ArticleFrontiers in psychology2026
Understanding spectator loyalty in the Chinese super league: the roles of satisfaction, trust, and team identification.
Article in Frontiers in psychology, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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Abstract
Purpose: This study aims to examine the distinct roles and sequential order of satisfaction, trust, and team identification in shaping loyalty among spectators of the Chinese Super League (CSL). Methods: Measurement items were developed based on prior literature and expert consultation, followed by a pilot study to refine the scales. Data were collected through a survey of spectators attending CSL matches, yielding 278 valid responses. Confirmatory factor analysis and mediation analyses were conducted to test the proposed structural relationships among the variables. Results: Spectator satisfaction did not exhibit a significant direct effect on loyalty (path coefficient = 0.076, Implications: While improving game-related and service-related satisfaction and fostering trust remain important, CSL authorities and clubs should place greater strategic emphasis on enhancing team identification. Cultivating a strong sense of belonging and psychological attachment to the team is critical for sustaining a stable, loyal fan base.
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