those who stayed overnight. Sports tourists accommodation pattern was also determined in the study. The results showed that 30 percent stayed in hotels or motels, 13 percent stayed in RVs or campers, and 36.8 percent stayed with family or friends. 
Chen (2009) used Zaltaman Metaphor Elicitation Technique (ZMET) in investigating differences between male and female sport event tourists. Five themes have emerged in the study, namely loyalty, socialization, self-actualization, volunteering, and equality through sport. The study was able to determine that female sport tourists are more inclined towards loyalty, self-actualization and social support, while male sport tourists are more motivated by group affiliation and entertainment stimulation.
Sports Fans
According to a survey conducted by New York Times (1986), 71 percent of the respondents consider themselves as sports fan. A sports fan by definition is a devotee or a consumer of a specific sport, whose motivation to engage in sports-related activities varies from one fan to another.  Being a fan is commonly influenced by several factors exposure, ability to play the sport, parents or siblings preferences, friends preference, and local media (Hunt, Bristol, and Bashaw, 1999).
Sports fans also display observable ritualized behaviors like wearing products that support a team during a match, or wear nationalistic symbols to display patriotism in an international sporting event (Summers, Johnson and Kennedy, 2001).
Chun, Gentry, and McGinnis (2004) in their study determined the differences of fan rituals of American and Japanese baseball fans. There are four fan ritualization strategies, specifically formalism, symbolic performance, traditionalism and socialization. Formalism is concerned with the use of limited and organized set of expressions or gestures that normalize ritual activities. An example would be the act of standing up as a way to display respect during the national anthem. American fans display this by wearing team colors and consuming food and drinks that the team supports. It was also emphasized that American fans are more inclined to display ritualized behavior regardless of the setting. Japanese fans on the other hand, following ritualistic behaviors are situational and they highly value the social surroundings. They also have a tendency to display ritualistic behaviors in the privacy of their homes.
Symbolic performance on the other hand, in a baseball context can be differentiated into self and collective expressive ritual performances. Self-expressive rituals reflect the visibility of each individuals ritual performance like holding placards declaring support for a team while collective ritual refers to harmonized expression of symbolic meanings that requires participation of every participant. An example of this is stadium wave or holding a large banner. The study was able to determine that in terms of symbolic performances, American fans are more inclined to self-expression while Japanese fans are more salient to collective expressions. Traditionalism is manifested in the repetition of old activities and adapting it to a newer setting (Chun et al., 2004).
According to Summers et al. (2001), nostalgia for the past is also an important factor that increases satisfaction of sports fans. For American fans, it is a symbol of Americas small town, pre-industrial past while for Japanese fans, it is a symbol of modernization and westernization. And lastly, socialization, which refers to the learning activity achieved through sharing of ritual activities and what it means to other people. In a Japanese setting, media plays a vital role in devising fan rituals and educating less ritualized fans while in an American setting, co-spectators play the role of media.
A variety of literatures also emerged focusing on classifying fans into categories. According to Smith et al. (1981), fans can be differentiated into serious and normal fans, where serious fans believe that the outcome of the game is important and relevant. The concept of deep fan was also coined by Real and Mechikoff (1992), defining the term as fans who believes that the sport gives them a means for identification, celebration, expression and interpretation of their social life.
Hunt et al. (1999) in their study also discussed several types of fans, specifically temporary fans, local fan, devoted fan, fanatical fan, and dysfunctional fan. Temporary fan is characterized by time constrained devotion. An example of this type of devotion is the increase in fans of the Cardinals and Cubs during the single season home run chase of McGwire and Sosa in 1998. Although the phenomenal increase in fan population returned to its normal number after the end of the league. This is emphasized by Wann et al. (1999) by stating that winning is an important factor in attendance and identifying ones self as a fan.
Other factors that influence temporary fanaticism is the team are winning record, local team, and the style of how the team plays (Jones, 1997). The second type of fan is local fan. This category is characterized by geographical constraints. There are two factors that influence this category the team is a local team (53 percent) or a player of the team is local (10 percent). The third type is the devoted fan. The first two types of fans were characterized by limitations however a devoted fan is characterized by having no limitations. It is characterized by a deep sense of attachment and emotional significance. The next type of fan is the fanatical fan, somehow similar to the devoted fan although in displays a higher level of attachment. A fanatical fan derives meaning of ones self through the attachment with the sport or objects related to it, thus the sport became a vital part of self-identification. An example to emphasize the difference between a devoted and fanatical fan is that a devoted fan will go and watch a game of a specific team however, a fanatical fan will not just go but go in costumes or body paints to display and exhibit their support for the team. Lastly, is the dysfunctional fan. It is dysfunctional because the individual uses being a fan as the primary and sole factor for self-identification. A dysfunctional fan can readily resort to violence or deviant behaviors while justifying the act as normal for being a fan. An example is hooligans or British soccer fans that are anti-social in nature but perceives the act as nationalistic.
Wakefield and Wann (2006) focused their study to dysfunctional fans, classifying them, and other negative side effects of sports fanaticism like excessive alcohol and media consumption. A dysfunctional fan, as has been defined in the study, is an abnormal fan with impaired socializing abilities. According to Bech (1994) social dysfunction commonly triggers aggressive and violent behaviors, which is commonly manifested in fan violence in a sports context. They are also characterized by highly confrontational nature and frequently complain about sports-related decisions of officials or coaches. They are loud, obnoxious, and direct their anger and frustration to other fans, players and officials.
The study by Wakefield and Wann (2006) also classified dysfunctional fans into two categories highly identified fans with low dysfunctionality and highly identified fans with high level of dysfunctionality. The first category, highly identified with low dysfunctionality is sports fans that rarely complain and are rarely confrontational. The second category, highly identified with high level of dysfunctionalty is sports fans that manifest excessive complaints and confrontational behavior. The results of their study showed that those belonging in the first category are commonly male (61 percent), married (77 percent), with an average age of 42 years. However, those belonging on the second category are also male (82 percent), single (52 percent), with an average age of 33 years. Majority of the respondents belong to the first category. They are also evaluated in terms of blasting, event drinking, service quality value, sports media consumption, home games attended, and away games attended. On the first and second variable, blasting and event drinking, highly dysfunctional fans scored higher. However, in terms of service quality value, the low dysfunctional group scored higher. On the last three variables, sport media consumption, home games attended, and away games attended, the highly dysfunctional group scored higher. Based on the results, a typical portrait of a highly dysfunctional fan would be male, young, single, with no children at home, spending an excessive amount of time in sports media and alcohol consumption. They lack meaningful relationships with other individuals, have no direction or self-control.
Donahue and Wann (2009) also investigated the influence of team identification to fan dysfunction. This is based on the assumption that sports team identification can serve as a predictor of fans perception on the appropriateness of aggressive behavior, both physical and verbal. The results have shown that fan dysfunction is positively related to a fans perception on the appropriateness of physical and verbal aggression. However, team identification is not directly related to perceptions of the appropriateness of verbal aggression, but has a negative relationship with the perceptions of the appropriateness of physical aggression.
A study by Dale et al. (2005) identified the factors that influence game attendance of fans in a sport event. The study used questionnaires distributed to local fans and the results showed that the performance and success of the team is the topmost factor that influences attendance. This is also emphasized by Greenstein and Marcum (1981) who stated that 25 percent of the variance in attendance is influenced by performance. Other factors determined by the study were ticket prices, high profile players, and advertisements (newspapers, leaflets, and public transport).
Melnick and Wann (2004) determined sports fandom influences, interests and behaviors among Norwegian university students. The results showed that male fans scored higher in attendance, television viewing, and discussion than female fans. Sports influences, as determined in the study were parents, specifically father (30 percent), local community (21.7 percent), friends (13.3 percent), and school (9.2 percent).
Fink, Trail, and Anderson (2002) determined which motivation factor for team identification is most salient. The study specifically focused on eight motivational factors, namely vicarious achievement, acquisition of knowledge, aesthetics, social interaction, dramaexcitement, escape, family, and physical skill of the players. The results of the study showed that vicarious achievement (40 percent) scored higher in terms of variance in attendance rates, followed by aesthetics, drama, social interaction, family, acquisition of knowledge, escape and physical skill. The study also determined if there would be significant difference in terms of gender, and the study showed no significant difference in terms of gender. Vicarious achievement scored higher in both male and female fans.
Fan sites. According to McEvoy and Morse (2007), as of 2000, 39 percent of people who have direct access to the Internet via personal computer access sports-related information. Also, 72 percent of those who access sports-related information online checks NFL, NBA and MLB scores. Fan sites are greatly accepted because unlike traditional media like television and sports magazines, Internet can offer more interactive features, thus it can satisfy a wider range of consumer needs. A fan sites appeal depend on the need of fans to get their daily information fix. It also allows to them to have discussions with other fans about the product or services they need. It allows them to voice out their expressions and talk about their favorite team or player.
An article entitled Take me out to the ball game reported that major league baseball has used technology and Internet to attract and keep fans happy both during home and away games. The article specifically reports about the Washington National team, where they devised their website as a means to purchase tickets thru their cell phones by accessing the fan site. The program was called Ticketsphone allows fans to download tickets directly on their phones. They dont have to be in front of a personal computer to purchase tickets online. They just have to present their phones and have it scanned and they get to see the game. Aside from the mentioned program, they also have Player Tracker, which offer alerts for a team or player that they are specifically following thru text. They also have MLB.TV premium where fans can watch a game split in six ways (Strauss, 2007). Internet has also allowed fans to blog about a game or a team, even betting was made available and easier because of the wide range of information available online. They also have podcasts for interviews with players and teams, which are all available to fans thru a fan site.
A study by Seo and Green (2008) developed an instrument that will measure sport online consumption of sports fans. The instrument they developed was named motivation scale for sport online consumption (MSSOC) was able to determine ten motivational factors, namely fanship, interpersonal communication, technical knowledge, fan expression, entertainment, economic, pastime, information, escape, and support. Information refers to the motive to get large volume of sport information and learn new things relate to the team or player they are following. Entertainment refers to the motive to enjoy sports and have fun thru fan sites. Interpersonal communication refers to the motive to share experience or knowledge, or voice out their frustration with other fans. Escape refers to the motive to feel anxious and to get relaxation by navigating thru the fan site. Pastime refers to the motive to spend free time by using and navigating thru the fan site. Fanship refers to the reason that one considers or classifies oneself as a fan. Team support refers to the motive to show support to their favorite team or player thru the fan site. Content refers to the motive to see photos and other media related to the team or player that they are following. Economic refers to the motive to get and avail promotional incentives thru the fan site. Technical knowledge refers to the motive to learn specific knowledge regarding rules and skills related to the sport that the fan site could offer.
Filo and Funk (2005) also determined the relationship between attendance motives and internet content. Their study showed direct relationship between game attendance and sport online consumption. They also determined that product presentation had the greatest impact and major source of information for game-day or product-related information.
Hur, Ko, and Valacich (2007) also focused on motivation and concerns for online sport consumption. They proposed a model based on five motivational factors, specifically convenience, information, diversion, socialization, and economic, and four types of concern, specifically security and privacy, delivery, product quality, and customer service. Convenience refers to the ability to purchase or acquire desired product or information regardless of time or place. The second factor, information, refers to the motivation to gain sport-related information thru the Internet. The third factor, diversion, refers to the consumers desire to escape everyday routine, stress, and seek pleasure, fun and enjoyment thru a fan site. The fourth motivational factor, socialization, refers to the consumers desire to develop and maintain relationships with other fans thru sharing of experiences and information. The last motivational factor, economic motive, refers to the consumers desire to save or make money and obtain free products online. Now we go to the concerns for online sport consumption. Security and privacy refers to the consumers perceived risks for personal and financial information being used and abused online. Delivery refers to the consumers concern in case heshe ordered products or services online. This consists of concerns like processing of the order, incorrect billing, shipping charges, waiting time or receiving wrong items. The third concern reviewed in the study is product quality, which refers to the consumers concern about the quality of the product and services being offered online. Some consumers have the need to closely examine items prior to purchasing, which they cannot achieve online. And the last concern is customer service. This refers to the consumers concern prior, during and after the purchase of an item or service online. It usually consists of money-back warranties or ease of getting help from a representative.
Team Identification
A variety of researches have shown that normal levels of team identification can cause positive effects on social psychological health because it increases the social connections of an individual (Compton, 2005). Wann (2006) also constructed a model called team identification-social psychological health model that will measure the extent to which a fan feels a psychological connection with a specific team. This model also predicts that team identification can result to two forms of social connection enduring and temporary. Enduring connections are established when a fan relocates into a community that supports the same team, which makes social connections readily available. An example would be a Yankees fan relocating to New York City. Temporary connections, on the other hand, are when a fan relocates to an environment that supports an opposing team. For example, a Yankees fan relocating to Boston.
Similar to this study, Wann and Polk (2007) focused on the relationship between team identification and the perceived trustworthiness of the others. Their study determined that team identification could positively increase an individuals belief in the trustworthiness of others.
Wann, Dunham, Byrd, and Keenan (2004) used a five-factor model of personality to measure the psychological health of highly identified sports fans. The results of the study showed that high levels of team identification can positively increase the psychological wellbeing of sports fans, specifically in terms of extroversion, openness, and conscientiousness.
Wann and Pierce (2005) also compared two models that predict fan behaviors such as identification and commitment sport spectator identification scale (SSIS) by Wann and Branscombe in 1993, and psychological commitment to team scale (PCT) by Mahony at al. in 2000. The study determined that both models are valid and effective in measuring fan behaviors, specifically identification and commitment.
Baseball in Taiwan
Due to globalization and westernization, baseball can now be considered Taiwans national sport. It has been very popular in Taiwan over the past century. National teams have developed sufficient expertise to win a silver medal at the Olympics. Taiwans professional baseball league has long been the most popular sports programming for TV broadcast and, until recently, held the top rating position among all types of national sports broadcasts. However, since 2006, US major league baseball programming has overtaken the ratings of broadcasts of local teams (Taiwan Nielson, 2007). Since the Taiwanese player Chien-Ming Wang began his successful major league career with the New York Yankees, Taiwanese have become increasingly willing to stay up to watch major league baseball, which are broadcast late at night or early morning in Taiwan due to the 12-hour time difference (Hu  Tsai, 2008). Baseball enjoys a fair amount of popularity in Taiwan. The success of Chien-Ming Wang for the New York Yankees has really made Major League Baseball a hot topic in Taiwan. A baseball game in Taiwan is commonly characterized by the presence of a band for each team, which serves as a cheerleading section. During each players at bat, the band for the batting team will lead the crowd in chants for a hit. Majority of the spectators are young girls, and the stadium is clean and although much smaller than a typical American stadium, has all the amenities needed. Baseball teams are also named after their individual sponsors and not after their hometown like in United States (Crawford, 2007).
Motivation and Attendance
Motivations by definition are composed of drives, urges, or desires that initiate behavior (Bayton, 1958). In a sporting context, research has focused on determining factors that influence or impact attendance rates, and how attending sport events fulfills the need on consumers or fans. It is commonly viewed in terms of two perspectives psychological, which looks into the internal factors like expectations, satisfactions and motivations to attend while peripheral perspectives look into factors like win-lose team records, stadium comfort and features, game-day weather, or level of income of attendees (Kahle et al., 2001).
Baseball Fan Motivation
Identifying the factors the affect and influence attendance to sporting events has been the concern of both market researchers and practitioners. A variety of literature has focused on motivational factors that influence and affect sports fans. Although the names or terms differ from one study to another, it is commonly categorized into eight types, namely eustress, self-esteem, escape from everyday life, entertainment, economic factors, aesthetic qualities, group affiliation and family needs (Wann, 1995). According to Branscombe and Wann (1994), eustress or positive level of arousal, is a common factor that motivates fans because they perceive sports as a means to arouse their senses and provide them with the stress that they need. Self-esteem is also considered as a motivational factor because it gives them a feeling of self-achievement or accomplishment when their team wins or performs well. The third factor, escape from everyday life can also be considered as a motivational factor because sports serves as a past time for fans or a means to escape their daily routine. Economic factors are based from the economic gains that fans get from bets, gambling or other profitable activities. Aesthetic qualities are based on team performance or creativity in the strategies used during the game. To some fans, sport events or the sport itself is a form of art.  Another motivational factor is affiliation and family needs, or the need for a sense of belongingness. Sports events also serve as a means for family bonding, and a way to reduce the sense of alienation. This was emphasized by Kahle and Riley (2004) who stated that attending sports events act as a means to socialize with family and friends.
Empirical Studies on Fan Motivation
Cialdani et al. (1976) also theorized that in terms of self-esteem, fans have the tendency to BIRG or bask in reflected glory and CORF or cut off reflected failure. Another study focused on determining the level of motivation in different kind of sports. Type of sport was differentiated in terms of group or individual, or aggressive versus non-aggressive. The result of the study showed that the aesthetic factor is higher in individual sports like figure skating while fans of group or team sports are highly motivated by eustress and self-esteem. In terms of economic factors, aggressive sports are more affected in contrast to non-aggressive sport that is more affected by aesthetic factors (Bernthal  Graham, 2003).
Chen (2009) focused on the influence of team identification on mediating the effects of attributions on summary judgments of BIRGing and satisfaction on the outcome of the game. The results of the study have shown that team identification has the ability to influence the stability of BIRGing and internal control on BIRGing.
Bizman and Yinon (2002) determined the distancing tactics of sports fans in terms of self-esteem and emotional responses. The results have shown that fans have the tendency to associate themselves more with the winning team, thus they BIRG on the winning team and CORF in the losing team. These effects however, where displayed by fans with low levels of team identification rather than those that highly identify themselves with the team.
Kim et al. (2007) also developed an instrument to measure fan motives for sporting events attendance, and the study was able to determine twelve fan motives, namely drama, escape, aesthetics, vicarious achievement, socializing, national pride, economic factor, adoration, violence, sport interest, fighter interest, and organizational interest. Drama has been defined as the excitement felt by the fans in a sporting event. Escape is the act of temporarily forgetting their problems and stress by escaping their routine. Aesthetics is the appreciation the mastery of techniques displayed by the players of the team. Vicarious achievement provides the feeling that they can without the actual participation of in the game. Socializing is making friends and spending time with people with similar interests. National pride refers to the feeling of cultural important which influences spectators to support their local team. Economic factor is the opportunity for spectators to wager on the outcome of the event. Adoration is the attraction to the players of the team because of their heroic and almost unbeatable image on the game. Violence is the attraction to one-on-one combat or violence-related activity in sports that attracts fans. This factor is more applicable to sports like boxing. Sports interest refers to the actual liking of the spectator to the sport itself. Fighter interest, on the other hand, refers to the liking or attraction to the player. Lastly, organizational interest refers to the attraction to the team or the brand that represents the team or organization.
A study determined the relationship between team success and major league baseball attendance. The study used a tool called Generalized AutoReggresive Conditional Heteroskedascity (GARCH) to determine the relationship between the two variables and the results showed that teams success is an important factor that greatly impacts attendance in 12 National league teams included in the study.
Boyle and Magnusson (2007) also constructed a model called social identity-brand equity (SIBE model) to determine the factors that increases a fans team identification. The result of the study was able to determine several factors, namely venue, team history, rituals, and social groups. It was also shown that team history has a significant relationship to social identity.
Underwood et al. (2001) has also shown that fans can cultivate a social identity through the appreciation for the history of their team. Sporting events and attending rival games between baseball teams, fans feel that they are part of history. The authors also emphasized it by stating that  team history connotes a sense of tangibility in a largely intangible environment (p. 6). This is also manifested in the popularity of throwback jerseys as a means of incorporating history as an attractive attribute of team sports.
In terms of venue, Underwood et al. (2001) stated that physical facility provides a stable and tangible representation of a teams identity. It was also emphasized that the only consistent factor for a fan is sports facility. Jerseys change, score records break over time, but the history associated with a venue is consistent. Examples of these are Boston Red Soxs Fenway Park and Yankee Stadiums Monument Park.
Boyle and Magnusson (2007) also determined the demographic profile of fans with high team identification. The results also showed that majority of the respondents are male (80.2 percent), with a level of income of 100,000-149,999 USD (25.3 percent), ages within 39-65, and majority are White in ethnicity (96 percent).
Besides team performance and success, other factors that affect attendance were also measured in a variety of literature. MacDonald and Rascher (2002) determined the relationship between event promotions and attendance while Gifis and Sommer (2006) focused on event promotions but based the study on minor league baseball games. Another study focused on the importance of alcohol sales in sporting events attendance (Chupp, Stephgnson,  Taylor, 2007).
A study by Bernthal and Graham (2003) determined the difference on the impact of sport fan motivation on collegiate and minor league. The study was able to determine that collegiate sports are highly motivated by team rivalries than minor league. Moreover, ticket prices and overall cost of attending and watching the game greatly impacts attendance of minor league fans. Added entertainment or in-game contests or promotions was also shown to highly motivate minor league fans. The community was determined to motivate both fans although it has greater impact on collegiate fans.
Kahle, Aiken, Dalakas, and Duncan (2003) stated that entertainment is an important factor that motivates attendance because spectators are not primarily concerned with the outcome of the game but the overall experience. Shank (1999) was able to identify that player attractiveness influences sport event attendance. It was explained in the study that skillful and attractive players increases fans inclination for attending the event. This was further emphasized by Braunstein and Zhang (2005) by stating that sports stars are attractions of the event themselves and positively attract consumers.
The Australian Bureau of Statistics (1999) reported that there is an indirect relationship between age and attendance that implies that attendance experiences a gradual decline as fans age. In fact, fans within the age range of 15-24 have been reported to have twice the attendance of those belonging to 65 year old fans. This may be due to the fact that older fans have the tendency to watch sport events in television instead of live.
Hall and OMahoney (2006) determined factors that caused variance in fans attendance, and the result of their study established seven factors, namely entertainment, emotional arousal, back room, true fan, front room, event, and social factor. In terms of entertainment factors, these include fun, excitement or level of enjoyment. Emotional arousal factors include variables like stimulating, satisfying or stirring. Back room factors refer to any factor that is amenable to management control. This may take the forms of ease of getting seats, availability of parking space or stadium accessibility. True fan refers to a sports event attendee who is interested in the outcome and performance of the team and social factors refer to the importance of family or friends in the enjoyment of the event. The study also compared the importance of these factors between males and females and the results showed that entertainment factors were important to both male and female genders, as well as back room, event and social factors. However, emotional arousal and true fan factors affect males more while front room factors are more important to females.
Similarly, Wann and Waddill (2003) stated that males scored higher in six out of the eight factors determined by Sports Fan Motivation Scale (SFMS) specifically entertainment, eustress, economic, escape, self-esteem and aesthetics while females scored higher in family motivation. This may be because sports are commonly male dominated, and displays more interest in sports (Dietz-Uhler, End, Jacquemotte, Bentley, and Hurlbut, 2000). A study by MacLardie (2002) also showed that male respondents scored higher in eustress, self-esteem and aesthetic while females scored higher in family motivation.
Dietz-Uhler, Harrick, End and Jacquemotte (2009) also determined the differences in sports fan behavior and reasons of being a sport fan in terms of gender. The study determined that 73 of the respondents who do not consider themselves as sport fans are female while 83 are male. Moreover, the study established twelve reasons for being a sports fan and these are they play sports (male 19.3, female 15.1), enjoys cheering (male 9.9, female 12.3), watches sports (male 9.9, female 11.7), attends sport events (male 6.4, female 13.4), enjoys watching with family and friends (male 5.0, female 1.1), exposure to sports (male 1.9, female 2.8), likes sports (male 7.9, female 4.5), enjoys learning about sports (male 5.0, female 7.3), feels loyal to a team (male 5.4, female 5.6), grew up in a sport-oriented environment (male 5.4, female 5.0), has sports memorabilia (male 2.0, female 2.8), and has sports heroes (male 2.0, female 1.1). In terms of sport fans behavior, male respondents scored higher in number of hours discussing sports, number of hours watching sports, number of sporting events attended and sports knowledge while females scored higher in interest and self-reported knowledge.
Wann, Waddill and Dunham (2002), on the other hand, argued that rather than focusing on anatomical sex, sexual orientation should be used in determining sport fanaticism differences in terms of gender. Gender role orientation is concerned with the degree to which an individual views oneself, whether feminine, masculine or androgynous.
A study determined the difference on motivation factors that influence African American and European American fans. Since SFMS was based on a European American setting, the study had to first determine which of the eight factors is applicable to an African American setting. Using a survey, the study was able to determine that eustress, aesthetic, self-esteem, group affiliation, and entertainment were applicable to an African American Setting. The study also revised SFMS and added four factors, specifically equality, support, similarity and representation motive. Another survey using the revised SFMS was conducted by the study and it the results showed that in terms of eustress, self-esteem, escape, entertainment, economic, and aesthetic in both African American and European American fans, females were outscored by male respondents. However, females outscored male respondents in terms of family motivation and group affiliation (Bilyeu  Wann, 2002).
The prior study of Bilyeu and Wann gave way to the emergence of representation motive in the motivation scale of sports fans. Representation by definition refers to value concepts (Wofgang, 1995). Kahle, Kambara and Rose (1996) proposed that internalization, seeking a unique self-expressive experience, and camaraderie are strong predictors of attendance. Moreover, identification with winning and seeking a unique self-defining experience influence the need for seeking a unique self-expressive experience. A sports fan may have the same or different background from a player or team (Bilyeu  Wann, 2002). Having someone in the team with the same background or ethnicity as a fan would make the fan feel more part of the team.
Similarly, a study by Baade and Tiehen (1990) adopted the attendance model of Roger Noll to determine the factors that influence attendance of fans in sporting events. The study was able to determine several factors, one of which is the number of stars or sports stars attending the event. It was shown in the study that there is a direct relationship between attendance and the number of stars. The study also determined that stadium capacity and age of the stadium has no direct relationship with attendance, which contradicts other findings in other research.
Another study by Meehan, Nelson, and Richardson (2007) measured the impact of competitive balance to fan attendance in MLB using the game data for year 2000-2002. The study defined competitive balance as the difference between the percentages of the home and visiting teams. The study was able to establish three significant findings first, the effects of variance in competitive change is not symmetrical to attendance second, the effects of variance in competitive change increases as a team lags in team standings and lastly, the effects of variance in competitive change decreases if a home team has a better winning performance and increases if the team has poor performance during the season.
A study by Madalozzo and Villar (2009) also determined the factors that influence attendance and categorized the motivational factors into structural characteristics, expected quality, performance and level of uncertainty on the outcome of the game. Structural factors include ticket prices, income of the city or location of the game, stadium capacity and day of the week.
Pons, Mourali, and Nyeck (2006) took a different path in identifying what makes consumers attend sporting events by identifying consumer orientation rather than motivational factors. Consumer orientation, based on the study, can be defined as an individuals inclination towards the adoption of a behavior during a given act of consumption. It is also composed of two components 1) motivation, or the capacity of a given product, service or event to satisfy the customers needs, and 2) values, or the factors that influence a consumers behavior in a specific context. Orientation is commonly manifested through a variety of modalities. For example, a fan or spectator may be oriented towards a specific team because of high levels of hype and enjoyment that the actual experience provides while a different fan or spectators orientation may be due to socialization and relational reasons (Wann, 1995 Swanson et al, 2007).
Going back to the study by Pons, Mourali, and Nyeck (2006), the study conducted a survey to a total of 187 respondents, 67 of which are male with an average age of 35 years old, and the results of the study identified four types of sports spectators or fans. The first group was called super fans, and this was characterized by strong sports orientation. They are shown to be the group of individuals that has a high number of sports attendance spends more in event tickets or pay-per-view shows subscribes to sports magazines and collects sport memorabilia and other brand-related products. The second group identified in the study is composed of individuals that manifest moderate levels of sports orientation but display high levels of social orientation of the sporting event. Average television viewing, sporting event attendance, and product consumption often characterize them. The third type of group called the experiential group, also manifests moderate levels of sport orientation but displays high levels of sensation seeking behaviors. They are characterized by a high number of sporting event attendance but very little product consumption. The fourth and last group identified is called the situational group which has the lowest level of sport orientation, generally characterized by less than average sporting event attendance and low product consumption.
Another study determined the reasons why baseball fans support a particular team, and the study was based in Taiwan. The study used a four-factor scale adapted from Wann and Pierce (2005) which consists of dimensions, specifically team image, familiarity, influences of family and friends, and home team. The results showed that only team image influences fan loyalty. However, support due to familiarity with the team, influences of family and friends, and home team were not correlated to loyalty.
Another study based in Taiwan, whose purpose was to understand the relationship between Taiwanese viewers watching motivations, their identification as fans, and their viewing behavior, and to identify the market segments by motivation clusters. The result of the study determined six motivation clusters with distinct combinations of motivations for viewing major league baseball. The motivations with the highest means were Eustress, Entertainment, and Representation. Entertainment, Self-esteem, and Eustress positively affected fan identification, which in turn positively affected viewing behavior. However, none of the motivational factors examined had a significant relationship with viewing behavior, which implies that fan identification is a mediator between motivation and behavior for Taiwanese fans to watch major league games (HU and Tang, 2008).
A study determined motives for attending sporting events in Taiwan and developed a scale that measured the motives of sports consumption. The research design used in the study compared the motives, specifically watching sports and value-based attitudes, on attending sporting events. The results of the study showed that Taiwanese are motivated to attend sporting events because of socializing reasons although it do not imply attending the event in general. They may go to alternative socializing events like shopping than sports events (Gau, 2009). 
A somehow similar study, focused on the factors that caused the decline in attendance of baseball fans in Korean Professional Baseball League (KPBL). The study determined that the decline in economic growth, competitive imbalance, and the emergence of Major League Baseball (MLB) as a rival to KPBL are the major reasons for the decrease in attendance of fans in sporting events (Lee, 2006).
A study by Hong, McDonald, Yoon, and Fukimoto (2009) established three primary spectator motives for Japanese interest in MLB, which are overall interest in baseball, interest in players, and quality of games. The results also showed that these motives predict the Japanese fans emotional attachment, attitudinal, or behavioral loyalty toward MLB. In addition, emotional attachment predicts attitudinal loyalty, and attitudinal loyalty leads to behavioral loyalty.
Lastly, analysis of the data on environmental motivation factors in respondents attendance atthe baseball stadium showed that the most important factor was cleanliness. Next is availability of convenient facilities, followed by parking, and fan control. In terms of team loyalty, the respondents demonstrated positive opinions about a favorite baseball team even when stadium-related environmental factors were unsatisfactory.
Bristow and Sebastian (2001) was also able to determine that creating and maintain die-hard fans is essential however difficult. This kind of fans like die-hard fans of Chicago Cubs baseball team displays variance in attitude and behavior than normal loyal fans. The study determined that creating die-hard fans has to involve a long-term strategy, like focusing on children, making the event memorable to families, and reaching out to communities.
Customer satisfaction in sporting events is vital since satisfied consumers are less price sensitive and display higher levels of commitment to the team (Hansemerk  Albinsson, 2004). Service quality consists of different dimensions, namely functionality quality which focuses on how the service is provided technical quality which focuses on what service is provided and image quality. The study determined several types of fans, which include die-hard or the most loyal supporter recent converts or new supporters who joined the club occasional but former die-hard or supporters who were very loyal in the past part-timer or supporters who irregularly visits sporting events fair weather or supporters who attend sporting events during good weather, yet to be converted or supporters who do not perceive themselves as a fan or supporter and lapsed or those who used to be a supporter (Dale et al., 2005).
Alcohol consumption is also a factor that contributes to consumer satisfaction in sporting events. According to Abrams (2007) in his book entitled The dark side of the diamond, alcohol and baseball have a long history dating back to 19th century. Baseball stadiums are commonly populated by alcohol concession stands and vendors that bring alcohol to spectators up and down the aisle. Beer commercials in sports have also been dated back to mid-1940s, and baseball stadiums are named after beer brands (Miller, 2002). Thus, it implies that alcohol is an integral part of sports and without it the actual experience is incomplete.
A study also examined the level of disappointment experienced by baseball fans by using the Disappointment theory adapted from Bell (1985). The survey used in the study covered questions measuring their disappointment, expectation, and efforts invested in supporting the team. The result of the study showed that disappointment is positively related to expectations for success, efforts invested in the team and dedication to the team. Moreover, the study determined that using the Disappointment theory is useful in measuring the emotional reactions of fans however, it was not able to effectively measure fans expectation for success.
A study by Lee, Newman, and Bang (2009) determined the influence of internal and external factors on different groups of fans based on demographic factors, specifically gender and marital status, and psychographic profiles, specifically team and sport identification. The study used a survey as a tool to gather data, and the respondents were 86 percent Caucasian and 69 percent of which are male whose average age is 45.6 years old. 
McEvoy, Nagel, DeSchriver, and Brown (2005) determined the relationship between facility age and spectator attendance of MLB facilities. The study determined that a high sports fans attendance was observed during the first years of the facility and gradually decreased as the facility gains age. A subsequent increase in attendance in the later years of the facility was also observed.
Milne and McDonald (1999) determined fan and spectator motives, and these are risk-taking, stress reduction, aggression, affiliation, social facilitation, self-esteem, competition, achievement, skill mastery, aesthetics, values development and self-actualization. The study also determined that some fans or spectators may be influenced by several motives while some may be influenced by only one motive.
Kahle et al. (1996) by adapting the theory of attitudinal influence by Kelman in 1985 determined fan attendance motivations in a college football setting. This determined that fans are motivated to attend sporting events because of the desire for a self-expressive experience, group affiliation and attachment to the game or sport.
Trail and James (2001) developed a model called Motivation Scale for Sport Consumption (MSSC) to determine spectator consumption behavior. The study determined nine motivational factors, namely achievement, acquisition of knowledge, aesthetics, drama, escape, family, physical attraction, physical skills of players, and social interaction
Funk, Ridinger, and Moorman (2003) used a tool called Sport Interest Inventory (SII) and extended the tool and was able to determine eighteen factors, specifically, interest in sport, interest in players, bonding with friends, drama, bonding with family, aesthetics, customer service, excitement, entertainment value, sport knowledge, vicarious achievement, escape, wholesome environment, socialization, interest in team, community pride, support womens opportunity and role models.
A study by Mahony and Moorman (1999) also measured fans level of intention of watch their favorite team and the team that they dislike the most using the Psychological Commitment to Team (PCT) model. The result of the study showed that fans watch their favorite team under all circumstances, whether the team is performing poorly or winning. However, fans only watch their most disliked team when it is opposed to their favorite team or when they are sure to lose in a game. Zillman, Bryant, and Sapolskys (1989) Disposition theory of sports spectatorship supported this finding. Based on the theory, fans or spectators derive enjoyment in both from watching their favorite team win and perform well and watching their disliked team fail and lose. When spectators and fans watch a team with a neutral attitude, they display less enjoyment. Moreover, watching a disliked team also produces high levels of eustress, which would explain why fans are inclined to watch their game. This however, is not achieved when watching a team where a fan or spectator has a neutral attitude. 
A study by Funk (2002) while focusing on Japanese Professional Soccer League (J.League) was able to determine seven factors that motivate fans and spectators to attend sporting events, and these are drama, vicarious achievement, aesthetics, team attachment, player attachment, sport attachment and community pride.
Kwon, Trail, and Anderson (2005) determined points of attachment that influence fan loyalty using the Point of Attachment Index (PAI). The results showed several points of attachment, namely attachment to the university, attachment to the players, attachment to the level of sport, and attachment to the coach.
Zhang et al. (2001) examined the audience attending minor league hockey games, and pointed out that five motivations (stress and entertainment, achievement seeking, and salubrious effects) were significantly predictive of game attendance.
Armstrong (2002) studied the motivations of African American fans participating in HSBC football games and proposed that there is a prominent relationship between viewing behavior and motivations such as aesthetics, group affiliation, escape, eustress and entertainment.
Researchers who conducted an empirical study of the influence of sports fan ethnocentrism on viewing motivations and behavior with respect to major league baseball broadcasts in Taiwan proposed that the level of interest in sports has significant impact onto the length of time spent viewing (Hu  Tsai, 2008).
Kahle et al. (1996) proposed that internalization, the need to seek a unique self-expressive experience, and the need for camaraderie are strong predictors of attendance. Identification with winning and the need to seek a self-defining experience were antecedents to the need to seek a unique self-expressive experience.
Environmental Motivation
In this section, the two environmental motivation factors that affect spectator attendance will be discussed individually. The first factor is stadium characteristics as they relate to the environment. This factor refers to the tangible components of the facility that does not vary significantly from one event to another. It includes architectural characteristics, the aesthetics, the comfort level of the seating, as well as visual and aural equipment. Moreover, the symbolic value of a stadium, which is related to nostalgia, history and tradition associated with the venue, will also be considered under this section.
The second set of environmental motivation factors is known as stadium factors  the individual components that make up the physical environment of the stadium. Lee, Ryder  Shin (2003) indicated that these components include 1) parking spaces proximity to stadium, availability and convenience 2) cleanliness service regularity, architectural design and age of stadium 3) sufficient space assurance of adequate space in aisles, hallways, seating and highly frequented areas such as concessions stands and restrooms to prevent overcrowding 4) Food and beverages range, quality and taste of food and drinks and 5) stadium fan control fan behavior, alcohol consumption and implementation of measures to quell disturbances.
Stadium Characteristics as Related to Environment
Although stadium characteristics are not usually considered to be the central characteristics of a sports event, they play a significant role in influencing the quality of the experience of attending the event. According to Wakefield, Blodgett, and Sloan (1996), the spectator sports environment typically refers to fixed tangible elements of the service environment that fundamentally remains the same from one event to another. In particular, the elements of the service environment include the layout accessibility, facility aesthetics, seating comfort, electronic equipment and displays and facility cleanliness (as cited in Westerbeek  Shilbury, 2003, p. 11). Similarly, in their examination of the effects of environmental factors on the attitudes of stadium patrons, Tomlinson, Buttle and More (1995) cited stadium design as one of the top six environmental factors that affect attendance.
The visual and aural quality of the sporting environment also affects spectator attendance. Schofield (1983) noted that newly-constructed sporting arenas with comparatively more sophisticated and comfortable features often attract massive numbers of spectators (as cited in Westerbeek  Shilbury, 2003). In their study, Kahane and Shmanske (1997) created a model of the novel effects of new stadiums on yearly attendance in professional baseball from 1990 to 1992. They found a positive significant correlation between new stadiums and annual attendance.
