Abstract
The current study utilized the Motivation Scale Sport Consumption (MSSC) to explain what motivates sport fans to watch a newly introduced foreign sport league. Individuals (N=275) in the United States were surveyed after the first broadcast of the Korean Baseball Organization (KBO) league, which was during the early part of the pandemic was the only available option for live baseball games began in the U.S. The results of the study revealed that vicarious achievement, drama, escape, novelty, aesthetics, physical skills of the athletes, and online social interaction were predictive of either psychological involvement or future intention. The findings of the study provide guidelines and knowledge for sport organizations who may want to expand their business into the U.S. and suggest meaningful and unique marketing information to the KBO league by better understanding how sport fans' media consumption shifted under the pandemic.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
