【摘 要】
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As the growth in the sport fandom format of sports consumers in China continues to emerge as an important segment in marketing literature,understanding what drives fan engagement behaviour has recentl
【机 构】
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Shandong University,P.R.China University of Newca
【出 处】
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香港城市大学,中国石油大学,加州大学河滨分校,伊利诺伊大学厄巴纳-香槟分校
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As the growth in the sport fandom format of sports consumers in China continues to emerge as an important segment in marketing literature,understanding what drives fan engagement behaviour has recently been subject to empirical examination.However,the issue of fan engagement variables within the determination of on-going sport-fan behaviour(i.e.loyalty)has yet to be explored between different sports categories in China.Due to the increasing popularity of basketball,this article fills that void by analysing the antecedents of fan loyalty behaviour in terms of fanship for the particular team while the effects of fan engagement on attitudinal loyalty relationships.Using a convenience sample of 126 major sports fan of basketball in China,this study developed a conceptual model based on engagement theory and empirically tested the model using structural equation modelling(SEM).The results of partial least square(PLS)substantiated the conceptual model.Specifically,online fan engagement is found to be stronger antecedents of attitudinal loyalty for basketball fans.On the other hand,fanship and fan engagement has a significant impact on attitudinal loyalty which leads to behavioural loyalty for Chinese basketball fans.Limitations of the study are outlined and implications for both research and managerial practices are discussed.
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