The purpose of this research is to examine the impact of fan engagement on merchandise purchase intentions. We draw on existing fan engagement literature and focus on non-transactional fan engagement and its effects on merchandise purchasing as a single transactional fan engagement dimension. Data were collected from 206 season ticket holders (Study 1) and 520 fans of professional sports teams (Study 2) and analyzed using structural equation modeling. Findings show non-transactional fan engagement dimensions explain 51% (Study 1) and 60% (Study 2) of merchandise purchase intentions and consumption is driven by fan engagement dimensions related to the individual fan, rather than those dimensions that are influenced by others. This article contributes to the sports marketing literature by providing specific insights on the relationship between non-transactional fan engagement dimensions and merchandise consumption intentions. Thus, the findings have important implications for sport marketers as merchandise represents a crucial revenue stream of sport organizations.

中文翻译：

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非交易性粉丝参与对商品消费的影响

本研究的目的是检验粉丝参与度对商品购买意愿的影响。我们利用现有的粉丝参与文献，关注非交易粉丝参与及其对商品购买的影响，将其作为单一交易粉丝参与维度。从 206 名季票持有者（研究 1）和 520 名专业运动队的球迷（研究 2）中收集数据，并使用结构方程模型进行分析。调查结果显示，非交易性粉丝参与维度解释了 51%（研究 1）和 60%（研究 2）的商品购买意图和消费是由与个人粉丝相关的粉丝参与维度驱动的，而不是受其他人影响的维度。本文通过提供关于非交易性球迷参与维度与商品消费意图之间关系的具体见解，为体育营销文献做出贡献。因此，这些发现对体育营销人员具有重要意义，因为商品代表了体育组织的重要收入来源。