Asia Marketing Journal

  • 제25권3호
  • /
  • Pages.148-159
  • /
  • 2023
  • /
  • 1598-7868(pISSN)
  • /
  • 2765-6500(eISSN)
한국마케팅학회 (Korean Marketing Association)
권호 표지
DOI QR코드

DOI QR Code

Winning Back Attendance: Effects of Winning Performance, Online Search, and the MLB Rule Changes for More Dynamic Games

  • 투고 : 2023.07.06
  • 심사 : 2023.09.17
  • 발행 : 2023.10.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

As Major League Baseball (MLB)'s continuous decline in popularity has caused its game attendance to drop gradually, the league makes a desperate attempt such as game rule changes to remain relevant. Along with the introduction of new rules to make games more dynamic such as the pitch clock, bigger bases, and defensive shift limitations, it is important for MLB franchises to understand drivers for game attendance. We focus on the effect of accumulated winning performance of the two teams on game attendance, one of the key drivers of game attendance, and investigate how it is influenced by consumer and industry factors such as online search and game rule changes. We find that game attendance increases as the prior winning performance of the home (away) team increases (decreases). We also find that online search and rule changes for more dynamic games moderate the effect of winning performance on game attendance.

키워드

과제정보

This research was supported by the Yonsei Signiture Research Cluster Program of 2023 (2023-22-0014).

