Academic journal article Research Quarterly for Exercise and Sport

Does Event Quality Enhance Team Identification?

Academic journal article Research Quarterly for Exercise and Sport

Does Event Quality Enhance Team Identification?

Article excerpt

Due to significant impact of team identification on sport consumption behaviors, identifying variables enhancing spectators' team identification would be beneficial to practitioners working in the interscholastic sector, where limited funding sources are available (Clark, 2009). However, few researchers have empirically investigated to identify determinants of team identification (Fink, Trail, &Anderson, 2002). Researchers have asserted that utilitarian motives such as tangible attributes of event quality were found to enhance spectators' psychology tendencies (e.g., team identification). Thus, the purpose of this study was to examine to what extent event quality variables explain team identification for spectators of high school football games. Research participants were adult spectators (N= 409) from three high school football games. To measure event quality, the Event Quality Scale in High School Football was used, which consisted of six factors: game attractiveness, event setting, economic consideration, social opportunity, exciting atmosphere, and enjoyment experience (Byon, Ziemnik, Lam, & Zhang, 2010). …

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