The TikTok short video platform is a highly popular social media platform. This study explores how professional basketball teams can effectively utilize short videos to present green values such as environmental protection and sustainable development to attract user attention and increase engagement. Therefore, based on the Stimulus-Organism-Response (SOR) theory, this research investigates the impact of presenting green brand images by professional basketball teams on TikTok on green word-of-mouth, customer stickiness, and consumer purchase intention, while examining the moderating effect of green concern. Using a questionnaire survey method, two different groups within the P.LEAGUE+ professional basketball league, namely Taipei Fubon Braves fans and non-Taipei Fubon Braves fans (supporters of other teams), were selected as research subjects, with a total of 600 valid samples collected. The collected data will be analyzed using descriptive statistics in the SPSS 25.0 software, and confirmatory factor analysis will be conducted using R software to validate the samples. Structural equation modeling (SEM) will be employed to analyze the various hypotheses in the research framework and examine the moderating effect of green concern.
The research findings indicate: (1) Green brand image positively influences green word-of-mouth, customer stickiness, and consumer purchase intention among fans of different groups. (2) green word-of-mouth and customer stickiness positively influence consumer purchase intention among fans of different groups. (3) green word-of-mouth and customer stickiness mediate the relationship between green brand image and consumer purchase intention among fans of different groups. (4) Green concern moderates the relationship between green word-of-mouth and purchase intention among Taipei Fubon Braves fans but does not have a moderating effect among non-Taipei Fubon Braves fans.
Finally, this study can assist professional basketball teams in more effectively utilizing the TikTok platform to enhance their green brand image and introduce innovative concepts into marketing. This not only enhances the team's market competitiveness but also promotes more people to participate in environmental protection actions, making significant contributions to both academic research and practical applications.