To buy or not to buy, that is the question – the purchase intention affected by baseball team image and fan loyalty under different self-expression conditions

• Main Authors: Chung-Ju, Lee, 李忠儒
• Other Authors: Wen-Chang, Fang
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/njyr53

碩士 === 國立臺北大學 === 企業管理學系 === 102 === According to statistics, the peripheral products sales is one of three major incomes for sport organization. This study attempts to survey fans consumption, setting favorite team as control variable, trying to investigate the relationships between team image, fan loyalty and purchase intention of peripheral products. Otherwise, we separated peripheral products into symbolic dimension and functional dimension, adding self-expression as moderate variable, exploring the purchase intention of different team fans in the high or low self-expression condition. Baseball has always been the most popular sport in Taiwan, the wonderful performance of Chinese team in the international competitions accumulated a large number of baseball fans. Thus, the subject of this study was the fans of Chinese Professional Baseball League. 159 valid questionnaires were collected. Data analysis using descriptive statistics, chi-square test, independent sample t-test, partial least squares and linear regression. The results are as followed: 1. The fans have positive effects on team image and purchase intention. 2. The fans have positive effects on fan loyalty and purchase intention. 3. The purchase intention of different team fans will be different in the high or low self-expression condition. 4. High self-expression fans will choose functional peripheral products rather than symbolic ones, vice versa. Based on the results, team image and fan loyalty would directly affect the purchase intention of peripheral products, sport organizations should focus on improving the team image perceived by fans, and raising fan loyalty. This study provides the marketing strategy for the sport organizations, also helps to develop and sale new products.