The purpose of the current study was to examine (a) the mediating effect of negotiation on the relationship between fans’ motivations and constraints to consume sport and to (b) investigate the moderating role of team identification in a sport consumption model of motivation, constraints, and negotiation. Using two datasets from various college athletics stakeholders (i.e., students, alumni, and non-college associated fans) at a large university in the southeastern United States. Our analyses using structural equation modeling show that negotiation mediates the relationship between motivation and sport consumption for both die-hard and fair-weather fans. We also find that negotiation mediates the relationship between constraints and sport consumption with the effect being significant for fair-weather fans only. Our study sheds light on sport consumption as it relates to fans’ motivation to negotiate constraints in order to consume sport. Specifically, we extend current understanding on how different fans negotiate constraints to consume sport. Marketers can use our findings to design campaigns that focus on providing different fans with a variety of incentives to consume sport.

中文翻译：

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团队识别和谈判：约束、动机和体育消费的中介调节模型

本研究的目的是检验 (a) 谈判对球迷消费体育的动机和约束之间关系的中介作用，以及 (b) 研究团队认同在动机、约束的体育消费模型中的调节作用，和谈判。使用来自美国东南部一所大型大学的各种大学体育利益相关者（即学生、校友和非大学相关粉丝）的两个数据集。我们使用结构方程模型的分析表明，对于铁杆球迷和天气好的球迷来说，谈判在动机和体育消费之间起到了中介作用。我们还发现，谈判在约束和体育消费之间的关系中起到了中介作用，仅对天气晴朗的球迷来说效果显着。我们的研究揭示了体育消费，因为它与球迷为了消费体育而协商约束的动机有关。具体来说，我们扩展了当前对不同球迷如何协商限制以消费运动的理解。营销人员可以利用我们的研究结果来设计活动，重点为不同的粉丝提供各种消费运动的激励措施。