THE CHINESE PROFESSIONAL BASKETBALL LEAGUE CLUB SOCIAL RESPONSIBILITY INFLUENCES FANS’ LOYALTY THROUGH THE TEAM IDENTIFICATION AND FAN TRUST
DOI:
https://doi.org/10.18623/rvd.v23.5934Keywords:
Chinese Professional Basketball League (CBA) Club Social Responsibility, Fan Trust Team Identification, Fan LoyaltyAbstract
The development of the sports industry and the maturity of the market environment have become key factors driving professional sports clubs to emphasize corporate social responsibility. This paper explores the influence mechanism of professional sports clubs' social responsibility on fan loyalty through the mediating role of team identification and fan trust. Using partial least squares structural equation modeling with 507 valid questionnaires from Liaoning, Beijing, and Zhejiang regions of China, the study was conducted to quantitatively analyze the impact of professional sports clubs' social responsibility on fans' loyalty. The results show that: professional sports clubs' social responsibility positively affects team identification and fan trust; team identification and fan trust positively reinforce fan loyalty. In addition, team identification and fan trust play a significant mediating role in the relationship between professional sports clubs' social responsibility and fan loyalty. This study not only provides empirical evidence for Chinese professional basketball league (CBA) clubs to formulate social responsibility strategies and improve market performance, but also provides an important reference for the sustainable development of the whole sports industry.
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