A Study On The Relationship Between Professional Football Fans' Perceived Value,Satisfaction On Home Arena And Loyalty To Club

In March 2015,the State Council issued The General Plan for the Reform of Chinese Football,followed by a series of documents as The Overall Chinese Football Reform and Development Program,and The Medium and Long-Term Development Plan of Chinese Football(2016-2050),indicating the reform direction of Chinese football.Shanghai government issued Implementation Suggestions on The General Plan for the Reform of Chinese Football,Accelerating the Sports Industry Innovative Development Program and Three-year Plan for Constructing International Sports Event Capital(2018-2020)to carry out the overall football reformation and achieve the goals as follows:construct sports venues,improve sports event management and service,cultivate professional sports system with Shanghai characteristics,foster football clubs,form a new sports pattern compatible with Shanghai.As an international metropolitan with deep regional culture,there are two professional football clubs in Shanghai-Shanghai Greenland Shenhua Cub and Shanghai SIPG Football Club.Shanghai Greenland Shenhua is one of the founding teams of CSL,the home arena of which locates at Hongkou Football Stadium with more than 20 years.With the professionalism of Chinese football,multi-dimensional competition among clubs has become increasingly fierce.Based on the professional football fans' perceived value on home arena as independent variable,fans' satisfaction on home arena as mediator,fans' loyalty as dependent variable,this article utilizes methods as literature review,questionnaire survey,interview,and mathematical statistics to carry out an empirical study of the Shenhua fans,a total of 418 effective questionnaires out of 500.The discussion and suggestions could be put forward with the proved hypotheses via methods of correlation analysis,regression analysis and mediator effect on SPSS22.0 software.The results show that:(1)Shenhua fans' perceived value on home arena has a positive impact on satisfaction,among which the regression coefficient of perceived functional value is the highest,followed by perceived social and economic value.(2)Shenhua fans' perceived value on home arena has a positive impact on loyalty,among which the regression coefficient of perceived economic value is the highest,followed by perceived social and psychological value.(3)Fans' satisfaction serves as the mediator between perceived value and loyalty.Under this condition,this article proposes the following suggestions:pay more attention to loyal fans' requirements,highlight the characteristics of the home game,improve the arena construction and build the CSL arena with regional culture.