Impact of Japanese professional baseball fans’ satisfaction on sports participation behavior

We investigated the impact of professional baseball fans’ satisfaction on sporting eventparticipation behavior. The use of service experience as a moderator allows for theunderstanding of changes in the relationship between satisfaction and sporting eventparticipation, thus providing a basis of reference for professional baseball management inthe Asia region. In this study we distributed questionnaires to 417 Japanese professional baseball fans and used structural equation modeling to perform model analysis. The results ofthis study establish that experience with service content directly impacts fan satisfaction andsporting event participation. However, satisfaction did not exhibit a significant direct impacton sporting event participation behavior. Service experience was, therefore, a moderator.