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The 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.

Research 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.

The 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.

The 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.

By 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.

The 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.

This 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.

This study examines the relationship between spectator motivation and sports consumption behaviours in the context of an adaptive sport. Respondents were spectators from five matches held in the Midwest United States involving registered United States Quad Rugby Association teams. The Motivation Scale for Sport Consumption (MSSC; Trail & James, 2001) was adapted to measure spectator motivation and predict repatronage intentions and online media consumption among wheelchair rugby spectators. Results indicated that two spectator motivation factors, physical skill and knowledge, were related to repatronage intentions. In addition, knowledge and vicarious achievement were found to be related to online media consumption.

Despite the remarkable economic power and rapid growth of the Asian population in the USA, relatively little attention has been paid to this group in the sport management literature compared to African-Americans and Hispanics. In addition, sport management scholars have paid limited attention to two important cultural factors: ethnic identity and acculturation. The paper aims to discuss this issue.

This study attempted to examine a comprehensive sport consumption model for Asians by testing theoretical relationships between these two cultural factors (ethnic identity and acculturation), fan identification, and sport consumption behavior.

The structural equation modeling results indicated that ethnic identity indirectly affected consumption of sport products reflecting attributes of a native country, e.g. ethnic player popular sports in a native country through identification with the sport products. In contrast acculturation indirectly affected consumption of sport products reflecting attributes of a host country, e.g. popular sports in a host country.

The results of this study provide implications on how sport marketers should effectively design sport products based on the Asians’ levels of acculturation and ethnic identity.

The purpose of this study was to examine the millennial fans decision-making process in connection with various sport consumption behaviors (i.e. game attendance, TV viewing, participation in online activities, and participation in social media activities) using a modified model of goal-directed behavior (i.e. Sport Fan MGB).

We collected data using Amazon Mechanical Turk (N = 222) to test the hypothesized model. Confirmatory factor analysis (CFA) was used to examine the psychometric properties of the measurement model, and structural equation modeling (SEM) was employed to test the hypotheses.

Sport Fan MGB was found have good psychometric properties. In addition, the findings indicate that the Sport Fan MGB explained various millennial fan behaviors (i.e., event attendance, TV viewing, online activity participation, and social media activity participation).

This paper examined the validity of the Sport Fan MGB and improved the predictability of the millennial fans' sport consumption behavior decision-making process.

This study examines the effect of four acculturation strategies (integration, assimilation, separation and marginalisation) on identification with and consumption of American football for the Asian population in the United States. Using Berry's (1990, 1997) bi-dimensional model of acculturation as a theoretical framework, significant differences (based on the four acculturation strategies) between football identification and consumption were found. In addition, this study examines the relationships between acculturation, ethnic identity, identification with, and consumption of, the sport among the Asian population. The results indicate that acculturation plays a significant role in explaining participants' identification with, and consumption of, the sport, whereas ethnic identity does not.

In sports consumer behaviour literature only a small amount of variance in attendance is explained by motives. One possible explanation for this is the existence of a third factor which moderates this relationship between the motives and attendance. Individuals who strongly identify with a sports team demonstrate distinctly different behavioural patterns from weakly identified individuals. Identification may, therefore, serve as a moderator. Accordingly, two hypotheses are generated: (a) the relationship between motives and attendance intention ranges from weak to moderate; and (b) the overarching construct of Identification (Team Identification) moderates the influence of motives on attendance intention. Participants were 207 United States of America National Collegiate Athletic Association (NCAA) Division IA student-subjects. Instrumentation includes measures of motivation, points of attachment and attendance intention. Through hierarchical Confirmatory Factor Analysis, regression analyses and latent variable scores approach, the results largely support both hypotheses.

The purpose of this paper was (1) to examine the underexplored intersection of sports betting and favorite team loyalty, and (2) to assess differences in gambling behavior among sport bettors by varying levels of team loyalty.

A total of 1,555 National Football League (NFL) bettors and non-betting NFL fans were surveyed to assess media consumption across a mix of team loyalty attitudes and betting behaviors.

Statistically significant differences were found between four types of NFL fans (casual, team loyalty-dominant, betting-dominant and hybrid) as it relates to media consumption in various forms. Most notably, the results suggested symbiosis between the activities.

The symbiosis finding, though preliminary, suggests the activity provides an additional platform for consumers to connect with spectator sport. Furthermore, the act of betting, like participation in fantasy sports, appears to spur consumption of the NFL product generally. The study, however, was limited to NFL fans, did not specify the method for sports betting, nor the intensity of gambling.

Teams should not worry that betting detracts from fan engagement with the team product. Also, leagues and media providers should continue to highlight betting content as participants consume at higher rates than non-participating sports fans.

Team fandom may potentially moderate problem behavior among bettors. The betting results indicate being a loyal team fan lowers one’s gambling spend per month and largest bet compared to non-loyal bettors. However, the hybrid fan showed significantly higher media consumption levels.

Sports fans have more opportunities to interact and engage with their favorite games than ever before. However, consumers have limited amounts of time and money, and this study is one of the first to examine differences in fan interests and behaviors related to sport betting and team loyalty and the resulting viewership and consumption behavior.

This study proposes a conceptual model to comprehensively understand how sports fans perceive and accept smartphones and applications in a sport consumption context by developing a series of propositions. Theoretically based on the Technology Acceptance Model (TAM) and the Sport Website Acceptance Model (SWAM), this study provides fundamental groundwork to better conceptualise sports fans' decision making processes involving the latest technology used to consume sport.

Based on the “S-O-R” and attachment theories, this paper constructs a research model of the platform attribute factors of sports short video live e-commerce on consumers' psychological conditions, and explores how platform attributes affect consumer behavior through consumer attachment.

The study carried out questionnaire survey through the “snowball” method, and a total of 422 valid questionnaires were collected. The paper uses SPSS 26.0 and AMOS 26.0 to adapt the data and model, and adopts the method of structural equation modeling for analysis.

The research results show that the interactivity, identity, personalization and entertainment of live sports e-commerce platforms can actively stimulate consumer attachment, and directly drive their consumption behavior through their attachment.

Examining the platform attributes and system functions of short video live broadcast e-commerce from the perspective of consumer attachment can help sports e-commerce understand consumers' needs and satisfaction with the functions provided by the platform. Through timely optimization and improvement of system functions, the platform will make the connection between consumers and e-commerce closer, thereby increasing consumer stickiness and promoting the vigorous development of sports e-commerce.

This study identified and defined the platform attributes contained in the sports live broadcast e-commerce platform, combined the S-O-R model with the attachment theory, expanded the analytical framework of the S-O-R theory and made contributions to the extension of the attachment theory.

The present study is an initial attempt to assess the impact of motivators and constraints on individual's intention for sport media consumption. The advancement of sport media consumption has been underlined by the academic literature during the past few years. In fact, one of the most conspicuous concerns that experts in the sport industry face nowadays is the fans' preference to stay home and watch sport events. The objective of this research is to determine the impact of motivations and constraints for individuals' sport media consumption intentions.

A quantitative method was used for the purpose of this study, and a sum of 1,704 fulfilled questionnaires were obtained and analyzed by means of SPSS and AMOS

According to the results, internal and external motivators such as attachment to team, achievement, social, drama, role model and promotion observed to have a considerable impact on participants' consumption intention. Moreover, results pointed out a significant impact of structural and intrapersonal constraints on consumption intention.

The aim of the present research was to analyze the link between the constraints of spectator purposes and actual media consumption. In addition, there is an examination of generation-based factors among the spectators within the scope of possible contrasting aspects, a variable which has not been examined in any previous studies until now.