Effects of relative size and homogeneity of sports fan community on potential fans' support intentions

Akira Asada, Yong Jae Ko, Wonseok Eric Jang

Research output: Contribution to journalArticlepeer-review

3 Scopus citations

Abstract

The purpose of the current studywas to examine howtwo 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.

Original languageEnglish
Pages (from-to)103-119
Number of pages17
JournalJournal of Sport Management
Volume34
Issue number2
DOIs
StatePublished - Mar 1 2020

Keywords

  • Brand community
  • Group perception
  • Self-categorization
  • Social influence
  • Socialization

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