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

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.