Purpose

The purpose of this study was to investigate the complexity of how spectators' multiple identities influence their behavioral intention. Specifically, the authors examined the effects of spectators' place identification, team identification and an interaction effect on attendance intention using social identity complexity framework.

Design/methodology/approach

Data were collected from spectators attending professional baseball games in South Korea. While 550 questionnaires were returned, 475 (86.36%) were used in the analysis after excluding incomplete responses. The research model was tested using latent moderated structural equations modeling.

Findings

Results indicated place identification only influenced attendance intentions through an interaction effect, while team identity directly affects attendance intention. Highly identified sport consumers intended to attend future games regardless of place identification, while the sense of love for the team's home region motivated low-identified sport consumers more to attend future games.

Originality/value

The findings of this research led to understanding the relationships between multiple identities and behavioral intention and provided the spectator sport industry with valuable strategies to manage their sport consumers.

中文翻译：

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多个身份如何塑造行为意图：观众出席时的位置和团队识别

目的

这项研究的目的是调查观众的多重身份如何影响其行为意图的复杂性。具体来说，作者使用社交身份复杂性框架研究了观众的位置识别，团队识别以及互动对出勤意图的影响。

设计/方法/方法

数据是从参加韩国职业棒球比赛的观众那里收集的。虽然退回了550份问卷，但排除了不完整的答复后，有475份（86.36％）用于分析。使用潜在的适度结构方程模型对研究模型进行了测试。

发现

结果表明，地点识别仅通过交互作用影响出席意愿，而团队身份则直接影响出席意愿。知名度高的体育消费者打算参加未来的比赛，而不考虑地点标识，而对团队本国地区的热爱促使低知名度的体育消费者更多地参加未来的比赛。

创意/价值

这项研究的发现有助于理解多种身份与行为意图之间的关系，并为观众体育产业提供了管理其体育消费者的有价值的策略。