The Study of “Leisure Constraints” and “Non-Consumption Factors” Regarding College Students Watching Professional Baseball Matches at the Site

Professional baseball was a pioneer in the sports industry in Taiwan. With the discussion of leisure constraints and non-consumption factors, the purpose of this study was to understand and find out the problems of these two factors of professional baseball consumers, in order to provide some information to related organizations through relevant marketing approaches. Another main purpose of this study was to put forward related marketing modes through the understanding of not watching matches at the site factors, in order to find out the methods of expanding professional baseball watching population at the site. Less explored in the past studies, the discussion of the college student consumers who did not watch matches at stadiums was emphasized in this study, which had its own significance. Based on the self-designed scale “leisure constrains and non-consumption factors of watching professional baseball matches at the site”, this study conducted a survey with a total of 388 valid samples. The results were as following: 1) The highest score of leisure constrains was “structural constraints”, while the highest degree of agreement of non-consumption factors was “insufficient attractiveness of matches”. 2) There were some significant differences between leisure constraints and non-consumption factors of the subjects of different background variables. 3) A negative correlation was among “structural constraints”, “leisure ineffectiveness” and “insufficient attractiveness of matches” and reached the level of significance.