Abstract
This study aimed to examine the structural relationships among fan community markers (that consist of shared consciousness, rituals and traditions, collective intelligence, and reciprocal altruism), fan community identification, team identification, and WOM intentions. To achieve this aim, structural equation modeling was conducted with samples from supporters of Korean football clubs(n=365). The results of this study are as follows. First, fan community markers had positive effects on fan community identification, team identification, and both fan community-related and team-related WOM intentions. Second, fan community identification had a positive effect on fan community-related WOM intention, while team identification had a positive effect on team-related WOM intention. Third, fan community identification partially mediated the relationship between fan community markers and fan community-related WOM intention, whereas team identification partially mediated the relationship between fan community markers and team-related WOM intention. The findings provide sport marketers with a deeper understanding of how to build fan community markers that foster fan community members’ approach behaviors.
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