Examining switching intention in professional sport: a push-pull-mooring perspective

Mikihiro Sato, Tomo Tokuyama, Shohgo Motoyama, Lance Warwick, Junko Deguchi
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Abstract

Purpose

Drawing upon a push-pull-mooring model and the literature on behavioral loyalty, this research aims to examine the underlying factors and mechanisms that influence switching intention in the context of professional sport in Japan.

Design/methodology/approach

Using a two-wave survey design (pregame and postgame surveys), we collected data from 367 fans of a professional soccer team in Japan. Our data included three push factors (quality, satisfaction, and perceived value of the current favorite team), a pull factor (alternative team attractiveness), a mooring factor (team identification), and behavioral loyalty and switching intention to the alternative team. We used structural equation modeling to test our hypotheses.

Findings

A mediation analysis revealed that perceived value of an individual’s current favorite team was negatively associated with behavioral loyalty to an alternative team, whereas attractiveness of the alternative team was positively associated with behavioral loyalty, which, in turn, resulted in fans’ switching intention. Latent moderated structural equation modeling further revealed the negative moderating effect of team identification with the current team on the relationship between behavioral loyalty and switching intention.

Originality/value

The findings provide new evidence about the role of behavioral loyalty in understanding sport consumers’ switching intention and highlight the importance of team identification that can foster a sustainable and long-term relationship between fans and their favorite sport teams.

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研究职业体育运动中的转会意向:推拉式运动的视角
设计/方法/途径通过两波调查设计(赛前和赛后调查),我们收集了日本职业足球队 367 名球迷的数据。我们的数据包括三个推动因素(当前喜爱球队的质量、满意度和感知价值)、一个拉动因素(替代球队的吸引力)、一个停泊因素(球队认同)以及对替代球队的行为忠诚度和转换意向。我们使用结构方程模型来检验我们的假设。研究结果 一项中介分析显示,个人对当前喜爱球队的感知价值与对替代球队的行为忠诚度呈负相关,而替代球队的吸引力与行为忠诚度呈正相关,这反过来又导致了球迷的转换意向。潜在调节结构方程模型进一步揭示了对当前球队的认同对行为忠诚与转换意向之间关系的负向调节作用。原创性/价值:研究结果为理解体育消费者转换意向中行为忠诚的作用提供了新的证据,并强调了球队认同的重要性,它可以促进球迷与其喜爱的运动队之间建立可持续的长期关系。
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