Football team quality and fans' attachment: investigating the mediating role of emotional satisfaction in changchun yatai football club (CYFC) fans.

BACKGROUND

Football, as a global phenomenon, intertwines team quality and fan attachment. This study, centered on Changchun Yatai Football Club (CYFC) fans, explores how emotional satisfaction acts as a mediator in this intricate relationship, providing nuanced perspectives crucial for understanding and optimizing the dynamics of fan-team connections in football culture.

OBJECTIVES

The primary objective of this research is to examine the influence of team quality on emotional satisfaction and fans' attachment. Additionally, it aims to investigate the mediating role of emotional satisfaction in the relationship between team quality and fans' attachment. By achieving these objectives, the study seeks to contribute valuable insights into the dynamics of fan-team relationships in the context of football.

METHODOLOGY

The research adopts an applied approach in terms of its purpose, aiming to provide practical implications for football clubs. The data collection method is descriptive, utilizing electronic questionnaires voluntarily completed by 396 fans of CYFC. The research tool comprises three questionnaires: the team quality questionnaire adapted from Zhan et al. (1997), the emotional satisfaction questionnaire developed by Reynold and Bettie (1999), and a researcher-made attachment questionnaire. Structural equation modeling is employed to analyze the gathered data.

RESULTS

The results obtained through structural equation modeling reveal a significant impact of team quality on both emotional satisfaction and fans' attachment. Furthermore, a positive and significant relationship is identified between emotional satisfaction and fans' attachment. The study also confirms the positive mediating role of emotional satisfaction in the connection between team quality and fans' attachment.

CONCLUSIONS

In conclusion, the research suggests that football clubs can influence fans' attachment by strategically enhancing team quality. This improvement can be achieved through measures such as acquiring high-quality players and stars. Understanding and addressing the mediating role of emotional satisfaction can be a key strategy for clubs looking to strengthen their connection with fans. The findings provide practical insights for football clubs seeking to optimize their strategies for fan engagement and attachment.