Yu-Tai Wu
Yu-Feng Wu
Chih-Fu Cheng
and Mei-Yen Chen

Understanding sport fans is an important key to initiating and sustaining behavior, which is a central topic in psychology and marketing. Th ere is multidimensional experience in sport fans, giving a mixture of consistently altering and overlapping thoughts, feelings, and behavior. Th us, the purpose of the research was to understand the correlation of neuroticism, extraversion personality, sport fandom, impulsive buying behavior, and stickiness. In the study, 280 valid questionnaires were obtained online from fans in an NBA group in Taiwan using structural equation modeling with confi...Read more