The Study of Leisure Constraints and Non-Consumption Factors Regarding College Students Watching Professional Baseball Matches at the Site

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1 The Study of Leisure Constraints and Non-Consumption Factors Regarding College Students Watching Professional Baseball Matches at the Site Ching-Hui Lin, Lecturer and Teacher of Physical Education, Yuan Ze University, Taiwan ABSTRACT Professional baseball was a pioneer in the sports industry in Taiwan. With the discussion of leisure constraints and non-consumption factors, the purpose of this study was to understand and find out the problems of these two factors of professional baseball consumers, in order to provide some information to related organizations through relevant marketing approaches. Another main purpose of this study was to put forward related marketing modes through the understanding of not watching matches at the site factors, in order to find out the methods of expanding professional baseball watching population at the site. Less explored in the past studies, the discussion of the college student consumers who did not watch matches at stadiums was emphasized in this study, which had its own significance. Based on the self-designed scale leisure constrains and non-consumption factors of watching professional baseball matches at the site, this study conducted a survey with a total of 388 valid samples. The results were as following: 1) The highest score of leisure constrains was structural constraints, while the highest degree of agreement of non-consumption factors was insufficient attractiveness of matches. 2) There were some significant differences between leisure constraints and non-consumption factors of the subjects of different background variables. 3) A negative correlation was among structural constraints, leisure ineffectiveness and insufficient attractiveness of matches and reached the level of significance. Keywords: leisure constraints, consumer behavior, non-consumption factors, professional baseball INTRODUCTION Research background To be known as National Pastime, baseball was regarded as a national entertainment in the United States. Because of the outstanding performance in international arena, such as the 1968 Hongye Little League defeated Wakayama in the Little League World Series championship, and Jinlong Little League first won the championship in 1969 (Lin, 2000) baseball became a part of the shared memory and life in Taiwan. When sports competition showed and agreed with the consensus of the high degree of movement skills, it was able to attract many audiences and business conduct, encourage the willingness of the companies to invest in order to obtain benefits, and let the athletes rely on it as their career. With the sport commercialization the professional sports industry came into being (Wang, 2000). As a result, our baseball entered the field of career in professional in The professional baseball also brought a wave of baseball trend in Taiwan. During the first few years of the professional baseball, the average attendance continued to increase, which revealed the love and support of the audience. However, because of mafia intervention, the involvement in the drainage and gambling of some professional baseball players, the vicious competition of two major professional baseball league, the outflow of good players, poor management of the professional baseball group and other factors, resulting in rapid loss of fans, making 66 The Journal of International Management Studies, Volume 8 Number 2, August, 2013

2 the domestic professional baseball in trouble (Kao, 2001). Since the 2001 Baseball World Cup, the viewing population of professional baseball had gradually increased due to the outstanding performance in international events of our baseball players. Indeed, baseball had a certain appeal in Taiwan. If the viewing population increased, not only the ticket income would be increased, the relative increase for the rest of the income would be expanded, too. Thus, the most important factor for the expansion of the professional sports market was increasing the number of the viewing population at the site. Wang (1999) found out that about 10% Taiwanese had watched professional baseball matches at the site in the census of sports participation in Taiwan. In another research of the current status of public opinions on professional baseball in Taiwan, Shih (2002) found out that around 1.2% of respondents often watch matches on the site, the occasional audience was about 8.3%, 17.1% of the audiences seldom watch matches, and there were 73.5% respondents never watch matches on the site. According to a survey conducted by the Eastern Line, 5.7% of people would go to the site to watch baseball matches, while 25.6% watch televised matches, which revealed that there were many fans prefer to keep in front of the TV watching, rather than going to the site to watch matches (Shin, 2004). Based on the above statistics, the population still is one of the few to the site to watch professional baseball matches. Due to the analysis of the number of people entering the site to watch professional baseball matches in Taiwan, the highest number (6,878) was in 1992 (professional baseball 3). Because of the influence of some events, the number of the audience was from bad to worse. According to the study of Huang (2004), during more than a decade, the majority (approximately 70%) of the viewing population