Identificação com o time, curiosidade específica do torcedor e satisfação do torcedor como antecedentes da intenção de compra dos torcedores de futebol no Brasil
DOI:
https://doi.org/10.5585/2025.27747Palavras-chave:
curiosidade específica do torcedor, identificação do time, satisfação do torcedorResumo
Objetivo: O presente estudo visa determinar como a curiosidade específica do torcedor, a identificação com o time e a satisfação do torcedor influenciam a intenção de compra dos produtos do time e de assistir aos seus jogos.
Metodologia: Os dados foram coletados de uma amostra de 499 entrevistados. A amostra da investigação é constituída maioritariamente por indivíduos jovens, com idade média de 29,7 anos, sendo que 67,2% da amostra tem entre 18 e 30 anos. Como método de análise foi empregada a Modelagem de Equações Estruturais (MEE).
Originalidade: O modelo proposto para estudo nesta pesquisa traz uma contribuição inédita para a academia, principalmente no campo da gestão esportiva, especificamente do marketing esportivo, pois introduz novas relações ainda não exploradas por outros pesquisadores, considerando os construtos analisados.
Principais resultados: A curiosidade dos torcedores desempenha um papel crucial na forma como os torcedores se identificam com o time, influenciando a intenção de comprar produtos do time ou assistir aos jogos. Além disso, a satisfação dos fãs influencia as intenções de compra e de assistir aos jogos. Portanto, existe uma relação clara entre esses construtos em ambos os modelos.
Contribuições teóricas/metodológicas: Esta pesquisa contribuiu para ampliar o conhecimento sobre o comportamento do torcedor de futebol no Brasil, especialmente no que diz respeito ao seu comportamento na intenção de comprar produtos e intenção de assistir aos jogos. Esta pesquisa também examinou diversos tipos de intenções - de compra de produtos e de assistir jogos do time preferido - dos torcedores, conceito não explorado anteriormente em um único estudo com a mesma amostra.
Downloads
Referências
Ajzen, I. (1991). The Theory of Planned Behavior. Organization Behavior and Human Decision Process, 50, 179–211.
Ajzen, I. (2002). Residual Effects of Past on Later Behavior: Habituation and Reasoned Action Perspectives. Personality and Social Psychology Review, 6(2), 107–122. https://doi.org/10.1207/S15327957PSPR0602
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice Hall.
Anderson, J. C., & Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103(3), 411–423. https://doi.org/10.1504/EJIM.2021.114662
Bagozzi, R. P., & Phillips, L. W. (1982). Representing and Testing Organizational Theories: A Holistic Construal. Administrative Science Quarterly, 27(3), 459. https://doi.org/10.2307/2392322
Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing Construct Validity in Organizational Research. Administrative Science Quarterly, 36(3), 421–458. http://www.jstor.org/stable/2393203
Branscombe, N. R., & Wann, D. L. (1993). Sport Fans: Measuring Degree of Identification with their Team. International Journal of Sport Psychology, 24(1), 1–17.
Calero, A. D. V., Ramírez-Hurtado, J. M., Rejón-Guardia, F., & Berbel-Pineda, J. M. (2025). Football fan engagement: sponsorship brand value and consumer purchase intentions. Management Decision. https://doi.org/10.1108/MD-11-2023-2126
Carbonell, P., & Rodriguez Escudero, A. I. (2023). Understanding the effect of boundary spanning activities on team identification in new product development teams. BRQ Business Research Quarterly. https://doi.org/10.1177/23409444231166717
Caro, L. M., & García, J. A. M. (2007). Consumer Satisfaction with a Periodic Reoccurring Sport Event and the Moderating Effect of Motivations. Sport Marketing Quarterly, 16(2), 70–81.
