Fan Engagement Behavior: Validation of a Theory-Based Scale

Masayuki Yoshida; Rui Biscaia; Sebastian  Uhrich; Brian S. Gordon; Marcel  Huettermann; Makoto  Nakazawa

doi:10.1123/jsm.2023-0075

Fan Engagement Behavior: Validation of a Theory-Based Scale

Masayuki Yoshida, Rui Biscaia, Sebastian Uhrich, Brian S. Gordon, Marcel Huettermann, Makoto Nakazawa

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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	https://doi.org/10.1123/jsm.2023-0075
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

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 3 Good Health and Well-being

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

10.1123/jsm.2023-0075

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.
Accepted author manuscript, 681 KB

Cite this

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AU - Nakazawa, Makoto

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Fan Engagement Behavior: Validation of a Theory-Based Scale

Abstract

Funding

UN SDGs

Keywords

ASJC Scopus subject areas

Access to Document

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