In addition to these fundamental elements, Westerbeek and Shilbury (2003) also illuminated the importance of other environmental stadium characteristics such as history, tradition, location and distinctive architectural characteristics. These features are relevant to the discussion because they affect spectator attendance. Because of these components, spectators develop an emotional attachment to the sportscape. To these individuals, the stadium is more than just a physical facility characterized by its tangible features it is a home that is replete with special memories. Bale (1994) offered a thorough description of this perspective by explaining how many of the team supporters grew up at the sports setting and experienced the excitement of the games with their friends in this environment their perceptions of the stadium are enriched with memories of their personal past experiences (as cited in Westerbeek  Shilbury, 2003). For the home team supporters, the stadium has significant symbolic meaning that infuses them with a sense of pride and affiliation with the rest of the community. The stadium thus allows an entire community to construct a tradition that transcends space and time.
Stadium Factors
Parking spaces. As pointed out by Bitner (1992), the access and physical closeness of parking spaces to the stadium can exert an impact on the emotional state of spectators. When spectators have to invest a substantial amount of time in looking for parking spaces andor walking to the stadium, some may become extremely frustrated and resentful. Spectators who arrive at the stadium in a negative state of mind will possess a hostile disposition towards all aspects of their experience, thus diminishing the likelihood of their return to the stadium.
Similarly, when spectators are confronted with tremendous difficulties in leaving the stadium after the game due to traffic problems will also be reluctant to return to the stadium. According to Wakefield and Sloan (1995), spectators who consider themselves to be trapped in situations beyond their control will not enjoy their experience. For others, the difficulties of locating their cars in large stadium parking areas will constitute another reason for not returning to the stadium.
Cleanliness. Cleanliness is a key environmental factor that determines the level of attendance at stadiums (Macpherson, Garland,  Haughey, 2000). In their survey of fans attending rugby matches, Macpherson et al. (2000) reported that the fans gave a rating of 3.91 (out of 5) to stadium cleanliness as a factor in affecting their attendance at games. The cleanliness of stadiums is affected by three components quality of service, architectural design and age. Wakefield and Sloan (1995) explained that some types of floor tiles and high ceilings are difficult to clean. In addition, poorly-maintained old buildings characterized by peeling paint and cracked surfaces can also make it challenging to clean.
Regardless of these factors, the stadium management can still control most other aspects of cleanliness by instituting a program that requires regular monitoring of the cleanliness of the stadium, and vigorous oversight of rest room hygiene, trash collection and paintwork. In stadiums that lack such oversight, restrooms and concession areas can be found to be covered with garbage and spilled drinks by the middle of the game. Wakefield and Sloan (1995) concluded that spectators who are exposed to this dirty environment will not be likely to return on subsequent occasions.
Sufficient space. The space available in the aisles and hallways, seating arrangements, as well as the concessions and the restroom areas, need to be adequate to prevent crowding. In fact, the layout and design of these areas should take into account the spectators needs for comfort, interaction and enjoyment.
Wakefield and Sloan (1995) emphasized that stadiums that exert a crowding effect on the spectators can contribute to the development of negative emotional responses such as the sense of being overly confined and inability to exert self-control. Essentially, spectators are unable to derive pleasure from their viewing experience. At the practical level, these poorly-designed stadiums can also prevent spectators from leaving and returning to their seats.
Other researchers have also found differences between the perceptions of spectators who frequent womens games and those who attend mens games. In their study, Kahle et al. (2003) found that hospitality factors such as the seating arrangements was considered to be significantly more important for patrons of womens sports events than their counterparts who attended mens sports events.
Food and beverages. Wakefield and Sloan (1995) noted that because spectators are limited to the food and beverages while they are watching the baseball game in the stadium, their perception of the quality of food and beverages will also contribute to or undermine the quality of their experience. Stadium owners who are aware of the potential of food and beverages as an alternative source of revenue often recognize the following factors that need to be acknowledged in their provision of food and beverages a) expanded range of food beyond the usual hotdogs, beers and soft drinks to include pizzas, snacks, barbeque, ice cream and Mexican food and b) taste of the food such as quality and temperature.
Stadium fan control. Disruptive fan behavior is typically caused by the intensity of the rivalry and conflict between teams and their fans (Bernstein, 1991 Wakefield  Sloan, 1995). According to Smith, Patterson, Williams, and Hogg (1981), sporting events often trigger aggression and violence in sports spectators because they tap into the primitive instincts. In fact, Corbin (1973) found that sports spectators actually undergo a significant increase in arousal and heart rate, while engaging in the seemingly passive activity of watching a sporting event. This arousal is often manifested externally in the form of cheering, yelling and waving. However, Redden and Steiner (2000) indicated that depending on the development of the outcomes of the sporting event, the arousal can lead to aggression and violence.
In their study, Macpherson et al. (2000) found that fan behavior was a significant factor in determining fan attendance, with a rating of 3.71 (out of 5). More specifically, the study indicated that older spectators who were raised in the age of discipline and strict social rules were most likely to be deterred from attending sporting events due to unruly fan behavior. Moreover, spectators in the 31-50 age category also had a low tolerance threshold for poor fan behavior due to the presence of their children.
Bernstein (1991) stated that alcohol consumption often exacerbates the negative fan behavior. While some stadiums may seek to avert this problem by electing not to sell alcohol, they may not be able to prevent alcohol from being brought into the stadiums by spectators. Wakefield and Sloan (1995) noted that since alcohol consumption can lead to highly offensive fan behavior that in turn influences the quality of the fan experience, stadium management is responsible for dealing with such situations promptly and effectively. In addition, it must ensure that staff and policies are in place to quell any disturbances without causing undue distress to other spectators.
In this section, the physical environment of the stadium was discussed within the context of its impact on fan attendance. To begin with, the fixed tangible elements of the stadium such as the stadium design, layout, aesthetics, visual, and aural quality of the equipment were identified and examined. Although they are not central to the sporting experience, researchers indicated that spectators considered them to be an influential factor in determining their attendance at sporting events (Tomlinson et al., 1995 Wakefield et al., 1996 Westerbeek  Shilbury, 2003). Just as importantly, the symbolic component of the stadiums, which stems from their rich history and tradition accumulated from past sporting events and experiences, can also affect the spectators desire to attend sporting events at stadiums (Belk  Costa, 1998 Westerbeek  Shilbury, 2003 Zhang, Pease,  Hui, 1996). The stadium complex offers a rich mixture of sensory experience, history and personal associations with the site.
Furthermore, the specific stadium factors  the tangible and intangible aspects of the stadiums  that can influence the quality of the experience for the spectators were also highlighted and discussed. They include parking spaces, cleanliness, sufficient space, food and beverages and stadium fan control. Each of these components plays a part in shaping the overall experiences of the spectators and influences their decisions whether to return to the stadium in the future. Based on this discussion, it is evident that attractive stadiums should ensure a) easy access to the stadium from the parking lot and smooth departure b) a high level of cleanliness that can be provided by service regularity c) sufficient space in all highly frequented areas d) an extended range of quality food beyond the usual repertoire, which is served at the appropriate temperature and e) prompt intervention to quell any disruptive fan behavior.
Empirical studies on environmental motivation. Another factor that motivates attendance is location. Shank (2001) determined that spectators consider the size of the stadium, seating comfort, and road access prior to attending the event. Car parking availability and cleanliness of the venue was also determined to be motivating factors in terms of location (Robertson  Pope, 1999).
Similarly, Buttle, Morres, and Tomlinson (1995) focused on specifically on event venue and its effect on attendance but have developed a different kind of classification based on the venues characteristics. The study classified the venues characteristics in terms of front room, back room and facility factors. In terms of front room, it consists of availability of factors like smoke-free zones or smoking areas. Back room consists of factors like stadium accessibility, parking availability and availability of seats. The last factor, facility consists of design and comfort of the venue, ticket prices, food and drinks availability, children facilities, and pre and post-event entertainment.
Financial and economic factors, both controllable and uncontrollable, affect attendance. Controllable factors include ticket prices and sports product value while uncontrollable factors include average income of fans and economic health of the location (Shank, 2001).
Sports franchisers believe that the distance from the host city has a direct relationship with attendance that implies that the farther the event location to the host city the lower the number of fans attending the event. It also implies that to maximize fan attendance, it is better to encourage rivalry between proximate teams (Depken, 2000).
Attendance was also shown to increase in the emergence of new stadium infrastructures or ballparks. However, such increase in attendance is only for a short period of time. Its success still depends on the marketing efforts, skills performance and success of the team (Clapp  Hakes, 2005). Stadiums can be further categorized into monofunctional arenas and multifunctional sports stadium that can accommodate a variety of sporting and cultural events. A study determined which type of stadium spectators prefer. Having a deeper understanding in this area can also help in maintaining high rates of fan attendance. The result of the study showed that spectators prefer a monofunctional arena than a multifunctional one. Majority of the respondents believe that the atmosphere in a monofunctional arena is better than in a multifunctional arena (Feddersen and Maennig, 2009).
Although they areimportant to thesports spectator experience, there have been few studies of crowd control,concession services, parking, and the like. These environmental motivation factors as they affect fans of specified sports were the focus of this study, which took as its premise that fans of a given sport differ from fans of other given sportsin terms of their motivation to follow the progress of ateam. According to Zhang et al. (1995), there are four major factors that affect spectators decisions about attending games. The attractiveness of the home team is a first and vital consideration. Individual players skill, league standing, breaking of prior records, team record, performance, and star players together affect fans attendance at games.
Greenstein and Marcum (1981) determined that the variance in attendance was due to team performance. Theattractivenessof thevisiting team (its quality, the presence of star players or the strength of its rivalry with the hometeam) is a second major factor in fans decision making aboutgame attendance. The third are economic variables including ticket pricing, promotions, and advertising. The fourth significant factor in fans decisions to attend games is audience preference, which encompasses game schedules, convenience,stadium quality, weather, and team history in a community. Weekend games and end-of-season games increase attendance, while afternoon games decrease attendance.
Other stadium qualities that have been considered environmental motivation factors include parking, cleanliness, comfort (or convenience), food service, and fan behavior. Adequate spaces for parking may greatly increase the spectators enjoyment of the stadium experience. Low-tolerance and task-oriented individuals may experience frustration if locating a parking space andor walking in to the stadium requires excessive amounts of time. Spectators dissatisfied with parking conditionsare relatively likely to leave a game early and express less satisfaction with their stadium experience. Thecleanliness of a stadium is primarily a function of stadium service quality. For instance, as game progresses, restrooms and concession areas can fill with trash and spilled food and drink. Spectators confronting such may feel unwilling to use the facilities and may become dissatisfied. Physical comfort in a stadium is another important factor. The width of aisles and hallways, the arrangement of seats, and the amount of room afforded for concessions and restroom facilities should be sufficient to accommodate social interaction and facilitate enjoyment of the game. A spectator who feels uncomfortable because other spectators are too close or who feel hampered in exiting the stands and accessing restrooms or concessions may leave a game early and hesitate to attend further games (Lee et al., 2003).
Sporting events location is commonly termed as services capes in a sports context. Wakefield and Blodgett (1994) looked deeper into services capes and determined factors that can contribute to increase in attendance and consumer satisfaction. The result of the study showed several factors that impact consumer satisfaction and ultimately influence repatronage, and these are excitement, crowding, and involvement. Excitement is an emotional response that can range from exhilarating, sensational and stimulating. A good quality services cape should be able to elicit positive emotional response from spectators. This could be achieved by providing stimulating electronic displays like big television screen, signs and lighting or catchy interior and exterior dcor. The next factor is crowding. Perceived crowding is the feeling of being confined, cramped, or restricted. Sports fan expects a good crowd in any sporting event however this does not imply that they expect the event to be crowded. In fact, spectators do not want to feel uncomfortable because of narrow seats or their proximity to other spectator is very small. The excitement of the event also decreases because of overcrowding. The last factor is involvement. This factor is the rationale why fans respond more to favorably to a product or service and why they chose to continue consumption of the specific product or service. Spectators with greater involvement are also perceived to display more excitement about the servicescape and higher repatronage.
Greenwell, Fink, and Pastore (2002) investigated the influence of physical facility and its relationship to consumer satisfaction. The study showed that sports fans expect a level of comfort and convenience from sporting facilities. Especially in major league baseball, the trend has been shown to move from multi-purpose stadiums into baseball-only facilities. Baseball-only facilities have been improved to provide better sight lines and more-spectator friendly stadiums. Bench seating, simple scoreboard, and single concession stand commonly characterize old multi-purpose stadiums. However, in new baseball-only stadiums, chairs with armrests, padded seats, and cup holders have replaced bench seats. Specialty restaurants have replaced concession stands and novelty stands. Lastly, the study was able to determine eight factors that influence satisfaction, and these are access, aesthetics, scoreboard, comfort, layout, core, staff, and satisfaction. 
Turley and Shannon (2000) discussed the impact and effectiveness of advertisements in sporting events location. The impact was measured in terms of message recall, purchase intentions, and actual purchase behavior. The result of the study showed that sporting event attendees have recalled some of the advertisements during the game however it does not influence lasting memory trace. It determined that continuous or longer exposure to the advertisement is directly and positively related to memory recall, purchase intentions, and actual purchase behavior. It was also shown that products sold within the location or stadium benefits more from the advertisements than those sold outside the location.
Jones (2005) also reported that fans like it when teams double up in a sporting event location. It decreases travels costs, fans have more autograph opportunities, and they feel that they get more on the ticket they purchased.
Psychological Motivation of Baseball Fans
The psychological motivation factors that will be explored in this section are the concept of fan loyalty and the psychological profile of a loyal fan. In the discussion of fan loyalty, the reasons underlying the phenomenon of fan loyalty will be highlighted. Furthermore, the characteristics that distinguish a loyal fan from the typical spectator are also briefly presented. The construction of the psychological profile of a loyal fan will offer an in-depth look at the intensity of the fans attachment to the team from internal and external perspectives.
Fan loyalty. According to the research of Wakefield  Sloan (1995), one of the primary reasons why baseball fans choose to attend baseball games at the stadium is loyalty to the team. In other words, spectators who are highly loyal to their home team will return to the stadium simply to watch their team play. Team loyalty may be cultivated from various sources such as the influence of family and friends, the team performance over time, the effectiveness of team or marketing strategies, as well as the fans long-term interest in the sport.
As explained by Funk (2002), loyal fans forge a strong psychological attachment to the team. All the extrinsic factors such as the fame of star players, the attractive qualities of the stadium, socialization and pride in the community, which first draw spectators to sports events become internalized and take on greater personal meaning for the fans. Because of the intensity of their psychological connection to the team, loyal fans are extremely committed in their support for the team (Mahony et al., 2000). These loyal fans will not sway from their allegiance to their teams even in the face of opinions and ideas that paint a negative picture of their teams or specific team players.
As Wakefield and Sloan (1995) explained, what distinguishes loyal fans from other types of spectators is their dedication and support for the team, which does not waver regardless of the teams performance. In the case of this category of fans, the quality of the aforementioned stadium factors will not play as significant a role in determining their attendance as in the case of other types of spectators who may do not display the same type or level of loyalty to the home team.
Psychological profile of a loyal fan. Hunt et al. (1999) offered the following definition of a fan an enthusiastic devotee of some particular sports consumptive object (p. 440). In other words, this individual exhibits a high level of attachment to a team, athlete, or club. This fan may also be extremely interested in participating in sports. The words origins in the term fanatic explain the intense degree of this association. According to Westerbeek and Shilbury (1999), a loyal fan can be considered to be a religious follower who treats the sports setting and the sports event as a sacred site and ceremony. In fact, the practice of religion or religious ceremonies often contributes to the fanaticism of some of these sports fans who employ religion to pray for the chances of success of their teams
 religion or religious ceremonies are often practiced in a physical context that adds to the experience  Although tranquility might not be the right word to describe the atmosphere in a sport stadium prayers are repeatedly chanted in unison by believers to increase chances of their team winning the favor of the gods. (p. 7)
Therefore, these loyal fans consider it to be important to be an integral part of the event by participating as spectators in the live action.
In the above discussion, the psychological factors that motivate a loyal fan to attend sporting events in support their teams were examined. An understanding of the characteristics of these fans is critical from the stadium managements perspective because fans are likely to attend all sporting events in their effort to support their teams, regardless of their perceptions of the physical environment of the stadium, or even the performance of the team. By establishing a strong connection with the teams, these fans convert their initial interest in the extrinsic factors of sporting events and their enjoyment of the game into something that is personally meaningful (Funk, 2002). Unlike other types of spectators, loyal fans will tend not to be concerned with stadium factors (Wakefield  Sloan, 1995).
The examination of the psychological profile of a loyal fan captured the level of enthusiasm and commitment of a loyal fan to the team. As explained by Westerbeek and Shilbury (1999), the sporting event is charged with the significance of a sacred ceremony. Praying for the success of their teams, loyal sports fans believe that their participation in the sporting event can make a significant difference to the outcome of the event.
Sociological Motivation of Baseball Fans
This section will identify the variety of sociological factors that motivate people to attend sporting events.
Escape from lifes problems. As identified by Shank (2002), many people attend baseball games as a way to escape from the boredom and struggles of their mundane existence. Going to sports games provides them with a brief respite from their daily life, and is an effective way for de-stressing from life.
Belk and Costa (1998) also reiterated the fact that watching spectator events provide individuals with an opportunity to engage in an activity that deviates from their daily routines. More importantly, unlike other means of escape from lifes problem, watching a sports event can be considered a healthy pastime that does not involve an excessive investment of time and effort (Funk, 2002 Funk, Mahony,  Ridinger, 2002).
Further expanding on the above themes, Kahle et al. (1996) suggested that fans consider their participation in sporting events as an assertion of their freedom from the stressors and anxieties of their lives. Watching the sporting event live enables them to engage in fantasies as they picture themselves playing the roles of the team players on the team and experience vicariously the thrills, the sense of accomplishment and the excitement of being a part of the game.
Betting. Macpherson et al. (2000) stated that for certain types of spectators, sporting events offer a different type of stimulation. Madrigal (1995) also emphasized that due to the unpredictability of the outcomes of sporting events, they are highly amenable for betting, thus making sport spectatorship a highly cognitive and also intensely emotional experience. Shank (2002) later argued that attending baseball games thus serve a practical purpose of generating economic value. These spectators may only attend because they had placed bets on specific games, or to seek opportunities to gamble at or outside the stadium.
An article by Paul and Weinbach (2008) emphasized that baseball betting is different than the usual bets on football or basketball since the wager is based on the actual team that will win the season. To make the betting more exciting, a money line or odds adjustment is used. For example, if Philadelphia is favored over Pittsburg and the line is 130, the wager must bet 130 in order to win 100 if Philadelphia wins. It implies that if Philadelphia wins, the wagers get hisher 130 back or what is commonly termed as a comeback plus a 100.
Gilovich, Vallone, and Tversky (1985) indicated that spectators who are only interested in the game for betting purposes may also exhibit the same degree of zeal as diehard sports fans, because of their economic investment. In order to make what they perceive to be accurate assessments of the outcomes of the games, these betting spectators also avidly keep track of the performance of the teams and make their bets based on the assessment of the teams past performances and current momentum. For example, they are most likely to place bets on teams that are on a roll or run (Leonard, 1998, p. 41). It is also important to note that sports fans who are genuinely passionate about their home teams are likely to increase their attachment to the team by investing money in their success.
Enjoyment. In a research study on two intercollegiate basketball games, Fink et al. (2002) evaluated eight motives for attending the games. One of the top motives for attending the game, as identified by the respondents, was their perceptions of the aesthetics of the game. Essentially, as Gladden, Milne, and  Sutton (1998) stated, the spectators enjoyed watching the skills and finesse of top players in action, including the style of play of various team members. Similarly, Pease and Zhang (2001) found that the fans enjoyment of the entertainment provided by the sport was one of the four factors that influenced fan attendance.
Another factor that may contribute to fans enjoyment of sporting events is eustress. As defined by Wann et al. (1999), eustress, unlike other types of stress, is positive and euphoric. Therefore, instead of draining energy from the individual, eustress can be highly motivating and stimulating. The results of their study indicated that fans of team sports were most motivated by eustress and the boost to their self-esteem.
Other researchers such as Westerbeek and Shilbury (2003) believed that spectators come to stadiums because of the overall atmosphere of the setting. Spectators at sports stadium are exposed to a wide variety of sensory diversionsvisual, auditory and olfactory. In addition to the actual sports event, spectators are often caught in the excitement of the collective applause and booing of the crowd, as well as the terrace songs. Furthermore, the smells of the different types of food, which is available, can also be extremely appealing to the spectators. Therefore, spectators can derive tremendous enjoyment from the stadium from a wide variety of factors.
Socialization. Dietz-Uhler et al. (2000) emphasized that fans attending sports events at a stadium offers an important opportunity for socialization with friends and family. According to Shank (2002), families and friends often encounter or plan to meet with one another at the stadium to watch a sports event. Depending on the value of the sport to the community, meeting at the sports event can be a socialization practice. Families and friends who may not encounter each other in other areas of their lives can connect with one another at sports events. Furthermore, as Bernthal and Graham (2003) pointed out, the format of baseball, which is characterized by its slow pace and sporadic action (p .233) provides ample opportunity for families and friends to socialize with one another in a relaxed fashion. These perspectives are also supported by Wann et al. (1999) who considered desire for family socialization as one of the motivation factors for fans.
Recreation. Watching sports events can also be one of the ways to spend leisure time. As Shank (2002) described in his book, fans are drawn to attend sports events due to the attractiveness of the game. The attractiveness of the game is based on the personal valuation of the game, which varies in accordance with the teams and the players who are playing, the importance of the event, whether the event is post-season or regular-season and the caliber of the event. The more attractive the game, the more likely will fans want to attend the event.    
As a recreational activity, watching sports events is comparatively more exciting and stimulating than other passive leisure activities. One of the chief reasons that make sport spectatorship so exciting is the uncertainty of the final outcome of the competition (Madrigal, 1995). Therefore, sport spectators undergo a wide range of cognitive and affective states that seemingly enhance the quality and the value of the sporting event (Hirt, Zillman, Erickson,  Kenney, 1992 Wann  Branscombe, 1992). The recreational value of the sporting event and its impact on the cognitions and the emotions of the spectators are further multiplied when they feel affiliated with specific teams or particular players (Zillmann  Paulus, 1993).
Connection with other fans. According to Melnick (1993), the sports stadium is an ideal place for individuals to engage in casual conversations with other spectators. Through their shared knowledge and interest in the sports, teams and players, as well as the collective norms of booing, clapping and cheering, spectators are able to surrender their conventional inhibitions of talking to others sitting close by. Because of the intermissions and time-outs, spectators often have the opportunity to talk and share their excitement with one another.
Branscombe and Wann (1991) emphasized that apart from the external interactions with fans, sport spectatorship also enables fans to experience a sense of belonging with others who also share their passion and support for the team. In addition, Gladden  Funk (2002) stated that fans can also feel connected with others when they perceive that their support for the team is approved and accepted by others.
Connection with team. Sutton, McDonald, Maline,  Cimperman (1997) stated that fans identification with a specific team can significantly affect their willingness to attend games. These fans who strongly identify with a team will be willing to attend the games, regardless of their anticipation of the quality or outcome of the performance. Even the increasing prices of the tickets will also not be a significant factor in influencing their decision to attend the game due to the intensity of their connection to the team.
In their study, Fink et al. (2002) identified vicarious achievement as the top motive that exerted the greatest impact on attendance rate. Essentially, the fans, particularly the males, derived a vicarious sense of achievement from the success of their teams. They were able to experience feelings of success through their indirect association with the team they support. Gladden and Funk (2002) also highlighted this phenomenon by explaining that fans identify with the teams in order to be related to an entity that is successful and desirable.
Fisher (1998) has also affirmed the importance of the spectators connection to the team as a chief motivator for their attendance at games. Fishers (1998) study examined the relative importance of two prevalent motivations for attending games the attractiveness of the team and the fans perceived similarities with the team. Based on the research findings, Fisher (1998) concluded that the fans attended games and identified with teams based on their perceived similarities with the teams, rather than their similarities.
To cultivate this type of fan, Mullin, Hardy, and Sutton (2000) suggested that sports stadium management and sports managers collaborate with one another in ensuring increased team and player interaction with the public through community involvement and opportunities for the public to be affiliated with the team. These fans who thrive on their sense of connection to the team are the most loyal spectators who can be counted on to attend the games.
In their study of the impact of the sport loyalty programs on the promotion of fan relationships with teams, Pritchard and Negro (2001) found that fans were most concerned with the quality of their sporting experience, particularly opportunities that enable them to interact with the teams. For example, one of the features of the loyalty program examined in this study offers an interactive component. When fans use their loyalty cards, one of the team members  coach, representative, or player  will appear on a video screen to express his appreciation for the fans support for the team. Through the innovative use of technology, teams can thus enable fans to have a direct and personal interaction with team members, without excessive pressures on the team member or investment of time. Nonetheless, King (2001) still highlighted the need for teams to provide face-to-face opportunities for fans to interact with players at sporting events, which can heighten their interest in attending such events.
Based on the above discussion, it is evident that baseball games and the venues have a sociological function for various members of the community. For both fans and regular spectators, sporting events provide a much-needed and healthy respite from the daily stressors and routines of life. They derive tremendous enjoyment from the aesthetic equality and the finesse of the players in action. In the case of non-sports fans, sports betting poses both a cognitive and stimulating challenge as they seek to predict the outcome of the competition and reap economic benefits. Yet for many people, attending baseball games, with its slow pace and occasional action, allows them to interact with their friends and families. At the same time, sporting events are also ideal for diehard fans who can connect with fellow fans and share information and passion for the sport and the team. Finally, sporting events allow fans to connect with their teams and bolster their sense of identity. Fans often obtain a vicarious sense of accomplishment from the successes of their team.
Demographic Profile of Baseball Fans
    This section integrates the findings from the above three sections in the construction of a comprehensive demographic profile of a baseball fan from multiple perspectives a) general, b) environmental, c) psychological and d) sociological. More than just a series of statistics, this profile will not only identify the external and internal characteristics of the baseball fan, but also introduce the larger context such as the fans community.
General characteristics. According to Shank (2002), even though there is no profile of a generic spectator, he or she can be defined by general demographic factors including age, ethnicity and income. Shank (2002) described spectators as white, male and young. They also tend to have higher levels of education and income than average. Since tickets to sports events tend to increase over time, only those who have disposable income will be most likely to attend these events.
Other researchers such as Dietz-Uhler et al. (2000) have challenged the profile of sports fans as predominantly male. In their study, Dietz-Uhler et al. (2000) found that females are just as likely as males to perceive themselves as sports fans. While their findings indicated that males invest more time in pursuing their interest in the sports in terms of discussing sports with others, following the sports in the media and possessing greater sports knowledge, it is interesting to note that both males and females attended sports events for the same amount of time.
Based on the responses to their open-ended questions, Dietz-Uhler et al. (2000) concluded that females were sports fans for reasons that differed from those of their male counterparts. While males considered themselves sports fans because of their interest in sports, females perceived themselves as sports fans because of the social nature of the sports  the opportunity to socialize with the family and friends, as well as being a part of an exciting social event. James and Ridinger (2002) also found that females were just as likely to perceive themselves as sports fans as males. However, their level of connection to the sports and the teams differed significantly between males and females. While female sports fans enjoyed the excitement and the action associated with the game (not the socialization opportunities, in this case), male fans tended to identify more with the teams.
In their study of the factors that affect the level of sport consumption, Zhang, Lam and Connaughton (2003) constructed a slightly different profile of the sports fan from the aforementioned versions. Based on their study, the typical sports consumer is male, young, single and minority, with a low household income and a medium entertainment budget. Contrary to Shanks (2002) assumption that a sports fan would have high disposable income to pay for tickets, Zhang et al. (2003) found that sports fans were willing to pay high prices for the tickets if they considered the sporting event to have entertainment value.
Environmental motivation. As described in the previous section, the surrounding environment, specifically, the stadium atmosphere is critical to the participation of baseball fans. For the most part, unlike sports spectators who attend sports events for recreational purposes, loyal baseball fans are often more concerned with the symbolic value of the stadium and the environment, rather than the physical attributes. Gladden and Funk (2002) emphasized that due to the rich tradition and the nostalgia which are associated with stadiums, these fans derive tremendous pride and personal meaning from attending sporting events in person.
Shank (2002) noted that although diehard fans do not have as high expectations of their physical surroundings as non-fans, their perceptions of their experiences may still be tainted by unappealing stadium factors. It is also important to point out that because the stadiums hold such a high symbolic value to the fans, they may become even more disillusioned than the average spectators, when confronted with a stadium that is poorly maintained. Essentially, the fans become embarrassed to be associated with this stadium therefore, over time, these fans may be reluctant to return to the stadium.
Psychological motivation. According to Hunt et al. (1999), there are many different types of sports fans who have a strong motivation for the sports, who can be classified by the following five typologies a) temporary fans b) local fans c) devoted fans d) fanatical fans and e) dysfunctional fans. Temporary and local fans tend to have a short-tem passion for the game, which is derived from their interest in a phenomenon such as Mark McGwires quest for the home-run record in the 1999 season. They also tend to enjoy the positive achievements of the sports teams, while turning away from the defeats and losses. More importantly, they do not derive their identity from their sports teams and the sports.
Hunt et al. (1999) also stated that the strong sense of identification with the sport and the team is a characteristic of devoted, fanatical and dysfunctional fans. Highly loyal to their team and players, these individuals are not restricted by the time and location of the events that feature their teams. What distinguishes devoted fans from the fans in the above category is that they will continue to watch games and read publications about their teams, regardless of the latters performances. They are so attached to their teams that even when the failure of their teams undermines their self-esteem, they are still unable to sever their connections to them.
Hunt et al. (1999) emphasized that in the case of fanatical fans, they not only feel as loyal to their teams as the devoted fans, but also feel the need to display their loyalty in excessive ways. They may spend substantial amounts on the sports teams memorabilia, paint their faces in the colors of the team and dress in the clothing of the team. To them, each game is extremely important for them within the context of everyday life.
Hunt et al. (1999) also concluded that dysfunctional fans over-identify themselves with their teams. As a result, they may exhibit irrational and passionate behavior such as disruptive violence. For these individuals, their very self-concept and identify is inextricably interwoven with the outcomes of these sporting events. Therefore, an unfavorable outcome can trigger an extreme reaction in these individuals.
Apart from using the above typologies to create a psychological profile of baseball fans, other theoretical concepts also offer invaluable insight into the psychological forces that influence baseball fans and encourage their attendance at sporting events. One of these concepts is identity salience. As explained by Arnett and Laverie (2000), each individual can be defined by several social identities. Identity salience refers to the relative importance of the individual identities to the self. High levels of identity salience are manifested externally by the individuals frequent participation in the activities that he considers to be integral to their identities. Therefore, sports fans who religiously attend all sporting events that feature their teams consider their identity as a sports fan to be highly important.
Attachment is another concept that has been used to describe the psychological profile of fans. As defined by Ball and Tasaki (1992), attachment within the context of consumer behavior refers to the extent to which an object which is owned, expected to be owned, or previously owned by an individual, is used by the individual to maintain his or her self-concept (p. 158). According to Wann and Branscombe (1990), individuals can become highly attached to sports teams because of the strong social visibility of the teams  the opportunities for fans to forge connections with members of the teams, as well as with other fans. Sharing in the triumphs and accomplishment of the teams, the fans consider the sports team to be an integral part of their self-concept.
Sociological motivation. Shank (2002) indicated that from a sociological perspective, fans desire to attend baseball games is also affected by the extent of their involvement in the game itself. At the individual level, fans who are actively involved in playing the game and reading sports magazines about the sport are more likely to invest time and effort in planning their entire day to attend baseball games.
At the societal level, individuals who belong to communities that have a high regard for baseball are also likely to attend baseball games. In these instances, the community as a whole shares in the collective passion for the sport and the activity of attending the games. More than just an opportunity to view games, these individuals take the opportunity to connect with others within the community for other purposes such as entertainment, social interaction and business (Shank, 2002). In fact, individuals who belong to a vast social network of family members or friends who are also fans are likely to identify even more with the specific teams. Their shared interest in the teams thus constitutes an integral component of their social existence.
In order to tap into the sociological aspects of fans attachment to the teams, Krohn, Clarke, Preston, McDonald and Preston (1998) found that teams should increase their visibility, involvement and interaction with its home community. Specifically, team players should engage in programs that are designed to improve the quality of life within the community such as participating in local fundraising events and visiting children at the hospitals. Furthermore, to cultivate family interest in sports, teams should also provide opportunities for children to interact directly with the players in the form of autograph sessions and open practice days. These events allow children and fans to feel more involved in the sports than their role as spectators.
The above discussion has shown that the typical baseball fan does not fit neatly into any unitary categories. While Shank (2002) proposed that a baseball fan was likely to be male, white and educated, with high education and income levels, Dietz-Uhler et al. (2000) argued that women are just as likely to perceive themselves as sports fans, even though their connection with the sports may differ from that of their male counterparts. However, in their study, Zhang et al. (2003) found that sports fans were likely to be minority males with lower than average household income, who are yet willing to spend the money to attend a sporting event of their desire.
Just as importantly, baseball fans are also sensitive to the physical environment of the stadium, though not for the same reasons as average spectators. For baseball fans, their interest in the environment stems from the rich tradition and nostalgia, which have been accumulated from past sporting events and experiences (Belk  Costa, 1998 Zhang et al., 1996).
From a psychological perspective, Hunt et al.s (1999) typology of the different types of fans -- temporary fan, local fan, devoted fan, fanatical fan and dysfunctional fan  further indicates that the characteristics of fans cannot be easily captured. Rather, they fall within a wide spectrum that range from those with a short-term interest in the game or team to those with an enduring commitment.
Income levels. An article by Siegfried and Peterson entitled Who is sitting in the stands looked into and discussed the income levels of sports fans. The article used data from Consumer Expenditure Survey (CES) and interpreted the data based on purchase of seasonal and single-game tickets and the results showed that those who commonly attend sporting events like baseball have an income 58 percent higher than the average income. Even those who purchase single-game tickets have an income that is 10 percent higher than average. Moreover, the article was able to determine that consumers who purchase tickets have an income ranging from 59 to 92 percent higher than those who do not purchase tickets, with a median income level of 23,194.
A similar article by Dortch (2009) stated that baseballs customers are much more upscale than they were before. Consumers with household incomes of 50,000 attend baseball games, and attendance rates declined for adults at most lower incomes, and held steady for adults with incomes of 30,000 to 39,999. In 1995, the average cost of a day at a major-league ballpark for a family of four was 97.25, according to the Chicago-based Team Marketing Reports annual Fan Cost Index. The tab includes four average-priced tickets, two small draft beers, two small soft drinks, four hot dogs, two game programs, two souvenir caps, and parking. Cappuccino and cheesecake stands are commonly seen in a baseball stadium at Oriole Park, implying that baseball is a sports game of the well-off. Other major sports like football, basketball, and hockey also have a well-off audience with household incomes of 40,000 or more.
A study by Lee et al. (2003) showed that more than 25.0 percent of the respondents said that they followed a favorite baseball team because they had grown up in the host city or state. Another 26.0 percentsaid theyfollowed a particularteam because of its geographic location. Having family members who liked the team was a reason cited by 11.0 percent of the sample for following a particular team. The presence of a favorite player on the team was the reasongiven by11.7 percent of the sample for following a given team. The majority of respondents (78.7 percent) reported following a favorite baseballteam by watching television. Other means employed to follow teams were going to ball parks (8.5 percent), magazine andor newspaper coverage(5.7 percent), Internet coverage (3.2 percent), radio coverage (1.1 percent), and others, such as information gained from friends or family members (2.8 percent).
Motivation and identification. Fink et al. (2002) examined the impact of eight motivations on team identification of spectators at US intercollegiate basketball games. The results showed that all of the motives except family significantly affected team identification. Trail et al. (2003) suggested that nine motivations would be predictive of team identification vicarious achievement, aesthetics, drama, escape, family, acquisition of knowledge, appreciation of the physical skills of the athletes, social interaction, and physical attraction to the athletes. Armstrong and Stratta (2004) examined the viewing SFMS motives of spectators with various racial backgrounds from different residential areas at both mens and womens NCAA Division 1 games. They identified eight motivations, including achievement, aesthetics, drama, escape, knowledge, physical skills, social, and family, all of which positively affected team identification. Accordingly, fans viewing motivations may be antecedents of team identification even though they explain a different level of variance.
Motivation and behavior. Past research has shown that behaviors such as frequency of viewing, total amount of time spent viewing, and purchase of tickets or souvenirs are based on a combination of different kinds of motivations at the same time, not just a single motivation. Furthermore, the strength or weakness of the motivation correlates with the strength of the target behavior (Hoyer  MacInnis, 2001). Funk, Mahony, Nakaawa and Kirakewa (2000) suggested that the following motivations impact the level of viewership of Japanese soccer fans sport attachment, drama, vicarious achievement, and community pride.
Theoretical Framework
Causal research seeks to understand factors (cognitive, affective, or behavioral) that cause, explain, or predict other perceptions, feelings, or behaviors. Causal research explores how a variable affects another variable. In a marketing context, it allows researchers to predict hypothetical scenarios where companies can base their strategic plans. This approach is also appropriate for the study because the objective of the study is to determine the factors the influences a certain behavior, specifically fan attendance. 
A cause is an explanation for a characteristic, attitude or behavior of individual or group of people such as a family or an organization. Causes can be explained in two ways, nomothetic and idiographic causal explanation. A nomothetic causal explanation is based on the assumption that variance in an independent variable is followed by a variance in the dependent variable. An example would be an individual arrested because of domestic violence who commits fewer subsequent related acts in contrast to those who commits domestic violence but was not arrested. An idiographic causal explanation on the other hand, is the concrete sequence of events, thoughts, or actions that have caused or resulted to a specific outcome or event. An example would be, a neglected child has issues trusting other people, maintaining friendship and other social connections, and became addicted to drugs. Because of hisher addiction to drugs, he needs money to support his addiction, which heshe achieves by selling drugs to other people (Bachman, 2006).
In a strict sense, researchers design experiments to isolate causal factors.  On a practical basis, researchers build predictive models to help understand factors that theoretically and pragmatically influence variables of concern. Sports marketers are often interested in determining what factors related to fans and the event lead to attendance. In general, the form of a causal model is patterned after attitudinal structure
Perceptions Affect Behavior 
Think Feel Do
What an individual thinks about the Dallas Cowboys (winners or losers) influences what he or she feels (excited or bored), which, in turn influences what he or she does (attends or avoids Cowboys  games).
Researchers are mostly interested in just one or two aspects of attitude. For example, a study is focused in finding out how individual perceptions of event quality like food and beverage quality, employee service quality, facility quality, influence fans overall perceptions of event quality. Alternately, some research are interested in finding out how fans feelings regarding one aspect of the event like satisfaction with team performance, influence their behaviors like attendance.

