A Study On Fans' Purchase Intention And Influencing Factors Of CBA League Licensed Products

With the rapid development of china's sports industry,people's attention to sports events gradually increased.as one of the most influential professional sports leagues in china,the CBA league has always been loved by the fans.at present,the CBA league has been upgraded to CBA 2.0,which is of great significance to fans.fans markets play an important role in the development of professional sports leagues,so how to develop its potential issue managers should consider.sports licensed products business is a not only maintain the relationship between sports leagues and the fans,but also bring economic benefits of operation for sports leagues.this research is based on the perspective of fans to study the subject of sports licensed product consumption.The detailed steps are as follows:First,through the collection of existing references and related theories,we get a model that fits the theme of this research.the core of the model is the influence of team identification on purchase intention,and there are 4 factors in the model that influence team identity.They are team player attractiveness,team characteristics,domain involvement,and regional identity.The relationship between them is based on the assumptions made.Second,we collected fan attitudes through online questionnaires and analyzed the data using SPSS and AMOS software to test hypotheses.then we reached the following conclusions:(1)team identification has a positive impact on purchase intention.(2)team player attractiveness,team characteristics,domain involvement,and regional identity have varying degrees of positive impact on team identity.team identification has an intermediary effect between those 4 variables and purchase intention.Finally,based on the actual situation,management suggestions are proposed as follows:(1)build star players and manage their rights.The importance of star players to professional sports leagues should be fully recognized.The rights of the players should be properly developed and managed.(2)increase fan involvement.As the core consumer group of professional sports league,the number of fans should be expanded,especially the student fans.(3)build and maintain official fan organizations.Attach importance to the management of local fan organizations.Use the internet to connect with non-local fans and increase fan loyalty.(4)develop and manage the CBA league licensed products.Product development should focus on the needs of fans.Attach importance to the synchronous development of team products and players' personal products.Attach importance to maintaining product copyright.