Research On The Existence Of Multi-loyal Fans And The Formation Mechanism Of Diversified Seeking Behavior

With the intensifying competition in the global market,the rapid development of brands,product it eration and the nature of consumers’ pursuit of novel things,customers gradually evolve from the past single loyalty to multiple loyalty,and the consumer behavior has also changed.Since the middle of the 20 th century,some scholars have studied many loyal customers,and many achievements have been made so far.As a special customer group,the fans also have the phenomenon of more loyal fans.This group is different from the traditional loyal fans(only one team),but is loyal to multiple teams and maintains long-term emotional and behavioral support for multiple teams,showing the characteristics of strong seeking motivation and diversified seeking behaviors.This is due to the Internet accelerated information transmission and professional football league,World Cup,such as the expansion of globalization,make fans have more and more viewing choice and contact information channels,at the same time more loyal fans group by new motivation,perceived value,loyalty to eliminate factors and the attractive factors,to show the diversified behavior between different teams.In the past,the research on fan loyalty was not deep enough,and there was a gap in the research on multi-loyal fan groups and diversified seeking behavior.One is that the loyal fans are not subdivided,the single loyal fans are generally regarded as loyal fans,and the fact that the multi-loyal fans are widespread is ignored,which makes the research group lack certain universality;Second,the psychological mechanism of fans’ behavior is seldom studied from the perspective of motivation and behavior,and the comprehensive consideration of internal and external factors is not enough,which makes the research results lack of scientific;Third,the method focuses on empirical research and lacks the application of mixed research,which makes the research method lack of certain rigor.Therefore,this paper takes this as the starting point and focuses on four issues:(1)the existence,connotation,behavior and attitude characteristics of multi-loyal fans;(2)What are the internal and external factors that affect the diversified seeking behavior of multi-loyal fans and the formation mechanism?(3)What is the configuration path of diversification?In this paper,more than 375 fans were studied through two stages of qualitative methods: diary recall,interview,text analysis and empirical methods:pre-investigation and formal investigation.First of all,based on the qualitative research method of comparative analysis,this study verifies the existence of multi-loyal fans and explains the connotation.By comparing the behavior and attitude differences of single and multi-loyal fans,it summarizes their respective characteristics;Then,based on SOR theory and motivation-behavior perspective,the research model is constructed and the hypothesis is tested;Then,based on the complexity theory and configuration perspective,fsQCA is used to analyze the condition combination of different factors in the model.Finally,according to the conclusion,the paper puts forward the theoretical and management enlightenment.The results of this study indicate that(1)multi loyal fans are widespread,and there are significant behavioral and attitudinal differences between a single loyal fan group and a multi loyal fan group;Among them,multi-loyal fans have strong motivation for innovation and diversified behavior.(2)The diversified seeking behavior of multi-loyal fans is stimulated by external factors,loyalty elimination factors and the attraction of substitutes;The influence of internal characteristic demand,innovation motivation and perceived value.(3)According to the analysis of fsQCA,there are four modes of diversification seeking behavior: external factor mode;Personal characteristics edge condition mode;Internal perception mode;Mode 4: non-sensive mode.The theoretical and practical significance of this study lies in enriching the research content of fan loyalty and proposing the research object of multi-loyal fans;The new fsQCA method breaks through the shortcomings of traditional statistical research,embodies a new thinking logic,and explores the combination of multiple antecedents of results;Subdivide the fan market,provide diversified marketing paths and programs for businesses,and formulate corresponding loyalty plans.