Figure 1. Theoretical Framework
The study will use the framework, where motivational factors are categorized into psychological, sociological and environmental. The framework shows that all three factors are related to each other but influences attendance independently.
Synthesis of the Review
This chapter will cover the summary of the entire Chapter 2 and all the concepts and terms discussed in the study before proceeding to the discussion of the data gathering process. These concepts are commonly inter-related to each other, as shown in the theoretical framework.
The literature covered several concepts prior to focusing on motivational factors that impacts attendance of baseball fans. The first concept discussed in this chapter is fanaticism. In order to have a deeper understanding of what makes fans different from a normal audience, the study provided a brief overview on fanaticism, its definition, and common characteristics demonstrated by fans like internal involvement, desire for external involvement, wish to acquire, and desire for social interaction. A study evaluating the demographic profile of fans were also included in the study, and established that fans are commonly male in gender, single, college graduate and are full-time employees.
Fans commonly have a strong level of team identification, which refers to their personal involvement with a specific team. It means that there are certain characteristics that the fan identifies with a team, which makes the team relatable to them. It was also shown that team identification can predict the intent of sports consumption however excessive level of team identification can also influence fan violence and intent for aggressive behavior.
To further emphasize the difference between fans and spectators, the study also reviewed a number of literatures that will provide a description of sports spectators. This will also serve as a template where sports fans can be compared.
Based on the literatures reviewed, spectators attend sporting events although not as much as sports fans. Their attachment to the team is not as deep as a fans attachment, and the outcome of the game does not easily affect them. They attend sporting events for entertainment reasons however their participation on the event is limited up to commentating and yelling support to the team. They do not display aggressive behavior since they do not highly identify themselves with the team or spots. However, they are also similar to sports fans in terms of demographic profile, which is being male, young, and educated.
Another term discussed and commonly used in the study is sporting events, or activities focused on a particular sport, which may be professional like MLB or minor league like MiLB. Types of sporting events can be categorized in terms of frequency, economic weight and ownership. This chapter also focused on different factor that would increase the consumers satisfaction on the actual experience of the sporting event, and how repatronage can be encouraged. A variety of literature included in this chapter is related to the location, stadium or what can be called as servicescape. Factors like overcrowding, parking space, seats availability, road accessibility, front room and back room have been shown to both positively and negatively impact the actual experience which may lead to satisfaction or dissatisfaction of consumers.
Sports fans, as mentioned, display high levels of team identification. A variety of literature focusing on team identification determined that it can be a good predictor for alcohol consumption, fan violence, and intent to commit aggressive behavior. High levels of sports and alcohol consumption characterize fans with high levels of team identification. Moreover, a study has evaluated the intent to commit aggressive and violent behavior and it was shown that those with high levels of team identification have more tendencies to commit such acts.
On the positive side, team identification has been established to positively increase social psychological health of fans because it allows fans to have social connections and relate to other fans. It was established to increase openness, extroversion, conscientiousness, and trustworthiness of fans to other people.
Next, the study focused on a specific area of fanaticism sports fans. A variety of literatures are available focusing on sports fans, the characteristics of a sports fan, how they demonstrate their devotion, and the factors that influence their devotion. This level of devotion is said to be influenced by exposure, ability to play the sport, parents or siblings preferences, friends preference, and local media. Being a fan also provides an individual a means for identification, celebration, expression and interpretation of their social life. To further provide a deeper understanding on the concept of sports fan, this chapter included a study where American fans and Japanese fans were compared in terms of ritualized behavior.  A variety of literatures focusing on classifying sports fans were included in this chapter. Terms like deep fan, die-hard, temporary fan and others were coined to depict the level of devotion to a specific team or sport.
Several studies also focused on determining the difference of fan violence, alcohol consumption and other related factors in terms of culture. It was shown that fan rituals differ from American and Japanese fans. Fan violence was also established to differ in European and American fans. The differences in the impact of different variables in terms of culture only shows that culture can impact the results of a variable, and alter it completely. Thus, it is important to test the validity of an instrument first, and ensure that it is effective in measuring the same variable under a different culture or setting, before proceeding to the methodology. This will also ensure that the results gathered in the study are valid and verifiable.
Another term included in this chapter is sports tourism. This topic is discussed because studies showed that traveling, whether excursionist or tourist, is common among sports fans. They travel and take-off work to see their favorite team play out of the city. The study also discussed accommodation patter of sports tourists, and the most common accommodation pattern is with hotel or motels, followed by staying with family and friends, and lastly, those who stay at RVs or campers.
Fan sites were also discussed and reviewed. Because of globalization and advances in technology, fans now have more options, more means to stay updated and socialize with other fans. The literatures reviewed showed that fan sites are greatly accepted because it can offer more options for fans like interaction than the traditional media like television or sports magazines. Marketing researches also saw it importance and conducted several studies to measure motivational factors that will attract and maintain those who view fan sites. These studies have shown that fans go to fan sites to get their daily fix of information need, especially for those who tracks their favorite teams or player. They also go online to avail of promotions and discounts. Majority of those who have access online also purchase tickets online. And the most important motivational factor is the capability of fan sites to offer a wide range of interaction to fans. Because research has established that many fans go to fan sites and enjoys doing so, MLB began revamping their sites and offering more options to fans like purchasing tickets and tracking their favorite player thru their internet-capable phones.
A study also focused on consumers concerns when purchasing or availing products or services on fan sites. First, they are concerned with the privacy and security, if their financial information are protected or being abused by other people. Their next concern is the quality of the product that they are purchasing. To some consumers, it is important that they see the product up close to determine if it is of high-quality or not. It is also important because the quality of the product will determine if what they purchase is worth of what they paid for. The next concern is return policies and warranties in case they encounter problems with the product. This concern can be addressed by having customer representatives available to consumers readily so they can explain and find a solution in case there are problems with the delivery or payment. 
Then, the motivation of baseball fans was discussed. This chapter started this part by providing a rationale why identifying motivational factors are important, especially in market research. The most accepted motivational factors are eustress, self-esteem, escape from everyday life, entertainment, economic factors, aesthetic qualities, group affiliation and family needs. These factors were identified using a tool called SFMS or sports fan motivational scale. Several researches have adapted the tool and evaluated in validity in different settings. Other researches revised the tool, or took a different path in identifying motivational factors. But majority of research has looked deeper into the individual motivational factors. A study focused on self-esteem and determined that fans have the tendency to BIRG and CORF. The impact of team identification on BIRGing was also discussed in this chapter. The term team identification was also emphasized in the study. Team identification is the level of attachment that the fans feel towards a team. A study has also shown that fans with high levels of team identification have lower tendencies to BIRG or CORF, while those who display these behaviors have been established to have low levels of team identification. Those who display these behaviors have been shown to BIRG towards the winning team and CORF against the losing team It can be implied that sports spectators are more prone to such behaviors. 
Another study looked into baseball and gambling, and baseball and alcohol consumption. It was also shown that alcohol consumption is an important part of a fans overall experience satisfaction. However, no control over alcohol distribution and consumption can also lead to fan violence. Majority of literatures on baseball and alcohol consumption focused on the debate on whether baseball stadiums should allow alcohol consumption during the game. Since it is part of the overall experience of fans, it is part of the things they expect to be available to them on the event. However since it triggers aggressive behavior and causes fan violence, it was suggested that sports officials should limit alcohol distribution. They should have control over fans consumption and b able to control those who are aggressive.
A similar study, however, should that high levels of alcohol consumption are directly related to the sponsorship of alcohol industry. This study established that alcohol industry-sponsored events have higher levels of alcohol consumption than events that are not sponsored. Sponsorship, whether in terms of discount or free drinks, can be implied to influence alcohol consumption in sporting events. Thus, sports officials have to limit alcohol distribution and alcohol sponsorship in sporting events to avoid fan violence.
Fan violence also emerged as another concept in this chapter. It was classified into instrumental aggression and hostile aggression. It was also established that fan violence is characterized by excessive consumption of alcohol and sports media. They also have higher tendency for complaining and blasting against other fans and sports officials. A similar study also measured the intention of fans to commit violent acts, specifically tripping a player or coach, breaking a leg of a player or coach and murdering a player or coach. The study has shown the majority of fans who scored higher in intentions to trip and break a leg of a player or coach are male However, the last two factors, murdering a player or coach were scored higher by female fans. In terms of commenting during a game, female fans also scored higher, although their comments are mostly positive in nature. Male fans, on the other hand, comment less, although their comments are negative in nature, and commonly directed to players and referees.
A similar study also determined that those who display aggressive behavior and commit violent acts are single, male, young, have low educational attainment, and with average or below average level of income. It was also established that they do not have children at home.
Another study also suggested that sports-related violence is not caused by fans with high levels of team identification, but by spectators who are not common attendees of sporting events, and are not familiar with the rules and regulations. Thus, sports-related violence cannot be wholly predicted by team identification alone. Other factors like knowledge on laws and regulations, outcome of the game, and alcohol consumption should also be considered when predicting aggressive behavior and intent to commit violent acts.
A study determined the willingness of male fans to intervene in crowd disturbances during sporting events, and the results showed that those with high levels of team identification are more willing than those with low level of team identification. It was also determined that willingness to intervene is because they want to preserve the good image and name of the team that they support, which could not be expected from sports spectators and those with low level of team identification. 
A number of articles have been included in this chapter, providing suggestions on safety measures so that fan violence decreases if not eliminated. These suggestions however, require pre-gamepost-game planning, time and effort for it to be effective.
This chapter also looked into motivational factors that influence sporting event attendance. Team performance and success is a common factor. The schedule, whether the game is scheduled on a weekday or weekend can also impact attendance. Ticket prices also emerged as a common factor. The level of devotion is also vital, since die-hard fans or the most loyal fans take very little consideration on ticket prices or performance or game schedule.
In terms of environmental factors, parking space, seating capacity, cleanliness, and road accessibility of stadium emerged as common factors that influences attendance. However, several factors that impact consumer satisfaction on the stadium experience has also been established as important in a variety of researches, and due to its vitality, they were looked further into this chapter.
A variety of researches discussed in this chapter have established that cleanliness and parking spaces are the top variables that affect the consumers perception on experience satisfaction. If they have difficulty finding parking spaces, it is more likely that they would not attend another event on the same location. The same goes with cleanliness, if they experienced lack of cleanliness in the sporting event location, their intent to attend another sporting event on the same location will decrease. Thus it implies that events organizers to ensure and maintain high levels of attendance should focus on these two factors.
Seating capacity is also important to consumers who attend sporting events. Experiencing crowding and difficulty on exiting the stadium after the game can negatively impact their intent for repatronage. Moreover, a larger seating capacity is directly related to high attendance rates, and the opposite, which is low small seating capacity, is directly related to lower attendance rates. This is important especially during rival games or games conduction on Friday or Saturday nights because a larger population of fans can attend the sporting events. Baseball stadiums should be able to accommodate large number of attendees, and be assertive when a game is likely to attract a large number of population.
Several researches focusing on determining the difference of motivational factors in terms of gender were also discussed in this chapter. Majority of the researches agree that male fans are more influenced by factors like eustress, self-esteem and entertainment while female fans are more influenced by aesthetic and family motivational factors.
Level of income is also shown to have effects on the attendance rates in sporting events. A variety of researches included in this study have established that ticket prices and schedules of sporting events makes it impossible for people with average income to attend such events. Ticket prices are costly, and for those who earn on an average level, it is more practical to watch games on television. Majority of baseball games are also conducted during the day, very rarely on night schedules or during weekends. A typical employee with an average income will not be able to attend sporting events because they are working during the day. It would also be costly for them to not report to work just to attend sporting events. Thus, it implies that those who have the capability to attend sporting events are those who have more than the average income, and have the ability to have longer hours of lunchtime or have flexible office hours.
Age is also shown to have a direct impact on attendance rates of sporting events. Studies have shown that those who attend sporting events are young. A survey also established that as a fan ages, hisher attendance rate gradually decreases. Young fans have at least more than twice the attendance rates of older fans.
In terms of marital status, the researches included in the study have determined that majority of sporting events attendees are single and are full-time employees. This would imply that although they have average income, since they are single and do not have a family of their own to support, they have more money to spend on sporting events and other activities.
The last demographic profile commonly measured in the researches included in the study is educational attainment. Several studies have established that loyal fans who continually attend sporting events have high educational attainment, a college degree at least. However, several studies also determined that sporting events attendees, especially those who are aggressive and violent, have low educational attainment, some of whom are high school graduates or college undergraduates.
Other factors like competitive balance, attractiveness of players, and number of stars attending the sporting event, has also been shown to influence and increase attendance. Attractive team players have been shown to be main attractions themselves. Thus, they have the capability to influence fans to attend their games, and ultimately increase attendance rates of sporting events. The relationship between motivational factors and behavior, and identification was also included and briefly discussed in this chapter.
A diagram labeled as Fig. 1.1 as shown below, is a graphical representation of the synthesis of the related literature. It shows the flow of terms and concepts discussed in this chapter. Moreover, it shows how these terms or concepts are related to each other.


















