A Study on the Community Contributions of Professional Sports Team by Analyzing the Relationship between Regional Identity, Sense of Community, and Team Identity

Abstract

PURPOSE This study developed and tested a theoretical research model delineating the relationships between sports consumers’ team identity and their response to regional identity, sense of community, and community contributions.METHODS To achieve the purpose of this study, a total of 1,196 spectators who attended professional baseball games were surveyed. For the data analysis, confirmatory factor analysis, convergent validity, discriminate validity, and composite reliability were performed to confirm the validity and reliability of the scale through AMOS 24.0. Research model and hypothesis testing were conducted using structural equation modeling, which used data from ten different professional baseball team area contexts.RESULTS The results provide empirical evidence of the positive influence of sports consumers’ regional identity and sense of community on team identity toward community contributions in sporting event area contexts.CONCLUSIONS This study confirmed the role of regional identity and sense of community in building professional sports team identities and community contributions.