As the sport industry becomes progressively competitive, most professional teams focus on ways to develop a long-term relationship with fans. One such strategy is sport marketing intended to enhance relationship quality between fans and teams, which may be related to high sport consumption. Accordingly, in this study the authors developed a model that explains the antecedents and outcomes of relationship quality initiatives in the context of professional sport. To this end, a sport fan motivation framework and a relationship quality model were used to explain fan behaviors within a professional volleyball league. Results showed that sport fan motives significantly affect relationship quality and behavioral intention regarding sport consumption, with emotional motivation exerting a considerable association. The study also demonstrated that relationship quality mediates the association between emotional motives and behavior intentions. The current research extends the sport management literature by empirically investigating the effects of emotionally driven sport motive on relationship quality and desired relational outcomes.

随着体育行业的竞争日趋激烈，大多数专业团队都致力于与球迷建立长期关系的方式。一种这样的策略是体育营销，旨在提高球迷和球队之间的关系质量，这可能与高体育消费有关。因此，在这项研究中，作者开发了一个模型，该模型解释了职业运动背景下关系质量举措的前因和结果。为此，体育迷的动机框架和关系质量模型用于解释职业排球联赛中的球迷行为。结果表明，体育迷的动机显着影响与体育消费有关的关系质量和行为意图，而情绪动机则具有很大的关联性。该研究还表明，关系质量可以介导情绪动机与行为意图之间的关联。当前的研究通过实证研究情感驱动的运动动机对关系质量和期望的关系结果的影响，扩展了运动管理的文献。