Sports consumption behaviors of football fans: the relationship between social identity, team loyalty and behavioral intention toward consumption

Abstract

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.