참고문헌

  1. Anderson, R. J. (2023), "MLB Sets New Record for League Revenue in 2022, Pulling in Estimated $10.8 Billion," CBS Sports (January 11), https://www.cbssports.com/mlb/news/mlb-sets-newrecord-for-league-revenue-in-2022-pulling-in-estimated-10-8-billion-per-report/.
  2. Araujo, Duarte, Keith Davids, and Robert Hristovski (2006), "The Ecological Dynamics of Decision Making in Sport," Psychology of Sport and Exercise, 7 (6), 653-676. https://doi.org/10.1016/j.psychsport.2006.07.002
  3. Besters, Lucas, Jan C. van Ours, and Martin A. van Tuijl (2019), "How Outcome Uncertainty, Loss Aversion and Team Quality Affect Stadium Attendance in Dutch Professional Football," Journal of Economic Psychology, 72, 117-127. https://doi.org/10.1016/j.joep.2019.03.002
  4. Buchanan, Dodds (1963), "Some Implications of Product Interest," Industrial Management Review, 4 (2), 55-67.
  5. Chaiken, Shelly and Yaacov Trope (1999), Dual-Process Theories in Social Psychology. New York: Guilford Publications.
  6. Coates, Dennis and Brad R. Humphreys (2012), "Game Attendance and Outcome Uncertainty in the National Hockey League," Journal of Sports Economics, 13 (4), 364-377. https://doi.org/10.1177/1527002512450260
  7. Davies, Fiona, Cleopatra Veloutsou, and Andrew Costa (2006), "Investigating the Influence of a Joint Sponsorship of Rival Teams on Supporter Attitudes and Brand Preferences," Journal of Marketing Communications, 12 (1), 31-48. https://doi.org/10.1080/13527260500264574
  8. Davis, Michael (2009), "Analyzing the Relationship Between Team Success and MLB Attendance with GARCH Effects," Journal of Sports Economics, 10 (1), 44-58. https://doi.org/10.1177/1527002508327387
  9. DeSchriver, Timothy D. and Paul E. Jensen (2002), "Determinants of Spectator Attendance at NCAA Division II Football Contests," Journal of Sport Management, 16 (4), 311-330. https://doi.org/10.1123/jsm.16.4.311
  10. Filo, Kevin, Daniel C. Funk, and Glen Hornby (2009), "The Role of Web Site Content on Motive and Attitude Change for Sport Events," Journal of Sport Management, 23 (1), 21-40. https://doi.org/10.1123/jsm.23.1.21
  11. Garcia, Catherine (2023), "Major League Baseball is Filling Stadiums Again by Doing More with Less," Global Sport Matters (March 31), https//globalsportmatters.com/2023/03/31/major-league-baseball-mlb-attendance-more-with.
  12. Gu, Yuanyuan, Simeng Gu, Yi Lei, and Hong Li (2020), "From Uncertainty to Anxiety: How Uncertainty Fuels Anxiety in a Process Mediated by Intolerance of Uncertainty," Neural Plasticity, 2020, 1-8. https://doi.org/10.1155/2020/8861994
  13. Gunthorpe, Wendy and Kevin Lyons (2004), "A Predictive Model of Chronic Time Pressure in the Australian Population: Implications for Leisure Research," Leisure Sciences, 24 (2), 201-213. https://doi.org/10.1080/01490400490432127
  14. Hair, Joseph, William C. Black, Barry J. Babin, and Rolph E. Anderson (2006), Multivariate Data Analysis, 6th ed. New Jersey: Pearson.
  15. James, Jeffrey D. and Stephen D. Ross (2004), "Comparing Sport Consumer Motivations Across Multiple Sports," Sport Marketing Quarterly, 13 (1), 17-25.
  16. Jeon, Jaihyun, Taewook Lim, Byung-Do Kim, and Junhee Seok (2019), "Effect of Online Word of Mouth on Product Sales: Focusing on Communication-Channel Characteristics," Asia Marketing Journal, 21 (2), 73-98.
  17. Jun, Seung-Pyo, Hyoung Sun Yoo, and San Choi (2018), "Ten Years of Research Change Using Google Trends: From the Perspective of Big Data Utilizations and Applications," Technological Forecasting and Social Change, 130, 69-87. https://doi.org/10.1016/j.techfore.2017.11.009
  18. Kim, Jeeyeon, Jui-Ting Liu, and Sue Ryung Chang (2022), "Trans-Parasocial Relation Between Influencers and Viewers on Live Streaming Platforms: How Does it Affect Viewer Stickiness and Purchase Intention?" Asia Marketing Journal, 24 (2), 39-50. https://doi.org/10.53728/2765-6500.1587
  19. Lee, Young H. (2018), "Common Factors in Major League Baseball Game Attendance," Journal of Sports Economics, 19 (4), 583-598. https://doi.org/10.1177/1527002516672061
  20. Lehto, Anna-Maija (1998), "Time Pressure as a Stress Factor," Society and Leisure, 21 (2), 491-511.
  21. Li, Xin, Hengyun Li, Bing Pan, and Rob Law (2021), "Machine Learning in Internet Search Query Selection for Tourism Forecasting," Journal of Travel Research, 60 (6), 1213-1231. https://doi.org/10.1177/0047287520934871
  22. MacLeod, Andrew, Philip Tata, John Kentish, Frances Carroll, and Elaine Hunter (1997), "Anxiety, Depression, and Explanation-based Pessimism for Future Positive and Negative Events," Clinical Psychology and Psychotherapy, 4 (1), 15-24. https://doi.org/10.1002/(SICI)1099-0879(199703)4:1<15::AID-CPP112>3.0.CO;2-#
  23. Noreen, Tayyaba and Sang-Lin Han (2015), "Exploratory Study of the Impact of Social Media Marketing on Consumer Purchase Intention," Asia Marketing Journal, 17 (3), 53-72. https://doi.org/10.15830/amj.2015.17.3.53
  24. Norem, Julie K. and Nancy Cantor (1986), "Defensive Pessimism: Harnessing Anxiety as Motivation," Journal of Personality and Social Psychology, 51 (6), 1208-1217. https://doi.org/10.1037/0022-3514.51.6.1208
  25. Panacy, Peter (2013), "MLB: How Major League Baseball is Losing its Appeal in the Modern Era," Bleacher Report (March 15), https://bleacherreport.com/articles/1566029-mlb-how-majorleague-baseball-is-losing-its-appeal-in-the-modern-era.
  26. Paul, Rodney J. and Andrew Weinbach (2011), "Determinants of Attendance in the Quebec Major Junior Hockey League: Role of Winning, Scoring, and Fighting," Atlantic Economic Journal, 39 (3), 303-311. https://doi.org/10.1007/s11293-011-9275-1
  27. Paul, Rodney J. and Andrew Weinbach (2020), "Fan Reaction to Pace-of-Play Rule Changes: Game Duration and Attendance in Major League Baseball," New York Economic Review, 51, 23-34.
  28. Petty, Richard and John T. Cacioppo (1986), "The Elaboration Likelihood Model of Persuasion," Advances in Experimental Social Psychology, 19, 123-205. https://doi.org/10.1016/S0065-2601(08)60214-2
  29. Poindexter, Owen (2023), "MLB Enacts Bigger Rule Changes in a Generation," Front Office Sports (March 29), https://frontofficesports.com/mlb-enacts-biggest-rule-changesin-a-generation.
  30. Pritchard, Mark and Daniel C. Funk (2010), "The Formation and Effect of Attitude Importance in Professional Sport," European Journal of Marketing, 44 (7/8), 1017-1036. https://doi.org/10.1108/03090561011047508
  31. Randhawa, Manny (2023), "MLB Maintaining Trend of Quicker Games, More Steals and Hits," MLB (May 13), https://www.mlb.com/news/effect-of-new-rules-early-2023.
  32. Rottenberg, Simon (1956), "The Baseball Players' Labor Market," Journal of Political Economy, 64 (3), 242-258. https://doi.org/10.1086/257790
  33. Scully, Gerald W. (1974), "Pay and Performance in Major League Baseball," The American Economic Review, 64 (6), 915-930.
  34. Shim, Soyeon, Mary Ann Eastlick, Sherry L. Lotz, and Patricia Warrington (2001), "An Online Prepurchase Intentions Model: The Role of Intention to Search," Journal of Retailing, 77 (3), 397-416. https://doi.org/10.1016/S0022-4359(01)00051-3
  35. Simonov, Andrey and Shawndra Hill (2021), "Competitive Advertising on Brand Search: Traffic Stealing and Click Quality," Marketing Science, 40 (5), 923-945. https://doi.org/10.1287/mksc.2021.1289
  36. Sportico (2023), "2023 MLB Franchise Valuations Ranking," (accessed May 25, 2023), https://www.sportico.com/feature/mlb-team-values-rankings-list-1234715821/.