Exploring the Behavior of College Sports Fandom: The Role of Team Identification, Stadium Interaction, and Perceived Enjoyment

College sports stand out as a notable representation of sports fandom, consistently drawing attention from both academic and industry perspectives. This study explored college sports fandom behavior, employing the psychological continuum model as its theoretical framework. This study investigated how team identification affects stadium interactions and post-game social engagements. Additionally, this study analyzed how stadium interactions and post-game social engagements might influence perceived enjoyment and satisfaction. Lastly, this study examined whether these factors influence individuals’ likelihood to recommend college sports games to others. This study surveyed participants who attended college basketball games in the United States. This study employed structural equation modeling (SEM) to examine the dynamics of college sports fandom. Team identification positively influenced stadium interaction and post-game social engagement. Stadium interaction, in turn, positively affected perceived enjoyment and satisfaction. However, post-game social engagement did not significantly impact perceived enjoyment and satisfaction. Perceived enjoyment had a positive influence on satisfaction and the intention to recommend, while satisfaction positively influenced the intention to recommend. Based on these findings, this study highlights the importance of establishing more segmented strategies to foster the long-term development of college sports fandom.