| Collective identity is the foundation for fun culture to come into being. Then according to the different extents of identity, there are different fan groups expressing the different feelings. The soccer fans` identities, cognition degree for soccer club, and psychological dependency on club can influence the consumption views of soccer fans. In order to figure out the regulation between the consuming behaviors and different types of followers, this paper adopted method of questionnaire, method of documentation and method of mathematical statistic to analyze the information, consuming behaviors, watching behaviors and satisfaction degrees of different groups of supporters. Results indicate that:(1)The home fans of Li Fan club main are male fans, counting for 75%. The adult and young fans account for 83%. The occupations of fans vary from student to government officers. There are office clerks, top managers, students and government officers. The income of most fans stays medium and high. The desire of consuming is stronger, because they are qualified with the power of consumption. Because of the high educational status of fans, it is easy for them to accept the sport consumption. According to the cognition to identity from high to low, the fan structure appears like pyramid.(2)There is a positive correlation between joining in the club and the cognition of identity, which means the higher identity of the fan, the more possibility to join the club. The main motivations of fans to join the club are looking for the sense of belonging, enjoying the fans culture, and supporting the team. As the cognition of identity improved, the sum of consumption which varied from 100 RMB to 1000 RMB increased every year. The higher cognition leads the fans to purchase the season ticket. The price of a ticket is about 50 or 60 RMB. And most fans think the price is reasonable.(3)With the higher cognition of identity, it will be easier for the fans to buy souvenir. The physical souvenirs mainly are the scroll, flag banner, scarf, garment, whistle and telescope. The fans tend to buy this stuff in club exclusive shop.(4)The main ways for the fans to watch the game are going with friends or families. Liking soccer, cheering up the team, feeling special at site are the motivations for fans to watch the game on spot. Some fans failed to go to spot because of the poor goal score, lack time and energy, other interests. But 70% of the fans who could not watch the game on spot would watch the game by other ways. With the higher and higher cognition of fans, the loyalty of the fans increased a lot so that they still choose to watch the game at next season, even though the goal score did not satisfy the fans.(5)As the cognition of identity increased, the fans feel more satisfaction about the image of the Li Fan. Fans are generally tolerant about the service in competiotn terrain and the terrain environment.implications and suggestion:(1)The consumer behavior and collective identity of the fans have a relationship, the deeper the identity of the fans, the more positive consumer behavior. Should cultivate a healthy and good watching the game culture and fans consumption culture.(2)The team should strive to improve the level of competition and team competition quality, strengthen their brand and service awareness, and constantly improve the level of the team, Improve League performance, create team players.(3)Club should strengthen mutual contact with fans. To strengthen the construction of the fan club, member club, and vigorously develop the member fans.(4)To provide more rich consumer products(such as football tourism, football E-commerce, soccer training, events and other services, etc.) and good consumer services.The club should also pay attention to provide differentiated products and services for the breakdown of different types of fans, strive to maximize the development of stable fan base, and constantly develop football consumer market. |
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