Research On The Consumption Behavior Of Fans Of China Super League Football Club In Shanghai From The Perspective Of Identity

It marks that the reform and development of China’s football industry has entered a new period of in-depth development.On the basis of previous studies,this researcher selects the fans of Shanghai Shenhua Football Club and Shanghai Haigang football club as the survey objects,analyzes the laws and characteristics of fans’ consumption behavior,and then combined with the core problem of this study-fans’ consumption behavior from the perspective of identity,deeply explores the relationship between fans’ identity and fans’ consumption behavior.Firstly,this study uses the literature method to consult,sort out and summarize the literature in relevant fields,and defines the relevant concepts and the theoretical basis to be used in the research.Secondly,combined with its own research purpose,it draws lessons from the mature identity scale,adjusts it according to the characteristics of the fans of the two Chinese Super League clubs in Shanghai,and finally determines the identity scale and questionnaire;Finally,SPSS software is used to analyze and process the collected questionnaire data,descriptive statistical analysis is carried out on the fans’ basic personal information,fans’ self-identity,emotional identity,cultural identity and fans’ consumption behavior characteristics,reliability test and confirmatory factor analysis are carried out on the scales in the questionnaire,and variance analysis is carried out on the identity variables according to different demographic factors,This paper makes a multi classification logistic regression analysis on the relationship between self-identity and consumption behavior,emotional identity and consumption behavior,and cultural identity and consumption behavior of the fans of two Chinese Super League clubs in Shanghai,draws a conclusion and puts forward some suggestions.According to the research,the following conclusions are drawn: first,fans’ self-identity,emotional identity and cultural identity constitute the identity of fans of two Chinese Super League football clubs in Shanghai;Second,fans’ emotional identity plays the strongest role in promoting their consumption intention and actual consumption;Third,fans’ self-identity and cultural identity have a strong role in promoting their consumption intention and actual consumption;Fourth,from the perspective of identity,fans only respond positively to the consumption closely related to the club.Then put forward specific suggestions,including: first,enhance fans’ loyalty and sense of belonging,and strive to improve their emotional identity;Second,strengthen the self-identity of fans,improve the cultural construction of the club and create a good cultural atmosphere for fans;Third,according to the characteristics of fans of China Super League clubs in Shanghai,promote the consumption behavior based on fans’ identity;Fourth,the Tourism Department of local government should pay attention to fan service,strengthen urban publicity and constantly attract fans.