A Study of Fans’ Cognition and Satisfaction on Game Day Promotions in Chinese Professional Baseball Clubs

[[abstract]]Game day promotions were believed necessary to help increase attendance in professional sport leagues. As such, many game day promotions were presented. They were used to attract fans and generate team’s revenue. Thus, the study was aimed at understanding what the fans’ favorite game day promotions were and where information sources they got. Furthermore, the study examined the differences between fans’ demographic variable and cognition degree, fans’ demographic variable and satisfaction degree of game day promotions. The researcher investigated 415 fans of the CPBL through internet questionnaires. The statistics of description, percentage, and one-way ANOVA were used to analyze the fans responses. The results were as followed: 1. The majority of fans were the male college students aged 21-25. 2. The cognitions fans awaked highest was discount of ticket and good, the fans’ favorite game day promotion were giveaways about players, and their information sources wrer usually through internet. 3. There were significant differences in different demographic variable and the degree of cognition and satisfaction in game day promotions of CPBL. 4. Female, younger, lower income, lower educated degree and students fans gave the higher grade in satisfaction. 5. There were positive correlation between four dimensions of cognitions and satisfaction on game day promotions. The cognition of planning on game day promotions had high and positive correlation with satisfaction. Based on the results of the present study, the researcher suggests that professional baseball clubs should learn from success model to create an abundance of innovative and unique promotional gimmicks to draw all the fans.