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The Influence of Professional Baseball Fan`s Team Identification and Team Loyalty on Purchase Intention of Parent Company Products
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  • Journal title : Journal of Digital Convergence
  • Volume 14, Issue 1,  2016, pp.445-452
  • Publisher : The Society of Digital Policy and Management
  • DOI : 10.14400/JDC.2016.14.1.445
 Title & Authors
The Influence of Professional Baseball Fan`s Team Identification and Team Loyalty on Purchase Intention of Parent Company Products
Song, Hong-Rak; Ryu, Won-Yong;
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 Abstract
The purpose of this study was empirically to reveal how professional baseball fan`s team identification and team loyalty influence on purchase intention of parent company products. For the research, a survey was conducted by 278 subjects selected from fans of Samsung Lions and LG Twins among professional baseball teams which were owned by representative electronics manufacturers. The results were as follows: First, team identification of the professional baseball fan had positive corelation with purchase intention of parent products. Second, team loyalty of the professional baseball fan had positive corelation with purchase intention of parent company products. Third, team loyalty had effective to mediate between team identification and purchase intention of parent company products. The result of studies showed that team identification was a major factor(variable) which had a positive influence on purchase intention of parent company products, and it also verified that team loyalty had mediating effects on these.
 Keywords
professional baseball fan;team identification;team loyalty;parent company products;purchase intention;
 Language
Korean
 Cited by
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