TY - JOUR
T1 - Influence of sports fan ethnocentrism on identification and media consumption intention
T2 - a preliminary investigation with Taiwanese baseball fans
AU - Chiu, Weisheng
AU - Won, Doyeon
N1 - Publisher Copyright:
© 2020 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2021
Y1 - 2021
N2 - Media consumption is one of the essential sport fan behaviours. While the level of sport fans’ ethnocentrism can play a critical role in their attitude and intention towards the globalised sport contents, little is known about the linkage of sports fan ethnocentrism (SFE) to identification and media consumption. Thus, the current study aimed to investigate the relationships between SFE, identification (with the player and the team), and media consumption intention. Data from 447 Taiwanese baseball fans were analysed primarily using structural equation modelling technique. The results showed that SFE had an indirect influence on media consumption through player identification (the fan-player level). Moreover, SFE also had an indirect influence on team identification via player identification. The findings of the current study contribute to the cumulative knowledge of SFE regarding the mechanism of how it influences identification in different levels and sports fans’ media consumption intention.
AB - Media consumption is one of the essential sport fan behaviours. While the level of sport fans’ ethnocentrism can play a critical role in their attitude and intention towards the globalised sport contents, little is known about the linkage of sports fan ethnocentrism (SFE) to identification and media consumption. Thus, the current study aimed to investigate the relationships between SFE, identification (with the player and the team), and media consumption intention. Data from 447 Taiwanese baseball fans were analysed primarily using structural equation modelling technique. The results showed that SFE had an indirect influence on media consumption through player identification (the fan-player level). Moreover, SFE also had an indirect influence on team identification via player identification. The findings of the current study contribute to the cumulative knowledge of SFE regarding the mechanism of how it influences identification in different levels and sports fans’ media consumption intention.
KW - Ethnocentrism
KW - media consumption
KW - player identification
KW - sport media consumer
KW - sports fan ethnocentrism
KW - team identification
UR - http://www.scopus.com/inward/record.url?scp=85087038865&partnerID=8YFLogxK
U2 - 10.1080/17430437.2020.1772232
DO - 10.1080/17430437.2020.1772232
M3 - Article
AN - SCOPUS:85087038865
SN - 1743-0437
VL - 25
SP - 23
EP - 41
JO - Sport in Society
JF - Sport in Society
IS - 1
ER -