Analysis of the motivations behind watching professional baseball as a serious leisure pursuit and average consumption expenditure

The research on the motivation factor of watching professional baseball has been very limited. This study examines the motivations behind watching baseball as a serious leisure pursuit as well as the effects on the average consumption expenditure of fans. This study then aims to present practical suggestions that can be implemented as effective marketing tools for professional baseball teams to increase the number of spectators who participate in such a serious leisure pursuit. The motivational factor of watching professional baseball set up in this study was found to have more than 57% explanatory power on watching baseball as a serious leisure. In addition, the study results indicate that the factors of achievement and knowledge of baseball, which are sub-factors of the motivations behind watching professional baseball, influence expertise. Moreover, the factors of achievement, escape, knowledge of baseball, and sociality influence identification. Lastly, of the two sub-factors of watching baseball as a serious leisure pursuit, identification showed a significant influence over average consumption expenditure. This study has an academic implication in that it expands seriously leisure to professional baseball and presents factors that can be helpful to plan effective marketing strategies.