Articlehybrid2025

Factors influencing fan token purchase intent in sports fandom

5 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

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Consumer Behavior in Brand Consumption and Identification Technology Adoption and User Behaviour Sports, Gender, and Society

Abstract

Purpose Within the sports industry, fan tokens have appeared as an instrument for fostering fan engagement and empowering them to participate in club-related decision-making processes via voting mechanisms (e.g. voting rights in decisions like the design of the equipment or the bus, and the ability to win rewards such as VIP experiences with the players). Design/methodology/approach Drawing on the technology acceptance model and consumer behaviour theories, a conceptual model was established to analyse the relationship of perceived ease of use, usefulness, and financial value, brand love, brand engagement, trust, social influence and its influence on the intention to purchase fan tokens. This study also analyses the generation of positive electronic word-of-mouth (e-WOM) derived from the intention to purchase fan tokens. To achieve the proposed objective, a quantitative study was conducted, collecting data through an online survey from football fans with an interest in fan tokens. The conceptual model was analysed using partial least squares (PLS) structural equation modelling (SEM). Findings Results show that the financial perceived value was the dimension that most contributed to explaining the purchase intention. It was also found that perceived ease of use, trust in fan tokens and brand engagement positively influence the intention to buy fan tokens. Furthermore, findings demonstrate that purchase intention positively drives e-WOM, highlighting that fans' behavioural intentions extend beyond adoption to active digital advocacy. Originality/value Results offer effective insights for both researchers and sports practitioners, while also presenting an original conceptual model applicable to diverse sports contexts and crypto assets-related research.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 2018When to use and how to report the results of PLS-SEM 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 2012Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 2003Trust and TAM in Online Shopping: An Integrated Model1 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?

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