Investigating The Relationship Between Satisfaction With Team Merchandise, Use Of Team Merchandise, And Team İdentity With Fans Loyalty And Satisfaction With Attending The Stadium
DOI:
https://doi.org/10.5281/zenodo.19361291Keywords:
Satisfaction with team merchandise,, use of team merchandise,, eam identity, fans' satisfaction with being in the stadiumAbstract
The present study aimed to investigate the relationship between satisfaction with the team's merchandise, use of the team's merchandise, and team identity with fans' loyalty and satisfaction with attending the stadium. The research method is applied in terms of purpose and is based on descriptive-explanatory and correlational data collection, which was conducted by survey method. The data collection tool in the present study is a standard questionnaire. The statistical population of the present study includes all fans of the Urmia Municipality volleyball team in the first half of 2024 who followed volleyball games. For the sample size of the present study, because our statistical population is unknown, the Cochran formula for unknown populations was used (384 people were considered). A questionnaire was used to collect data and measure the model variables. Its reliability was confirmed using Cronbach's alpha coefficient and composite reliability, and its validity was also confirmed using convergent validity (confirmation of factor loadings and values (AVE) and diagnostic validity. Excel and Spss Smart PLS3.2 software were used to analyze the data. Confirmatory factor analysis and path analysis were used to present the model and analyze the hypotheses. Before testing the hypotheses, the research model was fitted with appropriate indicators and its suitability was confirmed. Finally, the results of the research findings showed that satisfaction with the team product has a positive and significant relationship with the use of the team product. Also, the relationship between the use of the team product and team identity is positive and significant. On the other hand, team identity with There is a significant relationship between fan satisfaction and loyalty to attending a game. Finally, fan satisfaction to attending a game has a positive and significant relationship with team loyalty.
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