   





















Figure 2. Synthesis of the Review of Literature
Path Analysis
    Path analysis in the field of statistics refers to the method in order to find out the relationships between variables. To be clearer about it, path analysis aims to find out the dependency level of a variable with another variable. It is an extension of the regression analysis, and it can be viewed as a special case of structural equation modeling or SEM. Thus, while path analysis can be described to be SEM in a way with a structural model, it is not a measurement model. Path analysis can also be known as other terms. These are latent variable models, analysis of covariance structures and causal modeling (Dodge, 2003).
    Basically, when it come to comparing different elements or variables, path analysis has the main purpose of testing how a correlation matrix fits with two or more causal models. Such a model is usually characterized by a circle and arrow figure. Single arrows indicate causation. On the other hand, a double headed arrow is one that shows covariance between the two variables. The single headed arrow presents the cause for the independent, intermediate and dependent variable (Statistics Solutions, 2010). For each variable in the model that is dependent, a regression analysis is then done. Other variables serve as the causes. The regression weights that have been predicted by the model are put up against the observed correlation matrix for the variables and statistical measures and statistical calculations are then done to ensure how well the variables fit. If two or more models can be described to fit well, then the researcher can select these two or more models for the advancement theory. Path analysis is in need of the usual assumptions that are associated with regression. For the record, model specification are used to assess the importance of various direct and indirect causal paths to the dependent variable. With regards to model specification, path analysis is very sensitive because the failure to include relevant causal variables or the inclusion of dependent variables may affect the path coefficients (Path Analysis, 2010).
In path analysis, independent variables in a path model are those that do not have error points towards them, aside from the measurement error term. If independent variables are correlated to each other, then a double headed arrow will connect those variables. Endogenous variables on the other hand, may have its arrows either incoming or outgoing. The residual error terms are also referred to as disturbance terms in path analysis. Disturbance terms reflect the unexplained variance and measurement error. The path model may show two kinds of outcomes. The first outcome is the direct effect, while the second one is the indirect effect. When the independent variables have an arrow that is directed towards the dependent variable, then through the independent variable, it is said to be an indirect effect. In order to find out the total impact of the independent variable, there is a need to add the direct and indirect effect. In path analysis, although one variable may not show a direct effect, it may show an indirect effect (Statistics Solutions, 2010).
Conclusion
In conclusion, this literature review has identified a wide variety of factors that determine fan attendance at sports events from multiple perspectives  environmental, psychological and sociological motivational angles. By adopting these multiple perspectives, the experience of a viewing a sporting event can be considered to be a complex phenomenon that has significant personal, social and environmental ramifications. The same activity can take on radically different meanings for different spectators, depending on their motives for attending the sporting event their sense of affiliation to the sport and the teams involved their concern with the stadium factors the quality of the stadium factors at the time of the event and past experiences. Each of these factors can also be further modified by the demographic characteristics of the spectators themselves. In the following chapters, how each of these factors interacts with one another and their relative impact on fan attendance will be assessed and quantified. The next chapter specifically tackles the methodology used for the current research.
Chapter 3
Methodology
Research Design
The study employed the Baseball Fan Motivation Questionnaire of Lee (2002) to investigate what stadium environmental factors and sports fan motivations affect fan attendance at professional baseball games in Taiwan. Creswell (2003) indicated that a survey design provides a quantitative or numeric description of trends, attitudes, or opinions of a population by studying a sample of that population so, a survey design research, in terms of a quantitative methodology, was employed in this study.
The researcher distributed surveys to a total of 1,221 individuals for this study. The researcher modified the survey in such a manner that it encouraged a higher response rate. In a multiple choices survey, the answer were already pre-determined and all the participant has to do is to check or encircle the answer that corresponded to them.
Sampling
Using a convenient sampling method, questionnaires were administered to adult (18 or older) spectators at two baseball games in each of the three selected CBPL stadiums. The three selected stadiums are the Shih-chuang stadium in the north, the Tai-chung stadium in the center, and the Li-de stadium in the south of Taiwan. Two hundred participants from each of the six selected games were recruited. The sole restriction of the age criterion to spectators over the age of 18 was to eliminate the inclusion of children who did not have the decision-making power to attend the baseball game on their own accord.
Human Subject Protection
All participants were informed about the purpose and use of this survey beforehand. The respondents were told that they could stop answering the survey at anytime without penalty. All data collected from participants was for research purposes only and kept confidential. The survey was anonymous. Approval of this study was obtained from the IRB at the University of the Incarnate Word before data were collected.
Instrumentation
The Baseball Fans Questionnaire (Lee, 2002) is comprised of 44 individual items that are divided into a) demographic and other basic information b) psychomotivational information c) sociomotivational information and d) environmotivational factors. The Demographic and Other Basic Information and the Environmotivational Factors sections were adapted from the research study conducted by Lee et al. (2003) who focused their analysis on the interaction between the environmotivational factors and the fans loyalty to specific teams. The first section on the demographic characteristics consists of gender, age, marital status, level of education, employment, frequency of attendance, income per month, and the presence of a companion during attendance.
The remaining scales on the psychomotivational and sociomotivational aspects of stadium attendance were developed specifically for this study, based on the review of literature. The psychomotivational items focused primarily on the level of fan loyalty, and the sociomotivational items highlighted the diversity of social reasons that motivated individuals who are non-fans to attend baseball games.
Apart from the demographic information participants answered multiple choice questions of two to four options, the remaining sections utilized seven-point Likert scales, ranging from strongly disagree (1) to strongly agree (7).
To ensure that participants were able to understand the items in the instrument, the researcher translated the instrument into Chinese.
The translated instrument was pre-tested for reliability with ten graduate students. Following the ideas of Warwick and Osherson (1973), the researcher asked participants to answer items, and asked for their interpretation of the items to determine whether they were correctly understood. These students examined the survey in terms of the appropriateness and relevance of the questions the clarity of the phrasing of the questions the level of simplicity and the time required for completion. Their responses and their interpretations verified that the Chinese instrument was an accurate reflection of the English version.
Pilot Testing
Before research was conducted, a pilot test study was conducted to ensure the validity and reliability. Creswell (2003) indicated that when one modifies an instrument or combines instruments, the original validity and reliability may not hold for the new instrument, and it becomes important to re-establish validity and reliability during data analysis in a survey study. Validity and reliability tests were executed with a small group of twenty participants at Tian-mu stadium to be the pilot test participants.
Pilot studies refer to small scale feasibility studies that prepare the researcher for the main event when real the real study is to be conducted. Such a method is usually seen when conducting scientific research studies (Polit, Beck,  Hungler, 2001). According to Haralambos and Holborn (2008), pilot studies are conducted before the main research study in order to find out whether the research study is in fact feasible.
Data Collection
One hour before the 6 selected baseball games started, the researcher arrived at the stadium and began to hand out questionnaires to the early attending fans who were waiting in line to purchase tickets. The on-site data collection strategy was conducted to ensure the respondent rate. The participants were able to ask if they had any questions regarding the questionnaire to avoid any possible misunderstandings.
Response Rate
There were a number of factors that encouraged or discouraged the response rate of the participants. Number one on the list is the length of the survey. Naturally, surveys that take too long to answer have a high chance of not being completed, and the participant may not want to volunteer too much of hisher time in the first place after knowing that the survey to be accomplished consists of too many items. Some researcher feels that 2 pages is the maximum number of pages that the survey is supposed to fill, while other researchers feel that the limit is 4 pages. Another reason why participants may not be willing to participate in the study is because they have not been informed beforehand. Thus, before attempting to distribute surveys, the participants have to be briefed about the objectives of the study, how they can contribute to it and how many items they are expected to answer. After the survey administration process, the researcher is expected to follow up with the participant in order to find out whether the survey had achieved its purpose.
Data Analysis
The SPSS version 15.0 program was employed to analyze the data of this study. The alpha level for significance for this study was set at .05 (Stockburger, 1996).
Descriptive statistics of demographic variables. The descriptive statistics for gender, age, marital status, level of education, employment, frequency of attendance, income per month, and the presence of companion during attendance were determined. While the nominal measures such as gender and marital status were presented, the means, median range and standard deviations of the ordinal measures were computed.
Correlations among variables. Correlational analyses were conducted to examine the relationships among all the different variables categorized under each of the four factors demographic factors sociomotivational factors psychomotivational factors and environmotivational factors. More specifically, the emphasis of these correlational analyses was to determine whether specific demographic variables of sports have significant correlations with the stadium environmental factors. In addition, the correlations between the demographic variables and the variables of the social and psychological motivations of sports fans were considered. Nonetheless, it is important to emphasize that the correlational analysis will only indicate a relationship among the variables, but not the directionality of cause-and-effect relationships (Keppel, Saufley,  Tokunaga, 1992).
The SPSS version 15.0 program was used to compute the correlations among the variables. Based on the correlation coefficient, Pearson r, and its proximity to the 1 or -1, the nature of the relationship between two specific variables tested was determined. Numbers near 1 indicated a positive correlation between two variables, while those near -1 highlighted a strong negative correlation. The numbers close to 0 demonstrated a weak or negligible relationship. Moreover, the probability (p) value also showed the likelihood of whether the determined correlation was caused by chance alone (Keppel et al., 1992). For this study, the p value should be less than .05 to indicate that the correlation was not due to chance.
Correlations among variables within demographics. In addition, correlational analyses were conducted to determine the existence and type of correlations among the variables examined in the demographics section.
Analysis of variance. ANOVA was conducted for each variable to examine the respective effects of the demographic variables on the dependent variables  namely psychological, sociological, and environmental motivation. These individual ANOVA tests would be able to determine which specific demographic categories were different in terms of these dependent variables Furthermore, in order to determine which means of the three sets of variables are significantly different from one another, pairwise comparisons among the means will be tested by using the Tukeys Honestly Significantly Different (HSD) test. The Tukey score for each mean comparison should then be compared with the Tukeys probabilitycritical value table in order to determine whether the differences between the means of any of the two sets of variables are significant.
    In the following chapter, the researcher shall present the results of the surveys collected in graphs and tables. Data that is recorded in both experiments and surveys are displayed in statistical graphs.
Conclusion
It has been decided that the quantitative approach shall be used, referring to the method that utilizes statistical measures to satisfy the objectives of the research. The researcher shall seek to answer the research questions, provedisprove the hypotheses and ultimately achieve the aims of the study by approaching the respondents with an open mind. While qualitative research seeks to find out the how of certain phenomenon, quantitative research seeks to find out the why (Yin, 1994). The main research instrument of the study is the survey that shall be handed out to a total of 1,221 participants, all of whom are spectators at baseball games at CBPL stadiums in Taiwan. The researcher had set out a timeline of 3 weeks with which to conduct the research study. The researcher then set aside a period of one week to design the surveys to be handed out and for the printing process. Two weeks was set aside for the survey administration process itself. However, the researcher decided to take 5 days prior to this in order to conduct a pilot study.
Chapter 4
Results
Introduction
The purpose of the study was to determine if there were significant differences in the level of 1) environmental motivational 2) psychological motivational and 3) sociological motivational factors among baseball fans, when stratified by 1) gender 2) age 3) marital status 4) level of education 5) employment and 6) income. Moreover, it intends to ascertain whether each of the foregoing motivational factors is a predictor of attendance to CPBL games. 
The following are the hypotheses tested in the current study
The following are the hypotheses that test differences between genders
Ho1 There is no significant difference in the level of psychological motivational factors between males and females.
Ho2 There is no significant difference in the level of sociological motivational factors between males and females.
Ho3 There is no significant difference in the level of environmental motivational factors between males and females.
The following are the hypotheses that test differences among age brackets
Ho4 There is no significant difference in the level of psychological motivational factors among age brackets.
Ho5 There is no significant difference in the level of sociological motivational factors among age brackets.
Ho6 There is no significant difference in the level of environmental motivational factors among age brackets.
Moreover, the following are the hypotheses that test differences between marital statuses
Ho7 There is no significant difference in the level of psychological motivational factors between married and unmarried respondents.
Ho8 There is no significant difference in the level of sociological motivational factors between married and unmarried respondents.
Ho9 There is no significant difference in the level of environmental motivational factors between married and unmarried respondents.
These are the hypotheses related to differences among educational attainment categories
Ho10 There is no significant difference in the level of psychological motivational factors among high school and under university or college and graduate school respondents.
Ho11 There is no significant difference in the level of sociological motivational factors among high school and under university or college and graduate school respondents.
Ho12 There is no significant difference in the level of environmental motivational factors among high school and under university or college and graduate school respondents.
The following are the hypotheses associated with differences among employment categories
Ho13 There is no significant difference in the level of psychological motivational factors among employed, unemployed, and student respondents.
Ho14 There is no significant difference in the level of sociological motivational factors among employed, unemployed, and student respondents.
Ho15 There is no significant difference in the level of environmental motivational factors among employed, unemployed, and student respondents.
In addition, these are the null hypotheses discussing the differences between income brackets
Ho16 There is no significant difference in the level of psychological motivational factors between respondents who earn below 40,000 a year and those who earn beyond this amount.
Ho17 There is no significant difference in the level of sociological motivational factors between respondents who earn below 40,000 a year and those who earn beyond this amount.
Ho18 There is no significant difference in the level of environmental motivational factors between respondents who earn below 40,000 a year and those who earn beyond this amount.
The succeeding hypotheses have to do with the path analyses predicting attendance to CPBL games.
Ho19 Psychological motivational factors are a significant predictor of attendance to CPBL games.
Ho20 Sociological motivational factors are a significant predictor of attendance to CPBL games.
Ho21 Environmental motivational factors are a significant predictor of attendance to CPBL games.
The results section is structured as follows. First, the demographic profile of the respondents is described. Next, the frequency and percentage distribution for each question is presented. The hypotheses testing results are then discussed, ascertaining significant differences by gender, age, marital status, educational attainment, employment categories, and income. 
Response Rate
The researcher used the on-side data collection methodology for this study. On-site data collection methodology means that the researcher stays on the side of the participants while they are filling out the questionnaires. If the participants have any questions on the questionnaire, they could ask for explanation from the researcher right away. As long as the participant finishes the questionnaire, the researcher could gather the questionnaire at the same time. Therefore, the respondent rate of this study was at 100. There were 1221 questionnaires collected.
Results
Frequency and Percentage Breakdown Gender
VariableCategoryFrequency (n)Percent ()GenderMale64452.7Female57747.3Note. n  1221   
Table 1. Demographic Profile of Respondents
 SHAPE   MERGEFORMAT
Figure 3. Frequency and Percentage Breakdown Gender
As shown in Table 1 and graphically presented in Figure 1, 644 (52.7 percent) respondents were male, while 577 (47.3 percent) respondents were female.