at the site was young fans who were around the age from high school to 25-year-old. However, the original fans did not keep watching matches at the site. Actually, after a certain age, those fans were reluctant to enter the stadiums. According to the related demographic data of professional baseball research, the majority of the viewing population was college students who did not have high monthly income (pocket money) on average (Hong, 2002; Lin, 1995). While in the United States, the viewing population presented an average phenomenon on age, education level and income (U.S. Census Bureau, 2006). In the Baseball World Cup which was held in Taiwan in 2001, the tickets were almost always sold out whenever it was Chinese Taipei s turn and the televised rating was up to 11.9% (Liang, 2002).Also, in the 2004 Athens Olympics, the same situation came up when Chinese Taipei had matches. According to a survey conducted by the radio and television survey, the average audience was about 5 million. The major audience groups were male aged 45 to 54 years old. It could be concluded that the potential viewing population of professional baseball was huge in Taiwan. Based on the above statistics, the market of watching baseball matches was enormous. But there was a very large gap when it compared with the real viewing population at the site. Baade and Tiehen (1990) consisted that commercial sports could not exist without the support of fans. As a result, ascertaining the reasons of such big gap and method of improving current situations in order to become baseball as Taiwanese s National Pastime were the main purposes of this study. Zillmann, Bryant, and Sapolsky (1989) pointed out that watching sports matches could be seen as a leisure activity, which might be related to the benefits, such as boredom, relieving stress, or even enhancing personal growth. Funk, Mahony, and Havitz(2003) recommended that the research for the study of sports consumers could be conducted through well-developed leisure constraints in order to understand consumer behavior. As a result, this study aimed to explore the factors of leisure constraints of watching professional baseball matches. There was a very large gap between baseball viewing population and professional baseball viewing population. The non-consumption factors also should be studied. Based on the literature analysis, this study constructed a leisure constrains and non-consumption factors of The Journal of International Management Studies, Volume 8 Number 2, August,

3 watching professional baseball matches at the site scale with a questionnaire survey. At the end, with the study of leisure constrains and non-consumption factors, this study provided some information to related organizations through relevant marketing approaches. Research purposes The main purpose of this study was to explore leisure constraints and non-consumption factors of watching professional baseball matches at the site. The specific research purposes were as follow: 1) Inspect current situations of leisure constraints and non-consumption factors of watching professional baseball matches at the site. 2) Discuss the differences between demographic variables and leisure constraints and non-consumption factors of watching professional baseball matches at the site. 3) Investigate the related situations of leisure constraints and non-consumption factors of watching professional baseball matches at the site. METHODOLOGY Study objects The college students were the objects of this study with the purpose of exploring leisure constraints and non-consumption factors of watching professional baseball games at the site. Estimated in the maternal sample formula, this study assumed that the sample error was not more than 5% and the confidence interval was 95%. Based on this, this study adopted the absolute accuracy method to estimate the required number of samples, with a minimum of 385 valid samples. In order to avoid insufficient sampling number, the total of 450 questionnaires was distributed. The formation of research tools The self-designed leisure constraints and non-consumption factors of watching Chinese Professional Baseball at the site of college students study was adopted as the research tool. The questionnaire was determined with reference to the relevant literature review. The content was divided into three parts: the first part was leisure constraints, the second part was non-consumption, and the third part was the basic information. The discussion of leisure constraints part referred to Raymore, Godbey, Crawford and Von Eye (1993). The nature and process of leisure constraints was investigated according to the Leisure Constraints Statement of Crawford and Godbey (1987) and Crawford, Jackson, and Godbey (1991). The revised draft of scale was made with the correction of Chen (2000), the translation of Chang (1998) and the original scale subject. The pretest scale was audited by scholars and experts and was modified question by question. The non-consumption part referred to the non-consumption factor scale which was constructed by Trocchia and Janda (2002) and Tai (2006) and Lee (2009). Using Likert five-point interval scale, this research rated each question from strongly agree to strongly disagree five options with the given points 5 to 1. The basic information part included the eight variables of gender, age, marital status, average monthly income / pocket money, frequency of watching televised Chinese Professional Baseball matches, whether had been to the site to watch Chinese Professional Baseball matches, whether had the experience of engaging in baseball games and average weekly frequency of doing exercise. 68 The Journal of International Management Studies, Volume 8 Number 2, August, 2013

