A Comparative Study of Professional Baseball Culture between Taiwan and Korea: A Perspective from Stadium Image, Idolatry to Franchise Player and Fan’s Loyalty

• Main Authors: Tzu-Chun Shih, 施姿君
• Other Authors: Philip C.F. Tsai
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/5nu77a

碩士 === 文藻外語大學 === 國際事業暨文化交流研究所 === 105 === Taiwan and Korea's baseball developed almost in the same time, the league of professional baseball was founded in 1980s.The establishment of CPBL (Chinese Professional Baseball League) has been loved by many fans. However the match-fixing scandal caused Taiwanese fans disappointed in CPBL and reduced their supporting and it made the operation of baseball teams getting worse.To improve the operation,this research would like to explore the same period of development with Taiwan but keep improving their strength’s Korea, to find out how they manage baseball stadiums, also, we chose Doosan Bears which got two-peats in 2015 to 2016 team champion as our main study subject.Moreover, in 2012 Taiwanese EDA-RHINOS of CPBL has hired Major MLB (Major League Baseball) star Manny Ramirez and, this has become a boom in Taiwan. This thesis aims to know the perspective that the admiration from fans to franchise players remarkable increase team’s performance of stadium image management (which means fan’s loyalty) for comparing the difference of baseball culture between Taiwan and Korea. The results showed that the stadium image management does also significantly impacted on fans’ loyalty of Doosan Bears, especially in product and atmosphere, but not the service and physical facilities. Furthermore, the idolatry from fans to franchise players enhances the impression of stadium image and the effects of fans’ loyalty by the aspect of atmosphere. And, the difference of baseball culture between Taiwan and Korea, according to our research, no matter in Taiwan or in Korea, the product and atmosphere significantly impact on fans’ loyalty, but the results about physical facilities, Taiwan’s and Korea’s are opposite. This results show that either Taiwan or Korea want to improve the operation of baseball teams, they should learn from each culture as their reference.