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Examining switching intention in professional sport: a push-pull-mooring perspective

Mikihiro Sato (University of Illinois Urbana-Champaign, Champaign, Illinois, USA)
Tomo Tokuyama (Osaka University of Health and Sport Sciences, Kumatori, Japan)
Shohgo Motoyama (University of Illinois Urbana-Champaign, Champaign, Illinois, USA)
Lance Warwick (University of Illinois Urbana-Champaign, Champaign, Illinois, USA)
Junko Deguchi (Tokaigakuen University, Miyoshi, Japan)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 11 June 2024

Issue publication date: 21 August 2024

194

Abstract

Purpose

Drawing upon a push-pull-mooring model and the literature on behavioral loyalty, this research aims to examine the underlying factors and mechanisms that influence switching intention in the context of professional sport in Japan.

Design/methodology/approach

Using a two-wave survey design (pregame and postgame surveys), we collected data from 367 fans of a professional soccer team in Japan. Our data included three push factors (quality, satisfaction, and perceived value of the current favorite team), a pull factor (alternative team attractiveness), a mooring factor (team identification), and behavioral loyalty and switching intention to the alternative team. We used structural equation modeling to test our hypotheses.

Findings

A mediation analysis revealed that perceived value of an individual’s current favorite team was negatively associated with behavioral loyalty to an alternative team, whereas attractiveness of the alternative team was positively associated with behavioral loyalty, which, in turn, resulted in fans’ switching intention. Latent moderated structural equation modeling further revealed the negative moderating effect of team identification with the current team on the relationship between behavioral loyalty and switching intention.

Originality/value

The findings provide new evidence about the role of behavioral loyalty in understanding sport consumers’ switching intention and highlight the importance of team identification that can foster a sustainable and long-term relationship between fans and their favorite sport teams.

Keywords

Citation

Sato, M., Tokuyama, T., Motoyama, S., Warwick, L. and Deguchi, J. (2024), "Examining switching intention in professional sport: a push-pull-mooring perspective", International Journal of Sports Marketing and Sponsorship, Vol. 25 No. 4, pp. 895-912. https://doi.org/10.1108/IJSMS-12-2023-0245

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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