Understanding spectator loyalty in the Chinese super league: the roles of satisfaction, trust, and team identification

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, p > 0.05), nor did trust (path coefficient = 0.037, p > 0.05). In contrast, team identification had a significant direct effect on loyalty (path coefficient = 0.759, p < 0.05). Further analysis revealed three meaningful indirect pathways underlying loyalty formation: Satisfaction→Team Identification→Loyalty (effect size = 0.242), Team Identification→Satisfaction→Loyalty (effect size = 0.071), and Satisfaction→Trust→Team Identification→Loyalty (effect size = 0.034). 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.