The Influence Of Csl Fan Involvement On Behavior Loyalty: A Dual Mediating Effect Research

Stable and loyal fans are the basis for the continuous development of professional leagues,and the loyalty of fans is an important guarantee for professional teams to create profits and continue to survive.In order to maintain and enhance the behavioral loyalty of the fans of the Chinese Football Association Super League(hereinafter referred to as the Chinese Super League,CSL),stimulate their consumption vitality,expand the scale of the fans' consumption market,and improve the operation level and management performance of the CSL,from the perspective of exploring the psychological behavior mode of the fans,based on the "stimulus-organism-response(SOR)" model and the understanding related consumer behavior theory as a logical line,this study constructs a conceptual model of the double mediating mechanism of fans' involvement to behavioral loyalty in the CSL,and literature review,in-depth interviews,questionnaires and mathematical statistics were used to explore the relationship among involvement,psychological commitment,attitudinal loyalty and behavioral loyalty.The results show that:(1)the involvement of CSL fans(attraction,centrality and self-expression),psychological commitment,attitudinal loyalty and behavioral loyalty are significantly positively correlated;(2)the attraction,centrality and self-expression of CSL fans can positively affect psychological commitment and attitudinal loyalty,psychological commitment can positively affect attitudinal loyalty and behavioral loyalty,and attitudinal loyalty can positively affect behavioral loyalty;(3)the psychological commitment and attitudinal loyalty of CSL fans have a double mediating effects in the process of attraction,centrality and self-expression influencing behavioral loyalty and all of them are partial mediating effects,which shows that the attraction,centrality and self-expression of fans can not only directly affect behavioral loyalty,but also indirectly reflect it through psychological commitment or attitudinal loyalty.And it can also indirectly affect behavioral loyalty through the double mediating process of psychological commitment and attitudinal loyalty.This study reveals the formation mechanism of fans' behavioral loyalty in the CSL through testing relevant research hypothesizes,and puts forward the following suggestions based on the above conclusions:(1)evaluating and differentiate fans' involvement and implement differentiated marketing and management;(2)creating fan culture and foster emotional connection between fans and clubs;(3)perfecting the service system of fans and properly handling the relationship between clubs and fans.