Validation of the Sport Fan Model of Goal-Directed Behavior: Comparison to Theory of Reasoned Action, Theory of Planned Behavior, and Model of Goal-Directed Behavior

Abstract

The Sport Fan MGB was developed by incorporating sport fan-specific variables to predict millennial sport fan consumption behaviors. However, the efficacy and usefulness of this Sport Fan MGB remain uncertain in comparison to other well-known behavioral models that include the original Model of Goal-Directed Behavior (MGB), Theory of Reasoned Action (TRA), and Theory of Planned Behavior (TPB). Therefore, the purpose of this study was to further validate the Sport Fan MGB by comparing it to MGB, TPB, and TRA. To examine its relative effectiveness and efficiency, a non-nested model comparison was conducted with AIC and R-square values. The results indicate that the Sport Fan MGB significantly increased variance explained in various sport consumption behaviors over the MGB, TRA, and TPB. Specifically, it added more explanatory power to the desire to engage in each behavior for the millennial sample. Therefore, the usefulness of the Sport Fan MGB in examining millennial sport fan consumption behavior has been empirically demonstrated.

体育爱好者的目标导向行为模式的验证方式：与理性行动理论, 计划行为理论和目标模式的比较

MGB(体育爱好者的目的导向行为模式)的建立方法是通过添加特定于体育爱好者的变量, 来预测千禧一代体育爱好者的行为。然而, 与其它人们所知的的行为模式（包括原始的MGB（目的行为导向模式）、TPB(理性行为理论)和TRA（计划行为理论）相比, 这种体育爱好者的目标导向行为模式的功效和实用性仍然不确定。因此, 本研究的目的是通过与MGB、TPB和TRA三种模式的比较来进一步验证体育爱好者的目标导向行为模式的效用。为了检验其有效性和效率, 我们使用了AIC（赤池信息准则）和方程确定系数值进行了非嵌套模型比较。结果表明, 体育爱好者的目的导向行为模式的差异明显大于原始的目的导向行为模式。 具体而言, 体育爱好者的目的导向行为模式为想参与千禧一代测试样本的各种行为增强了更多的解释力。因此, 可以验证体育爱好者的目的导向行为模式在研究千禧年体育爱好者消费行为方面的实用性。

Keywords:

• Millennial
• sport
• sport marketing
• sport fan
• consumer behavior
• a model of goal-directed behavior

关键词:

• 千禧一代；
• 体育市场；
• 体育爱好者；
• 消费行为；
• 目标导向行为模式

Disclosure Statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Brian H. Yim

Brian H. Yim (Ph.D., University of Georgia, U.S.) is an assistant professor of sport administration in the School of Foundations, Leadership and Administration at Kent State University, Kent Ohio. His overarching research interest lies in customer relationship marketing with a particular focus on sport fan emotions. His work has appeared in such journals as the European Sport Management Quarterly, Sport Marketing Quarterly, International Journal of Sports Marketing & Sponsorship, Social Behavior and Personality: An International Journal, among others.

Kevin K. Byon

Kevin K. Byon (Ph.D., University of Florida, U.S.) is an associate professor in the Sport Management Program at Indiana University. His research interests include sport consumer behavior, sport tourism, services and relationship marketing in sport. He has published over 85 refereed articles that has appeared in such journals as Sport Management Review, European Sport Management Quarterly, Journal of Sport Management, Sport Marketing Quarterly, International Journal of Sports Marketing & Sponsorship, Journal of Global Sport Management among others.