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      Fans' Attention to, Involvement in, and Satisfaction with Professional Soccer in China

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          Abstract

          We investigated the level of Chinese soccer fans' satisfaction with the development of professional soccer in China on the basis of their attention to, and involvement with, the Chinese Football Association Super League (CSL) and its teams. Research participants ( N = 926) were spectators at CSL games who responded to a questionnaire. Results revealed that the attention consumers paid to, and their involvement with, the CSL were negatively related to their satisfaction with the league's operation and marketing. These findings contradict existing theories and beliefs that positive consumer cognition leads to positive consumer affect, indicating the presence of serious issues associated with the CSL administration. The failings of the CSL are discussed.

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          Author and article information

          Journal
          Social Behavior and Personality: an international journal
          soc behav pers
          Scientific Journal Publishers Ltd
          0301-2212
          November 19 2015
          November 19 2015
          : 43
          : 10
          : 1667-1682
          Article
          10.2224/sbp.2015.43.10.1667
          4bea19b0-e2d1-4874-a7c0-bc11745570ba
          © 2015
          History

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