Chen, C. Y., Chou, Y. L., Lin, Y. H., & Lin, Y. K. (2025). Sport fans’ curiosity and impulsive buying: mediation of social media use intensity. Frontiers in Sports and Active Living, 7(February), 1–11. https://doi.org/10.3389/fspor.2025.1519003
Cho, H., Abbasi, G. A., Kang, H. K., & Lee, Y. H. (2024). Exploring Constraints and Sport Experiences: A Case Study of Adult Workers in Singapore. Behavioral Sciences, 14(9). https://doi.org/10.3390/bs14090848
Clarke, E., Geurin, A. N., & Burch, L. M. (2024). Team identification, motives, and behaviour: a comparative analysis of fans of men’s and women’s sport. Managing Sport and Leisure, 29(3), 445–468. https://doi.org/10.1080/23750472.2022.2049455
Clavijo, F. A. R., Drews, R., Denardi, R. A., Travassos, B., & Corrêa, U. C. (2024). Identification of football teams styles of play by cluster analysis. International Journal of Sports Science and Coaching, 19(3), 1019–1034. https://doi.org/10.1177/17479541231186796
Collis, J., & Hussey, R. (2005). Pesquisa em administração: um guia prático para alunos de graduação e pós-graduação (2a). Porto Alegre: Bookman.
Devlin, M. B., Brown, N. A., Billings, A. C., & Bishop, S. (2013). “Ultimate” sponsorship: Fan identity, brand congruence, and the Ultimate Fighting Championship. International Journal of Sport Management and Marketing, 14(1–4), 96–115. https://doi.org/10.1504/IJSMM.2013.060627
Dwyer, B., Slavich, M. A., & Gellock, J. L. (2018). A fan’s search for meaning: Testing the dimensionality of sport fan superstition. Sport Management Review, 21(5), 533–548. https://doi.org/10.1016/j.smr.2017.12.001
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2011). Comportamento do consumidor (9a). 9a ed. São Paulo: Cengage Learning.
Fagundes, A. F. A. (2013). Um modelo dos fatores que influenciam a satisfação dos torcedores na ida aos estádios de futebol no Brasil e sua intenção de retorno. Centro de Pós-Graduação e Pesquisas em Administração. Universidade Federal de Minas Gerais.
Fiqih, S. G. M., Ritonga, H. M., & Lubis, H. (2022). The Influence Of Product Quality, Price And Service Quality On Consumer Satisfaction (Coffeetree Case Study In Medan). International Journal of Economic, Technology and Social Sciences (Injects), 3(2), 199–204. https://doi.org/10.53695/injects.v3i2.740
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50.
Garson, D. (2012). Structural Equation Modeling. Asheboro-North Carolina: Statistical Publishing Associates.
Gastaldo, É. (2009). “O país do futebol” mediatizado: Mídia e Copa do Mundo no Brasil. Sociologias, 22, 353–369. https://doi.org/10.1590/S1517-45222009000200013
Gil, A. C. (2022). Como elaborar projetos de pesquisa (7a). São Paulo, Atlas.
Gough, C. (2023). Total sports market revenue worldwide 2022-2027. Statista. https://www.statista.com/statistics/370560/worldwide-sports-market-revenue/
Grafietti, C. (2023). Relatório Convocados 23 - Finanças, História e Mercado do Futebol Brasileiro.
Greenwell, T. C., Fink, J. S., & Pastore, D. L. (2002). Assessing the Influence of the Physical Sports Facility on Customer Satisfaction within the Context of the Service Experience. Sport Management Review, 5(2), 129–148. https://doi.org/10.1016/S1441-3523(02)70064-8
Grimm, L. G., & Yarnold, P. R. (1995). Reading and Understanding Multivariate Statistics. Washington, D.C.: American Psychological Association. https://doi.org/10.4324/9780429269103-15
Gwinner, K., & Swanson, S. R. (2003). A model of fan identification: Antecedents and sponsorship outcomes. Journal of Services Marketing, 17(3), 275–294. https://doi.org/10.1108/08876040310474828
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (2009). Análise multivariada de dados. Porto Alegre: Bookman.
Hair, J. F., Babin, B., Money, A. H., & Samouel, P. (2005). Fundamentos de métodos de pesquisa em administração (Porto Alegre: Bookman. (ed.)).
Hair Jr., J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). In Sage.
