Chen-Yueh Chen *, Yi-Hsiu Lin **, Yen-Kuang Lin ***, Chen-Yin Lee **** and Min-Chieh Chuang *****
(*) Doctoral Program of Transnational Sport Management and Innovation, National Taiwan Sport University, Guishan, Taoyuan, Taiwan
(**) Master Program of Sport Facility Management and Health Promotion, National Taiwan University, Taipei, Taiwan
(***) Graduate Institute of Athletics and Coaching Science, National Taiwan Sport University, Guishan, Taoyuan, Taiwan
(****) Center of Teacher Education, Fu Jen Catholic University, New Taipei City, Taiwan
(*****) Department of Business Administration, Tunghai University, Taichung, Taiwan
Chen, C., Lin, Y., Lin, Y., Lee, C., Chuang, M. (2023). Asset Specificity Perspective: An Alternative Explanation of Sports Fans’ Loyalty and Behavioral Intention. International Journal of Sport Psychology, 54(4), 334-347. doi:10.7352/IJSP.2023.54.334
Background: Sport fans’ loyalty to professional teams has been extensively examined from the perspective of social psychology. This study, however, used transaction cost theory to investigate sports fans’ loyalty to sports teams by using an alternative construct-asset specificity-and explored the relationship among asset specificity, attitudinal loyalty to sports franchises, and behavioral intention. Methods: Through convenience sampling, 380 spectators were recruited at a basketball game played by the Fubon Braves, a team in the professional Plus League in Taiwan. Results: The results revealed that sports fans’ asset specificity positively predicted their attitudinal loyalty, intention to attend sporting events, and intention to use media to follow their team. However, asset specificity did not significantly predict intention to purchase licensed merchandise. Additionally, attitudinal loyalty positively predicted fans’ intention to attend sporting events, intention to purchase licensed merchandise, and intention to use media to follow the team. The findings make theoretical contributions to the sports management literature by providing alternative explanations for sports fans’ attitudinal loyalty and behavioral intentions.