4 Questionnaire pre-test The questionnaire pre-test was conducted prior to the formal questionnaire distributing. Wu (2005) consisted that the number of pre-trial objects should 3-5 times of the maximum item of the questionnaire. The non-consumption factors in this study had the maximum items which included 23 questions. As a result, the pre-test questionnaires were around copies to avoid invalid questionnaires occurrence with the total issue of 120. After eliminating ineffective incomplete questionnaires, 111 valid questionnaires were collected with 92.5% response rate. Validity Analysis 1) Content validity The questionnaire content of this research was mainly referred to the scholars developed scales and invited scholars and experts of related fields to make the content more validity. The combination of scholars and experts was shown in Table 1: Table 1: The combination of scholars and experts table Name Service unit title Vice Director of Physical Education Department and Physical Education Tseng, Ching-Yu Office / Department of Fu Jen Catholic University Professor Huang, han-ying Physical Education Office of National Chiao Tung University Associate Professor Gao, Ying-Jie Ball Games Department of Taipei Physical Education College Associate Professor Kung, Jung-Tang Ball Games Technology Department of National Taiwan Sport University Associate Professor Liu, Ya-Chen Physical Education Office of Chung Hua University Associate Professor 2) Construct validity a. Leisure constraints scale Based on the factor analysis, the principle was made that eigenvalue should be greater than 1. As a result, three factors were extracted from leisure constraints scale: intrapersonal constraints with % explained variance, interpersonal constraints with % explained variance, and structural constraints with % explained variance. The cumulative explained variance was %, which showed that this scale had good construct validity. b. Non-consumption factor scale Based on the standard that eigenvalue should be greater than 1two factors were extracted: insufficient leisure benefits with % explained variance and insufficient attractiveness of matches with9.040% explained variance. The cumulative explained variance was %, which revealed that this scale had good construct validity. 3) Reliability analysis a. Leisure constraints scale With the reliability trial of leisure constraint scale, Cronbach s α value was For reliability analysis of other individual factors, intrapersonal constraints was.8409, interpersonal constraints was.8968, and structural constraints was.8704, which revealed each scale had good reliability. b. Non-consumption factor scale With the reliability trial of non-consumption factor scale, Cronbach s α value was For reliability analysis of other individual factors, insufficient leisure benefits was.9464 and insufficient attractiveness of matches was.8626, which revealed each scale had good reliability. The Journal of International Management Studies, Volume 8 Number 2, August,

5 The complied formal questionnaire The formal questionnaire leisure constrains and non-consumption factors of watching professional baseball matches at the site was complied based on the original questionnaire project analysis, reliability analysis and validity analysis. The content of the questionnaire was divided into three parts: a. leisure constraints, b. non-consumption factors, c. basic information Implementation of the research The formal questionnaire survey was conducted from March 29 th to April 20 th in The random sampling method was applied with college students as subjects. A total of 450 questionnaires were sent out. Except 62 copies of the invalid questionnaires and the questionnaires with missed questions, 388 valid questionnaires were collected. The response rate was 86.2%. RESULTS Demographic variable analysis The subject gender distribution of this study was predominantly constituted by 214 male, accounting for 55.2%; while the 174 female was accounted for 44.8%. The age distribution was mainly composed by 199 subjects who were years old, accounting for 51.3%; followed by 19-year-old subjects with a total of 183 accounting for 47.2%; the rest of other ages were few. Unmarried was the majority in marital status with a total of 376 subject, accounting for 96.9%. The average monthly income / pocket money was mostly less than NT$5,000 with a total of 178, accounting for 45.9%; followed by the range from NT$5,001 to NT$10,000 with a total of 167, accounting for 43%. The majority of the frequency of watching televised professional baseball matches was the subjects who rarely did with a total of 169, accounting for 43.6%; followed by occasional television watchers with a total of 115, accounting for 29.6%; the television watchers who never watched professional baseball matches accounted for 18% with a total of 70; followed by the television watches who often did with a total of 34, accounting for 8.8%. Based on the result of the question asking for whether watching baseball matches at the site, there was a higher proportion of subjects who never watched matches with a total of 280, accounting for 72.2% of the approximately two-thirds; while there