Hirt, E. R., Zillmann, D., Erickson, G. A., & Kennedy, C. (1992). Costs and Benefits of Allegiance: Changes in Fans’ Self-Ascribed Competencies After Team Victory Versus Defeat. Journal of Personality and Social Psychology, 63(5), 724–738. https://doi.org/10.1037/0022-3514.63.5.724
Huang, Q., Chen, J., Li, R., & Liu, J. (2024). Experiencing awe, engaging in extreme sports: Incidental awe as an effective promoter for extreme sports engagement. Journal of Business Research, 170(May 2022), 114330. https://doi.org/10.1016/j.jbusres.2023.114330
Hwang, Y., Fisackerly, W., & Heere, B. (2024). Team Identification in Esports: The Benefits of Localizing an Esports Team. Sport Marketing Quarterly, 33(2), 135–149. https://doi.org/10.32731/smq.2024.a929610
Hyatt, C. G., Sutton, W. A., Foster, W. M., & McConnell, D. (2013). Fan involvement in a professional sport team’s decision making. Sport, Business and Management: An International Journal, 3(3), 189–204. https://doi.org/10.1108/SBM-Aug-2011-0071
James, J., & Trail, G. (2008). The Relationship Between Team Identification and Sport Consumption Intentions. International Journal of Sport Management, 9(4), 427–440. http://search.ebscohost.com/login.aspx?direct=true&AuthType=ip,uid,shib&db=s3h&AN=35133357&site=ehost-live&scope=site
Jang, W., Zhuo, G., Pyun, H., & Lee, G. (2024). Competing With Artificial Intelligence Or Other Fans: Effects of Making Predictions About Game Outcome on Fans’ Perceived Curiosity and Evaluations of Game Consumption. International Journal of Human-Computer Interaction, 41(1), 765–774. https://doi.org/10.1080/10447318.2024.2327178
José, A., & Júnior, R. (2021). Gestão Do Esporte No Brasil E No Mundo: Evolução Histórica, Organizações E Perspectivas. Revista Do Centro De Pesquisa E Formação, 1(13), 179–199.
Kashdan, T. B., Rose, P., & Fincham, F. D. (2004). Curiosity and Exploration: Facilitating Positive Subjective Experiences and Personal Growth Opportunities. Journal of Personality Assessment, 82(3), 291–305. https://doi.org/10.1207/s15327752jpa8203
Kim, S., & Manoli, A. E. (2023). From horizontal to vertical relationships: how online community identification fosters sport fans’ team identification and behavioural intentions. International Journal of Sports Marketing and Sponsorship, 24(1), 1–19. https://doi.org/10.1108/IJSMS-09-2021-0188
Kim, Y. M., & Kim, S. (2009). The relationships between team attributes, team identification and sponsor image. International Journal of Sports Marketing and Sponsorship, 10(3), 215–229. https://doi.org/10.1108/ijsms-10-03-2009-b004
Kline, R. B. (2016). Principles and Practice of Structural Equation Modeling (Fourth Edi, Vol. 1). The Guilford Press. New York. https://doi.org/10.15353/cgjsc.v1i1.3787
Ko, Y. J., Kim, Y. K., Kim, M. K., & Lee, J. H. (2010). The role of involvement and identification on event quality perceptions and satisfaction: A case of US Taekwondo Open. Asia Pacific Journal of Marketing and Logistics, 22(1), 25–39. https://doi.org/10.1108/13555851011013137
Koronios, K., Ntasis, L., Dimitropoulos, P., & Ratten, V. (2022). Not just intentions: predicting actual purchase behavior in sport sponsorship context. Sport, Business and Management: An International Journal, 12(1), 4–28. https://doi.org/10.1108/SBM-03-2021-0034
Kotler, P. (2000). Marketing management, Millenium Edition. New Jersey, Prentice-Hall, Inc.
Kwon, K. B., & Chung, T. (2024). Korean adolescents’ sports apparel consumption: Quality attributes, purchase intention, and online word of mouth. Social Behavior and Personality, 52(7), 1–14. https://doi.org/10.2224/sbp.12820
Lianopoulos, Y., Tsigilis, N., & Theodorakis, N. D. (2024). Further Validation and Empirical Comparison of the Sport Team Identification Scale with the Team Identification Scale in Basketball. North American Journal of Psychology, 26(2), 293–314.
