A Study On The Observing Motivation And Identity Of Chinese UFC Fans

The purpose of this study was to investigate the motivation and identity of fans of the Ultimate Fighting Championship(UFC),an emerging mixed martial arts event.In addition,the relationship between spectator motivation and the salience of fan identity was examined.Through the combing of the existing literature,the following seven motivations were identified: aesthetic curiosity,drama,alternative achievement,socialization,national pride,violence and avoidance.The sample consisted of 404 people,all of whom had long-term UFC viewing behavior.Through the analysis,it is found that: 1.The correlation analysis of various dimensions of the motivation of the game shows that there is a positive correlation between the two motivations.2.The average values of each dimension of domestic UFC fan motivation from high to low are: aesthetic curiosity motivation,national pride motivation,vicarious achievement motivation,dramatic motivation,escape motivation,socialization motivation,and violent motivation.3.There are differences in the motivation dimensions of fans with different characteristics,for example,men and women have significant differences in violent motivation,and men’s violent motivation is higher than that of women;There were significant differences in social motivation factors and violent motivation factors among fans of different ages,and relatively younger fans scored higher scores on social motivation and violent motivation than older fans.Fans with different monthly income levels had significant differences in vicarious achievement motivation factors and escape motivation factors,and fans with relatively low income levels scored higher on vicarious achievement motivation and escape motivation than fans with relatively high incomes.4.Fans who score higher in terms of national pride factor in the motivation to watch the game will have higher social identity characteristics in sports fan identity.The study also found that fans will use social creative strategies to generate and maintain unique identity,construct self-identity and group identity through media activities,and consolidate identity through a series of collective activities.Based on the above findings,the paper puts forward the following suggestions: 1.Maintain a high level of competition and ensure fair and equitable competition in event adjudication.2.The official of the event should create star athletes with different regional elements to cultivate the comprehensive charm of athletes.3.Cultivate and develop local fan organizations,and strengthen the identity of fan organizations...