Spectator’s Identification Perceived Athlete-Sponsor Fit and Behavioral Intention

  • 陳 冠廷

Student thesis: Master's Thesis

Abstract

This research analyzes the effects of sport identification athlete identification and sponsor identification as predictors of CPBL spectator behavioral intention while using athlete and sponsor fit as a mediating variable to test the relationship between identification and behavioral intention This research hypothesizes the fit impact of identification on consumer behavioral intention which has a partial mediation effect Purpose: This research aims to clarify that athlete and sponsor fit will mediate the relationship between sport identification athlete identification sponsor identification and consumer behavioral intention Method: This study utilized survey research and purposive sampling to collect the data The collected sample was 492 spectators The statistical technique of structural equation modeling (SEM) was used in the data analysis The analyses were conducted using SPSS 18 0 and LISREL 8 80 to test the hypothesized research model The results showed that first sport identification athlete identification and sponsor identification have direct effects on consumer behavioral intention; second athlete and sponsor fit have direct effects on consumer behavioral intention; third athlete and sponsor fit have partial mediation effects on consumer behavioral intention Suggestions and implications are provided for professional teams and future studies
Date of Award2014 Aug 20
Original languageEnglish
SupervisorShang-Chun Ma (Supervisor)

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