National Basketball Association fandom in China : a comparative analysis of fan behaviors, fan motivation, and team identification
This study examines NBA fandom in China and the U.S. in terms of fan behavior, fan motivations, and team identification. Two hypotheses and three research questions are proposed to examine the relationship among sport fandom, team identification, and sport consumption on social, and how fan motivations differ across two nations. One Chinese sample and one American sample are collected to test the hypotheses and answer the research questions. Results from both studies revealed several differences. Demographic analyses showed gender difference in differentiating fandom and team identification in both of the two nations. Further intercultural research input is called for into this area.