We examined the relationship between family leisure and subjective well-being by exploring the type and timing of family leisure activities. We used convenience sampling to recruit 711 adolescents, and conducted a hierarchical linear regression and one-way analysis of variance for data analysis. Results showed that participants who were more involved in a high number of either core or balance family leisure activities had higher subjective well-being. In addition, participants (vs. their counterparts involved in few core or balance family leisure activities) highly involved in both core and balance family leisure activities had higher subjective well-being. Further, participants (vs. all their counterparts) involved in the fewest family leisure activities all year round had lower subjective well-being. These results implied that participants' subjective well-being was correlated with patterns and timing of family leisure. Education practitioners and parents should be aware that subjective well-being can be improved by appropriate allocation of time spent on different types of family leisure activities.

Baseball is popular in many countries around the world and is undoubtedly the most popular professional sport in Taiwan. The Chinese Professional Baseball League (CPBL) grew consistently since being founded in 1990, with a 9% average annual growth rate of attendance until 1996. A rapid decline in attendance occurred, however, during the late 1990s and early 2000s. The regular season attendance peaked at 1.65 million in 1995 but fell to just 0.3 million in 2000. The CPBL reached its lowest attendance in 2000 with the average of 1,676 spectators per game. Although the demand for Major League Baseball (MLB) has been investigated, few researchers have focused on the Asian professional sports market (e.g. Lee, 2006

We examined the effects of reflective and impulsive intentions on product purchasing in the sport merchandise context (specifically, basketball shoes), and investigated the moderating effects of a celebrity endorsement on these relationships. We used convenience sampling to collect data from 826 basketball game attendees in Taiwan. We conducted structural equation modeling with a 2-group overall path model for data analysis. The empirical results revealed that reflective and impulsive determinants both positively predicted the intention to purchase basketball shoes. In addition, celebrity endorsement moderated the relationship between reflective and impulsive intentions to buy the product. A practical implication of our findings is that if sport marketing practitioners know that celebrity endorsement strengthens both reflective and impulsive intentions, they would develop more effective marketing strategies.

No abstract