The current research tests the effect of the psychological connection between sport fans and their favorite team. The results indicate that both the degree of identification and the perceived performance of the team affect the consumption behavior of the fans in the case of consumption of all goods and services. The degree of identification weakens the relationship between the team's performance and the predicted amount of money that the fans will spend in the coming season. The findings indicate that the development of identification and the connection among potential fans will have a significant benefit for managers.

中文翻译：

---

运动队认同及其表现对球迷购买球队产品意愿的影响

目前的研究测试了体育迷和他们最喜欢的球队之间的心理联系的影响。结果表明，在消费所有商品和服务的情况下，球队的认同程度和感知表现都会影响球迷的消费行为。认同度削弱了球队的表现与球迷在下个赛季将花费的预测金额之间的关系。研究结果表明，潜在粉丝之间的识别和联系的发展将对经理人产生重大影响。