Figure 1
The figure starts from the top left with an arrow labeled H 2 pointing from “Subjective norms” to “Attitude toward the event.” An arrow labeled H 4 points from “Attitude toward the streaming” to “Attitude toward the event.” An arrow labeled H 1 points from “Involvement with soccer” to “Attitude toward the event.” An arrow labeled H 6 points from “Streamer loyalty” to “Attitude toward the event.” An arrow labeled H 3 points from “Attitude toward the event” to “Attitude toward the sponsor.” An arrow labeled H 5 points from “Attitude toward the streaming” to “Attitude toward the sponsor.” An arrow labeled H 7 points from “Streamer loyalty” to “Attitude toward the sponsor.” An arrow labeled H 8 points from “Congruence with streaming platform” to “Attitude toward the sponsor.” An arrow labeled H 9 points from “Congruence with streaming platform” to “Congruence sponsor and event.” An arrow labeled H 10 points from “Congruence sponsor and event” to “Attitude toward the sponsor.” An arrow labeled H 11 points from “Attitude toward the sponsor” to “Purchase intention.”Proposed model