中超联赛俱乐部球迷的参与感、心理认同感与忠诚的关系

本研究以中超联赛为背景,验证并拓展了Tachis与Tzetzis提出的关于球迷参与感、心理认同、态度及行为忠诚间关系的结构模型。数据分析结果表明参与感影响球迷的心理认同的形成,而后心理认同会影响态度忠诚,进而转化成对球迷行为忠诚的影响。结果也显示出中超职业体育背景下的特殊属性,即原本结构模型中参与感的中心性维度对心理认同的影响作用存在一定程度的削弱。研究表明球迷认为吸引力是参与感中最重要的一个方面。本文也提出了一些建议,可以通过场内或场外的相关活动为支持者打造更具吸引力的气氛与环境。

This research examined and explored Tachis and Tzetzis’s structural model of the relationship among sport fans’involvement,psychological commitment,attitudinal and behavioral loyalty in CSL context.The results of statistics analysis indicated that involvement was assumed to infl uence psychological commitment,psychological commitment infl uenced on attitudinal loyalty subsequently,and then infl uence transferred to fans’behavioral loyalty.Results also demonstrated a specifi c character in Chinese professional sport setting,the infl uence of centrality facet in involvement towards psychological commitment in the structural model was impaired.Evidence supported that football fans considered the dimension of attraction as the most important aspect in involvement as well.Both on-pitch and off-pitch fans activities advices were mentioned in this report to develop an attractive environment for supporters.