足球迷体育消费行为:社会认同、球队忠诚与消费行为意愿的关系

IF 1.9 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM Sport Business and Management-An International Journal Pub Date : 2023-09-06 DOI:10.1108/sbm-08-2022-0069
Sercan Kural, Oğuz Özbek
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引用次数: 1

摘要

目的研究足球迷的社会认同、球队忠诚和体育消费行为意向的水平,并利用结构方程模型确定三者之间的关系。设计/方法/方法研究方法:采用AMOS 23.0进行数据分析,对研究模型进行检验。研究样本包括518名平均年龄30.87(±10.15)岁的足球迷。数据是通过社交媒体发送给足球迷的在线问卷收集的。结果支持了本研究的假设,社会认同和团队忠诚对足球队运动消费行为意愿有显著影响。社会认同对体育消费行为有直接影响。进一步验证了球队忠诚在球迷社会认同与体育消费行为意愿之间的中介作用。研究局限/启示本研究计划在比赛前在体育馆入口收集数据;但由于新冠肺炎疫情,无法与粉丝面对面交流,因此只能在网上收集数据。通过了解社会认同对体育消费意愿的影响程度,体育俱乐部管理者可以提高球迷对球队的忠诚度。社会意义本研究为团队认同的现有文献提供了额外的见解。研究表明,团队认同与社会认同存在显著的关联,社会认同对体育消费行为有影响。原创性/价值本研究是一项原创性研究,因为它是一项社会认同量表与团队忠诚和体育消费行为意向变量一起使用的研究。这项研究的发现有助于理解塑造足球迷对体育消费的行为意图的过程。此外,利用团队忠诚度对模型的中介作用进行了检验。
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Sports consumption behaviors of football fans: the relationship between social identity, team loyalty and behavioral intention toward consumption
PurposeThe study aimed to establish football fans' levels of social identity, team loyalty, and behavioral intentions toward sports consumption and to determine the relationship between these variables using a structural equation model.Design/methodology/approachResearch methods: The research model was tested by data analysis using AMOS 23.0. The study sample included 518 football fans with mean age 30.87 (±10.15) years. Data were collected using an online questionnaire delivered to football fans via social media.FindingsThe results supported the study hypotheses and showed that social identity and team loyalty had a significant effect on behavioral intention toward sport consumption for football teams. Social identity was found to have a direct effect on sport consumption behaviors. It was further established that team loyalty was a mediator in the relationship between the fans' social identity and behavioral intention toward sports consumption.Research limitations/implicationsThe study planned to collect the data at the stadium entrance before the game; however, it was not possible to reach the fans face-to-face due to the COVID-19 pandemic, and therefore, the data were collected online.Practical implicationsBy understanding how the extent of social identity affects sports consumption intention, sports club managers can achieve a higher level of fan loyalty to their teams.Social implicationsThe present study provides additional insight into the available literature on team identification. It demonstrated that team identification was associated with social identity and that social identity had an impact on sports consumption behaviors.Originality/valueThis study is an original study in that it is a study in which the social identity scale is used together with the variables of team loyalty and sports consumption behavior intention. The findings of this study help understand the processes that shape the behavioral intentions of football fans toward sports consumption. Furthermore, the mediating role of the developed model was tested using team loyalty.
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来源期刊
Sport Business and Management-An International Journal
Sport Business and Management-An International Journal HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.10
自引率
15.40%
发文量
25
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