Full Text

Turn on search term navigation

© 2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.

Abstract

For the sustainable development of the Korean Professional Baseball League (a.k.a., KBO League), it is critical to propose profitable and efficient pricing strategies for each team in the KBO League. Therefore, the purpose of this study was to understand KBO League fans’ perceptions of price sensitivity. More specifically, this study explored how fans’ perceptions of price sensitivity and latitude of price acceptance vary between different loyalty groups. A total of 213 valid responses were recruited from KBO League fans by using a convenience sampling approach. As a result, based on the levels of attitudinal loyalty and behavioral loyalty, fans were classified into four categories: loyal fans, latent fans, spurious fans, and indifferent fans. Moreover, loyal fans were found to be less sensitive to the ticket price increase of different levels (i.e., 10%, 20%, and 30%), followed by latent fans, spurious fans, and indifferent fans. Meanwhile, loyal fans have the highest level of the latitude of price acceptance, followed by latent fans, spurious fan, and indifferent fans. The findings of this study contribute to a better understanding of sport fans’ responses to the change of ticket price and their perceptions of the accepted price range. Meanwhile, this study offers practical implications for marketers of KBO League teams to develop tailored pricing strategies for their fans by considering different loyalty levels.

Details

Title
Sport Fans’ Price Sensitivity Based on Loyalty Levels: A Case of Korean Professional Baseball League
Author
Bae, Jung-Sup 1   VIAFID ORCID Logo  ; Chiu, Weisheng 2   VIAFID ORCID Logo  ; Sang-Back Nam 3 

 Division of Academic Affairs, Glocal Campus, Konkuk University, Chungju-si 27478, Korea; [email protected] 
 Lee Shau Kee School of Business and Administration, The Open University of Hong Kong, Kowloon, Hong Kong, China 
 Division of Sport Science, Hanyang University-ERICA Campus, Ansan 15588, Korea 
First page
3361
Publication year
2021
Publication date
2021
Publisher
MDPI AG
e-ISSN
20711050
Source type
Scholarly Journal
Language of publication
English
ProQuest document ID
2650199363
Copyright
© 2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.