CategoryFrequencyPercentValid PercentCumulative Percent20 and under60249.3049.3049.3021 to 3556346.1046.1095.5036 to 50524.304.3099.8051 and above30.200.20100.00Total122099.90100.00No response10.10Overall Total1221100.00 
Table 2. Frequency and Percentage Breakdown Age
 SHAPE   MERGEFORMAT
Figure 4. Frequency and Percentage Breakdown Age
    Forty-nine percents of participants were at the age 20 and under 95.5 percent of the participants were under the age of 35 (see Table 2).
Marital Status
CategoryFrequencyPercentValid PercentCumulative PercentSingle112392.0092.1092.10Married967.907.90100.00Total121999.80100.00No response2.002100.00100.00Overall Total1221100.0Table 3. Frequency and Percentage Breakdown Marital Status
 SHAPE   MERGEFORMAT
Figure 5. Frequency and Percentage Breakdown Marital Status
                Ninety-two percent of the participants were single only 7.9 percent of the participants were married (see Table 3).





Educational Status

CategoryFrequencyPercentValid PercentCumulative PercentHigh school and under46438.0038.2038.20Undergraduate67355.1055.3093.50Graduate school and above796.506.50100.00Total121699.60100.00 System50.40  Overall Total 1221100.00Table 4. Frequency and Percentage Breakdown Educational Status
 SHAPE   MERGEFORMAT
Figure 6. Frequency and Percentage Breakdown Educational Status
              Majority of respondents were still taking up their undergraduate  college degrees, at 55.3 percent (673) the second major category was high school and under with 38.2 percent (464). Those who were enrolled in graduate school and above accounted for 6.5 percent of the sample.
Employment Status

CategoryFrequencyPercentValid PercentCumulative PercentEmployed36329.7029.8029.80Unemployed867.007.1036.80Full-time student77063.1063.20100.00Total121999.80100.00 No response20.20  Overall Total 12211221100.00Table 5. Frequency and Percentage Breakdown Employment Status
 SHAPE   MERGEFORMAT
Figure 7. Frequency and Percentage Breakdown Employment Status
              Three hundred and sixty-three (29.8 percent) respondents answered that they were employed 770 (63.2 percent) of the respondents were full-time students.


Income

CategoryFrequencyPercentValid PercentCumulative Percent40000 and under106987.6089.0089.00above 4000013210.8011.00100.00Total120198.40100.00 No response201.60  Overall Total 1221100.00Table 6. Frequency and Percentage Breakdown Income
 SHAPE   MERGEFORMAT
Figure 8. Frequency and Percentage Breakdown Income
          Most of the participants (89.0 percent) reported that their monthly income was less than 40000 New Taiwan dollars, which is about 1300 USD.





Attendance to the CPBL games.

CategoryFrequencyPercentValid PercentCumulative PercentNever26721.9022.0022.001-587471.6071.9093.806-10756.106.20100.00Total121699.60100.00 No response50.40  Overall Total1221100.00 Table 7. Frequency and Percentage Breakdown Attendance to CPBL Games
 SHAPE   MERGEFORMAT
Figure 9. Frequency and Percentage Breakdown Attendance to CPBL Games
          Majority of the respondents at 71.88 percent have attended 1-5 games monthly. 21.96 percent have never attended the games, while 6.17 percent attend 6-10 games on a monthly basis.


Presence of a Companion

CategoryFrequencyPercentValid PercentCumulative PercentAlone635.205.205.20With companion115494.5094.80100.00Total121799.70100.00 System40.30  Overall Total1221100.00Table 8. Frequency and Percentage Breakdown Presence of a Companion
 SHAPE   MERGEFORMAT
Figure 10. Frequency and Percentage Breakdown Presence of a Companion
         A majority of the respondents (94.5) answered that they usually go to the CPBL games with companions.




Frequency and Percentage Breakdowns by Item Psychological Motivation
Fans attend baseball games for a number of other reasons, as shown in the following series of tables. The psychological factors, labeled P1 through P14, were analyzed in Tables 9 through 22. The rating system used was 1 (strongly disagree) to 7 (strongly agree).
CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1151.231.231.23Disagree (D)  2211.721.722.95Moderately Disagree (MD)  3473.853.866.81Neutral (N)  416913.8413.8620.67Moderately Agree (MA)  518014.7414.7735.44Agree (A)  620116.4616.4951.93Strongly Agree (SA)  758647.9948.07100.00Total121999.84100.00No response20.16Overall Total 1221100.00Table 9. Frequency and Percentage Breakdown P1
Almost all the respondents (93.3 percent) rated this factor, Being a fan of my favorite CPBL team is important to me, as one they moderately (4) to strongly (7) agreed with. This was to be expected, since over 81 percent the same respondents indicated that they would attend games regardless of the environmental factors (E1-E5) surrounding the stadium.
CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1191.561.561.56Disagree (D)  2342.782.794.34Moderately Disagree (MD)  3705.735.7410.08Neutral (N)  417414.2514.2624.34Moderately Agree (MA)  518815.4015.4139.75Agree (A)  624419.9820.0059.75Strongly Agree (SA)  749040.1340.1699.92Total10.080.08100.00No response122099.92100.00Overall Total 10.08Table 10. Frequency and Percentage Breakdown P2
Although not quite as definitive as the P1 response, 90 percent of respondents also agreed moderately (4) to strongly (7) with this factor, I am a devoted fan of my favorite CPBL team.


CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1433.523.533.53Disagree (D)  2594.834.848.37Moderately Disagree (MD)  31149.349.3517.72Neutral (N)  420416.7116.7434.45Moderately Agree (MA)  522518.4318.4652.91Agree (A)  621917.9417.9770.88Strongly Agree (SA)  735428.9929.0499.92Total10.080.08100.00No response121999.84100.00Overall Total 20.16Table 11. Frequency and Percentage Breakdown P3
Again, a very high proportion (82.3 percent) of the respondents agreed, moderately to strongly, that Nothing could change my loyalty to my favorite CPBL team.




CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1211.721.731.73Disagree (D)  2433.523.545.27Moderately Disagree (MD)  3856.967.0012.26Neutral (N)  418715.3215.3927.65Moderately Agree (MA)  520016.3816.4644.12Agree (A)  624219.8219.9264.03Strongly Agree (SA)  743735.7935.97100.00Total121599.51100.00No response60.49Overall Total 1221100.00Table 12. Frequency and Percentage Breakdown P4
As with all the other psychological factors thus far in the survey (and many of the remaining ones), team loyalty seemed to be an overriding factor, at least as far as choosing which stadium to view a baseball game in, and which team to support. Factor 4, I would watch a game featuring my favorite CPBL team no matter which team they are playing was moderately to strongly agreed to by 87.8 percent of the respondents.


CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1302.462.472.47Disagree (D)  2322.622.645.11Moderately Disagree (MD)  3877.137.1712.27Neutral (N)  421917.9418.0430.31Moderately Agree (MA)  524720.2320.3550.66Agree (A)  624520.0720.1870.84Strongly Agree (SA)  735428.9929.16100.00Total121499.43100.00No response70.57Overall Total 1221100.00Table 13. Frequency and Percentage BreakdownP5
Even the choice of a coach did not appear to dim the fans loyalty to their chosen team, since 87.7 percent indicated they moderately to strongly agreed that It would not affect my loyalty to my favorite CPBL team if management hired a head coach that I disliked very much.



CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1725.905.945.94Disagree (D)  2625.085.1111.05Moderately Disagree (MD)  3846.886.9217.97Neutral (N)  414812.1212.2030.17Moderately Agree (MA)  51098.938.9939.16Agree (A)  614011.4711.5450.70Strongly Agree (SA)  759848.9849.30100.00Total121399.34100.00No response80.66Overall Total 1221100.00Table 14. Frequency and Percentage BreakdownP6
Continuing through the psychological factors, the responses have remained overwhelming pro-team, not pro-stadium or other environmental factors. In this case, over 82 percent of respondents agreed moderately to strongly that I have been a fan of my favorite CPBL team since I began watching professional baseball.



CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1100.820.820.82Disagree (D)  2161.311.312.13Moderately Disagree (MD)  3332.702.714.84Neutral (N)  4786.396.4011.24Moderately Agree (MA)  512410.1610.1721.41Agree (A)  620917.1217.1538.56Strongly Agree (SA)  774961.3461.44100.00Total121999.84100.00No response20.16Overall Total 1221100.00Table 15. Frequency and Percentage Breakdown P7
Even friendship did not seem to sway the team loyalty of the respondents, since the vast majority (95.2) agreed at least moderately with the statement I could never switch my loyalty from my favorite CPBL team even if my close friends were fans of another team.



CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1231.881.891.89Disagree (D)  2151.231.233.12Moderately Disagree (MD)  3262.132.145.26Neutral (N)  41139.259.2914.54Moderately Agree (MA)  51038.448.4623.01Agree (A)  618214.9114.9537.96Strongly Agree (SA)  775561.8362.04100.00Total121799.67100.00No response40.33Overall Total 1221100.00Table 16. Frequency and Percentage Breakdown P8
Continuing through the fan loyalty questions, over 94 percent of respondents indicated that It would be unlikely for me to change my loyalty from my current favorite CPBL team to another.





CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1161.311.321.32Disagree (D)  2151.231.242.56Moderately Disagree (MD)  3433.523.556.12Neutral (N)  41199.759.8315.95Moderately Agree (MA)  517614.4114.5530.50Agree (A)  623519.2519.4249.92Strongly Agree (SA)  760649.6350.08100.00Total121099.10100.00No response110.90Overall Total 1221100.00Table 17. Frequency and Percentage Breakdown P9
    This was the final version of what are essentially variants of the same team loyalty statementsquestions, and as expected, the responses are similar to those in the first eight factors. Almost 93 percent of the respondents indicated that It would be difficult to change my beliefs about my favorite CPBL team.



CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1201.641.641.64Disagree (D)  2221.801.813.45Moderately Disagree (MD)  3453.693.707.15Neutral (N)  414111.5511.5918.73Moderately Agree (MA)  519215.7215.7834.51Agree (A)  624920.3920.4654.97Strongly Agree (SA)  754844.8845.03100.00Total121799.67100.00No response40.33Overall Total 1221100.00Table 18. Frequency and Percentage Breakdown P10
    When the factors were worded somewhat differently, as in You can tell a lot about a person by their willingness to stick with a team that is not performing well, and the next factor (P11), I might rethink my loyalty to my CPBL favorite team if this team consistently performs poorly, the numbers were very telling. While almost 93 percent of respondents agreed that one can tell a lot about a fan who does or does not stick by his team when times were bad, 40 percent of the respondents indicated they moderately to strongly agreed they might rethink their loyalty to their team if the team is doing poorly.
    The responses to these two factors (P10 and P11) are of particular interest given the falling attendance during the scandals and poor performance of the teams in the late 1990s.
CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  143135.3035.5035.50Disagree (D)  216913.8413.9249.42Moderately Disagree (MD)  312810.4810.5459.97Neutral (N)  414611.9612.0371.99Moderately Agree (MA)  51098.938.9880.97Agree (A)  612310.0710.1391.10Strongly Agree (SA)  71088.858.90100.00Total121499.43100.00No response70.57Overall Total 1221100.00Table 19. Frequency and Percentage Breakdown P11
For all the professed loyalty in P1 through P10, fans appear moderately (and significantly) willing to abandon their team in the bad times, supporting the events and falling attendance that occurred from 1997 to at least 2000 and possibly through 2004.

CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  116513.5113.5613.56Disagree (D)  2877.137.1520.71Moderately Disagree (MD)  313811.3011.3432.05Neutral (N)  428623.4223.5055.55Moderately Agree (MA)  521817.8517.9173.46Agree (A)  616513.5113.5687.02Strongly Agree (SA)  715812.9412.98100.00Total121799.67100.00No response40.33Overall Total 1221100.00Table 20. Frequency and Percentage Breakdown P12
The responses were far more evenly split when fans were faced with their teams player structure changing. About half agreed that I would rethink my loyalty to my favorite CPBL team if management traded away its best players. This may dovetail with the response in P11, but the data are not sufficient to determine this since one does not have paired responses of P11 and P12.


CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  152743.1643.2043.20Disagree (D)  220216.5416.5659.75Moderately Disagree (MD)  313511.0611.0770.82Neutral (N)  41209.839.8480.66Moderately Agree (MA)  5836.806.8087.46Agree (A)  6645.245.2592.70Strongly Agree (SA)  7897.297.30100.00Total122099.92100.00No response10.08Overall Total 1221100.00Table 21. Frequency and Percentage Breakdown P13
    This is a rewording of P1 through P9, but the focus is on disagreeing rather than agreeing, yet the responses are not noticeably different.





CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  135929.4039.5839.58Disagree (D)  214812.1216.3255.90Moderately Disagree (MD)  31109.0112.1368.03Neutral (N)  41149.3412.5780.60Moderately Agree (MA)  5796.478.7189.31Agree (A)  6604.916.6295.92Strongly Agree (SA)  7373.034.08100.00Total90774.28100.00No response31425.72Overall Total 1221100.00Table 22. Frequency and Percentage Breakdown P14
    This was a strong rewording of P11, My commitment to my favorite CPBL team would decrease if they were performing poorly and there appeared little chance their performance would change, yet only about 32 percent of respondents moderately to strongly agree with it, whereas 40 percent moderately to strongly agreed with the milder situation in P11.
    The following scale has been used to interpret the means taken from the items  factors.
1.00-1.49  Strongly Disagree
1.50-2.49  Disagree
2.50-3.49  Moderately Disagree
3.50-4.49  Neutral
4.50-5.49  Moderately Agree
5.50-6.49  Agree
6.50-7.00  Strongly Agree

Item MeanStd. DeviationPsycho5.811.44psycho25.662.53psycho35.172.39psycho45.451.57psycho55.281.55psycho65.451.92psycho76.211.26psycho86.141.39psycho95.941.37psycho105.801.44psycho114.892.09psycho123.821.87psycho135.351.95psycho145.291.84Table 23. Descriptive Statistics Psychological Motivation Items
   
The following items on psychological motivation were met with agreement I could never switch my loyalty from my favorite CPBL team even if my close friends were fans of another team (psycho7) (X6.21, sd1.26) It would be unlikely for me to change my loyalty from my current favorite CPBL team to another (psycho8) (X6.14, sd1.39) 
It would be difficult to change my beliefs about my favorite CPBL team (psycho9) (X5.94, sd1.37) Being a fan of my favorite CPBL team is important to me (psycho) (X5.81, sd1.44) I am a devoted fan of my favorite CPBL team (psycho2) (X5.66, sd2.53) You can tell a lot about a person by their willingness to stick with a team that is not performing well (psycho10) (X5.80, sd1.44).
    The following items were met with moderate agreement I would watch a game featuring my favorite CPBL team no matter which team they are playing (psycho4) (X5.45, sd1.57) I have been a fan of my favorite CPBL team since I began watching professional baseball (psycho6) (X5.45, sd1.92) I could easily be persuaded to change my favorite CPBL team preference (reversed psycho13) (X5.35, sd1.95) My commitment to my favorite CPBL team would decrease if they were performing poorly and there appeared little chance their performance would change (psycho14) (reversed X5.29, sd1.84) It would not affect my loyalty to my favorite CPBL team if management hired a head coach that I disliked very much (psycho5) (X5.28, sd1.55) Nothing could change my loyalty to my favorite CPBL team (psycho3) (X5.17, sd2.39) I might rethink my loyalty to my CPBL favorite team if this team consistently performs poorly (reversed psycho11) (X4.89, sd2.09).
One item was met with neutrality I would rethink my loyalty to my favorite CPBL team if management traded away its best players (reversed psycho12) (X3.82, sd1.87).
Frequency and Percentage Breakdowns Sociological Motivation by Item
Tables 29 through 44 in the following section summarize the socio-motivational factors (S1 through S16) included in the survey questionnaire.
   
CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1262.132.132.13Disagree (D)  2373.033.045.17Moderately Disagree (MD)  3735.985.9911.17Neutral (N)  417514.3314.3725.53Moderately Agree (MA)  523619.3319.3844.91Agree (A)  624620.1520.2065.11Strongly Agree (SA)  742534.8134.89100.00Total121899.75100.00No response30.25Overall Total 1221100.00Table 24. Frequency and Percentage Breakdown S1
A significant number of the respondents (almost 89 percent) moderately to strongly agree with the statement One of the main reasons that I attend to my favorite CPBL teams game is that doing so gives me the opportunity to temporarily escape lifes problems. This may or may not be at odds with the strong support for the team rationale behind P1-9.
CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  195177.8978.1478.14Disagree (D)  2786.396.4184.55Moderately Disagree (MD)  3403.283.2987.84Neutral (N)  4514.184.1992.03Moderately Agree (MA)  5373.033.0495.07Agree (A)  6272.212.2297.29Strongly Agree (SA)  7332.702.71100.00Total121799.67100.00No response40.33Overall Total 1221100.00Table 25. Frequency and Percentage Breakdown S2
    Only a very small number (12.1 percent) of the respondents agree with the statement One of the main reasons that I attend to my favorite CPBL teams game is so I can bet on the game. This may not be surprising since so many of the attendees are students and under 21.
CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1100.820.820.82Disagree (D)  2191.561.572.39Moderately Disagree (MD)  3443.603.626.01Neutral (N)  41088.858.9014.91Moderately Agree (MA)  519115.6415.7330.64Agree (A)  626922.0322.1652.80Strongly Agree (SA)  757346.9347.20100.00Total121499.43100.00No response70.57Overall Total 1221100.00Table 26. Frequency and Percentage Breakdown S3
    The vast majority of the respondents (93 percent) moderately to strongly agree with this statement. One of the main reasons that I attend to my favorite CPBL teams game is that I get pumped up when I am watching my favorite CPBL team. Again, the response may be due in large part to the age and student status of so many attendees. It also matches up with the loyalty responses in P1-9.
CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  170.570.580.58Disagree (D)  2131.061.071.65Moderately Disagree (MD)  3342.782.804.44Neutral (N)  41169.509.5513.99Moderately Agree (MA)  518114.8214.9028.89Agree (A)  627322.3622.4751.36Strongly Agree (SA)  759148.4048.64100.00Total121599.51100.00No response60.49Overall Total 1221100.00Table 27. Frequency and Percentage Breakdown S4
    This is another area (One of the main reasons that I attend to my favorite CPBL teams game is that I enjoy the beauty and grace of the team) that is moderately to strongly agree to by the vast number (95.5 percent) of the attendees.


CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1120.980.990.99Disagree (D)  270.570.581.56Moderately Disagree (MD)  3282.292.303.87Neutral (N)  4988.038.0611.92Moderately Agree (MA)  516413.4313.4925.41Agree (A)  624219.8219.9045.31Strongly Agree (SA)  766554.4654.69100.00Total121699.59100.00No response50.41Overall Total 1221100.00Table 28. Frequency and Percentage Breakdown S5
    The responses to One of the main masons that I attend to my favorite CPBL teams game is that doing so makes me feel good when my team wins line up with the loyalty responses in P1-9. As with the counterpart psychological statements, about 96 percent of respondents feel moderately to very strongly agreeable to this statement.


CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  11078.768.808.80Disagree (D)  2867.047.0715.87Moderately Disagree (MD)  314611.9612.0127.88Neutral (N)  428123.0123.1150.99Moderately Agree (MA)  519816.2216.2867.27Agree (A)  615412.6112.6679.93Strongly Agree (SA)  724319.9019.9899.92Total10.080.08100.00No response121699.59100.00Overall Total 50.41Table 29. Frequency and Percentage Breakdown S6
    This statement also has a psychological counterpart and opposite, One of the main reasons that I attend to any favorite CPBL teams game is because most of my friends are fans of the team. Nonetheless, this statement provides some telling support to the fact that almost 95 percent of the respondents attend with at least one companion. Over 72 percent of respondents agreed moderately to very strongly with this statement.

CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1201.641.651.65Disagree (D)  2282.292.313.97Moderately Disagree (MD)  3695.655.709.67Neutral (N)  414611.9612.0721.74Moderately Agree (MA)  518915.4815.6237.36Agree (A)  624319.9020.0857.44Strongly Agree (SA)  751542.1842.56100.00TotalNo responseOverall Total Table 30. Frequency and Percentage Breakdown S7
    Despite the strong team loyalty in P1-9, over 90 percent of respondents appear to agree they attend games for social reasons, To me, attending to my favorite CPBL teams game is simply a form of recreational activity, as well as to support their favorite team.

CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  113811.3011.3911.39Disagree (D)  213410.9711.0622.44Moderately Disagree (MD)  316313.3513.4535.89Neutral (N)  428123.0123.1859.08Moderately Agree (MA)  516113.1913.2872.36Agree (A)  612610.3210.4082.76Strongly Agree (SA)  720917.1217.24100.00Total121299.26100.00No response90.74Overall Total 1221100.00Table 31. Frequency and Percentage Breakdown S8
    Not surprisingly, only about 23 of respondents agreed with this statement, I like to attend to my favorite CPBL teams game because doing so gives me a chance to be with my family. What may be very interesting is that only about 8 percent of the respondents are married, so it may be hard to define family based on the way the statements were formulated.

CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1483.933.953.95Disagree (D)  2695.655.679.62Moderately Disagree (MD)  31038.448.4718.09Neutral (N)  421017.2017.2735.36Moderately Agree (MA)  521917.9418.0153.37Agree (A)  622918.7618.8372.20Strongly Agree (SA)  733827.6827.80100.00Total121699.59100.00No response50.41Overall Total 1221100.00Table 32. Frequency and Percentage Breakdown S9
    This is a clear rephrasing of S1, One of the main reasons that I attend to my favorite CPBL teams game is that I can get away from stress in my life, and the percentages in moderate to strong agreement are similar (89 percent for S1 versus 82 percent for S9).


CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1110.900.900.90Disagree (D)  2100.820.821.72Moderately Disagree (MD)  3413.363.375.09Neutral (N)  4816.636.6511.74Moderately Agree (MA)  514111.5511.5823.32Agree (A)  627322.3622.4145.73Strongly Agree (SA)  766154.1454.27100.00Total121899.75100.00No response30.25Overall Total 1221100.00Table 33. Frequency and Percentage Breakdown S10
    This is also probably a reflection of several other factors, including S1, S9, and P1-P9. A very high percentage of respondents agree with this statement (almost 95 percent) and this may also be a reflection of the attendees demographics.



CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1120.980.990.99Disagree (D)  2151.231.232.22Moderately Disagree (MD)  3403.283.285.50Neutral (N)  414511.8811.9017.41Moderately Agree (MA)  519616.0516.0933.50Agree (A)  628022.9322.9956.49Strongly Agree (SA)  753043.4143.51100.00Total121899.75100.00No response30.25Overall Total 1221100.00Table 34. Frequency and Percentage Breakdown S11
    This is simply S4 all over again, so the numbers, as would be expected, are similar, One of the main reasons that I attend to my favorite CPBL teams game is for the artistic value of their beauty and grace.



CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1201.641.661.66Disagree (D)  2383.113.154.80Moderately Disagree (MD)  3796.476.5411.34Neutral (N)  418415.0715.2326.57Moderately Agree (MA)  526021.2921.5248.10Agree (A)  621617.6917.8865.98Strongly Agree (SA)  741133.6634.02100.00Total120898.94100.00No response131.06Overall Total 1221100.00
Table 35. Frequency and Percentage Breakdown S12
    Since the respondents have indicated the importance of the game as a family event, stress-reliever, and so forth, the 92 percent agreement rate here is reasonable, but not indicative of much. One of the main reasons that I attend to my favorite CPBL teams game is that I feel the game is an important part of my life. If it were so important then there needs to be a better analysis and determination of the fall off in attendance in recent years.
CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1120.980.990.99Disagree (D)  2151.231.242.24Moderately Disagree (MD)  3262.132.154.39Neutral (N)  4766.226.3010.69Moderately Agree (MA)  515512.6912.8423.53Agree (A)  628723.5123.7847.31Strongly Agree (SA)  763652.0952.69100.00Total120798.85100.00No response141.15Overall Total 1221100.00Table 36. Frequency and Percentage Breakdown S13
    This makes sense since almost none of the attendees came to the game alone even though almost none are married, I enjoy attending to my favorite CPBL teams game more when I am with a large group of people.


CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  190.740.750.75Disagree (D)  270.570.581.33Moderately Disagree (MD)  3221.801.823.15Neutral (N)  4887.217.3010.45Moderately Agree (MA)  515512.6912.8523.30Agree (A)  625921.2121.4844.78Strongly Agree (SA)  766654.5555.22100.00Total120698.77100.00No response151.23Overall Total 1221100.00Table 37. Frequency and Percentage Breakdown S14
Again, this was a rephrasing of several other socio statements, so the 97 percent agreement rate was not unexpected, I take pleasure from the excitement of the crowd.



CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  140.330.330.33Disagree (D)  290.740.751.08Moderately Disagree (MD)  3272.212.243.31Neutral (N)  4826.726.7910.11Moderately Agree (MA)  513711.2211.3521.46Agree (A)  626621.7922.0443.50Strongly Agree (SA)  768255.8656.50100.00Total120798.85100.00No response141.15Overall Total 1221100.00Table 38. Frequency and Percentage Breakdown S15
Since the psychological statements indicate strong fan support, the 97 percent level of moderate to strong agreement with the statement, I believe that my favorite CPBL team has a positive public image overall and the statement in S16 (below) , I feel sure that my favorite CPBL team helps build a stronger community are not unexpected.

CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1100.820.830.83Disagree (D)  2100.820.831.66Moderately Disagree (MD)  3171.391.413.06Neutral (N)  41028.358.4411.51Moderately Agree (MA)  515712.8613.0024.50Agree (A)  626721.8722.1046.61Strongly Agree (SA)  764552.8353.39100.00Total120898.94100.00No response131.06Overall Total 1221100.00Table 39. Frequency and Percentage Breakdown S16





 ItemMeanStd. DeviationSocio15.461.54Socio21.651.47Socio35.921.33Socio45.991.26Socio56.111.24Socio64.522.19Socio75.681.50Socio84.161.92Socio95.071.72Socio106.111.25Socio115.841.34Socio125.421.53Socio136.111.24Socio146.161.18Socio156.201.15Socio166.121.21Table 40. Descriptive Statistics Sociological Motivation Items
The following were the averages for the sociological motivation items I believe that my favorite CPBL team has a positive public image overall (socio15) (X6.20, sd1.15) I take pleasure from the excitement of the crowd (socio14) (X6.16, sd1.18)
I feel sure that my favorite CPBL team helps build a stronger community (socio16) (X6.12, sd1.21) One of the main reasons that I attend to my favorite CPBL teams game is that I can feel enthusiastic to join the crowd of the teams fans (socio10) (X6.11, sd1.25) one of the main masons that I attend to my favorite CPBL teams game is that doing so makes me feel good when my team wins (socio5) (X6.11, sd1.24) I enjoy attending to my favorite CPBL teams game more when I am with a large group of people (socio13) (X6.11, sd1.24) One of the main reasons that I attend to my favorite CPBL teams game is that I enjoy the beauty and grace of the team (socio4) (X5.99, sd1.26) One of the main reasons that I attend to my favorite CPBL teams game is that I get pumped up when I am watching my favorite CPBL team (socio3) (X5.92, sd1.33) One of the main reasons that I attend to my favorite CPBL teams game is for the artistic value of their beauty and grace (socio11) (X5.84, sd1.34) To me, attending to my favorite CPBL teams game is simply a form of recreational activity (socio7) (X5.68, sd1.50). All these items were met with agreement.
Moreover, the following items were met with slight agreement One     of the main reasons that I attend to my favorite CPBL teams game is that doing so gives me the opportunity to temporarily escape lifes problems (socio1) (X5.46, sd1.54) One of the main reasons that I attend to my favorite CPBL teams game is that I feel the game is an important part of my life (socio12) (X5.42, sd1.53) One of the main masons that I attend to my favorite CPBL teams game is that I can get away from stress in my life (socio9) (X5.07, sd1.72) One of due main reasons that I attend to any favorite CPBL teams game is because most of my friends are fans of the team (socio6) (X4.52, sd2.19).
One item was met with neutrality I like to attend to my favorite CPBL teams game because doing so gives me a chance to be with my family (socio8) (X4.16, sd1.92). One other item has been met with disagreement One of the main reasons that I attend to my favorite CPBL teams game is so I can bet on the game (socio2) (X1.65, sd1.47).
Frequency and Percentage Breakdowns Environmental Motivation
CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1988.038.158.15Disagree (D)  2625.085.1513.30Moderately Disagree (MD)  31068.688.8122.11Neutral (N)  425921.2121.5343.64Moderately Agree (MA)  516813.7613.9757.61Agree (A)  617013.9214.1371.74Strongly Agree (SA)  734027.8528.26100.00Total120398.53100.00No response181.47Overall Total 1221100.00Table 41. Frequency and Percentage Breakdown E1
This factor, I like to come back to a CPBL stadium to watch CPBL games because convenient parking spaces are easily available, was ranked as moderately (4) to strongly agree (7) by 56.5 percent of respondents.


CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1453.693.733.73Disagree (D)  2463.773.817.53Moderately Disagree (MD)  3998.118.2015.73Neutral (N)  420616.8717.0532.78Moderately Agree (MA)  524219.8220.0352.81Agree (A)  619616.0516.2369.04Strongly Agree (SA)  737430.6330.96100.00Total120898.94100.00No response131.06Overall Total 1221100.00Table 42. Frequency and Percentage Breakdown E2
This factor, I like to come back to a CPBL stadium to watch CPBL games because I like the cleanliness of the stadium, was ranked as moderately (4) to strongly agree (7) by 73.1 percent of respondents.




CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1473.853.893.89Disagree (D)  2413.363.397.28Moderately Disagree (MD)  31008.198.2815.56Neutral (N)  420316.6316.8032.37Moderately Agree (MA)  522018.0218.2150.58Agree (A)  620616.8717.0567.63Strongly Agree (SA)  739132.0232.37100.00Total120898.94100.00No response131.06Overall Total 1221100.00Table 43. Frequency and Percentage Breakdown E3
This environmental factor statement, I like to come back to a CPBL stadium to watch CPBL games because there are enough and convenient facilities including hallways, space and arrangements of seats, concessions, restrooms, and etc., was ranked as moderately (4) to strongly agree (7) by 73.2 percent of respondents.



CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  113711.2211.3911.39Disagree (D)  212910.5710.7222.11Moderately Disagree (MD)  322618.5118.7940.90Neutral (N)  431125.4725.8566.75Moderately Agree (MA)  514812.1212.3079.05Agree (A)  61139.259.3988.45Strongly Agree (SA)  713911.3811.55100.00Total120398.53100.00No response181.47Overall Total 1221100.00Table 44. Frequency and Percentage Breakdown E4
This factor, I like to come back to a CPBL stadium to watch CPBL games because the food and beverage services are very good, was ranked as moderately (4) to strongly agree (7) by only 25.6 percent of respondents.




CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1332.702.732.73Disagree (D)  2574.674.727.46Moderately Disagree (MD)  3988.038.1215.58Neutral (N)  425520.8821.1336.70Moderately Agree (MA)  520616.8717.0753.77Agree (A)  621217.3617.5671.33Strongly Agree (SA)  734628.3428.67100.00Total120798.85100.00No response141.15Overall Total 1221100.00Table 45. Frequency and Percentage Breakdown E5
This factor, I like to come back to a CPBL stadium to watch CPBL games because of good stadium fan control, was ranked as moderately (4) to strongly agree (7) by 74.2 percent of respondents.




CategoryFrequencyPercentValid PercentCumulative PercentStrongly Disagree (SD)  1272.212.242.24Disagree (D)  2342.782.815.05Moderately Disagree (MD)  3725.905.9611.01Neutral (N)  414511.8812.0023.01Moderately Agree (MA)  516413.4313.5836.59Agree (A)  621817.8518.0554.64Strongly Agree (SA)  754844.8845.36100.00Total120898.94100.00No response131.06Overall Total 1221100.00Table 46. Frequency and Percentage Breakdown E6
This factor, Even if the above question items (El through E5) are not satisfied, I like to come back to a CPBL stadium to watch CPBL games because I am loyal to the my favorite CPBL team, was ranked as moderately (4) to strongly agree (7) by 81.8 percent of respondents.



 ItemMeanStd. Deviationenviron14.831.89environ25.181.68environ35.231.69environ43.911.78environ55.121.65environ65.671.58Table 47. Descriptive Statistics Environmental Motivation Items
The following item on environmental motivation have been met with agreement Even if the above question items (El through E5) are not satisfied, I like to come back to a CPBL stadium to watch CPBL games because I am loyal to the my favorite CPBL team (environ 6)(X5.67, 1.58).
Moreover, these items have been rated with slight agreement I like to come back to a CPBL stadium to watch CPBL games because there are enough and convenient facilities including hallways, space and arrangements of seats, concessions, restrooms, and etc (environ 3) (X5.23, sd.169) I like to come back to a CPBL stadium to watch CPBL games because I like the cleanliness of the stadium (environ 2) (X5.18, sd1.68) I like to come back to a CPBL stadium to watch CPBL games because of good stadium fan control (environ 5) (X5.12, sd1.65) I like to come back to a CPBL stadium to watch CPBL games because convenient  parking spaces are easily available (environ 1) (X4.83, sd1.89).
One item has been met with neutrality I like to come back to a CPBL stadium to watch CPBL games because the food and beverage services are very good (environ 4) (X3.91, sd1.78)
Significant Differences Analyzed by Demographic Category
Significant differences in motivational drivers by gender.
Ho1 There is no significant difference in the level of psychological motivational factors between males and females.
Ho2 There is no significant difference in the level of sociological motivational factors between males and females.
Ho3 There is no significant difference in the level of environmental motivational factors between males and females. 
 tdfSig. (2-tailed)Psychot-2.3401219.019Sociot-2.6671219.008Environt-.9751219.330Equal variances assumed
Table 48. T-test Motivational Drivers by Gender
 SHAPE   MERGEFORMAT 
Figure 11. Means by Gender
The t-test by gender suggests that there are significant differences between males and females on psychological motivation (t-2.34, p.019) and sociological motivation (t-2.67, p.008). In both instances, females responded having higher levels of motivation. On the other hand, no significant differences were noted for environmental motivational levels. Given these results, Ho1 and Ho2 are rejected  Ho1 There is no significant difference in the level of psychological motivational factors between males and females and Ho2 There is no significant difference in the level of sociological motivational factors between males and females. The last hypothesis testing differences between genders was accepted or we failed to reject as follows Ho3 There is no significant difference in the level of environmental motivational factors between males and females.
Significant differences in motivational drivers by age.
Ho4 There is no significant difference in the level of psychological motivational factors among age brackets.
Ho5 There is no significant difference in the level of sociological motivational factors among age brackets.
Ho6 There is no significant difference in the level of environmental motivational factors among age brackets.








Sum of SquaresdfMean SquareFSig.psychotBetween Groups2589.413.00863.144.390.00Within Groups239148.411216.00196.67Total241737.811219.00sociotBetween Groups2049.343.00683.113.330.02Within Groups249152.201216.00204.90Total251201.541219.00environtBetween Groups482.733.00160.912.440.06Within Groups80120.661216.0065.89Total80603.391219.00Table 49a. One-way ANOVA Motivational Drivers by Age
The one-way ANOVA for age indicates that there are significant differences in terms of psychological motivation (F4.39, p.004), and sociological motivation (F3.33, p.019). These suggest that Ho4 and Ho5 are rejected Ho4 There is no significant difference in the level of psychological motivational factors among age brackets and Ho5 There is no significant difference in the level of sociological motivational factors among age brackets. There were no significant differences in terms of environmental motivation (F2.44, p.063). Thus, Ho6 was accepted, as follows Ho6 There is no significant difference in the level of environmental motivational factors among age brackets.
 SHAPE   MERGEFORMAT
Figure 12. Means by Age

















Dependent Variable(I) age(J) ageMean Difference (I-J)Sig.Psychot20 21-351.94()0.02  36-502.290.26  5122.67 ()0.01 21-3520-1.94 ()0.02  36-500.350.86  5120.74 ()0.01 36-5020-2.290.26  21-35-0.350.86  5120.38 ()0.02 511.00-22.67 ()0.01  2.00-20.74 ()0.01  51-20.38 ()0.02Sociot2021-350.850.31  36-504.84 ()0.02  5117.59 ()0.03 21-3520-0.850.31  36-503.990.06  5116.74 ()0.04 36-5020-4.84 ()0.02  21-35-3.990.06  5112.750.13 5120-17.59 ()0.03  21-35-16.74 ()0.04  36-50-12.750.13Environt2021-35-.97 ()0.04  36-501.580.18  510.230.96 21-351.00.97 ()0.04  36-502.55 ()0.03  511.200.80 36-5020-1.580.18  21-35-2.55 ()0.03  51-1.350.78 5120-0.230.96  21-35-1.200.80  36-501.350.78 The mean difference is significant at the .05 level.
Table 49b. Post Hoc T-test by Age
On psychological motivation, those who were 20 years old or younger had a significantly higher mean compared to those who were between 21-35 years old (MD1.94, p.019) and those 51 years and older (MD22.67, p.005). Moreover, those between 21-35 years old also had a greater psychological motivation compared to the 51 years old group (MD20.74, p.011). Those in the 36-50 years old age group had also registered higher psychological motivation compared to 51 years old respondents (MD20.38, p.015).
On sociological motivation, there were significant differences between the 20 and 36-50 (MD4.84, p.020) and 51 years old age (MD17.59, p.034) categories, with the younger age group having higher sociological motivation. The 21-35 years old group also garnered higher sociological motivation compared to the 51 year old respondents (MD16.74, p.044). There were no significant differences between 20 and 21-35 age brackets on one hand, and the 36-50 and 51 years old categories on the other.
The last category for comparison by age was environmental motivational factors. On this, there was a significant difference between 20 and 21-35 year olds, where the latter had a higher mean (MD-.97, p.042). The 21-35 year olds also registered a higher environmental motivation compared to those aged 36-50 (MD2.55, p.030). There were no notable differences between 20, 36-50, and 51 year olds. 
Significant differences in motivational drivers by marital status.
Ho7 There is no significant difference in the level of psychological motivational factors between married and unmarried respondents.
Ho8 There is no significant difference in the level of sociological motivational factors between married and unmarried respondents.
Ho9 There is no significant difference in the level of environmental motivational factors between married and unmarried respondents.
tDfSig. (2-tailed)Psychot1.371217.000.17Sociot1.281217.000.20Environt-0.121217.000.91Table 50. T-test Motivational Drivers by Marital Status
 SHAPE   MERGEFORMAT
Figure 13. Means by Marital Status
For comparisons by marital status, the foregoing table shows that there are no significant differences between married and unmarried respondents in all motivational clusters. A t-test for two independent groups has been used in this case. The results suggest that Ho7, Ho8, and Ho9 are accepted Ho7 There is no significant difference in the level of psychological motivational factors between married and unmarried respondents Ho8 There is no significant difference in the level of sociological motivational factors between married and unmarried respondents and Ho9 There is no significant difference in the level of environmental motivational factors between married and unmarried respondents.
Significant differences in motivational drivers by educational attainment.
Ho10 There is no significant difference in the level of psychological motivational factors among high school and under university or college and graduate school respondents.
Ho11 There is no significant difference in the level of sociological motivational factors among high school and under university or college and graduate school respondents.
Ho12 There is no significant difference in the level of environmental motivational factors among high school and under university or college and graduate school respondents.
  Sum of SquaresdfMean SquareFSig.psychotBetween Groups952.352.00476.172.410.09 Within Groups239638.361213.00197.56   Total240590.711215.00   SociotBetween Groups1810.502.00905.254.450.01 Within Groups246628.461213.00203.32   Total248438.961215.00   environtBetween Groups0.982.000.490.010.99 Within Groups79010.261213.0065.14   Total79011.241215.00   Table 51a. One-way ANOVA Motivational Drivers by Educational Attainment
 SHAPE   MERGEFORMAT Figure 14. Means by Educational Attainment
In terms of educational attainment, there are no significant differences among educational age categories on psychological motivation (F2.41, p.090), while there are such differences found for sociological motivation (F4.45, p.012). Ho20 is thus accepted Ho20 There is no significant difference in the level of psychological motivational factors among high school and under university or college and graduate school respondents and  Ho11 There is no significant difference in the level of sociological motivational factors among high school and under university or college and graduate school respondents. However, there are no significant differences among the educational attainment categories in terms of environmental motivation causing Ho12 to be accepted, as follows Ho12 There is no significant difference in the level of environmental motivational factors among high school and under university or college and graduate school respondents.

















Dependent
Variable(I)
 educationstatus(J)
educationstatusMean Difference (I-J)Sig.PsychotHSUniversity1.220.15  Grad3.43()0.05 UniversityHS-1.220.15  Grad2.210.19 GradHS-3.43()0.05  University-2.210.19SociotHSUniversity2.42()0.01  Grad3.080.08 UniversityHS-2.42()0.01  Grad0.660.70 GradHS-3.080.08  University-0.660.70EnvirontHSUniversity0.060.90  Grad0.040.96 UniversityHS-0.060.90  Grad-0.020.99 GradHS-0.040.96  University0.020.99The mean difference is significant at the .05 level.
Table 51b. Post Hoc T-test by Educational Attainment
On the Tukeys Least Significant Difference (hereafter referred to as Tukeys LSD) post hoc test for psychological motivation, it is shown that those who have graduated from high school have higher motivation compared to those who have graduated from or have at least entered graduate level (MD3.43, p.045). There are no significant differences between the psychological motivation of those in the university and graduate categories.
Sociological motivation is significantly lower in the high school compared to the university group (MD.-2.42, p.005). There are no notable differences between the university and graduate groups, and neither between the high school and graduate groups.
There are no significant pair wise comparisons for environmental motivation. 
Significant differences in motivational drivers by employment category.
Ho13 There is no significant difference in the level of psychological motivational factors among employed, unemployed, and student respondents.
Ho14 There is no significant difference in the level of sociological motivational factors among employed, unemployed, and student respondents.
Ho15 There is no significant difference in the level of environmental motivational factors among employed, unemployed, and student respondents.









  Sum of SquaresdfMean SquareFSig.psychotBetween Groups2524.022.001262.016.430.00 Within Groups238666.961216.00196.27   Total241190.981218.00   SociotBetween Groups1540.962.00770.483.760.02 Within Groups248913.381216.00204.70   Total250454.341218.00   environtBetween Groups34.012.0017.000.260.77 Within Groups80838.181216.0066.48   Total80872.181218.00   Table 52a. One-way ANOVA Motivational Drivers by Employment
 SHAPE   MERGEFORMAT
Figure 15. Means by Employment
There were significant differences among employment groups on psychological motivation (F6.43, p.002) and sociological motivation (F3.76, p.023). Thus, Ho13 and Ho14 were both rejected, as follows Ho13 There is no significant difference in the level of psychological motivational factors among employed, unemployed, and student respondents and Ho14 There is no significant difference in the level of sociological motivational factors among employed, unemployed, and student respondents. Finally, there were no significant differences on environmental motivation (F.26, p.774). Therefore, Ho15 was accepted Ho15 There is no significant difference in the level of environmental motivational factors among employed, unemployed, and student respondents.

