Payame Noor University Communication Management in Sport Media 2345-5578 10 3 2023 04 21 The Role of Team Identity in the Enjoyable Experience and the Intention of Football Fans to Visit Esteghlal Club's Website Again Abstract The Role of Team Identity in the Enjoyable Experience and the Intention of Football Fans to Visit Esteghlal Club's Website Again Abstract 99 113 8684 10.30473/jsm.2021.56480.1488 FA Morteza Mohammadi Faculty Member of Physical Education Police University, Iran. Mehrdad Dehghani M.Sc. of Sport Management, University of Tehran, Iran. Journal Article 2020 12 01 The aim of this study was to investigate the mediator role of enjoyable experience in the relationship between co-identifying with the team and the re-visit of football fans to the website of Esteghlal Club. The statistical population of the study was the fans of Esteghlal football team, which collected a total of 230 acceptable samples. The instruments used were the identity card questionnaire, the enjoyable experience questionnaire and the re-visit intention questionnaire. The face validity of the questionnaire was assessed by 5 professors and PhD students in sports management and then distributed online in the study population. Smart PLS software was used to measure hypotheses; Reliability, convergence validity and divergent validity indicated that the external model of the research was desirable. Also, the goodness of fit of the model was confirmed as 0.09. Findings showed that assimilation with the team has an effect on enjoyable experience (0.49) and intention to revisit (0.26). Also, enjoyable experience had an effect on intention to revisit (0.57). In general, increasing the level of fans' identification with their favorite teams leads to close emotional connections between fans and the teams' websites; when these connections are accompanied by a pleasant experience on the site, it will lead to more visitors' desire to visit football clubs' sites. The aim of this study was to investigate the mediator role of enjoyable experience in the relationship between co-identifying with the team and the re-visit of football fans to the website of Esteghlal Club. The statistical population of the study was the fans of Esteghlal football team, which collected a total of 230 acceptable samples. The instruments used were the identity card questionnaire, the enjoyable experience questionnaire and the re-visit intention questionnaire. The face validity of the questionnaire was assessed by 5 professors and PhD students in sports management and then distributed online in the study population. Smart PLS software was used to measure hypotheses; Reliability, convergence validity and divergent validity indicated that the external model of the research was desirable. Also, the goodness of fit of the model was confirmed as 0.09. Findings showed that assimilation with the team has an effect on enjoyable experience (0.49) and intention to revisit (0.26). Also, enjoyable experience had an effect on intention to revisit (0.57). In general, increasing the level of fans' identification with their favorite teams leads to close emotional connections between fans and the teams' websites; when these connections are accompanied by a pleasant experience on the site, it will lead to more visitors' desire to visit football clubs' sites. https://sportmedia.journals.pnu.ac.ir/article_8684_9beca977c8b2de6fa254d9f990b8b8a1.pdf