were 108 subjects who had watched matches, accounting for 27.8%. Most of the subjects had played baseball (softball) with a total of 300, accounting for 77.3%; while there were 88 subjects who had never played, accounting for 22.7%. The subjects who exercised 1 to 2 times every week were 263, accounting for 67.8%; followed by a total of 92 subjects who did 3-5 times a week, accounting for 23.7%. Analysis of current leisure constraints and non-consumption factors of watching professional baseball matches 1) Leisure constraints Based on the analysis by the average number of leisure constraints of various factors, structural constraints got the highest score, which revealed that resistance of structural constraints was the largest when consumers wanted to watch professional baseball matches at the site; followed by interpersonal constraints; while intrapersonal constraints had the minimal impact. 2) Non-consumption factors According to insufficient leisure benefits and insufficient attractiveness of matches of non-consumption factors, the average degree of agreement of these two factors was between disagreement and ordinary, which revealed they had some room to improve. The average score of 70 The Journal of International Management Studies, Volume 8 Number 2, August, 2013

6 insufficient attractiveness of matches was slightly higher than insufficient leisure benefits, which revealed that attractiveness of matches should be improved. Variance Analysis of demographic variables and leisure constraints and non-consumption factors According to the independent sample t value of leisure constraints on different gender of Table 2, there was a significant difference on intrapersonal constraints. Furthermore, the degree of agreement of female subjects on this issue was higher than male subjects. However, the subjects of different age groups in each dimension for leisure constraints only showed their significant differences on intrapersonal constraints. Based on the comparison, the degree of agreement of the subjects under the age of 19 was significantly higher than the age of 20 to 24. Different marital status in the t value of leisure constraints and non-consumption factors had significant differences on interpersonal constraints. The degree of agreement of married subjects was higher than unmarried subjects. The subjects with different average monthly income in each dimension for leisure constraints and non-consumption factors had significant differences on insufficient leisure benefits. Based on the comparison, the degree of agreement of the subjects with more than NT$30,001 monthly income was significantly higher than the subjects with NT$10,001-30,000 monthly income. Variance analysis on leisure constraints and non-consumptions factors was conducted with different frequency of watching televised matches. The results revealed that because of the different frequency, intrapersonal constraints, interpersonal constraints, structural constraints, insufficient leisure benefits and insufficient attractiveness of matches these five factors had significant differences. Furthermore, based on the results of intrapersonal constraints and insufficient leisure benefits, the degree of agreement of subjects who had never watched televised matches was significantly higher than the other three; the degree of agreement of subjects who rarely watched matches was also significantly higher than the subjects who occasionally or often watched; while the degree of subjects who occasionally watched was higher than the one who often watched; also the degree of subjects who had never or seldom watched was significantly higher than the one who often watched. Moreover, based on structural constraints, the degree of agreement of subjects who occasionally or often watched televised matches was significantly higher than the one who had never or rarely watched. Finally, according to the factor insufficient attractiveness of matches, the degree of the subjects who had never or rarely watched was also significantly higher than then one who occasionally or often watched. In the independent sample t value of leisure constraints and non-consumption factors, whether had been to the site to watch baseball matches would have distinct significant differences on intrapersonal constraints, interpersonal constraints, structural constraint, insufficient leisure benefits and insufficient attractiveness of matches, due to the diverse frequency of watching matches. The degree of agreement of the subjects who had never been to the site was higher than the one who had been there on intrapersonal constraints, interpersonal constraints, insufficient leisure benefits and insufficient attractiveness of matches. However, the subjects who had been to the site to watch matches had higher average degree of agreement on structural constraint. The variance analysis of whether had been played baseball (softball) showed a significant difference on intrapersonal constraints. The subjects who had never played had higher degree of agreement than the one who had played before. Finally, according to the variance analysis of the weekly average exercise frequency, intrapersonal constraints and interpersonal constraints had significant differences. Based on the comparison of these two factors, the average degree of agreement of the subjects who did exercise 1-2 times was significantly higher than the one who did more than 5 times. The Journal of International Management Studies, Volume 8 Number 2, August,