Dependent Variable(I) employment(J) employmentMean Difference (I-J)Sig.PsychotEmployedUnemployed4.60()0.01Student-1.050.24UnemployedEmployed-4.60()0.01Student-5.64()0.00StudentEmployed1.050.24Unemployed5.64()0.00SociotEmployedUnemployed3.90()0.02Student-0.560.54UnemployedEmployed-3.90()0.02Student-4.46()0.01StudentEmployed0.560.54Unemployed4.46()0.01EnvirontEmployedUnemployed0.670.49Student0.230.66UnemployedEmployed-0.670.49Student-0.440.64StudentEmployed-0.230.66Unemployed0.440.64The mean difference is significant at the .05 level.
Table 52b. Post Hoc T-test by Employment
Testing for significant differences post hoc, those who are employed have higher psychological motivation than those who were unemployed (MD 4.60, p.006). MD denotes mean difference. In addition, those who are unemployed have garnered higher psychological motivation scores than students (MD-5.64, p.000) and the employed (MD-4.59, p.006). There are no notable differences between students and the employed.
On sociological motivation, it may be gleaned that the employed have higher scores than the unemployed (MD3.90, p.023). Moreover, students have higher sociological motivation than the unemployed (MD-4.46, p.006). There are no noteworthy differences between students and the employed.
There are no notable differences among employment categories on environmental motivation. 
Significant differences in motivational drivers by income level.
Ho16 There is no significant difference in the level of psychological motivational factors between respondents who earn below 40,000 a year and those who earn beyond this amount.
Ho17 There is no significant difference in the level of sociological motivational factors between respondents who earn below 40,000 a year and those who earn beyond this amount.
Ho18 There is no significant difference in the level of environmental motivational factors between respondents who earn below 40,000 a year and those who earn beyond this amount.

 tdfSig. (2-tailed)Psychot0.511199.000.61Sociot0.651199.000.52Environt-0.921199.000.36Equal variances assumed
Table 53. T-test Motivational Drivers by Income
Based on the motivational drivers by income, there are no significant differences in terms of psychological motivation (t.514, p.608) sociological motivation (t.648, p.517) and environmental motivation (t-.922, p.357). These results indicate that Ho16, Ho17, and Ho18 are accepted, as follows Ho16 There is no significant difference in the level of psychological motivational factors between respondents who earn below 40,000 a year and those who earn beyond this amount Ho17 There is no significant difference in the level of sociological motivational factors between respondents who earn below 40,000 a year and those who earn beyond this amount and  Ho18 There is no significant difference in the level of environmental motivational factors between respondents who earn below 40,000 a year and those who earn beyond this amount.






Confirmation of Proposed Model
 SHAPE   MERGEFORMAT
Figure 16. Proposed Path Analytic Model Explaining Motivational Factors behind Baseball Attendance
The model is recursive, and used a sample size of 1221. The observed, dependent variable is baseball attendance (attend), while the observed, independent variables are psychological motivation (psychot), sociological motivation (sociot), and environmental motivation (environt).
EstimateAttend---Psychot.074Attend---Sociot.215Attend---Environt-.039Table 54. Standardized Regression Weights
The standardized regression weights show that when there is a one unit increase in psychological motivation, attendance increases by .074 units when sociological motivation goes up by a unit, attendance is likely to increase by .215 units and when environmental motivation decreases by a unit, attendance decreases by .039 points.

ModelRR SquareAdjusted R SquareStd. Error of the Estimate1.246(a).060.058.49157a  Predictors (Constant), environt, psychot, sociot
Table 55a. Model Summary Regression of Motivation Drivers and Baseball Game Attendance
The three motivation driver clusters account for 5.8 percent of the variance in baseball attendance. 
Model Sum of SquaresdfMean SquareFSig.1Regression18.81336.27125.952.000(a) Residual292.8711212.242   Total311.6841215   a  Predictors (Constant), environt, psychot, sociot
b  Dependent Variable attend
Table 55b. One-way ANOVA Regression of Motivation Drivers and Baseball Game Attendance
             In addition, the F-test is significant, indicating that there are significant predictors in the proposed model (F25.95, p.000).








Model Unstandardized CoefficientsStandardized Coefficients  BStd. ErrorBetatSig. 1(Constant)1.063.094 11.280.000 psychot.003.001.0742.242.025 sociot.008.001.2145.885.000 environt-.002.002-.039-1.226.220a  Dependent Variable attend
Table 55c. Beta Regression of Motivation Drivers and Baseball Game Attendance
The standardized coefficients suggest the following that psychological motivation is a significant predictor of baseball attendance (B.074, p.025) and sociological motivation is a significant predictor as well (B5.89, p.00). These outcomes suggest that Ho19 and Ho20 are rejected, as follows Ho19 Psychological motivational factors are a significant predictor of attendance to CPBL games and  Ho20 Sociological motivational factors are a significant predictor of attendance to CPBL games. Finally, environmental motivation is not a significant predictor of baseball attendance (B-.039, p.220). Thus, Ho21 is accepted, as follows Ho21 Environmental motivational factors are a significant predictor of attendance to CPBL games.

 genderagemarriagestatuseducemployattendincomecompangenderPearson Correlation1.00-0.14-0.06-0.110.050.00-0.120.11Sig. (2-tailed)0.000.040.000.080.940.000.00N1221.001220.001219.001216.001219.001216.001201.001217.00agePearson Correlation-0.141.000.420.37-0.630.020.41-0.05Sig. (2-tailed)0.000.000.000.000.500.000.11N1220.001220.001218.001215.001218.001215.001200.001216.00marriagestatusPearson Correlation-0.060.421.00-0.03-0.340.000.42-0.01Sig. (2-tailed)0.040.000.260.000.990.000.61N1219.001218.001219.001214.001217.001214.001199.001215.00educationstatusPearson Correlation-0.110.37-0.031.00-0.13-0.040.130.06Sig. (2-tailed)0.000.000.260.000.180.000.04N1216.001215.001214.001216.001215.001212.001198.001212.00employmentPearson Correlation0.05-0.63-0.34-0.131.00-0.02-0.430.07Sig. (2-tailed)0.080.000.000.000.440.000.02N1219.001218.001217.001215.001219.001215.001200.001215.00attendPearson Correlation0.000.020.00-0.04-0.021.000.00-0.03Sig. (2-tailed)0.940.500.990.180.440.870.23N1216.001215.001214.001212.001215.001216.001198.001212.00incomePearson Correlation-0.120.410.420.13-0.430.001.00-0.09Sig. (2-tailed)0.000.000.000.000.000.870.00N1201.001200.001199.001198.001200.001198.001201.001198.00companionPearson Correlation0.11-0.05-0.010.060.07-0.03-0.091.00Sig. (2-tailed)0.000.110.610.040.020.230.00N1217.001216.001215.001212.001215.001212.001198.001217.00    Correlation is significant at the 0.01 level (2-tailed).
    Correlation is significant at the 0.05 level (2-tailed).
Table 56. Demographics Correlation Matrix
    The survey results and aggregate demographics for Taiwan baseball attendees present a distinct picture of this population and its characteristics. As the comparisons in Table 8Demographics show, attendance figures do not seem to reflect a disparate number of males versus females (52.7 percent male47.3 percent female). Additionally, the vast majority of attendees (92 percent) indicated they are not married. Fans are young and socially outgoing in nature. Nearly half (49.3 percent of the respondents are under age 21, and another 46.1 percent are under age 36. Almost all the respondents attended games at the stadiums with at least one companion (94.5 percent). These data show that the vast majority of attendees are young, single, and come with companions. In addition, 38 percent are high school graduates and over 55 percent are undergraduates or college graduates. In all likelihood the majority of the respondents indicating they were educated to the undergraduate level are actually still students since over 63 percent of the responses are from full-time students, while almost 30 percent of the respondents indicated they are employed. It is therefore not a surprise that the average reported monthly income is 40,000 NT or less for 89 percent of the respondents.
    In summary, the data show that the average fan attending CPBL games is young typically under age 36 and often under age 21, a full-time student, and not earning very much money. The subsequent analysis reveals some interesting socio-motivational, environmental, and psychological factors, but the Taiwan fan base seems to have constraints they have minimal income and once they are employed andor married their frequency of attendance at baseball games drops off sharply.
Chapter 5
Discussion
Demographic Profile of Respondents
The results of the questionnaire were subjected to statistical analysis and the first part of the results focused on the demographic characteristics of the respondents. The majority of the participants were male (n 664, 52.7 percent) and the remaining were female (n577, 47.3 percent). In terms of age, 49.3 percent of the participants were 20 years old and younger, 46.1 were between 21-35, 4.3 percent were from 36-50, and the remaining 0.2 were age 51 and older. In terms of marital status, 92.1 percent were single while the remaining 7.9 percent were married.
In terms of educational attainment, 55.3 percent were undergraduates, while 38 had an educational attainment of high school or below, and the remaining 6.5 percent had a college degree. The employment status results showed that 63.2 percent of the respondents were full-time students, 29.8 percent were employed and the remaining 7.1 percent were unemployed. The last characteristic to be evaluated is the income level of the respondents. The results showed that 87.6 percent of the participants earned an income of below 4,000 Taiwan dollars or 1,300 USD, while the remaining 11 percent had an income of above 4,000 Taiwan dollars. The majority of the respondents are college students and are not employed, it could be implied that ticket prices would greatly impact their decision to attend a sporting event.
This was similar to the findings of Pons, Mourali, and Nyeck (2006) where the majority of the respondents were male. Dietz-Uhler et al. (2000) also determined that male fans have higher attendance rates than females. However, the age range was much higher since the majority was within the age range of 35 and above. Also, the study was primarily composed of full-time employees who would imply that they had higher income level.
Another similar study by Thorne and Brunner (2006) where the demographics of the respondents were 82 percent male, 57 percent single, 33 percent were college graduate and 67 percent were full-time employees.
Lee et al. (2009) measured demographic characteristics of American sports fans and showed that the majority of the respondents were also male (55 percent), about 89 percent were 21 years old and older, and 71 percent were full-time employees with an average income of 20,000-60,000 USD.
The results in terms of income were also contradictory to the findings of Shank (2002) who determined that those who attend sporting events, like baseball, have income levels higher than the average since it is costly to attend such events. Individual with an average income tends to watch the game on television. It was also contradictory to the findings of the Consumer Expenditure Survey that determined that sporting event attendees had an average income of 23,194 USD, emphasizing the upscale nature of professional sports and sporting events. The upscale nature of sports was also characterized by remodeling the baseball stadiums from multi-functional stadiums to baseball-only stadiums where bench seats were changed to padded seats with armrests and cup holders. Concession stands also offer cappuccino and cheesecakes and other specialty restaurants. However, studies have also shown that loyal fans and die-hard fans were insensitive to such factors and their attendance rate did not fluctuate despite constant increases in ticket price and poor team performance.
Because the study was focused on baseball fans, the study had to determine and verify that the participants were baseball fans and not spectators. To address this issue, the study determined the attendance rates of the respondents. The results of the study determined that the majority of the participants (71.88 percent) attended sporting events at least five times in a month, while 21.96 percent had never attended a sporting event, and 6.17 percent had attended a sporting event more than five times in a month. This is also similar to the findings of Mahony et al. (2000) that stated that repeat attendance is one of the obvious factors for team loyalty.
Loyal fans are more persistent in their commitment towards a team and more resistant to criticisms. They are also less sensitive to ticket prices and environmental factors. Theysohn, Hinz, Nosworthy, and Kirchner (2009) also determined that loyal fans are commonly male, young and have average to more than an average level of income.
The study also determined that 94.5 percent of the respondents attended sporting events with a companion and only 5.2 percent came alone. This can be further explained by the socializing component of sporting events. Sporting events provide an opportunity to spend quality time with family and friends, and other fans that share the same devotion to the sport or team (Dietz-Uhler et al., 2000). This is also supported by Melnick (1993) who stated that sporting events serve as an ideal place for fans to communicate casually, share information and knowledge, and share interest and other activities like cheering. Gladden and Funk (2002) mentioned that sporting events like baseball games, enable sports fans to experience a sense of belonging to a group of individuals that they can connect with through their passion and support to a certain team or sport.
Baseball Fans Psychological Motivation
The majority of the participants on the questionnaire in terms of psychological motivation ranged from slightly agree to agree. Devoted fans were commonly characterized by unending devotion, regardless of the performance or ticket prices or location. This is contradictory to Dale et al.s (2005) study that established that the performance and success of a team were major motivational factors for attendance.
Ho1 There is no significant difference in the level of psychological motivational factors between males and females (t-test).
Ho4 There is no significant difference in the level of psychological motivational factors among age brackets (one-way ANOVA).
Ho7 There is no significant difference in the level of psychological motivational factors between married and unmarried respondents (t-test).
Ho10 There is no significant difference in the level of psychological motivational factors among high school and under university or college and graduate school respondents (one-way ANOVA).
Ho13 There is no significant difference in the level of psychological motivational factors among employed, unemployed, and student respondents (one-way ANOVA).
Ho16 There is no significant difference in the level of psychological motivational factors between respondents who earn below 40,000 a year and those who earn beyond this amount (t-test).
Ho19 Psychological motivational factors are a significant predictor of attendance to CPBL games (path analysis).
Ho22 Gender is not significantly correlated with psychological motivation (Pearson r).
Ho23 Age is not significantly correlated with psychological motivation (Pearson r).
Ho24 Marital status is not significantly correlated with psychological motivation (Pearson r).
Ho25 Educational attainment is not significantly correlated with psychological motivation (Pearson r).
Ho26 Employment category or type is not significantly correlated with psychological motivation (Pearson r).
Based on the results of the study, female respondents scored higher in psychological motivational factors. It was established that there was a significant difference between males and females in terms of psychological motivations. The results of the research showed significant differences in gender on both factors implying that Ho1 was rejected.
In terms of age, the results also showed significant differences on psychological motivation, and so Ho4 was also rejected. This finding was similar to Shank (2002) who stated that sports fans or spectators have differences based on age and gender. Dietz-Uhler et al. (2002) in their study challenged the assumption that male fans dominate professional sports like baseball. They emphasized that females also perceived themselves as a sport fan as much as males, and attend sporting events as much as male fans. But, male fans were more expressive in their fanaticism, commonly manifested by open discussion about a specific sport or team, or following the progress of a team through media like television, online, or in magazines. Moreover, according to James and Ridinger (2002), female and male fans level of connection to the sporting event is different. Female fans attend sporting event because they enjoy and get excited with the action of the game while male fans psychological motivation is their self-identification with the team or sport. In addition, the results showed no significant difference in terms of marital status, thus Ho7 was accepted. Thorne and Brunner (2006) determined that the majority of sports fans were single (57 percent) in contrast to married sports fans (35 percent).
Thorne and Brunner (2006) also identified that sports fans are mostly male (82 percent) and a small number were composed of female fans (18)
Wann and Waddill (2003) determined that male fans scored higher in six out of eight motivational factors included in the SFMS and these factors were eustress, escape, Self-esteem, aesthetics, entertainment, and family needs. Dietz-Uhler et al. (2000) determined that male fans are highly motivated by self-esteem, eustress, and aesthetic factors while female fans were more motivated by family motivational factors.
The study by Dietz-Uhler et al. (2009) also determined that males (83 percent) consider themselves as a sports fan more than females (73 percent). The study also determined the rationale for being a sports fan in terms of gender. The results showed that male sports fans were influenced by actively playing sports, enjoyed watching with family or friends, and grew up in a sports-oriented environment. On the other hand, female sports fans were influenced by enjoyment in sports-related activities like cheering and watching sports, enjoyed learning sports, and being loyal to a specific sports team. The study also determined that female fans were consumers of sports memorabilia and that male sports fans have their own sports heroes.
In terms of age, the finding was similar to the result of the survey conducted by the Australian Bureau of Statistics (1999) that determined that sports fans attendance declines with age. Therefore, sports fans within the age range of 18-30 were more likely to attend sporting events than fans from 40-50 years of age.
The study also showed significant differences on psychological motivation in terms of educational attainment and employment status, so the study accepted Ho10 and rejected Ho13. Moreover, Ho16 was accepted because the results showed no significant difference in terms of level of income. This is similar to Zhang et al. (2003) that emphasized that there is no difference between fans in terms of level of income. It also stated that fans would attend the sporting event, whether ticket prices were costly or not, as long as the fans perceived the events as an entertainment value to them. This finding contradicted Shank (2002) who determined there were significant differences in fans and spectators in terms of income.
Zhang et al. (2003) conducted a similar study on psychological motivation and their study showed that a typical sports fan is male, single, and young with a low level of income and minimum budget for entertainment.
In terms of sports tourism, sports tourists also differ in terms of gender. Chen (2009) determined that male sport tourists are motivated by group affiliation and entertainment while female sports tourists are motivated by loyalty, social support and self-actualization.
Fanaticism is also demonstrated differently as demonstrated in a study by Chun et al. (2004) where they provided an insight on how American fans demonstrate their support and fanaticism to a certain team and how it is different from Japanese baseball fans. In the study, it was established that American fans are self-expressive while Japanese fans are reluctant to display their fanaticism when alone. In terms of group expression, Japanese fans scored higher than American fans.
Although gender, age educational attainment and employment status as been shown to affect and influence psychological motivation of sports fans to attend a sporting event, it was also determined that die-hard fans motivation for attendance is not affected by the aforementioned factors. Thus, it can be implied that creating and maintaining die-hard fans is a long-term solution to ensuring high attendance rates to sporting events like baseball games since they are insensitive to ticket prices and other such factors.
It was also determined that loyal fans with high levels of team identification do not manifest behaviors like BIRGing or CORFing. Their support and loyalty to the team or players is unchanged despite poor team performance or loses. However, fans with low levels of team identification and sport spectators are very prone to these behaviors. They have a tendency to side with the winning team and stay away from the losing team.
Baseball Fans Sociological Motivation
The results from the study showed that the majority of the responses ranged from agree to slightly agree however, the majority of the responses in socio2 disagreed while responses on socio8 were neutral.
Ho2 There is no significant difference in the level of sociological motivational factors between males and females (t-test).
Ho5 There is no significant difference in the level of sociological motivational factors among age brackets (one-way ANOVA).
 Ho8 There is no significant difference in the level of sociological motivational factors between married and unmarried respondents (t-test).
Ho11 There is no significant difference in the level of sociological motivational factors among highschool and under university or college and graduate school respondents (one-way ANOVA).
Ho14 There is no significant difference in the level of sociological motivational factors among employed, unemployed, and student respondents (one-way ANOVA).
Ho17 There is no significant difference in the level of sociological motivational factors between respondents who earn below 40,000 a year and those who earn beyond this amount (t-test).
Ho20 Sociological motivational factors are a significant predictor of attendance to CPBL games (path analysis).
Ho27 Gender is not significantly correlated with sociological motivation (Pearson r).
Ho28 Age is not significantly correlated with sociological motivation (Pearson r).
Ho29 Marital status is not significantly correlated with sociological motivation (Pearson r).
Ho30 Educational attainment is not significantly correlated with sociological motivation (Pearson r).
Ho31 Employment category or type is not significantly correlated with sociological motivation (Pearson r).
The study also determined sociological motivation, and the results showed that there is a significant difference in sociological motivation in terms of gender and age, thus Ho2 and Ho4 were rejected. This is similar to the findings of Dietz-Uhler et al. (2000) where they were able to determine that females sees sporting events as an opportunity to socialize with family or friends more than male fans. Male fans on the other hand, see sporting events as a means to socialize with other fans and share information and knowledge with them. It is similar to fan sites, chat rooms and organized club meetings.
Dietz-Uhler et al. (2009) determined that males score higher in factors like escape. This is corroborated by Shank (2002) where it was determined that fans attend sporting events to escape from boredom, struggles or stress from everyday life. Funk (2002) regarded sporting events as a healthy pastime minus the excessive consumption of time and effort.  It was also determined that male fans scored higher in eustress and entertainment. Fink et al. (2002) also established that male fans associate themselves more to the team and derive more satisfaction in its success. Since they identify and relate more with the teams success, they are more likely to be disappointed with the teams poor performance and lose. Shank (2002) also emphasized that since males invest more time in watching sports and discussing them, then they are more likely to attend baseball games than females.
However, in terms of marital status, the results showed no significant difference thus Ho8 is accepted, which is contradictory to majority of the literature included in the study where it was determined that majority of fans who attend sporting events for socializing are single.
The results also showed significant differences in terms of educational attainment and employment status but in terms of the level of income, the results showed no significant difference. Thus, Ho11 and Ho13 are rejected while Ho17 was accepted.
Since the participants were primarily college students, it could be implied that sociological motivation is influenced by the opportunity to spend quality time with friends who support the same team, which could be their college team or local community team.
Studies have also shown that the slow pace of a baseball game makes it a good event or activity for people who want to socialize and spend time with family and friends. Since it has a relatively slower pace than other professional sports like basketball or football, fans have more opportunities to talk and not miss an important part of the game.
Another significant finding based on the literature reviewed for the study is that high levels of team identification positively increases social psychological health of sports fans. Being a fan exposes them to an environment where social connections are readily available to them. Researches included in this study have been established to influence openness, extroversion, conscientiousness, and trustworthiness among sports fans.
This was also similar to research focused on motivational factors of online sport consumption where it was determined that socializing is one of the major reasons why fans go to fan sites. The ability of fan sites to offer a wide range of options for interacting with other fans have attracted more fans to go to their websites. The Internet has also provided fans with the ability to share more information and experiences with other fans thru blog or podcasts. Fan sites commonly offer chat rooms where they can directly talk to other fans or even the players themselves. They get up-to-date daily information, game standings, and performance records and it is accessible anytime from anywhere. Socialization seems to be an integral part of professional sports whether through game-day attendance or online consumption.
Baseball Fans Environmental Motivation
Ho3 There is no significant difference in the level of environmental motivational factors between males and females (t-test).
Ho6 There is no significant difference in the level of environmental motivational factors among age brackets (one-way ANOVA).
 Ho9 There is no significant difference in the level of environmental motivational factors between married and unmarried respondents (t-test).
Ho12 There is no significant difference in the level of environmental motivational factors among highschool and under university or college and graduate school respondents (one-way ANOVA).
Ho15 There is no significant difference in the level of environmental motivational factors among employed, unemployed, and student respondents (one-way ANOVA).
Ho18 There is no significant difference in the level of environmental motivational factors between respondents who earn below 40,000 a year and those who earn beyond this amount (t-test).
Ho21 Environmental motivational factors are a significant predictor of attendance to CPBL games (path analysis).
Ho32 Gender is not significantly correlated with environmental motivation (Pearson r).
Ho33 Age is not significantly correlated with environmental motivation (Pearson r).
Ho34 Marital status is not significantly correlated with environmental motivation (Pearson r).
Ho35 Educational attainment is not significantly correlated with environmental motivation (Pearson r).
Ho36 Employment category or type is not significantly correlated with environmental motivation (Pearson r).
This study asks which of the environ-motivational factors influence fans decisions to attend CPBL games. The fan based questions were very significant for teams and cities considering whether to invest capital in stadium facilities, as well as for lower-income fans making the decision to spend hard-earned money at baseball games rather than in other activities.
The responses from the questionnaire ranged from agree to slightly agree, with one question responded neutrally. The results of the study showed no significant difference on environmental motivation on all variables, namely gender, age, marital status, educational attainment, employment status, and level of income. Thus, Ho3, Ho6, Ho9, Ho12, Ho14 and Ho18 were all accepted. However, a study by Hall and OMahoney (2006) was able to determine that environmental motivation is different in terms of gender. Both male and female sports fans are motivated by social factors and entertainment but males scored higher in emotional arousal factors while female fans scored higher in front room factors. Kahle et al. (2003) determined that seating arrangements were prioritized more in a stadium where a womens game is being conducted in contrast with when a mens game is playing on the stadium.
In past studies, stadium quality has been closely linked to fan attendance. According to a City of Manchester (2003) study, there is a close correlation between stadium age and fan attendance, with fans preferring newer facilities. On the other hand, the Gamrat study emphasized the performance of a team as the key factor in the level of attendance. Other studies have indicated that accessibility and convenience of facilities are factors in fan attendance.
A majority of the literature included in the study have findings similar to the results gathered through the questionnaire. One of which is the study of Gladden and Funk (2002) where it was determined that loyal or die-hard fans are more concerned with the symbolic meaning of the sporting event location and the nostalgia it brings to them rather than other factors like comfort or accessibility. Hong et al. (2009) also determined that cleanliness, availability of facilities and convenience are the most important environmental factors regardless of age, gender, marital status or educational attainment. Funk (2002) emphasized that fans attend sporting events to support their team regardless of the physical environment of the location.
The majority of the participants was full-time student and had an average income their expectations on the stadium focused more on cleanliness, seating capacity and parking spaces rather than availability of amenities like specialty restaurants. These factors have been shown to impact the satisfaction of consumers and the overall experience of fans at a sporting event.
Sporting events attendees prefer stadiums where they dont feel crowded or trapped. When they are comfortable during the overall experience of the game, they have a higher tendency for repatronage. Other factors that affect repatronage are parking and road accessibility.
Fan control is also an important environmental factor. Limitless alcohol consumption in sporting events could lead aggressive and violent behavior from fans. A successful sports event manager should always consider dysfunctional and poor self-control fans in mind. An event location with poor fan control can contribute to a negative experience from fans, which can decrease their tendency for repatronage. Alcohol consumption should be strictly controlled. For example, the time for alcohol distribution can be limited. By confiscating alcohol on entrance could ensure that only those strictly controlled alcohol is available for sporting events attendees.
Availability of concession stands for alcohol has also been a topic of debate for a variety of researches. Some have shown that it is part of the overall experience of a sporting event, while some are against having it available since it can cause fan-related violence. It was also established that alcohol consumption is an integral part of the overall experience of attending sporting events. However, too much alcohol distribution and consumption can lead to fan violence. The study also established that dysfunctional fans are characterized by excessive alcohol consumption and very little self-control. The study determined that alcohol consumption during sporting events and fan violence could be countered by having tight fan control by the management of the event location.
A study by OBrien and Kypri (2008) determined that high levels of alcohol consumption were directly related to alcohol industry sponsorship. Aside from controlling alcohol distribution within sporting event locations, sports officials also need to limit the sponsorship of the alcohol industry to sporting events.
New stadiums were also established to increase sporting events attendance however, such increases are only for a short period of time. The majority of the literature showed that the facility age, if well-kept and maintained, attracted sports fans more because of nostalgia (Clapp  Hakes, 2005). It was also established that baseball-only stadiums were preferred more by fans and events attendees than multi-functional stadiums (Feddersen  Maennig, 2009). Not all multi-functional stadiums should be converted to baseball-only stadiums though. But event organizers should ensure that all facilities and amenities available in baseball-only stadiums be available in multi-functional stadiums so consumers would not be too dissatisfied with the location. This approach could minimize dissatisfaction among sports consumers.
Spectators who are not knowledgeable or aware of rules and regulations of the event location should be educated to avoid aggressive behavior from fans or other violent incidents. Besides controlling fans, causes of fan violence should also be limited and controlled. If too much alcohol is distributed because of alcohol industry sponsorship, then sponsorship should be limited.
Evidence also indicated that double games in the same location satisfied many consumers, even those who were not loyal to the other team playing on the same location, but they enjoyed the game nonetheless. Obvious benefits of such arrangement were lower travel costs and an increase in the entertainment motivational factor. It also gives the image that consumers are getting more than what they paid for.
Conclusion
    Fanaticism especially in sports is commonly manifested by people who express a higher than normal level of devotion, admiration or support to a team. This behavior acts as a means for people to express themselves and feel a sense of belonging with the people that manifests the same level of fanaticism to a team. It influences the openness, extroversion, contentiousness, and trustworthiness of sports fans. It acts as a road that socially connects them to other people. It is also an activity where they derive enjoyment, deviation from everyday routine, and stress-relief. Sports fans commonly express their support for a team by buying sports products or memorabilia, attending sporting events, following a team thru media like television or magazine, and other sporting events-related activities like cheering, displaying placards and banners, and even face or body painting themselves with symbols related to the team. They also have high sports-media consumption like watching television, reading sports magazines, discussing sports-related topics, and sport online consumption. Fans commonly visit fan sites to get their need for new information, interact with other fans, and other options offered by the site like chat rooms, blog sites, and podcasts. Fan sites can also influence and impact attendance rates, especially now that fans can easily purchase game-day tickets online or thru their cell phones. Fan sites also offer promotions, which fans can avail 50 regardless of location or time.
High levels of team identification and fanaticism can also negatively impact a sporting event. Fans that highly identify themselves with a team can display aggressive behavior and low tolerance on fan violence.  Alcohol consumption has also been established to be directly related of team identification.
The study focused on determining motivational factors, psychological, sociological and environmental, that affect and influence fans attendance to sporting events. Having a better knowledge and deeper understanding on this matter will allow market researchers to devise ways to attract spectators, convert them into sports fans and increase attendance rates at sporting events. It will also inform them on the areas of improvement, especially in terms of environmental factors. In order to achieve the purpose and objective of the study, a questionnaire was used to gather data, and in order to achieve 100-percent response rate, the study also used a side-by-side approach. The data gathered through the questionnaire were evaluated statistically and critically analyzed together with the literature from Chapter two.
The study determined that psychological motivation was different in terms of gender based on the results where the majority of the respondents were male. Male fans are commonly engrossed in sporting activities because they actively play the sport, or grew up in a sports-oriented environment. They are also more expressive in their fanaticism, characterized by personal sports heroes and consumption of sports products, than female fans. Female fans, on the other hand, have higher interest in sports, which is manifested by their desire to learn more about sports, although their interest is not an assurance that they would attend the game.
In terms of age, the majority of the respondents were below the age of 35 years old and it was established that younger fans had higher attendance rates, at least twice as much as older fans. They attend sporting events more regardless if they have to travel or not. Older fans on the other hand, opt to support and follow their favorite team thru other means, like watching television or reading sports articles in newspapers.
The results of the study showed that the majority of the respondents were single although marital status had been established to have no direct relationship in terms of psychological motivations. It was also established that the majority of sports fans grew up in a sports-oriented environment.
    Educational attainment and employment status have been shown to affect the psychological motivation of baseball fans. The results have shown that the majority of the participants were college students and the majority was unemployed. The level of income showed no significant difference on psychological motivation. This would imply that although professional baseball events do not come cheap and ticket prices are costly, fans still attend and watch baseball events because of their support and loyalty to the team or sport. This is contradictory to the literature that has established that sports fans are characterized by high educational attainment and a higher than average level of income, because tickets to sporting events like baseball games are expensive. Moreover, not all games are played in the host city, and this requires travel to attend baseball games. The study also found out that majority of sports tourists, or those who travel to be part of a baseball game, stay overnight in the host city and their common mode of accommodation is hotels and motels, although some preferred to stay with family and relatives. Sports fans also allotted financial resources for consumption of sports products and memorabilia. Such practices require money, which would make sporting events not practical or affordable to those who have a below average level of income.
In terms of sociological motivation, the results showed significant differences on four variables (gender, age, educational attainment, and employment status) and rejected these hypotheses. The other two variables (marital status and level of income) showed no significant differences and these two hypotheses were accepted. Based on gender, the results of the study showed that male fans scored higher than female fans. Sociological factors include enjoyment, escape, aesthetics and entertainment, which are common reasons why male fans attend sporting events. Sports events give men an opportunity to be with people who share their devotion to the sport or team or share and learn other information. It is an event where they feel they belong, and they are with people who feel the same way. Female fans, on the other hand, scored higher in family motivation. It was also established that sporting events served as an opportunity for families and friends to spend time with each other. This is also shown in the results of the study where the majority of the respondents attend sporting events with a companion and very rarely attend alone.
In terms of environmental motivation, the results showed no significant difference on all variables (gender, age, marital status, educational attainment, employment status, and level of income), and all hypotheses were accepted.
At the end of the study, it can be concluded that sports attendees were mostly male, young and single with average and above average income. A variety of factors like ticket prices and venue can affect attendance rate however, the level of team identification and type of fans like loyal fans are insensitive to these factors. Thus, a long-term solution would be to convert temporary fans into loyal fans. Dysfunctional fans should be avoided and eliminated because they cause fan violence and negatively impact professional sports. Gender has been shown to have greater influence in all factors included in the study. Marital status, on the other hand, has shown no significant relationship on all factors.
Temporary fans should be converted to loyal fans. A large number of loyal fans will ensure high attendance rates at sporting events. They also have been shown to have a higher intent to intervene in crowd disruption in order to preserve the good name and good image of the team or sport.
Recommendations
Since the study was focused on baseball fans, application of the same research design and framework to other professional sports is recommended. Its validity should be established as well as its applicability to the professional sport other than baseball.
Other than attendance rates, determining motivational factors for sports media consumption like television and sports magazine subscription, and sports products
The study was not able to measure the level of team identification of the respondents. The study recommends evaluating the team identification of Taiwanese baseball fans. And to determine if there is a significant difference in terms of gender, age, marital status, educational attainment, employment status, and level of income. It is also recommended to determine how team identification benefits Taiwanese baseball fans. Does it positively affect them Does it improve their social psychological health, or, does it negatively affect them If so, what negative effects are being manifested by Taiwanese baseball fans
    The study was also unable to measure the level of alcohol consumption of the respondents. It is recommended that alcohol consumption be measured to determine if it affects the overall satisfaction of the respondents. It is also recommended to determine the level of sponsorship baseball events receive from alcohol industries. This will determine if they need to control alcohol distribution or alcohol sponsorship to lower the alcohol consumption of fans.
It is also recommended to determine the level of aggressiveness among Taiwanese baseball fans. Are hooliganism and other fan-related violence prevalent among Taiwanese fans Does fan violence occur prior, during, or after the game It is also recommended to determine if high levels of team identification and excessive alcohol consumption will cause fan violence and aggressive behavior among Taiwanese baseball fans. This is vital because it will help lower fan violence because events coordinator will be knowledgeable on how to better combat them.
It is also recommended to determine which are more aggressive or violent in nature, loyal fans or sports spectators in a Taiwanese baseball setting. Understanding aggressive and violent behavior will allow events coordinators and security officials to focus more on these groups that cause or manifest higher levels of aggression and violence. It will lower fan violence and at the same time, and make it easier to control fans.
Alcohol consumption of fans is influenced by the values and norms accepted by a sports club or organization. It is recommended to determine whether Taiwanese baseball fans belong to a baseball club or sports-related organization, establish if they are active or passive members, and determine if the club or organization sees alcohol consumption as an accepted behavior. It is also recommended to determine if those who belong to a club or organization has higher levels of alcohol consumption than those who do not. This is important because events coordinator can coordinate with fan clubs to increase attendance rates and controlling aggressiveness or violent behavior of their members.
Determining the level of online consumption of Taiwanese baseball fans is also recommended. This could include questions like, Do you purchase your tickets online, or Do you avail promotions available at the web site, or Are you aware of the teams web site. It is also recommended to determine whether promotions like free tickets, discounted tickets or freebies can increase attendance rates among Taiwanese baseball fans. This will be useful because it will determine if baseball teams need to invest in their fan sites to increase attendance.
The study also recommends determining motivational factors for attendance rates of other professional sports in Taiwan like basketball and see if using the same instruments like the SII or SFMS would yield the same reliable results. Having this information can be very useful because it can determine if strategic programs or activities used in other professional sports that increase attendance rates can be used in a baseball setting, specifically in Taiwanese baseball.
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Appendix A  Original Questionnaire
The Baseball Fans Questionnaire
This survey is designed to better understand how sport fans feel about their favorite teams. The purpose of this questionnaire is to seek your assistance in providing information which will be useful in the development of sport managementmarketing fields.
The questionnaire contains (1) personal information (2) personal psychological and sociological information and (3) environmental factors.
Please try to respond all of the questions. If you wish to comment on any questions or qualify your answers, please feel free to use the space in the margins. Your comments will be read and taken into account. You will not be identified with your answers, so please be frank.
Thank you for your help.
DEMOGRAPHIC AND OTHER BASIC INFROMATION
DI Your gender (circle number)
        1) Male        2) Female
D2 Your age    (        ) years
D3 What is your ethnic background (circle number)
1) Caucasian
    2) Black
    3) Asian
4) Hispanic
5) Other ____________
D4 Your present marital status (circle number)
1) Never married
2) Married
3) Divorced
4) Separated
5) Widowed
6) Other ___________
D5 What is the highest level of education you have completed (circle number)
1) Did not graduate from high school
2) Graduated high school
3) Some college
4) Completed college
5) Some graduate work
6) A graduate degree
D6 Are you currently (circle time minter dial best represents your status or explain)
1) Employed
2) Unemployed
3) Retired
4) Full-tint homemaker
5) Student
6) Other _____________________________
D7 Are you presently living in the state of Alabama (circle number)
1) Yes        2) No
D8 How often did you attend BayBears games in the last season including home and away games (circle number)
1) Never
2) Less than three times a month
3) 3 to 5 times a month
4) 6 to 10 times a month
5) Every homegame
6) Every BayBears game
D9 Please indicate your ticket type for todays game (circle number)
1) Pull season ticket
2) Half season ticket
3) Package ticket (e.g. 5 games, IC games. etc)
4) Single game ticket
5) Group ticket
6) Guest of season ticket holder
7) Other ______________
D10 What was your total income before taxes in 2003 (circle number)
1) Below 20,000
2) 20,000  39,999
3) 40,000  59,999
4) 60,000  79,999
5) 80,000  99,999
6) Above  100,000
D11 What is your favorite Major League Baseball (MLB) team
(            )
D12 What is your favorite Minor League Baseball (MILB) team
            (            )
D13 Why do you like your favorite MLII team (circle number or explain)
1) Because I grew up in that state andor city
2) Because I frequently visited the tams ballpark with my parents
3) Because the team is the nearest location from my current hometown
4) Because my family (spouse, parents, children) likes the team
5) Because I remember the team treated time well as a customer
6) Because the team has my favorite players
7) Because I have a membership of the team
8) Other reasons_______________________________________
D14 How do you follow your favorite MLB team (circle number)
1) Physically attend at the ballpark
2) Watch television
3) Listen radio
4) Use internet
5) Read magazine andor newspaper
6) Other______________________



