STUDY ON THE INFLUENCE OF NETWORK FACTORS ON THE LOYALTY AND EMOTIONAL BEHAVIOR OF CHINESE PROFESSIONAL FOOTBALL CLUB FANS
Authors: Liu Shaoyong , Huang Wenlang 
Published: July 2022

Background

China Professional Football League has been in operation for nearly 30 years and has attracted more and more attention from the public and society. China Professional Football League has promoted the professional and commercial development of Chinese football and attracted a large number of fans. At present, Chinese professional football clubs are struggling, but they still get the support of many fans. The development of any club is inseparable from the support of loyal fans, who are the basis of the development of the club. Only with many loyal fans can the club have long-term and strong vitality. Only by making outstanding achievements, excavating the economic benefits of the club, establishing and maintaining the club culture and cultivating a large number of loyal fans, can the club bring profound heritage and solid economic benefits to the club. Football club has a large number of loyal fans, which is the cornerstone of the sustainable and vigorous development of professional football league. However, due to many factors, the loyalty of fans has decreased, which is related to the evaluation of pursuit by the Internet.

Subjects and Methods

Based on this, this paper studies the loyalty of Chinese football fans, takes the fans of China Henan sslm football club as the research object, and analyzes the current situation of China Henan sslm football club and its fans. Through the research, it is found that with the continuous development of the Internet, public emotional behavior will have an important impact on football public opinion. There are two directions: one is the top-down impact, the other is the bottom-up impact; It is mainly manifested in two typical ways: social mobilization and emotional social struggle in football public opinion. The main expressions of their emotional behavior are: weakness, anger, sadness and anger, etc. On the basis of combing the collective behavior and emotional struggle, the research finds that the communication framework of emotional behavior mainly includes the communication paths of discourse co meaning, identity co meaning and emotional co meaning; Functional analysis includes target function, attribution function and ideographic function. From the tendency of public sentiment, football public opinion shows criticism, populism, nationalism, pragmatism, patriotism and justice. The social expression of public sentiment in microblog public opinion includes the spiral phenomenon of silence, butterfly effect, herd effect, resentment and so on. From the perspective of psychology, the public emotions in football public opinion are fear, anxiety, anger and sadness, while in terms of expression, the public express their feelings through direct expression and folk language.

Results

Using the methods of literature review, questionnaire survey and mathematical statistics, this paper analyzes the dimension of fan loyalty and constructs the fan loyalty model of sslm football club in Henan Province.

Conclusion

According to the research, fan participation is divided into three dimensions: pleasure participation, symbolic participation and central participation; Product attributes related to the club, such as team performance, star players, head coach and team management, are positively correlated with club fan loyalty; Logo design, stadium, game quality and team tradition are also positively correlated with club fan loyalty; There is a significant positive correlation between fans' attitude loyalty and fans' behavior loyalty. The author believes that club brand communication is an important factor for fans to participate in the development of football clubs. It is necessary for football clubs to strengthen the publicity of fans, let more fans know the real situation of the club, increase the exposure of football clubs and improve the satisfaction of fans. Secondly, the importance of the performance of the club team in the correlation of product related attributes is self-evident. The club needs to constantly improve the performance of the team in the game and win more attention from the outside world. Therefore, the club must actively train star players, select excellent coaches and lead the team to achieve better results. The club needs to strengthen the development of Lenovo products again, which have attributes unrelated to products. The design of club logo, the construction and maintenance of competition venues, the quality of competition and the tradition of the team are the basis of influencing the loyalty of fans. The club needs to continuously strengthen the product research and development of Lenovo's non product related attributes. Work can not only bring economic benefits to the club, but also shape the club's fan culture and further improve the club's fan loyalty. Finally, the club needs to provide a space for fans to communicate: there is a positive correlation between fans' escape, recognition, acceptance, nostalgia, regional glory and fans' loyalty. Let fans find suitable community organizations, form common interests and help improve the loyalty of club fans.

Acknowledgements

This research was supported by the general project of philosophy and Social Sciences Planning of Zhejiang Province (20NDJC184YB), and the Fundamental Research Funds for Zhejiang Provincial Universities and Research Institutes (2021R005).