GV466 : The Effect of Team Identification on Behavioral Intentions of Basketball Fans with The Mediating Role of Satisfaction
Thesis > Central Library of Shahrood University > Physical Education > MSc > 2026
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Abstarct: The purpose of the present study was to investigate the effect of team identification on behavioral intentions of basketball fans, with fan satisfaction acting as a mediating variable. This research was a descxriptive-correlational study conducted through a field survey method. The statistical population consisted of all fans of the Al-Hilla basketball team in Iraq. baxsed on Kline’s (2000) guideline, the sample size was determined to be 146 individuals, selected through simple random sampling.
After confirming validity and reliability, the data collection instruments included the Team Identification Scale (Wann & Branscombe, 1993), the Behavioral Intentions Questionnaire (Cronin et al., 2000), and the Fan Satisfaction Questionnaire (He et al., 2010). Data were analyzed using SPSS software and structural equation modeling baxsed on partial least squares (PLS-SEM).
The results revealed that team identity exerts a positive and significant influence on the behavioral intentions of fans of the Al-Hilla basketball team (path coefficient = 0.70, t-value = 3.84). Furthermore, behavioral intentions were found to have a positive and significant impact on fan satisfaction. In addition, fan satisfaction was validated as a mediating variable in the relationship between team identity and behavioral intentions (path coefficient = 0.34, t-value = 4.9).
The findings of the study indicate that team identity among basketball fans significantly influences their behavioral intentions both directly and indirectly through satisfaction. Specifically, the stronger the fans’ sense of belonging and identification with their favorite team, the higher their satisfaction with the team’s performance. This increased satisfaction, in turn, enhances their sustained supportive behaviors and long-term loyalty.
baxsed on these results, it is recommended that sports clubs design engaging team activities, provide opportunities for direct fan interaction, organize special events, ensure adequate facilities, and cultivate a positive and inclusive environment to effectively strengthen team identity and fan satisfaction, thereby promoting positive behavioral intentions and loyalty.
Keywords:
#Fan Satisfaction #Revisit Intention #Behavioral Intentions #Fan Loyalty #Team Identification Keeping place: Central Library of Shahrood University
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