Purpose

Social factors, such as fellow spectators in a stadium or other fans sharing their experiences on online platforms, play a dominant role in spectator sport consumption. This conceptual article sets out to achieve three objectives: classify customer-to-customer (C2C) interactions in the sport fan context, develop a framework that links the classification of interactions to relevant outcomes and identify areas for related future research.

Design/methodology/approach

The authors integrate conceptual and empirical contributions on C2C interactions in the service, marketing and sport management literature.

Findings

The article proposes classifying C2C interactions into synchronous multi- and uni-directional interactions as well as asynchronous multi- and uni-directional interactions. The C2C interaction framework (C2CIF) proposes that such C2C interactions have hedonic, social, symbolic and utilitarian value outcomes. It further suggests that physiological, psychological and social processes underlie the co-creation or co-destruction of value and identifies contingencies at both the fan and the brand level.

Originality/value

Based on the C2CIF, we identify relevant topics for future research, in particular relating to technology-supported and virtual interactions among fans, fan-to-fan interactions across different countries and cultural backgrounds and fan-to-fan interactions as a way to reduce societal concerns.

中文翻译：

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体育迷背景下的客户对客户互动：类型学、框架 (C2CIF) 和未来研究方向

目的

社会因素，例如体育场内的其他观众或其他球迷在在线平台上分享他们的体验，在观赏性体育消费中起着主导作用。这篇概念性文章旨在实现三个目标：对体育迷背景下的客户对客户 (C2C) 交互进行分类，开发一个将交互分类与相关结果联系起来的框架，并确定未来相关研究的领域。

设计/方法/途径

作者整合了服务、营销和体育管理文献中对 C2C 交互的概念和实证贡献。

发现

文章建议将 C2C 交互分为同步多向和单向交互以及异步多向和单向交互。C2C 交互框架 (C2CIF) 提出，此类 C2C 交互具有享乐、社会、象征和功利价值结果。它进一步表明，生理、心理和社会过程是共同创造或共同破坏价值的基础，并确定了粉丝和品牌层面的意外事件。

原创性/价值

基于 C2CIF，我们确定了未来研究的相关主题，特别是与粉丝之间的技术支持和虚拟互动、跨不同国家和文化背景的粉丝与粉丝互动以及粉丝与粉丝互动作为减少社会关注。