7 Table 2: The variance analysis among demographic variables analysis, leisure constrains and non-consumption factors variable sources number of people leisure constraints non-consumption factors intrapersonal interpersonal structural insufficient insufficient attractiveness constraints constraints constraints leisure benefit of matches 1.male gender 2.female t value 3.36* under age 3.above F value 4.54* post-hoc comparison 1>2 1.married marital status 2.unmarried average monthly income televised viewing frequency whether watched baseball matches a the site whether played baseball (softball) Frequency of doing exercise * p <.05 t value * under NT$5, NT$2.5,001~10, NT$3.10,001~30, above NT$4.30, F value * 2.55 post-hoc comparison 4>3 1.never seldom occasionally often F value 26.26* 5.07* 13.74* 14.48* 8.28* post-hoc comparison 3>4 1>4 2>4 3>1,2 4>1,2 1>3,4 2>3,4 3>4 1>3,4 2>3,4 1.yes no t value 6.42* 3.48* -3.52* 4.21* 2.75* 1.yes no t value -2.35* never times times above 5 times F value 4.72* 4.80* post-hoc comparison 2>4 2>4 Correlation analysis of leisure constraints and non-consumption factors Pearson correlation was applied in this study, in order to analyze the strength among various dimensions of leisure constraints and non-consumption factors. According to the results of this study, there was a positive correlation between intrapersonal constraints and interpersonal constrains, also between insufficient leisure benefits and insufficient attractiveness of matches, which reached the level of significance. It was the same situation between interpersonal constraints and structural 72 The Journal of International Management Studies, Volume 8 Number 2, August, 2013

8 constraints, also between insufficient leisure benefits and insufficient attractiveness of matches". However, there was a negative correlation among structural constraints, insufficient leisure benefits and insufficient attractiveness of matches, which reached the level of significance. The correlation analysis between leisure constraints and non-consumption factors was shown in Table 3: Table 3: The correlation analysis between leisure constraints and non-consumption factors intrapersonal interpersonal structural leisure benefits Attractiveness of matches intrapersonal constraints interpersonal constraints.573* structural constraints * insufficient leisure benefits.534*.353* -.229* insufficient attractiveness of matches.331*.262* -.133*.701* * p <.05 DISCUSSION Discussion on the current situation of leisure constraints and non-consumption factors On the three factors of leisure constraints, the order of the degree of constraints was structural constraints, interpersonal constraints and intrapersonal constraints. Crawford, Jackson and Godbey (1991) proposed hierarchical leisure constraints which illustrated the emergence sequence of intrapersonal constraints, interpersonal constraints and structural constraints: In order to overcome leisure participation confounding factors, intrapersonal constraints must be overcame first, then overcame interpersonal constraints, and finally overcame structural constraints. The results of this study revealed that the influence of structural constraints was great. The constrains of artistic leisure activity participation were discussed by Chang (2008), which revealed the sequence of constraint degree was structural constraints, interpersonal constraints and intrapersonal constraints ; the study of leisure constraints of the policeman in Keelung conducted by Kao (2005) had the same results, which was consistent with this study. Because of the convenience and environmental factors of watching professional baseball matches at the site, the degree of agreement of structural constraints was the highest. The consideration of convenience of transport facilities and economic situation of the subjects themselves was the main constraint factor which impacted the subjects to go to the site to watch matches or not. Although professional baseball teams provided shuttle bus service, the convenience of transport facilities was considered as a major constraint factor. As a result, how to provide more convenient transportation service must be considered in order to attract consumers to watch professional matches. Because the majority of subjects were students, economic condition was a major consideration. Professional baseball matches provided some free student tickets, but they were restricted in the outfield area. Therefore, more flexible fare pricing strategies could be designed in order to attract student fans. Based on interpersonal constraints, whether had time or money to watch baseball matches was a big factor. Lack of companions was a very important factor according to the study of leisure constraints which was conducted by Hsu and Chen (1993) and Shen (1995). Especially, the companions of friends who had the same hobbies played an important role in watching professional sports. More friends make more leisure benefits. Therefore, peer participation was a significant consideration factor in interpersonal constraints. As a matter of fact, I m not interested in baseball, so I do not participate in such activities had the highest degree of agreement in intrapersonal constraints. However, the number of viewing The Journal of International Management Studies, Volume 8 Number 2, August,

