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...Read more
