Testing the Model of Sports Consumption Behavior with emphasize on Relationship Quality (Case study: Iranian Football Premier League Fans in the 2020 Season)

The study is to investigate the effect of relationship quality on sports consumption behavior (Case study: Iranian Football Premier League fans in the 2020 season). It is a descriptive correlational study based on structural equation modeling and is considered as applied research in terms of purpose. The statistical population was the fans of all the clubs present in the Iranian Football Premier League the 2020 season. For this purpose and to select a statistical sample, according to the number of fans of Iranian Premier League teams, the sampling method was proportional. In this study, Kim et al.'s relationship quality questionnaire (2011) and Kim et al.'s exercise consumption behavioral questionnaire (2011) were used. Cronbach's alpha of the questionnaires was 0/88 and 0/76, respectively, indicating that the reliability of the questionnaires was desirable. Structural equation modeling with partial least squares approach and Smart Pls version 3 software were used to analyze the data. The results showed that the quality of the relationship is of a significant positive effect on the sports consumption behavior of Iranian Premier League fans. Finally, the research model also was of a strong fit.