Team Identification and Negotiation: A Mediated-Moderation Model of Constraints, Motivation, and Sport Consumption

IF 2 4区管理学 Q3 BUSINESS

Sport Marketing Quarterly Pub Date : 2020-12-01 DOI:10.32731/smq.294.122020.04

K. Byon, C. Salge, T. Baker, Charles W. Jones

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引用次数: 2

Abstract

The purpose of the current study was to examine (a) the mediating effect of negotiation on the relationship between fans’ motivations and constraints to consume sport and to (b) investigate the moderating role of team identification in a sport consumption model of motivation, constraints, and negotiation. Using two datasets from various college athletics stakeholders (i.e., students, alumni, and non-college associated fans) at a large university in the southeastern United States. Our analyses using structural equation modeling show that negotiation mediates the relationship between motivation and sport consumption for both die-hard and fair-weather fans. We also find that negotiation mediates the relationship between constraints and sport consumption with the effect being significant for fair-weather fans only. Our study sheds light on sport consumption as it relates to fans’ motivation to negotiate constraints in order to consume sport. Specifically, we extend current understanding on how different fans negotiate constraints to consume sport. Marketers can use our findings to design campaigns that focus on providing different fans with a variety of incentives to consume sport.

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团队认同与协商：约束、动机和体育消费的中介调节模型

本研究的目的是检验（a）谈判对球迷消费体育的动机和约束之间关系的中介作用，以及（b）调查团队认同在动机、约束和谈判的体育消费模型中的调节作用。使用来自美国东南部一所大型大学的不同大学体育利益相关者（即学生、校友和非大学球迷）的两个数据集。我们使用结构方程模型进行的分析表明，对于铁杆球迷和天气晴朗的球迷来说，谈判调节了动机和体育消费之间的关系。我们还发现，谈判调节了约束和体育消费之间的关系，其效果仅对天气晴朗的球迷显著。我们的研究揭示了体育消费，因为它与球迷为了消费体育而协商约束的动机有关。具体来说，我们扩展了目前对不同球迷如何协商限制来消费体育的理解。营销人员可以利用我们的发现来设计活动，重点为不同的球迷提供各种消费体育的激励措施。

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.