Research On The Impact Of The Sports Event Identification On The Consumer Behavior Of Fans

In order to promote the mass and competitive sports development, accelerate the construction of sports power, and continuously meet the people’s growing demand for sports, in October 2014, the State Council issued on accelerating the development of the sports industry to promote the sports consumption of a number of opinions. In February 2015 the national review adopted the overall plan for the reform and development of Chinese football. It can be seen that the sports consumption represented by football has became an important part of the development of sports industry in China now. At the same time, the consumption behavior of the football fans has became the important factor for the sustainable development of the professional league, too. The research on the consumption behavior of the football fans should be the important point of the research of the management and the brand of the professional league.In the past twenty years, the sports industry has experienced an unprecedented rapid development, the football fans have became the main research object. More and more scholars are interested in the study of the consumer behavior. To better understand the relationship between consumer behavior, motivation, loyalty, satisfaction and recognition, the domestic and foreign scholars have carried out a lot of research, and put forward the psychological relationship between the consumption and consumption of fans and consumer sports events. Therefore, the football fans, recognition, sports events and the consumer behavior of the four, what is the contact, the problem has became a common problem in front of domestic and foreign scholars. Based on it, the core issue of this study is to further focus on the impact of the event identification on the consumption behavior of fans, and the Liaoning football fans in the empirical research, trying to explore the relationship between the impact of the Chinese Super League tournament and the fans consumer behavior.This research based on the theory of economics, management, psychology and sociology, combined with the theory and research results of fans, identity, sports events and consumption behavior, and comprehensive use of literature, in-depth interviews, questionnaire survey, logical analysis and mathematical statistics, and other scientific research methods, the concept of social identity, consumer recognition and other concepts and theories, and further proposed the theory of event identification measurement system. First of all, this study makes a summary of the relevant theoretical sources of social identity, consumer identity, fans’ event recognition and social identity. On that bases, the research design and model dimensions are explored, and the validation factor analysis is made clear and locked. The specific research direction and framework of this research are also included.Based on the empirical investigation of the football fans in Liaoning, using structural equation modeling technology, the structure model of the impact mechanism of the event identification on the consumption behavior of fans is completed, and the empirical test and discussion. Firstly, it is proved that the measurement system has some scientific nature, and it is a relatively simple and fitting model to further verify the impact of the event identification on the consumption behavior of fans. On this basis, further verify the identity of individual fans, fans of the group identity, identity and cultural value of the event event situation identity in the four dimensions showed significant effects on the consumption behavior of the fans, that event identification is an important antecedent variables affect consumer behavior of the fans. Finally, the consistency of the model is verified by the analysis of the characteristics of the consumers.So in the research practice gradually clear and highlight the impact of events on the fans consumer behavior, mechanism, path and mechanism of action, in order to guide the super league tournament, the club’s specific marketing and management, and to explore its feasibility and specific application value from the empirical point of view. In the end, from the perspective of the Chinese Super League tournament match point of view to promote the consumer willingness to promote the consumer and the actual consumption of the problem. Specific include: to construct the scientific and Chinese characteristics of the Super League value identification mechanism; scientific and reasonable treatment of the relationship between the club and the fans, forming a good, healthy fans group identity, improve the fans of the group identity, promote the fans of the group identity based on the different characteristics of consumer groups market segmentation, the implementation of differentiated marketing and management.On the whole, this study not only gives full attention to the importance of the consumer behavior, but also provides a scientific perspective for the research on the consumer behavior of the fans, and also provides a positive research on the social identity to the consumer behavior. Therefore, it reflects a certain theoretical exploration and practical significance.