A Study On The Influence Of Csr Perception On Behavioral Loyalty In Chinese Super League Fans

China Football Association Super League is one of the most representative competitions in China.In the past few years,its ratings and commercial value have reached new heights.Since 2015,a series of policies have been issued which are beneficial to the development of China’s football industry.This study focuses on the relationship between the perception of social responsibility of Chinese Super League fans and behavior loyalty.The key factors affecting fans’ perception and behavior loyalty are found.The purpose of this study is to explore the important factors in the formation of fans’ behavior loyalty path.This study aimed to analyze the influence relationship between CSR perception and behavioral loyalty of fans.The purpose of this paper is to understand the development of corporate social responsibility and the consumption status of Chinese Super League fans,CSR perception,psychological contract,fan satisfaction,behavior loyalty related reference scale,and to construct the theoretical model of perceived and behavioral loyalty of Chinese Super League fans;At the stage of quantitative research,the reliability and validity of the data collected from the questionnaire were tested,then descriptive statistics were carried out on the survey samples,and the theoretical model was revised and analyzed by factor analysis.Finally,the correlation relationship between variables,the influence relationship between fan CSR perception and behavior loyalty,fan satisfaction and different types of psychological contract were obtained by correlation analysis and regression analysis.The results show that there are significant positive effects on behavior loyalty of fans CSR perception;there is no difference between different demographic characteristics on fan behavior loyalty;fan satisfaction plays a part of intermediary role in the relationship between fan CSR perception and behavior loyalty;transactional psychological contract positively regulates the relationship between fan CSR perception and behavior loyalty and regulates the relationship between fan satisfaction and behavior loyalty.According to the above research results,the following three suggestions are put forward :(1)to perfect social functions and establish a positive image;(2)to actively fulfill social responsibility and transfer positive energy;(3)to attach importance to the promotion of long-term profits of clubs and to cultivate loyal fans.