摘要：The purpose of this study was to investigate the role of the fan identity and the importance of winning with Schadenfreude. Structural equation model of a descriptive study was carried out in the Esteghlal team supporters (n = 450). To determine the variables of the research, fan identity questionnaire (Dalakas & Melanekan, Van & Bronsmek, 1993) with 4 questions, schadenfreude (Dalakas & Melanekan, 2012; Angel & et al, 2016; Grebing & Anderson, 1988) 3 questions and the importance of winning(Grebin & Anderson,1988) with 3 questions on the five values Likert scale. The content validity of the carcass model (CVR = 0.62), the validity of the confirmatory factor analysis was used to assess the face validity of the questionnaire from the opinions of experts (sports management and marketing professors). In order to evaluate the formal validity of the questionnaire, experts' opinions (Professors of sports management and marketing), content validity of the Lavosh model (CVR = 0.62), and structural validity as confirmatory factor analysis were used. For data analysis, descriptive and inferential statistics (CFA and SEM) were used. The findings showed that the fan identity and the importance of winning affected by schadenfreude and the research model have a fitting. Finally, one can say that the fan identity (with intraocular focus and distance), the importance of winning, and schadenfreude (with outsider focus and lack of recognition) must complement each other. Therefore, the strength of the specified relationships (whether positive or negative) between them increases the outcomes of sponsorship.
关键词：fan identity;importance of winning;Schadenfreude
