The Influence of Non-Transactional Fan Engagement on Merchandise Consumption

IF 2 4区管理学 Q3 BUSINESS

Sport Marketing Quarterly Pub Date : 2022-03-01 DOI:10.32731/smq.311.0322.04

Marcel Huettermann, Thilo Kunkel

引用次数: 2

Abstract

The purpose of this research is to examine the impact of fan engagement on merchandise purchase intentions. We draw on existing fan engagement literature and focus on non-transactional fan engagement and its effects on merchandise purchasing as a single transactional fan engagement dimension. Data were collected from 206 season ticket holders (Study 1) and 520 fans of professional sports teams (Study 2) and analyzed using structural equation modeling. Findings show non-transactional fan engagement dimensions explain 51% (Study 1) and 60% (Study 2) of merchandise purchase intentions and consumption is driven by fan engagement dimensions related to the individual fan, rather than those dimensions that are influenced by others. This article contributes to the sports marketing literature by providing specific insights on the relationship between non-transactional fan engagement dimensions and merchandise consumption intentions. Thus, the findings have important implications for sport marketers as merchandise represents a crucial revenue stream of sport organizations.

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非交易性粉丝参与对商品消费的影响

本研究的目的是检验粉丝参与度对商品购买意愿的影响。我们借鉴了现有的粉丝参与文献，将非交易粉丝参与及其对商品购买的影响作为一个单一的交易粉丝参与维度。数据收集自206名季票持有者（研究1）和520名职业运动队球迷（研究2），并使用结构方程模型进行分析。研究结果显示，非交易性粉丝参与维度解释了51%（研究1）和60%（研究2）的商品购买意愿，消费是由与单个粉丝相关的粉丝参与维度驱动的，而不是受他人影响的维度。本文通过对非交易性球迷参与维度与商品消费意向之间的关系提供具体见解，为体育营销文献做出了贡献。因此，这些发现对体育营销人员具有重要意义，因为商品代表了体育组织的重要收入来源。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Sport Marketing Quarterly Multiple-

自引率

13.30%

发文量

期刊介绍： Sport Marketing Quarterly (SMQ) is published quarterly (March, June, September, December) and serves as an outlet for the dissemination of sport marketing information for both practicing professionals and academicians. These two important constituencies now have an opportunity to develop a relationship that is intended to be mutually beneficial. For practitioners, the SMQ provides a vehicle to share marketing successes with peers. For academicians, the SMQ provides a forum for sharing research.