Understanding Segmented Spectator Markets of a Minor League Baseball (MiLB) Team

Abstract

This study aimed to examine different segments of spectators at minor league baseball games in motivation, external factors, and their consumption behaviors. Using spectator identification, a combined scale of fan identification and sport identification, spectators were grouped into four clusters using K-means cluster analysis. Multivariate analysis of variance and chi-square tests were conducted to determine group differences. The results showed significant mean differences in the dimensions of motivation and external factors by clusters. In addition, different behavioral patterns were found in their game attendance and ticket purchase. The implications of acknowledging segmented spectator markets of the minor league baseball were discussed.