職業運動門票價格對觀眾人數的影響－以美國職業棒球大聯盟為例

A study on the impact of professional sports ticket prices on the spectator attendance－Taking Major League Baseball as an example

顏子傑(Yen Tzu-Chieh)

指導教授 ： 王傑賢

國立臺灣師範大學/運動與休閒學院/體育學系/碩士(2021年)

https://doi.org/10.6345/NTNU202101372

摘要

本研究目的主要在於分析職業運動門票對觀眾人數的影響。本文針對職業運動對門票的定價做完整的文獻回顧，試圖以文獻中的模型架構，提出此無彈性定價的論點。實證研究以美國職業棒球大聯盟 (Major League Baseball, MLB) 作為研究對象，使用2000到2019球季的 MLB 賽事為樣本，以面板迴歸 (Panel Regression) 中的固定效果模型 (Fixed Effect Model, FE) 與隨機效果模型 (Random Effects Model, RE) 以及兩階段最小平方法 (Two-stage Least Squares Regression, 2SLS) 做為計量方法驗證職業運動門票對觀眾人數的影響。實證結果得出MLB的需求價格彈性介於0.32到0.90之間，而國家與美國聯盟則分別為0.56到0.99以及0.19到0.80。由廠商理論得知，獨占廠商利潤最大的訂價方式會在需求價格彈性大於1的階段，因此，MLB的門票價格並未訂在利潤最大的狀態。若門票是MLB唯一的收入來源，而且需求曲線為一負斜率的直線時，則本文的實證結果顯示，MLB提高門票價格可以提升其利潤。

關鍵字

職業運動 ； MLB ； 廠商理論 ； 無彈性定價

並列摘要

The purpose of this research is to analyze the impact of professional sports tickets on the spectator attendance. This article does a complete literature review on the pricing of tickets for professional sports, and tries to put forward this inelastic pricing argument based on the model structure in the literature. The empirical research takes MLB as the research object, uses MLB events from 2000 to 2019 as a sample, and uses the FE model, RE effects model, and 2SLS to verify the impact of professional sports tickets on the number of spectators. The empirical results show that the price elasticity of demand for MLB is between 0.32 and 0.90, and the National League is between 0.56 and 0.99, and American League is between 0.19 and 0.80. According to the theory of the firm, the monopolist will achieve profit maximization when the price elasticity of demand is more than 1 and, under this premise, the current MLB ticket price has not yet been a profit-maximizing ideal. Thus, the result of this study showcases that, if tickets are the only source of income for the MLB and the demand curve is a negative slope, to raise the ticket price is constructive for the MLB to increase the profit.

並列關鍵字

Professional sports ； MLB ； Theory of the firm ； Inelastic pricing

參考文獻

Ahn, S. C., & Lee, Y. H. (2007). Life-cycle demand for major league baseball. International Journal of Sport Finance, 2(2), 79-93.

Alexander, D. L. (2001). Major League Baseball: Monopoly pricing and profit-maximizing behavior. Journal of Sports Economics, 2(4), 341-355.

Artero, I., Bandrés, E., García, J., & Rodríguez, P. (2019). Demand for professional sports: Attendance and audience. Sports and Economics, 183-218.

Baimbridge, M., Cameron, S., & Dawson, P. (1996). Satellite television and the demand for football: A whole new ball game? Scottish Journal of Political Economy, 43(3), 317-333.

Berri, D. J., Schmidt, M. B., & Brook, S. L. (2004). Stars at the gate: The impact of star power on NBA gate revenues. Journal of Sports Economics, 5(1), 33-50.