The Study of Involvement in Baseball and The Causes to Non-Consumption Behavior of Consumer Who dose not participate in Baseball

• Main Authors: Hao-Chun, Juan, 阮晧鈞
• Other Authors: Wen-Tseng, Chu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/36910241638313848660

碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所 === 99 === Baseball is very famouse in taiwan. However, comparing to Japan, there is a relatively small population who participated in baseball. This study was based on the theory of non-consumption by Stammerjohan and Webster (2002) to explore the baseball involvement and the antecedents of non-consumption behaviors of who do not participate in baseball. Adopting questionnaire to investigate college students and softball players; 618 questionnaires were valid. The results showed the following conclusions : 1. The consumers are willing to concern about baseball through the mass media, but having little enthusiasm of being fans. 2. Personal characteristics and consumption situations are relatively great influence to the consumers, especially activities can substitute participating in baseball. 3. Softball players are less easy to influence by the causes of baseball non-consumption. 4. Softball players have higher baseball involvement. 5. Substitution effects of other activities can be reduced by the baseball involvement. Suggested that the departments concerned provide opportunities to people who are passionate and intensify the attraction of baseball to establish people’s interest at young ages. The future researchers could investigate the motivation of people who not participate in baseball and the causes of dropping population in baseball through in-depth interview; take the successful experience of softball development and the change of exercising habits and lifestyles for reference of baseball promotion.