Predicting Fan Behavior Through Egocentric Network Analysis: Examining Season-Ticket Holder Renewal

in Journal of Sport Management
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The purpose of this study is to utilize egocentric network analysis to predict repurchase behaviors for college football season-ticket holders. Using a research approach grounded in network theory, we included the relational and behavioral characteristics of sport fans in a binomial regression model to predict renewal decisions among college football season-ticket holders. More specifically, we developed a model that incorporates the egocentric network variables, past behavior, and behavioral intentions to empirically test which consumer characteristics predict future behavior. Building on previous research emphasizing the role of socializing agents and social connections in sport fan consumption, through the use of egocentric network analysis, we examined the effects of social structure and social context on repurchasing decisions. Moreover, the present study is positioned within the larger discourse on season-ticket holders, as we aimed to add a network theory perspective to the existing research on season-ticket holder churn and renewal.

Katz and Melton are with the Mark H. McCormack Department of Sport Management, Isenberg School of Management, University of Massachusetts, Amherst, MA. Heere is with the G. Brint Ryan College of Business, University of North Texas, Denton, TX.

Katz (mkatz@isenberg.umass.edu) is the corresponding author.
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