The relationships among perceived league product quality, spectator satisfaction, trust, team identification, and loyalty in the Chinese Super League
Fei Liu, Sisi Wu, Jingyin Zhou, Mu Fan, Fengqin Tian, Clementswami Sukumaran, Clementswami Sukumaran, Clementswami Sukumaran, Clementswami Sukumaran · 2026
Read The relationships among perceived league product quality, spectator satisfaction, trust, team identification, and loyalty in the Chinese Super League by Fei Liu, Sisi Wu, Jingyin Zhou, Mu Fan, Fengqin Tian, Clementswami Sukumaran, Clementswami Sukumaran, Clementswami Sukumaran, Clementswami Sukumaran (2026) in the Tower of Babel, a free online library of public-domain works preserved in clean, searchable text. No sign-up. The full text is served as a plain-text file at a predictable URL, where text is present: https://antarctic-labs.com/tower-of-babel/pmc-13245865.txt.
Description
Liu, Wu, and Zhou surveyed Chinese Super League football fans to find what actually creates loyalty, in this 2026 PLOS One study. Two hundred seventy-eight valid questionnaires from match spectators fed a structural model linking five constructs. These were how good fans judge the league product to be, their satisfaction, their trust, how strongly they identify with their team, and their loyalty.
Perceived product quality significantly raised satisfaction, trust, and team identification, but it did not directly move loyalty, and neither satisfaction nor trust did either. Team identification was the one strong driver of loyalty, and it carried the quality effect almost alone: quality converts into loyalty only by deepening fans' identification with their club. The authors advise league marketers to invest less in generic satisfaction and more in belonging.
Catalog record
| CREATOR | Fei Liu, Sisi Wu, Jingyin Zhou, Mu Fan, Fengqin Tian, Clementswami Sukumaran, Clementswami Sukumaran, Clementswami Sukumaran, Clementswami Sukumaran |
|---|---|
| YEAR | 2026 |
| COLLECTION | PAPERS |
| FORMAT | TXT |
| FILE SIZE | 72 KB |
| VERSION | 1.0 |
| LICENSE | CC BY 4.0 |
| RIGHTS | CC BY |
| SOURCE | Europe PMC |