【研究發展處訊】

體育室吳宇泰助理教授發表期刊論文

NBA Fan Behavior: The Effects of Personality on NBA Fandom and Stickiness in Purchasing Related Products

作者：Wu, YT; Wu, YF; Cheng, CF; Chen, MY

SPORT MARKETING QUARTERLY (SSCI)

卷：31 期：2

頁碼：157-167

DOI：10.32731/SMQ.312.0622.06

出版日期：JUN 2022

Abstract

Understanding sport fans is an important key to initiating and sustaining behavior, which is a central topic in psychology and marketing. There is multidimensional experience in sport fans, giving a mixture of consistently altering and overlapping thoughts, feelings, and behavior. Thus, the purpose of the research was to understand the correlation of neuroticism, extraversion personality, sport fandom, impulsive buying behavior, and stickiness. In the study, 280 valid questionnaires were obtained online from fans in an NBA group in Taiwan using structural equation modeling with confirmatory factor analysis. The results implied that people who have less neuroticism and higher extraversion are more likely to attend events and have higher acceptance of brands and products. Fandom increased stickiness for brands when individuals develop positive attitudes and an overall attachment to the products and services. Therefore, sport organizations should take advantage of these opportunities to market their products and brands at events.

Keywords:

fandom, neuroticism, extraversion, impulsive buying behavior, stickiness

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【文圖/研究事務組謝明秀專員】