Influencing Paths of Team Loyalty of E-sports Fans in the Virtual CommunityA Fuzzy-set Qualitative Comparative Analysis

In order to explore the multiple influence paths of team loyalty of e-sports fans from the perspective of virtual community, the fuzzy-set qualitative comparative analysis (fsQCA), which analyzes the interaction of multiple variables, was adopted to explain the multiple complex concurrent causality of team loyalty. Results: The high loyalty of e-sports teams comes from different configurations formed by multiple antecedent variables. Any antecedent variables such as virtual community activity, virtual community satisfaction, brand value co-creation participation, and young people's group can not constitute sufficient and necessary conditions for team loyalty. Virtual community satisfaction is an necessary condition of all path combinations, virtual community activity and brand value co-creation participation are high-frequency elements in the path combination, and young people play an important role in the influence paths of high team loyalty. Suggestions: E-sports teams need to comprehensively consider the antecedent variables in the three influence paths, and adopt a combined management and marketing strategy in a targeted manner; Improving the virtual community satisfaction of e-sports fans is the team's primary marketing goal; The focus is on the needs of young fans, and guiding and attracting young fans to participate in virtual community fan interaction and brand value co-creation.