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

研究成果: 書貢獻/報告類型會議貢獻

摘要

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.

原文英語
主出版物標題Proceedings of the 2019 International Conference on Industrial Engineering and Systems Management, IESM 2019
編輯Feifeng Zheng, Feng Chu, Ming Liu
發行者Institute of Electrical and Electronics Engineers Inc.
ISBN(電子)9781728115665
DOIs
出版狀態已發佈 - 2019 九月
事件2019 International Conference on Industrial Engineering and Systems Management, IESM 2019 - Shanghai, 中国
持續時間: 2019 九月 252019 九月 27

出版系列

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

會議

會議2019 International Conference on Industrial Engineering and Systems Management, IESM 2019
國家中国
城市Shanghai
期間19/9/2519/9/27

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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  • 引用此

    Wang, F. J., Cheng, C. F., Lu, Y. C., & Du, J. (2019). An examination of self-categorization of sports consumer behaviors: The mediating role of Taiwanese basketball fans. 於 F. Zheng, F. Chu, & M. Liu (編輯), Proceedings of the 2019 International Conference on Industrial Engineering and Systems Management, IESM 2019 [8948105] (Proceedings of the 2019 International Conference on Industrial Engineering and Systems Management, IESM 2019). Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/IESM45758.2019.8948105