Purpose: The purpose of this study is to qualitatively analyze the mechanisms underlying the formation of high involvement among female professional baseball fans and to develop a theoretical explanatory framework using grounded theory.
Method: A total of nine female professional baseball fans who met the operational definition of highly involved fans and had never changed the team they supported were selected through purposive sampling.
To protect participants’ privacy and prevent identity disclosure, pseudonyms were used in all records.
Data were collected and analyzed using the systematic coding procedures of grounded theory to identify emerging categories and their interrelationships.
Results: The analysis revealed a comprehensive process of fandom formation comprising six key components. First, the causal conditions were identified as “memories and connection links,” rooted in geographic residence and the influence of family or acquaintances. Second, the contextual factors involved “powerful emotional stimuli,” such as dramatic game moments and the overwhelming atmosphere of the stadium. Third, these factors interacted to trigger the core phenomenon of becoming an “official fan,” characterized by shared historical moments and heightened intimacy with the team. Fourth, intervening conditions—including team slumps, player scandals, and internal fandom conflicts—prompted a re- evaluation of fan identity. Fifth, the interaction strategies employed to maintain loyalty included integrating the fandom into one’s core identity and engaging in digital interactions. Finally, the consequences of this process manifested as becoming an “acknowledged high-involvement fan,” where fan activities dictate the rhythm of daily life and solidify a sense of self as a true enthusiast.
Conclusion: The findings suggest a paradigm shift in the perception of female baseball fans, moving away from viewing them as peripheral or auxiliary spectators. Instead, female fans should be recognized as central agents of contemporary fandom culture and a vital segment for emerging sports business models.