Effects of Relative Size and Homogeneity of Sports Fan Community on Potential Fans' Support Intentions
- Authors
- Asada, A[Asada, Akira]; Ko, YJ[Ko, Yong Jae]; Jang, W[Jang, Wonseok (Eric)]
- Issue Date
- Mar-2020
- Publisher
- HUMAN KINETICS PUBL INC
- Keywords
- brand community; group perception; self-categorization; social influence; socialization
- Citation
- JOURNAL OF SPORT MANAGEMENT, v.34, no.2, pp.103 - 119
- Indexed
- SCIE
SSCI
SCOPUS
- Journal Title
- JOURNAL OF SPORT MANAGEMENT
- Volume
- 34
- Number
- 2
- Start Page
- 103
- End Page
- 119
- URI
- https://scholarworks.bwise.kr/skku/handle/2021.sw.skku/5512
- DOI
- 10.1123/jsm.2019-0055
- ISSN
- 0888-4773
- Abstract
- The purpose of the current study was to examine how two key characteristics of sports fan communities-relative size and homogeneity (behavioral similarity among fans)-influence potential fans' perceptions and intentions to support the team. Study 1 showed that relative size and homogeneity created a two-way interaction effect on potential fans' support intentions, such that the low-homogeneity fan community resulted in greater support intentions in the minority condition, whereas the high-homogeneity fan community resulted in greater support intentions in the majority condition. Study 2 revealed a boundary condition of this interaction effect: The interaction effect disappeared when potential fans had extremely low levels of involvement with watching the sport. Study 3 showed that potential fans' perceptions regarding similarity to fans and social pressure mediated the effect of relative size on their support intentions.
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- Appears in
Collections - Sport Science > Department of Sport Science > 1. Journal Articles
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