| Since value co-creation has become a new research field in marketing,how to establish the relationship between consumers and enterprises from the perspective of consumers has become a common topic by scholars in the global marketing field.This topic is also reflected in the field of sports marketing,which is how to establish the connection between fans and clubs from the perspective of fans.One of the most important research directions is the motivation factors and influence mechanism of fans' value co-creation behavior.In this research paradigm based on fan value co-creation,fans are no longer passive receivers of value,but active co-creators of value,and fans' value co-creation behavior becomes a bridge between fan brand experience and professional football club brand equity.Global scholars have conducted a large number of cases and quantitative studies on fan value co-creation,and achieved certain research results.However,there lacks relevant studies for China Super League,which is in urgent need of establishing the connection between clubs and fans.With influence of Chinese social culture on their behaviors,CSL professional football clubs fans have their particularities in the composition of fan groups,the way of value co-creation activities,classification,driving factors,so it is necessary to study them.Based upon quantitative research,the study will focus on the value to create the behavior of the CSL professional football club fans to study the motivation factors and influence mechanism,in order to establish theories suitable for China's fans value co-creation behavior,and to provide suggestions on how to improve fan value co-creation behavior.This study is based on theories of value co-creation,brand experience and brand equity.With methods of literature research,questionnaire survey,qualitative interview,observation,this study first investigate the classification of fan value co-creation,and defines the concepts as fan brand experience,fans value co-creation and football club brand equity.It then qualitatively analyze the influence of fan value co-creation on brand experience,behavior and brand equity,through theoretical analysis,combined with the results of CSL club management investigation and interviews with fans.The study summarizes the relationship mechanism of "brand experience motivation-fan value co-creation behavior-club brand equity promotion" and establishes structural equation model accordingly.The validity of the structural equation model is empirically analyzed through the questionnaire survey data of many fan associations such as Shanghai Shenhua Blue Devils.The results show that:(1)The value co-creation behavior of fans can be divided into event interaction type,club interaction type and commodity interaction type.The value co-creation behavior of competition interaction type is reflected in the value co-creation activity directly related to football matches and the subsequent information sharing behavior that fans participate in.The value co-creation behavior of club interaction type is reflected in the club-related value co-creation activity and the subsequent information sharing behavior that fans participate in.The value co-creation behavior of commodity interaction type is reflected in the value co-creation activities and subsequent information sharing behaviors of the design,research and development,manufacturing and other processes of club derivative products that fans participate in.(2)The exploratory factor analysis and confirmatory factor analysis show that the fans' sensory experience only has significant influence on the event interaction types of value co-creation behavior.Fans' knowledge experience has positive influence on both event interaction type and club interaction type.Fans' emotional experience and behavioral experience have positive influence on all types of value co-creation behavior.The load of each factor ranged from 0.657 to 0.943,with statistical significance(P <0.01).The total path coefficients between the factors were greater than 0.72,and the model fitting degree met the requirements: X2=1390.878,X2/Df=3.013;GFI=0.926,AGFI=0.887,RMSEA=0.073,CFI=0.962,NFI=0.907.(3)Exploratory factor analysis and confirmatory factor analysis show that the value co-creation behavior of club interaction type and commodity interaction type both affect club brand loyalty and brand association,and only the value co-creation behavior of event interaction type affects perceived quality.The load of each factor ranged from 0.673 to 0.955,with statistical significance(P <0.01).The total path coefficients between the factors are greater than 0.64,and the model fitting degree meets the requirements: X2=1076.923,X2/Df=2.831;GFI=0.914,AGFI=0.837,RMSEA=0.081,CFI=0.945,NFI=0.932.(4)Stepwise structural model verification shows that value co-creation behavior partially mediates the relationship between fans' sensory experience,fans' behavioral experience and brand equity,while fully mediates the relationship between fans' emotional experience,fans' knowledge experience and brand equity.The mediating effects of value co-creation behavior on the relationship between sensory experience,behavioral experience,emotional experience and knowledge experience and brand equity are different,indicating that there are other mediating variables with significant influence on the relationship between fans' brand experience and club brand equity.In this paper,the research on the value co-creation behavior of CSL fans comprehensively considers the specific forms,ways and behavioral characteristics of the value co-creation behavior of CSL fans,and combines the classical theories related to brand experience and brand equity.The bridging relationship between fan brand experience and brand equity of Chinese Super League professional football clubs through value co-creation behavior is verified based on the data of questionnaire survey of real fans.The construction of the research model in this paper theoretically follows the basic laws of management,sports marketing and psychology related theories,expands the promotion mode of fan brand experience based on fan value co-creation behavior to club brand equity,and incorporates the actual organization and management content of value co-creation behavior.In practice,it provides detailed implementation suggestions for club fan value co-creation activity management and incentive,which has high reference value for exploring the influence mechanism of fan value co-creation behavior on club brand equity. |
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