9 population on TV and watching population at the site of various baseball matches organized in Taiwan was much higher than the number of professional baseball matches. As a result, how to motivate the willingness to watch professional baseball matches, create a new trend, and renewed interest and enthusiasm for baseball was a key success factor to solve intrapersonal constraints. The average score of insufficient attractiveness of matches was slightly higher than insufficient leisure benefits, which revealed that Chinese Professional Baseball League had to strengthen its attractiveness. Especially in the case of rapid flow of information and the developed media, consumers could obtain relevant information through internet, TV and other media. Therefore, the competitive rivals could be domestic leisure activities, or could be oversea sports events. How to create more attractive matches in order to attract audience to watch matches at the site was a serious problem for Chinese Professional Baseball League. Based on the results of insufficient leisure benefits, watching professional matches could not bring a sense of accomplishment and unable to meet the need of the family. In particular, compared to the situation of many oversea families, watching baseball matches at the site was not that popular in Taiwan. This probably could give professional leagues and baseball teams a considerable issue, in order to attract the whole family to watch together. When baseball fans entered in to the site to watch matches, they would not want to go again if facilities could not satisfy them, especially the incomplete arrangement of convenience and comfort would dissatisfy them. Therefore, in the discussion of insufficient attractiveness of matches, the subjects strongly felt the same thing which was consistent with the study results of Tai (2006). However, consumers would not understand if all the problems were imputed to the government. Because it was the consumers who spent money, the organizer must satisfy their demand. Second, due to the influence of gambling and match-fixing events of professional baseball players, the degree of recognition and credibility of the audience for the team or players was relatively low The discussion of the difference among demographic variables, leisure constraints and non-consumption factors 1) Gender In the analysis of gender differences in leisure constrains, female subjects are higher than male in intrapersonal constraints factor, which was consistent with the traditional concepts. Shaw, Caldwell, and Kleiber (1996) pointed out that the gender-role stereotypes did affect leisure constraints of men and women. 2) Age The degree of agreement on intrapersonal constraints of the subjects under the age of 19 was significantly higher than the 20 to 24-year-old subjects. Nowadays, the young generation was known as the Net Generation, or was known as home boys and home girls, meaning they relied on the internet and did not want to go out to have outdoor activities. The results of this study also reflected this social phenomenon to some extent. Therefore, in the case of insufficient interests in professional baseball, intrapersonal constraints were relatively higher than the others. 3) Marital status The degree of agreement on interpersonal constraints of married subjects was higher than unmarried subjects. The possible reason might be the shifted focus from friends to family of those married subjects. The chance of getting together to watch baseball matches reduced after they got married, especially they had to face more pressure from economy burden. Tai (2006) had the same results in his study. 74 The Journal of International Management Studies, Volume 8 Number 2, August, 2013

10 4) Average monthly income / pocket money The degree of agreement on insufficient leisure benefits of the subjects with more than NT$ was significantly higher than the one lower than NT$ The one with higher income probably could have higher amount of disposable income. They could have more choices in leisure activities, but would have more and higher requirements for leisure benefits. The higher income earners would be more picky and have more ideas for enjoying life. Having more advance quality of service was a must for them (Tai, 2006). Therefore, they had higher degree of agreement on this factor. 5) Televise viewing frequency Overall, intrapersonal constraints, interpersonal constraints, insufficient leisure benefits and insufficient attractiveness of matches had lower degree of agreement based on the study of the subjects who often watched on TV, which revealed that they had higher interests and knowledge of baseball than other subjects. Moreover, their friends should have the same interests and knowledge. This result was consistent with previous studies (Tai, 2006; Li, 2009). According to the results of structural constraints, the degree of constraints was higher for the subjects who often or occasionally watched on TV, which revealed that they were interested in watching matches, but they had some difficulties to be overcome of going to the site to watch baseball matches. Therefore, some promotions should be designed and televised in order to attract the audience to go to the site. 6) Whether had been to the site to watch matches The results of this part were almost the same with the results of televise viewing frequency, which revealed that the biggest constraint of watching matches at the site was structural constraints for the consumers who were interested in matches. Therefore, how to create incentives of watching matches at the site and how to provide better quality of service and facilities were the most important factors to attract the consumers who were interested in baseball matches. 