Masayuki Yoshida, Rui Biscaia, Sebastian Uhrich, Brian S. Gordon, Marcel Huettermann, Makoto Nakazawa
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Abstract
In this research, we conducted two studies to validate a multidimensional scale of fan engagement behavior. In Study 1, we generated survey items through a systematic review of the relevant literature, collected data from fans of professional baseball (n = 319) and soccer (n = 301), and provided evidence for the construct and concurrent validity of the scale composed of six dimensions. In Study 2, we reassessed construct validity in professional baseball (n = 582) and found that fan engagement behavior was represented by the proposed six dimensions with a final list of 21 items. Further, our predictive analysis throughout a season showed that fan engagement behavior fully mediated the relationship between predictor (team identification and awareness of fan engagement initiatives) and outcome variables (media viewing frequency, attendance frequency, and flourishing). The developed scale advances our understanding of fans’ voluntary actions that are culturally embedded in spectator sport.
期刊介绍：
The sport management industry is growing by leaps and bounds, with an explosion in research projects, texts, and university programs. As the field continues to rapidly evolve, it’s imperative for sport managers to keep abreast of the latest developments. The peer-reviewed Journal of Sport Management (JSM) is your key to staying on top of current issues and trends in this dynamic field. An official journal of the North American Society for Sport Management, JSM brings you thought-provoking editorials, research articles, and reviews that examine a number of areas as they relate to the management, governance, and consumption of sport, such as: organizational theory, behavior, and strategy; sport operations; marketing, consumer behavior, sponsorship, advertising, and licensing; media, communications, and public relations; sport tourism; facility and event management; and gender and diversity.
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