Lin, B., Chen, Y., & Zhang, L. (2022). Research on the factors influencing the repurchase intention on short video platforms: A case of China. PLoS ONE, 17(3 March), 1–14. https://doi.org/10.1371/journal.pone.0265090
Lintumäki, P., & Koll, O. (2023). Sport team identification: a social identity perspective comparing local and distant fans. International Journal of Sports Marketing and Sponsorship, 15202389. https://doi.org/10.1108/IJSMS-08-2022-0158
Litman, J. A., & Spielberger, C. D. (2003). Measuring epistemic curiosity and its diversive and specific components. Journal of Personality Assessment, 80(1), 75–86. https://doi.org/10.1207/S15327752JPA8001_16
Lock, D., & Heere, B. (2017). Identity crisis: a theoretical analysis of ‘team identification’ research. European Sport Management Quarterly, 17(4), 413–435. https://doi.org/10.1080/16184742.2017.1306872
Lopes, I. da C., Neto, A. R., Do Nascimento, J. C. H. B., & Campelo Filho, E. G. (2022). Os Antecedentes da Intenção de Compra em E-Commerce: Uma Análise da Qualidade Percebida, da Atitude de Compra e da Satisfação. Revista Ciências Administrativas, 28(2009), e10735. https://doi.org/10.5020/2318-0722.2022.28.e10735
Madrigal, R. (1995). Cognitive and Affective Determinants of Fan Satisfaction with Sporting Event Attendance. Journal of Leisure Research, 27(3), 205–227. https://doi.org/10.1080/00222216.1995.11949745
Markoni, M. D. A., & Lakatos, E. M. (2021). Metodologia Científica. São Paulo. Atlas.
Miranda, Y., Gonçalves Silva, J. E. M., Filho, M. B., & de Queiroz Pedroso, C. A. M. (2025). Can we do more than case studies? A scoping review about qualitative research in sport management in the Brazilian context. Retos, 64(January), 560–575. https://doi.org/10.47197/retos.v64.107321
Mohamadi, S., Solaimany, K., & Fernandez, J. G. (2023). Measure the validity and reliability of the curiosity of sports fans. Journal of Sport Marketing Studies, 4(1).
Morgan, M. J., & Summers, J. (2008). Marketing Esportivo. São Paulo: Thomson Learning.
Netemeyer, R. G., Bearden, W. O., & Sharma, S. (2003). Scaling procedures: issues and applications. Thousand Oaks: Sage.
Nikolaou, E. E., Konteos, G., Kalogiannidis, S., & Syndoukas, D. (2023). Mega sporting events and their socio-economic impact: Case study of the 2022 FIFA World Cup. Journal of Infrastructure, Policy and Development, 7(2), 1–23. https://doi.org/10.24294/jipd.v7i2.2158
Oh, T., Kang, J. H., & Kwon, K. (2022). Is there a relationship between spectator sports consumptionand life satisfaction? Managing Sport and Leisure, 27(3), 254–266. https://doi.org/10.1080/23750472.2020.1784035
Ostrom, A., & Iacobucci, D. (1995). Consumer Trade-Offs and the Evaluation of Services. Journal of Marketing, 59(1), 17–28.
Pallant, J. (2020). SPSS Survival Manual - A Step by Step Guide to Data Analysis Using IBM. London McGraw-Hill- Open University Press. www.allenandunwin.com/spss.htm
Park, S.-H., Andrew, D. P. S., & Mahony, D. F. (2008). Exploring the Ralationship between trait curiosity and initial interest in sport spectaship. International Journal of Sport Management, 9(1), 1–17.
Park, S.-H., Ha, J. P., & Mahony, D. (2014). Development and validation of a measure of sport fans’ specific curiosity. Journal of Sport Management, 28(6), 621–632. https://doi.org/10.1123/jsm.2013-0198
Park, S.-H., Mahony, D. F., & Greenwell, T. C. (2010). The measurement of sport fan exploratory curiosity. Journal of Sport Management, 24(4), 434–455. https://doi.org/10.1123/jsm.24.4.434
Presti, L. Lo, Maggiore, G., Marino, V., & Resciniti, R. (2024). What’s Up , Mister! An investigation of the team-fan conversational approach. Corporate Governance and Research & Development Studies, 2. https://doi.org/10.3280/cgrds2-2024oa16965
Proni, M. W. (1998). Marketing E Organização Esportiva: Elementos Para Uma História Recente Do Esporte-Espetáculo. Marketing E Organização Esportiva: Elementos Para Uma História Recente Do Esporte-Espetáculo, 1(1), 73–73.
