Abstract
With respect to the decision-making processes of consumers of major sports, Yoshida (2011) reports that there is a research group linking customer loyalty to customer satisfaction and one linking customer loyalty to social identity, and suggests using a theoretical model to integrate both research groups. Although constructing a model that simultaneously examines these relationships is important both for academic and practical reasons, no empirical research has been undertaken. Therefore, the objective of this study was to utilize data in order to verify the basic structure of the model proposed by Yoshida. Specifically, data on the spectators of the V. Premier League was used to analyze the relationship between team identity, game satisfaction, and behavioral intention. As a result of this analysis, the model was verified. Furthermore, the positive impact of team identity and game satisfaction on behavioral intention, and the positive correlation between team identity and game satisfaction was confirmed.
