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Keywords = L.A. Dodgers

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10 pages, 607 KB  
Article
Why Do Koreans Love Ethnic Players in the MLB? A Focus on Ethnic Identity and Player Identification
by Jong-Woo Jun, Jun-Hyuk Cho and Ji-Hoon Lee
Sustainability 2021, 13(23), 12955; https://doi.org/10.3390/su132312955 - 23 Nov 2021
Cited by 2 | Viewed by 2144
Abstract
Asians hold a collectivistic culture, and they feel attachment to people who have the same ethnic background. This study explored how roles of ethnic identity influenced fan behaviors of Korean audiences toward Hyun-jin Ryu, the Korean Major League Baseball player. The results showed [...] Read more.
Asians hold a collectivistic culture, and they feel attachment to people who have the same ethnic background. This study explored how roles of ethnic identity influenced fan behaviors of Korean audiences toward Hyun-jin Ryu, the Korean Major League Baseball player. The results showed that ethnic identity influenced player identification, which led to attitudes toward the L.A. Dodgers. Congruence mediated the relationship between ethnic identity and player identification. It is also found that transportation mediated the relationship between player identification and attitudes toward the L.A. Dodgers. These results provide a cultural explanation of fan behaviors of ethnic players. Managerial implications can also be found. Full article
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