Raykov, T., & Marcoulides, G. A. (2006). A first course in structural equation modeling (2nd ed.). Mahwah, NJ: Lawrence Erlbaum. https://doi.org/10.1177/1748895811401979
Rincón, A. G., Barbosa, R. L. C., Mateus, M. A., & Saavedra, N. O. (2023). Symbolic consumption as a non-traditional predictor of brand loyalty in the sports industry, football club segment. Heliyon, 9(4). https://doi.org/10.1016/j.heliyon.2023.e15474
Rizvandi, A., Tojari, F., & Zadeh, Z. S. (2019). Sport consumer behaviour model: Motivators and constraints. Journal of Human Sport and Exercise, 14(Proc5), S2330–S2338. https://doi.org/10.14198/jhse.2019.14.Proc5.48
Salam, M. S., & Kaas, E. T. (2020). Fan Identification and Sponsorship Evaluation of Football Spectators (Antalya Example). SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3643780
Samra, B., & Wos, A. (2014). Consumer in Sports: Fan typology analysis. Journal of Intercultural Management, 6(4–1), 263–288. https://doi.org/10.2478/joim-2014-0050
Scandle, M., Brown, D. J., & Wagstaff, C. R. D. (2023). Making the Case for Curiosity in Sport. Journal of Sport Psychology in Action, 0(0), 1–10. https://doi.org/10.1080/21520704.2023.2220674
Scandle, M., Brown, D. J., & Wagstaff, C. R. D. (2024). Making the Case for Curiosity in Sport. Journal of Sport Psychology in Action, 15(2), 115–124. https://doi.org/10.1080/21520704.2023.2220674
Soares, D. H. P., Aguiar, F., & Guimarães, B. da F. (2010). O conceito de identificação no processo de escolha profissional. Aletheia, 1(32), 134–146.
Sung, K., & Jeon, Y. (2024). The Effects of Online Review on Brand Attitude, Brand Image and Purchase Intention of Sports Products. Library Progress International, 44(2), 113–120.
Tamir, I. (2020). The natural life cycle of sports fans. Sport in Society, 0(0), 1–15. https://doi.org/10.1080/17430437.2020.1793756
The Business Research Company. (2023). Sports Global Market Report 2023.
Theodorakis, N. D., Koustelios, A., Robinson, L., & Barlas, A. (2009). Moderating role of team identification on the relationship between service quality and repurchase intentions among spectators of professional sports. Managing Service Quality, 19(4), 456–473. https://doi.org/10.1108/09604520910971557
Toledo, A. C. A. de, & Andrade, J. (2014). Atitudes de Torcedores de Futebol Frente a Marcas Patrocinadoras de Times Rivais ao Seu. Um Estudo Exploratório. Gestão & Regionalidade, 30(90), 121–136. https://doi.org/10.13037/gr.vol30n90.2483
Trail, G., Bang, H., & Dees, W. (2024). How best to measure connection to a team: team identification, brand attitude/loyalty, consumer lifestyle or interest level? International Journal of Sports Marketing and Sponsorship, 25(2), 227–247. https://doi.org/10.1108/IJSMS-06-2023-0118
Wang, Y., Zhang, J. J., Pifer, N. D., & Kim, M. (2018). Factors affecting the regional strategies for developing and advancing the Chinese sport industry. International Journal of Sports Marketing and Sponsorship, 19(2), 178–193. https://doi.org/10.1108/IJSMS-08-2017-0082
Yoshida, M., & James, J. D. (2010). Customer satisfaction with game and service experiences: Antecedents and consequences. Journal of Sport Management, 24(3), 338–361. https://doi.org/10.1123/jsm.24.3.338
Yu, D., Fan, H., & Zhang, N. (2025). Factors influencing fans’ spectating experience and configuration effects in CBA league. PLoS ONE, 20(1 JANUARY), 1–23. https://doi.org/10.1371/journal.pone.0316706
Zhao, Y., Zhao, F., & Sun, C. (2024). Football team quality and fans’ attachment: investigating the mediating role of emotional satisfaction in changchun yatai football club (CYFC) fans. BMC Psychology, 12(1). https://doi.org/10.1186/s40359-024-01943-y
Zunino, R. (2006). Comportamento de Compra de Torcedores de Clubes de Futebol: Um Estudo da Aquisição de Produtos dos Patrocinadores. Anais Eletrônicos...II Encontro de Marketing, Rio de Janeiro: ANPAD.
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Copyright (c) 2025 Ademar Crosara Junior, André Francisco Alcântara Fagundes, Marcelo Dias de Almeida, Cristiana Fernandes de Muylder
Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
- Resumo 280
- pdf (English) 198
