An examination of self-categorization of sports consumer behaviors: The mediating role of Taiwanese basketball fans

Fong Jia Wang, Chih Fu Cheng, Yu Cheng Lu, Juan Du

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Purpose: The purpose of this paper is to explore the self-categorization theory of sports consumer behaviors. This research proposed a conceptual model delineating the social psychology of basketball fans during watching basketball games. Methods: An questionnaire with a convenience sample is designed for surveying fans of Chinese Taipei Basketball team in the FIBA Asia Basketball World Cup qualification. Structural equation modeling, including confirmatory factor analysis (CFA) and path analysis validated and confirmed the relationships between constructs in the model. Findings: Results indicated that Taiwanese fan identification is completely mediated in two factors: team image and supporter loyalty. There is a significantly negative predicting effect of correlation between fan identification and supporter satisfaction. However, the result still had correlation to the cultural difference with countries as research in the past. The factor of fan identification influenced fans' satisfaction towards the team they support. Discussion: The research concluded with suggestions for Taiwanese sports consumers to clarify their self-categorization and interpreted the factor that influenced fans' support to the team. The research also indicated that the variation in sports consumers from different countries and cultures affected fans' satisfaction level of their support. The questionnaire of this research was adopted by cross-sectional study approach. The result only came from a single sports event and therefore, it cannot be applied in other sports field. Longitudinal survey was suggested in the future research for professional basketball games with a view to deeply understanding the process of fans' self-categorization.

Original languageEnglish
Title of host publicationProceedings of the 2019 International Conference on Industrial Engineering and Systems Management, IESM 2019
EditorsFeifeng Zheng, Feng Chu, Ming Liu
PublisherInstitute of Electrical and Electronics Engineers Inc.
ISBN (Electronic)9781728115665
DOIs
Publication statusPublished - 2019 Sep
Event2019 International Conference on Industrial Engineering and Systems Management, IESM 2019 - Shanghai, China
Duration: 2019 Sep 252019 Sep 27

Publication series

NameProceedings of the 2019 International Conference on Industrial Engineering and Systems Management, IESM 2019

Conference

Conference2019 International Conference on Industrial Engineering and Systems Management, IESM 2019
CountryChina
CityShanghai
Period19/9/2519/9/27

Keywords

  • basketball fans
  • identification positively component
  • sports consumer behavior

ASJC Scopus subject areas

  • Strategy and Management
  • Artificial Intelligence
  • Information Systems and Management
  • Management Science and Operations Research
  • Industrial and Manufacturing Engineering

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