Abstract

Fans’ consumption intentions towards their favourite teams’ products and services are essential outcome variables for sport federations and clubs. However, the factors that could affect these outcomes are not yet clear. This study analyzes how the fandom level and the innovativeness’s perceived organizational legitimacy impact their fans’ consumption intentions. Data was collected in Costa Rica by using a structured questionnaire. The results show that consumption intentions behaviour are partially mediated by the innovativeness perceived organizational legitimacy. Moreover, the multimedia consumption intention is moderated by normative interpersonal influence. Specifically, fans use the National Football team as a tool for their self-identity; while judgements made towards the National Football Federation’s innovation’ capacity to open new markets, regulate their consumption intentions. Hence, federations should create innovative legitimacy policies to ensure fans’ consumption intentions. These findings contribute to Social Identity and Social Judgement Theories showing how they are intertwined in a sport context.

摘要

球迷对他们最喜欢的球队产品和服务的消费意愿是体育联合会和俱乐部的重要结果变量。然而，可能影响这些结果的因素尚不清楚。本研究分析了粉丝水平和创新性感知的组织合法性如何影响粉丝的消费意愿。通过使用结构化问卷在哥斯达黎加收集数据。结果表明，创新性感知组织合法性在一定程度上介导了消费意愿行为。此外，规范的人际影响调节了多媒体消费意愿。具体来说，球迷将国家足球队作为他们自我认同的工具；在判断足协创新能力开拓新市场的同时，规范其消费意愿。因此，联合会应制定创新的合法性政策，以确保球迷的消费意愿。这些发现有助于社会认同和社会判断理论，展示它们如何在体育环境中相互交织。