Research On Chinese Football Super League Fans Loyalty

Football fans are the supporters and consumers of the development of the football industry.The formation of the loyalty of the fans is conducive to improving the overall ticket sales of the league,the sale of football products and football services to optimize the revenue structure of the entire league and effectively stop the irrational behavior of some on-site fans,which is beneficial Development of football stands culture.Against the background of the continuous reform of the football system and the continuous breakthroughs in the performance of China's football matches,China's football industry is changing from a cultivation type to a consumption type,and the growth environment of fans has also undergone profound changes.The research on the reasons for the formation of fan loyalty provides a theoretical basis for the practical measures to improve the loyalty of the Chinese Super League fans.Based on the existing research on fan loyalty at home and abroad,this study uses the literature method,questionnaire survey method,interview method,and mathematical statistics method to conduct an empirical analysis of the fan loyalty and its impact of the Chinese Football Super League in an attempt to clarify fan participation.Quantitative relationship between fan identity and fan geographic identity and determine the current status of satisfaction of the Super League fans.With the help of AMOS software,the structural equation analysis of the collected data and the analysis of fan participation using fan attitude loyalty as an intermediary variable to analyze the influence of fan identity and fan region on fan behavior loyalty,the main conclusions of the study are as follows:(1)There is no correlation between the Super League fan satisfaction,fan attitude loyalty and fan behavior loyalty.The overall satisfaction of the Super League football fans is high.Of the six dimensions,the satisfaction of the home atmosphere is the highest,followed by the quality of the stadium,the security of the stadium and the services of the stadium,and the lowest satisfaction of community service and club participation in decision-making.(2)Fan participation has a positive impact on fan attitude loyalty.There is no positive effect of fan participation on fan behavior loyalty,but indirectly affects fan behavior through fan attitude.Fan attitude loyalty completely exists on the path of influence of fan participation on fan behavior Mediation effect.(3)Fan identity has a positive impact on fan attitude loyalty.Fan identity does not have a positive impact on fan behavior loyalty,but indirectly affects fan behavior through fan attitude.Fan attitude loyalty is on the path of influence of fan identity on fan behavior There is a complete mediating effect.(4)The regional identity of fans has a positive influence on the attitude loyalty of fans.The regional identity of fans has a positive effect on the loyalty of fans.There is a mediating effect on the path of the influence of fan's regional loyalty on the loyalty of fans.(5)The reasons for the formation of fan loyalty are diverse and complex.This study shows that multiple factors such as fan participation,fan identity and fan geographic identity have formed together.In the dimension of fan loyalty,fan attitude loyalty has a positive impact on fan behavior loyalty.These provide theoretical and empirical basis for improving the service quality of clubs and the level of loyalty of fans.