Dimensions of Sense of Membership in a Sport Fan Community: Factors, Outcomes, and Social Capital Implications

Abstract

Through developing the Sport Fan Sense of Community (SFSC) scale, this study examined the factors that would constitute a sense of membership in a sport fan community, the impact of these factors on behavioral and psychological outcomes of membership, and their influence on the creation and maintenance of social capital through membership in the sport fan community. Sport fans ( N = 525) were surveyed and data were analyzed through a two-step confirmatory factor analysis and subsequent structural equation model analyses. A total of 17 items under five key factors were resulted for the SFSC scale, including Collective Unity, Positivity, Inclusivity, Social Opportunities, and Knowledgeable Members. These factors significantly ( p < .05) contributed to the psychological outcomes related to cognitive and affective benefits, as well as behavioral outcomes of increased game attendance, merchandise sales, and positive word of mouth. An individual’s sense of membership in the fan community also contributed to his/her bridging and bonding of social capital. This study built on previous conceptualizations of sport fan communities and developed the SFSC scale to delineate, specify, and measure one’s sense of membership in a fan community. The findings help further the theoretical understanding of sport fan communities and also provide evidence for sport organizations to identify operational areas in which they can communicate with consumers in order to create, channel, and sustain stronger communities.