More than a Game: Gender Differences in Spectator Motivation, Team Identification, and Price Sensitivity Among Professional Sport Fans
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Overview
Randomized trial examines spectator motivation and price sensitivity in professional baseball fans, suggesting marketing strategies.
Key Points
This study aims to explore gender differences in spectator motivation, team identification, and ticket price sensitivity among professional baseball fans in South Korea.
Quantitative research design using convenience sampling; sample size N=375.
Online questionnaire administered from September to October 2025.
Data analyzed using confirmatory factor analysis, one-way multivariate analysis of variance, and Mann–Whitney U tests.
Significant gender differences found in escape and knowledge motivations, with females scoring higher than males.
No significant gender differences in ticket price sensitivity; Price Sensitivity Meter-derived price points are identical for both genders.
Findings highlight female spectators' evolving role as active consumers in professional baseball.