| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 100 === The gate revenue is the most important source of revenue in the professional sports, and it was calculated from attendance. In the history of CPBL, the game-fixing incidents always occasioned the decrease of attendances in the seasons. However, this study attempted to investigate another factor that influenced attendances, after excluding the game-fixing incidents. Therefore, this study used the competitive balance variable, which means the dispersion of winning percentage, and was measured by the standard deviation of winning percentage. In addition, this study adopted the concept of competitive asymmetry to investigate the relationship between market commonality and the attack volume. Finally, this study used the competitive tension variable in the view of competitive dynamics, and attempted to investigate the relationship among competitive balance, competitive tension and attendances.
According to the results of this study, there was a significantly positive impact between competitive balance and attendance in the match and league-level. Furthermore, there was a significantly positive impact between market commonality and the attack volume. Finally, there was no significantly impact among competitive balance, competitive tension and attendances.
Given all the results of the above, the manager of the professional sports league should pay much more attention on the competitive balance, and adopt appropriate policies to maintain it. Besides, the manager of the team could use the market commonality to predict the threat of other teams, and distribute the resource well.
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