Factors influencing fan token purchase intent in sports fandom

Purpose Within the sports industry, fan tokens have appeared as an instrument for fostering fan engagement and empowering them to participate in club-related decision-making processes via voting mechanisms (e.g. voting rights in decisions like the design of the equipment or the bus, and the ability to win rewards such as VIP experiences with the players). Design/methodology/approach Drawing on the technology acceptance model and consumer behaviour theories, a conceptual model was established to analyse the relationship of perceived ease of use, usefulness, and financial value, brand love, brand engagement, trust, social influence and its influence on the intention to purchase fan tokens. This study also analyses the generation of positive electronic word-of-mouth (e-WOM) derived from the intention to purchase fan tokens. To achieve the proposed objective, a quantitative study was conducted, collecting data through an online survey from football fans with an interest in fan tokens. The conceptual model was analysed using partial least squares (PLS) structural equation modelling (SEM). Findings Results show that the financial perceived value was the dimension that most contributed to explaining the purchase intention. It was also found that perceived ease of use, trust in fan tokens and brand engagement positively influence the intention to buy fan tokens. Furthermore, findings demonstrate that purchase intention positively drives e-WOM, highlighting that fans' behavioural intentions extend beyond adoption to active digital advocacy. Originality/value Results offer effective insights for both researchers and sports practitioners, while also presenting an original conceptual model applicable to diverse sports contexts and crypto assets-related research.