Sport Fans’ Price Sensitivity Based on Loyalty Levels: A Case of Korean Professional Baseball League

For the sustainable development of Korean Professional Baseball League (a.k.a., KBO League), it is critical to propose profitable and efficient pricing strategies for each team in League. Therefore, purpose this study was understand fans’ perceptions price sensitivity. More specifically, explored how sensitivity latitude acceptance vary between different loyalty groups. A total 213 valid responses were recruited from fans by using a convenience sampling approach. As result, based on levels attitudinal behavioral loyalty, classified into four categories: loyal fans, latent spurious indifferent fans. Moreover, found be less sensitive ticket increase (i.e., 10%, 20%, 30%), followed Meanwhile, have highest level acceptance, fan, The findings contribute better understanding sport change their accepted range. offers practical implications marketers teams develop tailored considering levels.