Abstract
In this research, we conducted two studies to validate a multidimensional scale of fan engagement behavior. In Study 1, we generated survey items through a systematic review of the relevant literature, collected data from fans of professional baseball (n = 319) and soccer (n = 301), and provided evidence for the construct and concurrent validity of the scale composed of six dimensions. In Study 2, we reassessed construct validity in professional baseball (n = 582) and found that fan engagement behavior was represented by the proposed six dimensions with a final list of 21 items. Further, our predictive analysis throughout a season showed that fan engagement behavior fully mediated the relationship between predictor (team identification and awareness of fan engagement initiatives) and outcome variables (media viewing frequency, attendance frequency, and flourishing). The developed scale advances our understanding of fans’ voluntary actions that are culturally embedded in spectator sport.
| Original language | English |
|---|---|
| Pages (from-to) | 133-150 |
| Number of pages | 18 |
| Journal | Journal of Sport Management |
| Volume | 38 |
| Issue number | 2 |
| Early online date | 29 Dec 2023 |
| DOIs | |
| Publication status | Published - 31 Mar 2024 |
Funding
This research was supported by a grant (20K11371) from the Japan Society for the Promotion of Science.
| Funders | Funder number |
|---|---|
| Japan Society for the Promotion of Science |
Keywords
- customer engagement
- customer engagement behavior
- scale development
- spectator sport
ASJC Scopus subject areas
- Physical Therapy, Sports Therapy and Rehabilitation
- General Decision Sciences
- Organizational Behavior and Human Resource Management
- Orthopedics and Sports Medicine
Access to Document
- Fan Engagement Behavior
Accepted author manuscript version reprinted, by permission, from Journal of Sport Management, 2023, https://doi.org/10.1123/jsm.2023-0075. © Human Kinetics, Inc.