7) Whether had played baseball (softball) The degree of agreement on intrapersonal constraints of the subjects who had never played baseball (softball) was significantly higher than the one who had played. Although baseball was called national sport in Taiwan, many Taiwanese had never played. Because of the insufficient knowledge of baseball and low interests, intrapersonal constraints was relatively higher. 8) Average frequency of weekly exercise The degree of agreement on intrapersonal constraints and interpersonal constraints of the subjects who had lower frequency of weekly exercise was significantly higher, which revealed that there was a certain of connection between exercise habits and exercise interests and knowledge. The subjects with lower frequency of weekly exercise had lower interests in sports and less related information, and the same with their friends. This result was consistent with the study of Tai (2006). The discussion on leisure constraints and non-consumption factors According to the related analysis, there was a negative correlation among structural constraints, insufficient leisure benefits and insufficient attractiveness of matches. The subjects with higher structural constraints could have a positive attitude toward leisure benefits and attractiveness of matches of going to the site. However, based on the results of intrapersonal constraints and interpersonal constraints, the subjects who lacked of interests and companions agreed with insufficient leisure benefits and insufficient attractiveness of matches. The marketing strategy proposed by Mullin Hardy, and Sutton (2000) believed: For the customers who did not have fixed consumption patterns, the reasons of watching matches would be opponents, weather, promotions (giveaways, special events), team record, or The Journal of International Management Studies, Volume 8 Number 2, August,

11 companions; for the customers who had interests, a combination of different prices package could be provided in order to attract consumers and increase consumption frequency. This strategy could be referred to related organizations. 4. Recommendations 1) General recommendations a. The Professional Baseball League and teams could design more flexile fare pricing strategy, such as student tickets, buy 3 get 1 free, and so forth, in order to attract baseball fans. b. The Professional Baseball League and teams could design the promotions and televised them in order to attract the audience who used to watch matches on TV to go to the site. c. The Professional Baseball League and teams should actively improve soft and hard infrastructure of the stadiums in order to provide better environment and a higher level of service quality, rather than blame on the old facilities of the stadiums. d. The Professional Baseball League and teams should cooperate with schools and other related organizations in order to increase the interests and knowledge of students. Therefore, viewing population would be effectively enhanced and the willing ness of consumers of going to the site would be cultivated. 2) Future research directions and recommendations a. The subjects of this study were only college students. Therefore, the future research object could be expanded to all levels of society in order to enhance the understanding of consumers. b. This study only explored leisure constraints and non-consumption factors. It was recommended that the follow-up study could add more related variables (such as leisure satisfaction factors) in order to discuss the factors which affected consumers to watch matches at the site. As a result, more detailed understanding and more complete promote mode could be provided. REFERENCES Baade, R.A., & Tiehen, L.J. (1990). An analysis of Major League Baseball attendance, , Journal of Sport & Social Issues, 14, Chang, Yu-Ling.(1998). The relationship among intrinsic motivation,leisure constraints, leisure boredom and identity of college students. (Master's thesis, National Kaohsiung Normal University, Taiwan). Retrieved from Chang, Chih Ming (2008). The Study on Leisure Demand and Constraint of Visual Arts Activities in Taoyuan. (Unpublished master's thesis). National Taiwan Normal University, Taipei,Taiwan. Chen, Nan-Chi (2000). The Relationships of Leisure Boredom to Leisure Constraints, Leisure Participation, and Leisure Satisfaction among Adolescents. (Unpublished master's thesis). National Taiwan Sport University, Taoyuan,Taiwan. Crawford, A.W.& Godbey, G. (1987). Reconceptualizing barriers to family leisure. Leisure Sciences, 9, Crawford, D. W., Jackson, E. L., & Godbey, G. (1991). A hierarchical model of leisure constraints. Leisure Sciences, 13, Funk, D.C., Mahony, D.F. & Havitz M. (2003). Sport Consumer Behavior: Assessment and Direction. Sport Marketing Quarterly, 12, Hong, Sih-Huan (2002). A Study on Spectators Repurchased Intension of The Chinese Professional Baseball League. (Unpublished master's thesis). National Taiwan Normal University, Taipei,Taiwan. Hsu, I-Hsiung; Chen, Jie-Rong (1993). The Study on Current Status and Constraint Factors of Youth Leisure Activities. Taipei,Taiwan: National Youth Commission, Executive Yuan. 76 The Journal of International Management Studies, Volume 8 Number 2, August, 2013

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