earticle

영어

Asians hold collectivistic culture, and they feel attachment to people who have same ethnic backgrounds. This study explored roles of ethnic identity on fan behaviors o f K orean a udiences o n H yunjin R yu, t he K orean M LB p layer, were investigated. HYPOTHESES: H1: Ethnic identity will influence ethnic player identification. H2: Player identification will influence attitudes toward LA Dodgers. H3: Congruence will mediate the relationship between ethnic identity and player identification. H4: Transportation will mediate the relationship between player identification and LA Dodgers. SAMPLES: Total 7,213 email was sent, and 911 participated in the survey. The response rate was 12.6%. 242 was screened out because they did not watch any MLB game in 2018. 600 out of 911 samples are finished the survey, and 49 gave up the survey. Among 600 respondents, male was 348 (58%), female was 252 (42%). A ges o f r espondents r aged f rom 1 9 t o 6 9, a nd t heir m ean age was 45.0 (SD = 11.6) years. RESULTS: This study investigated effects of an ethnic player on international audiences of MLB. Using player identification as a major mediating variable, roles of ethnic identity are explored. The findings of this study showed that ethnic identity influenced player identification (H1). People who hold strong ethnic identity felt more self-identification with the ethnic player. This relationship was mediated by congruence perception between self and player (H2). Player identification also directly influenced attitudes toward LA Dodgers (H3). It was found that an ethnic player could make international audiences to be a fan of the team that ethnic players belong to. Transportation is also found to mediate relationships between player identification and attitudes toward LA Dodgers (H4).