Kwon Hyungil, Pyun Do Young, Lim Seung Hyun
Department of Physical Education, Chung-Ang University, Seoul, South Korea.
School of Sport, Exercise and Health Sciences, Loughborough University, Loughborough, United Kingdom.
Front Psychol. 2022 May 13;13:869275. doi: 10.3389/fpsyg.2022.869275. eCollection 2022.
The purpose of this study was to conduct a comprehensive literature review and a meta-analysis on team identification, particularly its relation to two outcome variables: intention to attend games and intention to purchase licensed merchandise. Past literature was searched through several electronic databases, including SPORTDiscus, using relevant keywords. Thirteen studies for team identification and intention to attend sport games and nine studies for team identification and intention to purchase licensed merchandise meeting all selection criteria were identified. A random-effect model was used to conduct a meta-analysis. Funnel plot and Egger's test were conducted to test publication bias, followed by fail-safe N to examine the stability of the estimates. The results showed that the total effect size values for the relationships between team identification and intentions to attend games and to purchase licensed merchandise were 0.39 and 0.42, respectively, which indicates a medium-large effect size. The study confirms the predictive power of team identification when it pertains to sport consumption behaviors and provides insights into practical implications in utilizing team identification as a potential driver of promoting consumer behaviors by the way of achieving marketing objectives.
本研究的目的是对团队认同进行全面的文献综述和荟萃分析，特别是其与两个结果变量的关系：观看比赛的意愿和购买授权商品的意愿。通过几个电子数据库，包括SPORTDiscus，使用相关关键词搜索过往文献。确定了13项关于团队认同与观看体育比赛意愿的研究，以及9项关于团队认同与购买授权商品意愿且符合所有选择标准的研究。采用随机效应模型进行荟萃分析。进行漏斗图和埃格检验以检测发表偏倚，随后进行失效安全数检验以检验估计值的稳定性。结果表明，团队认同与观看比赛意愿和购买授权商品意愿之间关系的总效应量值分别为0.39和0.42，这表明效应量为中到大。该研究证实了团队认同在涉及体育消费行为时的预测能力，并为将团队认同作为通过实现营销目标来促进消费者行为的潜在驱动力的实际应用提供了见解。
