Formation Mechanism of Chinese Super League Fans' Behavioral Loyalty: A Mediated Moderation Model

This paper starts with the leisure involvement theory, social identity theory and customer loyalty theory, takes fans of the Chinese Football Association Super League (Chinese Super League, CSL) in line with the market segregation pattern as the specific object of investigation, and then constructs the conceptual model of the formation mechanism of CSL fans' behavioral loyalty from the perspective of exploring fans' psychological behavior patterns. 247 sample data were collected to test the model by path analysis and hierarchical regression analysis. The results find that:① the involvement has a significantly positive impact on behavioral loyalty; ② the attitudinal loyalty partially mediates the relationship between the involvement and behavioral loyalty; ③ the team identification moderates the relationship between the involvement and behavioral loyalty, with a significantly positive effect on behavioral loyalty under the condition of low team identification and no significant positive effect under the condition of high team identification; ④ the moderating effect of team identification on the relationship between involvement and behavioral loyalty can only be realized by attitudinal loyalty as a partial intermediary.