ABSTRACT

We conducted an experiment (N = 151) and survey (N = 301) in which potential fans of a sports team received a recommendation about the team’s game from either the team’s fan or nonfan. The results of analysis of variance and mediation analysis suggest that potential fans perceive existing fans to be highly representative of a community’s residents if the team is supported by the majority of the residents. Additionally, the potential fans are more likely to watch the recommended game if they believe the recommender is a highly prototypical resident and if they are strongly identified with the community. Our results revealed specific situations (i.e., when the team is supported by the majority of community residents and the recipient is highly identified with the community) and a psychological mechanism (i.e., increasing the recommender’s resident prototypicality) by which existing fans exert greater influence on the consumption intentions of potential fans.

摘要

我们进行了一项实验 ( N = 151) 和调查 ( N= 301) 其中运动队的潜在粉丝从球队的球迷或非球迷那里收到了关于球队比赛的推荐。方差分析和中介分析的结果表明，如果球队得到大多数居民的支持，潜在球迷会认为现有球迷能高度代表社区居民。此外，如果潜在粉丝认为推荐者是高度典型的居民并且他们对社区有强烈的认同感，则他们更有可能观看推荐的游戏。我们的结果揭示了特定情况（即，当团队得到大多数社区居民的支持并且接受者对社区高度认同时）和心理机制（即，