Fans’ attention to, involvement in, and satisfaction with professional soccer in China

• Bo Gong

  Shanghai University of Sport

• Nathan David Pifer

  University of Georgia , University of Georgia

• Jerry Junqi Wang

  University of Georgia , University of Georgia

• Minhong Kim

  University of Georgia , University of Georgia

• Minkil Kim

  Troy University

• Tyreal Yizhou Qian

  University of Georgia , University of Georgia

• James J. Zhang

  University of Georgia , University of Georgia

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.

1. Bo Gong, Shanghai University of Sport
   College of Physical Education and Training
2. Nathan David Pifer, University of Georgia, University of Georgia
   Department of Kinesiology
3. Jerry Junqi Wang, University of Georgia, University of Georgia
   Department of Kinesiology
4. Minhong Kim, University of Georgia, University of Georgia
   Department of Kinesiology
5. Minkil Kim, Troy University
   Department of Sport Management
6. Tyreal Yizhou Qian, University of Georgia, University of Georgia
   Department of Kinesiology
7. James J. Zhang, University of Georgia, University of Georgia
   Department of Kinesiology

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