The Effect of Personality Traits on Consumer Behaviour Among Football Fans: The Mediating Role of Fan Loyalty

Principal Investigator(s):  View help for Principal Investigator(s) Can Ozgider, Canakkale Onsekiz Mart University; Hakan Akgul, Canakkale Onsekiz Mart University; Ilhan Adilogullari, Canakkale Onsekiz Mart University

Version:  View help for Version V1

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Data Set.sav application/x-spss-sav 63.7 KB 11/07/2025 08:12:AM

Project Citation: 

Ozgider, Can, Akgul, Hakan, and Adilogullari, Ilhan. The Effect of Personality Traits on Consumer Behaviour Among Football Fans: The Mediating Role of Fan Loyalty. Ann Arbor, MI: Inter-university Consortium for Political and Social Research [distributor], 2025-11-07. https://doi.org/10.3886/E239782V1

Project Description

Summary:  View help for Summary The aim of the current study was to examine the impact of personality traits on consumer behavior among football fans in a Turkish setting by focusing on the mediating role of sports fans’ loyalty. Drawing on the Social Identity Theory, this research examines how the Big Five Personality characteristics, including openness, agreeableness, conscientiousness, extraversion, and emotional stability, influence sports consumption through loyalty mechanisms. Data were gathered from 929 active university students who were all active football fans by using three validated scales for personality, fan loyalty, and consumption behaviour. Results revealed that fan loyalty fully mediates the relationship among all five personality characteristics and consumer behaviour. Even though the direct impacts of personality traits were not significant, the indirect effects through loyalty were substantial across all characteristics. Besides, the results also indicate that personality traits impact sports fan consumption patterns only through the development of loyalty. This emphasises the role of sports fans’ loyalty as the psychological bridge that connects individual characteristics with collective behaviour patterns. Furthermore, the findings shed light on our understanding of sports fan engagement by combining perspectives from personality theory and social identity theory. Ultimately, it offers practical implications for both sports marketers and club managers seeking ways to foster long-term relationships with their fans, particularly within collectivist cultures.

Scope of Project

Time Period(s):  View help for Time Period(s) 4/15/2020 – 10/12/2020
Collection Date(s):  View help for Collection Date(s) 4/15/2020 – 10/12/2020
Data Type(s):  View help for Data Type(s) survey data

Methodology

Response Rate:  View help for Response Rate The participants were students at Çanakkale Onsekiz Mart University during the 2019–2020 academic year. The sample consisted of  929 university students, including 475 males and 454 females, all aged 18 or over. 
Sampling:  View help for Sampling Since the study was conducted online and aimed to include all interested students, a convenience sampling method, a non-probability sampling technique, was used 
Scales:  View help for Scales A Personal Information Form and three different scales, including the Fan Psychological Commitment Scale, the Ten-Item Personality Inventory (TIPI), and the Football Fan Consumption Behaviour Scale, were used to collect data. The Personal Information Form was designed to gather participants’ demographic profiles, like gender, age, marital status, faculty or school of study, educational level, residence type, funding source for education, favourite football team, and frequency of watching football matches.

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V1 [2025-11-07]

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