The effects of PSL team characteristics and players’ performance on fans’ emotions and behavioral intention

Abstract

Pakistan Super League is a successful cricket sporting event now entering its 4th season. Understanding the fans' emotions and behavioral intentions is less understood in this particular context. In this study, we investigated the influence of fans' emotions and behavioral intentions using the team characteristics and players' performance framework. The methodology of the study was a quantitative approach, a cross-sectional research design, and survey-based data collection. We generated a usable sample of 140 using the convenience sampling approach. We used the Cronbach alpha and composite reliability for calculating the reliability; while convergent validity and discriminant validity are established using the average variance extracted and confirmatory factor analysis (CFA) based factor loading of individual items. Overall, we found satisfactory reliability and validity for the measures adopted. The CFA results also show that team characteristics and player's performance have significant effects on fans' emotions including anxiety, anger, dejection, happiness, and excitement. Furthermore, the fans' emotions have significant effects on fans' behavioral intentions of attending future games. Our results have implications for the marketers of the PSL teams.