Using the following scale, please circle the number which best indicates the degree to which you think the following items arc provided to you. Thank you.Strongly Disagree (SD)  1
Disagree (D)  2
Moderately Disagree (MD)  3
Neutral (N)  4
Moderately Agree (MA)  5
Agree (A)  6
Strongly Agree (SA)  7
PSYCHOMOTIVATIONAL INFORMATION
P1 Being a fan of my favorite MLB team is important to me12345671234567P2 I am a devoted fan of my favorite MLB team12345671234567P3 Nothing could change my loyalty to my favorite MLB team12345671234567P4 I would watch a game featuring my favorite MLB team no matter which team they are playing12345671234567P5 It would not affect my loyalty to my favorite MLB team if management hired a head coach that I disliked very much12345671234567P6 I have been a fan of my favorite team since I began watching professional baseball12345671234567P7 I could never switch my loyalty from my favorite MLB team even if my close friends were fans of another team12345671234567P8 It would be unlikely for me to change my loyalty from my current favorite MLB team to another12345671234567P9 It would be difficult to change my beliefs about my favorite MLB team12345671234567P10 You can tell a lot about a person by their willingness to stick with a team that is not performing well12345671234567P11 I might rethink my loyalty to my favorite team if this team consistently performs poorly12345671234567P12 I would rethink my loyalty to my favorite team if management traded away its best players12345671234567P13 I could easily be persuaded to change my favorite MLB team preference12345671234567P14 My commitment to my favorite MLB team would decrease if they were performing poorly and there appeared little chance their performance would change1234567
SOCIOMOTIVATIONAL INFORMATION
S1 One    of the main reasons that I watch, read, and or discuss my favorite MLB teams game is that doing so gives me the opportunity to temporarily escape lifes problems12345671234567S2 One of the main reasons that I watch, read, and or discuss my favorite MLB teams game is so I can bet on the game1234567S3 One of the main reasons that I watch, read, and or discuss my favorite MLB teams game is that I get pumped up when I am watching my favorite MLB team12345671234567S4 One of the main reasons that I watch, read, and or discuss my favorite MLB teams game is that I enjoy the beauty and grace of the team1234567S5 One of the main masons that I watch, read, and or discuss my favorite MLB teams game is that doing so makes me feel good when my team wins12345671234567S6 One    of due main reasons that I watch, read, and or discuss any favorite MLB teams game is because most of my friends are fans of the team12345671234567S7 To me, watching my favorite MLB teams game is simply a form of recreational activity12345671234567S8 I like to watch, read, and or discuss my favorite MLB teams game because doing so gives me a chance to be with my family12345671234567S9 One    of the main masons that I watch, read, and or discuss my favorite MLII teams game is that I can get away from stress in my life12345671234567S10 One of the main masons that I watch, read, and or discuss my favorite MLB teams game is that I can feel enthusiastic to join the crowd of the teams fans12345671234567S11 One of the main reasons that I watch, mad, and or discuss my favorite MLB teams game is for the artistic value of their beauty and grace12345671234567S12 One of the main reasons that watch, read, and or discuss my favorite MLII teams game is that I feel the game is an important part of my life1234567S13 I enjoy watching my favorite MLB teams game more when I am with a large group of people12345671234567S14 I take pleasure from the excitement of the crowd12345671234567S15 I believe that my favorite MLB team has a positive public image overall1234567S16 I feel sure that my favorite MLII team helps build a stronger community1234567
ENVIRONMOTIVATIONAL INFORMATION
El I like to come back to the Hank Aaron stadium to watch BayHears games because convenient parking spaces are easily available12345671234567E2 I like to come back to the Hank Aaron stadium to watch BayBears games because I like the cleanliness of the stadium12345671234567E3 I like to come back to the Hank Aaron stadium to watch BayBears games because there are enough and convenient facilities including hallways, space and arrangements of seats, concessions, restrooms, and etc12345671234567E4 I like to come back to the Hank Aaron stadium to watch BayBears games because the food and beverage services are very good1234567E5 I like to come back to the Hank Aaron stadium to watch BayBears games because of good stadium fan control1234567E6 Even if the above question items (El through E5) are not satisfied, I like to come hack to the Hank Aaron stadium to watch BayBears games because I am loyal to the BayBears1234567
Appendix B  Modified Questionnaire
The Baseball Fans Questionnaire
This survey is designed to better understand how sport fans feel about their favorite teams. The purpose of this questionnaire is to seek your assistance in providing information which will be useful in the development of sport managementmarketing fields.
The questionnaire contains (1) personal information (2) personal psychological and sociological information and (3) environmental factors.
Please try to respond all of the questions. If you wish to comment on any questions or qualify your answers, please feel free to use the space in the margins. Your comments will be read and taken into account. You will not be identified with your answers, so please be frank.
Thank you for your help.
DEMOGRAPHIC AND OTHER BASIC INFORMATION
DI Your gender (circle number)
        1) Male        2) Female
D2 Your age    (circle number)
        1) 20 and under    2) 21 to 35       
3) 36 to 50        4) 51 and above
D3 Your present marital status (circle number)
1) Not married        2) Married
D4 What is the highest level of education you have completed (circle number)
1) High school and under    2) University or college        3) Graduate school
D5 Are you currently (circle the number that best represents your status)
1) Employed
2) Unemployed
3) Student
D6 How often did you attend to CPBL games in the last season (circle number)
1) Never
2) 1 to 5 times a month
3) 6 to 10 times a month
D7 What is your total income per year (circle number)
1) Below 40,000
2)  40,000 and above
D8 Do you usually attend to the CPBL games _______
Alone
With others









Using the following scale, please circle the number which best indicates the degree to which you think the following items arc provided to you. Thank you.
Strongly Disagree     1     2   3   4   5   6 7Strongly Agree
Using the following scale, please circle the number which best indicates the degree to which you think the following items are provided to you. Thank you.
PSYCHOMOTIVATIONAL INFORMATION
P1 Being a fan of my favorite CPBL team is important to me12345671234567P2 I am a devoted fan of my favorite CPBL team12345671234567P3 Nothing could change my loyalty to my favorite CPBL team12345671234567P4 I would watch a game featuring my favorite CPBL team no matter which team they are playing12345671234567P5 It would not affect my loyalty to my favorite CPBL team if management hired a head coach that I disliked very much12345671234567P6 I have been a fan of my favorite CPBL team since I began watching professional baseball12345671234567P7 I could never switch my loyalty from my favorite CPBL team even if my close friends were fans of another team12345671234567P8 It would be unlikely for me to change my loyalty from my current favorite CPBL team to another12345671234567P9 It would be difficult to change my beliefs about my favorite CPBL team12345671234567P10 You can tell a lot about a person by their willingness to stick with a team that is not performing well1234567 1234567P11 I might rethink my loyalty to my CPBL favorite team if this team consistently performs poorly12345671234567P12 I would rethink my loyalty to my favorite CPBL team if management traded away its best players12345671234567P13 I could easily be persuaded to change my favorite CPBL team preference12345671234567P14 My commitment to my favorite CPBL team would decrease if they were performing poorly and there appeared little chance their performance would change1234567SOCIOMOTIVATIONAL INFORMATION
S1 One of the main reasons that I attend to my favorite CPBL teams game is that doing so gives me the opportunity to temporarily escape lifes problems1234567S2 One of the main reasons that I attend to my favorite CPBL teams game is so I can bet on the game12345671234567S3 One of the main reasons that I attend to my favorite CPBL teams game is that I get pumped up when I am watching my favorite CPBL team12345671234567S4 One of the main reasons that I attend to my favorite CPBL teams game is that I enjoy the beauty and grace of the team12345671234567S5 One of the main masons that I attend to my favorite CPBL teams game is that doing so makes me feel good when my team wins1234567S6 One    of due main reasons that I attend to any favorite CPBL teams game is because most of my friends are fans of the team12345671234567S7 To me, attending to my favorite CPBL teams game is simply a form of recreational activity12345671234567S8 I like to attend to my favorite CPBL teams game because doing so gives me a chance to be with my family12345671234567S9 One    of the main masons that I attend to my favorite CPBL teams game is that I can get away from stress in my life1234567
1234567S10 One of the main masons that I attend to my favorite CPBL teams game is that I can feel enthusiastic to join the crowd of the teams fans12345671234567S11 One of the main reasons that I attend to my favorite CPBL teams game is for the artistic value of their beauty and grace12345671234567S12 One of the main reasons that I attend to my favorite CPBL teams game is that I feel the game is an important part of my life12345671234567S13 I enjoy attending to my favorite CPBL teams game more when I am with a large group of people12345671234567S14 I take pleasure from the excitement of the crowd12345671234567S15 I believe that my favorite CPBL team has a positive public image overall12345671234567S16 I feel sure that my favorite CPBL team helps build a stronger community1234567
ENVIRONMOTIVATIONAL INFORMATION
El I like to come back to a CPBL stadium to watch CPBL games because convenient parking spaces are easily available12345671234567E2 I like to come back to a CPBL stadium to watch CPBL games because I like the cleanliness of the stadium1234567E3 I like to come back to a CPBL stadium to watch CPBL games because there are enough and convenient facilities including hallways, space and arrangements of seats, concessions, restrooms, and etc12345671234567E4 I like to come back to a CPBL stadium to watch CPBL games because the food and beverage services are very good12345671234567E5 I like to come back to a CPBL stadium to watch CPBL games because of good stadium fan control12345671234567E6 Even if the above question items (El through E5) are not satisfied, I like to come hack to a CPBL stadium to watch CPBL games because I am loyal to the my favorite CPBL team1234567
I greatly appreciate your sincere and honest responses. If you have any question on this study, please feel free to contact me. My e-mail and phone number are as follows

Shih-wen Steven Chen
schenuniverse.uiwtx.edu
(210)240-2729   












BASEBALL FANS MOTIVATION                                                                            PAGE    MERGEFORMAT 4


Running head BASEBALL FANS MOTIVATION                                                    PAGE    MERGEFORMAT 1



Fanaticism and sports fans
Devotion and attachment to a team or sport
Demographic profile male, married, college graduate, full-time employees

Sporting events and sports tourism
Active sports and sports tourism
Positive effects increase tourism and awareness on hosting city, revenue, and other economic gain
Negative effects hooliganism, alcohol consumption
Affected by ticket prices, accessibility of location, and level of devotion from fans

Attendance in sporting events
Why do fans attend sporting events
Demographic profile of sports tourist and those who attend sporting events
Increase attendance and repatronage thru consumer satisfaction
Level of income of fans who attend sporting events
Effect of new baseball stadiums to attendance
Ticket price versus attendance
Location versus attendance
Gender versus attendance

Motivational factors
SFMS eustress,, aesthetics, escape, entertainment, affiliation (family and friends)
BIRG and CORF
Emotional arousal (excitement and enjoyment)
Structural factors (multi-functional versus baseball-only stadiums
Front room and back room factors
Cleanliness
Parking space

Synthesis of Literature Review

52.74

47.26

40.00

45.00

50.00

55.00

Male

Female

Gender

Percentage

49.34

46.15

4.26

0.25

0.00

10.00

20.00

30.00

40.00

50.00

20 and under

21 to 35

36 to 50

51 and above

Age

Percentage

92.12

7.88

0.00

20.00

40.00

60.00

80.00

100.00

Single

Married

Marital Status

Percentage

38.16

55.35

6.50

0.00

10.00

20.00

30.00

40.00

50.00

60.00

High school and under

Undergraduate

Graduate school and

above

Educational Status

Percentage

29.78

7.05

63.17

0.00

20.00

40.00

60.00

80.00

Employed

Unemployed

Full-time student

Employment Status

Percentage

89.01

10.99

0.00

20.00

40.00

60.00

80.00

100.00

40000 and under

Above 40000

Income

Percentage

21.96

71.88

6.17

0.00

20.00

40.00

60.00

80.00

Never

1-5 games

6-10 games

Attendance to CPBL Games

Percentage

5.18

94.82

0.00

20.00

40.00

60.00

80.00

100.00

Alone

With Companion

Presence of a Companion

Percentage

4.97

5.06

5.48

5.07

4.93

5.34

4.60

4.80

5.00

5.20

5.40

5.60

Psych

Socio

Environ

Category

Average

 Male

 Female

5.08

4.95

5.39

5.07

5.17

3.83

4.32

5.45

4.95

4.70

5.01

4.83

0.00

1.00