How multiple identities shape behavioral intention : place and team identification on spectator attendance

Purpose: The purpose of this study was to investigate the complexity of how spectators' multiple identities influence their behavioral intention. Specifically, the authors examined the effects of spectators' place identification, team identification and an interaction effect on attendance intention using social identity complexity framework. Design/methodology/approach: Data were collected from spectators attending professional baseball games in South Korea. While 550 questionnaires were returned, 475 (86.36%) were used in the analysis after excluding incomplete responses. The research model was tested using latent moderated structural equations modeling. Findings: Results indicated place identification only influenced attendance intentions through an interaction effect, while team identity directly affects attendance intention. Highly identified sport consumers intended to attend future games regardless of place identification, while the sense of love for the team's home region motivated low-identified sport consumers more to attend future games. Originality/value: The findings of this research led to understanding the relationships between multiple identities and behavioral intention and provided the spectator sport industry with valuable strategies to manage their sport consumers.