The Relationship between Involvement, Fan Attraction, Fan identification and Fan Loyalty in Chinese Super Football League

( Xiaodai Jia ),( Shuai Zhang ),( Ao Zhu ) 아시아스포츠융합과학회 2022 Asia Pacific Journal of Applied Sport Sciences Vol.3 No.2

PURPOSE This study investigated the relationship between fan involvement, fan attraction, fan identity and fan loyalty in Chinese Super Football League (CSL). METHOD Based on the background of Watching Chinese Super League matches in China, 319 fans of six football teams were surveyed online. RESULT The degree of first fan involvement has a significant positive effect on fan attraction and fan identification. Secondly, fan attraction and fan identification have significant influence on loyalty intention. Thirdly, the degree of fan involvement has no significant effect on loyalty, while fan attraction and fan identity play a significant mediating role between them. CONCLUSION In order to strengthen the influence of CSL, various policies should be formulated to strengthen the fan identity and fan attraction which affect the loyalty. In addition, policies to strengthen incentives and address constraints should be implemented.

Investigating Knowledge Struture of Marathon in China: Visual Graph Analysis

( Wangda-guo ),( Xiaodai-jia ),( Mingliang-zhang ),( Yan-xing ) 한국융합과학회 2022 한국융합과학회 국제학술대회자료집 Vol.2022 No.0

Since the first marathon was held in 1910, marathon has gradually developed. According to the Statistics of the Chinese Athletics Association, in 2016 alone, 328 marathons and related sports events were registered in China, with more than 2.8 million participants.Many researches focus on experimental method, literature method and questionnaire survey, and no novel research method has been found in the process of sorting out. So, it is necessary to carry on a long quantitative analysis to the marathon theory of china.This paper uses Citespace V to analyze 456 core journal papers in the field of marathon included in CNKI from 2001 to 2021 as research samples, and analyzes the overall overview of marathon research in China in the past 20 years. It not only quantitatively displays the knowledge structure and theme evolution of Chinese marathon, but also explores the current research hotspots and future trends in the field of marathon. To this end, it established the following three research questions.First,Do the core keywords of marathon research change by period? Second,What is the core keyword that symbolizes 20 years of marathon research? Third,How do the subfields of marathon research appear over the past 20 years? Methods This study took the 21st century (2001-2021) (up to December 31, 2021) as the time window, took the core journals published in China National Knowledge Infrastructure (CNKI) and CSSCI journals as the sources, and searched the CNKI database for 524 articles with the keyword marathon.In order to improve the validity of the analysis, Non-academic texts such as book review, conference notice, draft call notice and some literature explaining overseas marathon activities were discarded, and 456 academic papers were obtained (Yang,Chen,Zhou,Yang,2019).This paper uses Citespace V to analyze , Keyword time zone evolution graph,Keywords co-occurrence analysis,Subject clustering and research status analysis,The development trend, research trend and knowledge structure of marathon in Recent 20 years in China are analyzed comprehensively. Findings and Discussions The results were as follows.First of all, Chinese marathon research has gone through three research stages, 2001-2004 is the Chinese marathon preliminary exploration stage; From 2005 to 2015, there was a certain improvement in the research, which was a transitional period for the growth of marathon research in China. Marathon events were held successively in cities all over the country. From 2016 to 2021, the number of literature shows a trend of rapid growth, which is the stage of vigorous development of Chinese marathon. Secondly, marathon events, sports management, sports events, mass sports, city marathon are the research hotspot in the field of marathon. Overall, Chinese marathon research experiences the evolution of exploring the marathon training method and theory to the organization and management of the marathon sports event to the national fitness, sports economy and marathon sports injury. Thirdly, the main research topics of marathon are divided into five parts: altitude training and middle and long-distance running training methods of marathon runners and their body changes after training; The tourism effect brought by the marathon event; The experience economy and consumption upgrade driven by marathon; The city marathon spreads the city culture and promotes the sports economy; The sustainable development of marathon fever and its causes.

Relationships between Motivation, Goal Orientation, Satisfaction, and Adherence in Skiers at Beijing Ski Resorts

Jianmin Shi,Xiaodai Jia,Yan Xing,Xiuxiu Bu,Qiang Lei,Qunqun Sun 아시아스포츠융합과학회 2023 Asia Pacific Journal of Applied Sport Sciences Vol.4 No.1

PURPOSE Based on theoretical evidence and previous literature, this study proposes research hypotheses and establishes a structural equation model (SEM) that includes variables such as motivation, goal orientation, satisfaction, and adherence. METHOD Study participants included skiers at the ski resorts located around Beijing. In total, 700 questionnaires were distributed, and 44 invalid questionnaires were removed for being incomplete or incorrect; 656 questionnaires were retained and analyzed using SPSS v. 26 and Amos v. 23. Descriptive statistics, exploratory factor analysis, confirmatory factor analysis, and structural equation modeling methods were used in the analyses. RESULT This study explored the relationship between motivation, goal orientation, satisfaction, and adherence in skier participants through a quantitative analysis. Through the establishment and verification of the structural equation mode, the following conclusions were drawn: First, motivation directly affects goal orientation. Second, motivation directly affects satisfaction. Third, motivation directly affects adherence. Fourth, goal orientation directly affects satisfaction. Fifth, goal orientation directly affects adherence. Sixth, satisfaction directly affects adherence. CONCLUSION To improve skiing adherence, Beijing ski resort operators should understand the motivation for skiing, formulate supporting policies and services, and enhance the goal orientation and satisfaction of skiers. This study provides some practical implications for ski resort operators that may increase the profit of ski resorts contribute to the sustainable development of Beijing skiing.

Critical Factors in the Decision-making Process of Chinese Mass Taekwondo Consumers: Application of Goal-oriented Behavior Model

( Shuai Zhang ),( Xingyu Xie ),( Shanqing Wan ),( Xiaodai Jia ) 아시아스포츠융합과학회 2021 Asia Pacific Journal of Applied Sport Sciences Vol.2 No.1

PURPOSE This study uses the extended model of goal-oriented behavior to predict and test the behavioral intentions of Chinese public Taekwondo consumers. Based on the original MGB, the study adds five variables related to Taekwondo consumption characteristic to investigate the influencing factors of general Taekwondo consumers' consumption decision-making process. METHOD This study conducts an online survey of 417 students studying in the Chinese Taekwondo Gymnasium and uses IBM SPSS statistical software 26.0 and AMOS 23.0 to analyze the data. Then, the data analysis is divided into two stages. In the first stage, confirmatory factor analysis (CFA) is used to test the reliability and validity of the scale. In the second stage, a structural equation modeling (SEM) analysis is employed to test the proposed hypotheses. RESULT The CFA test shows that the data and the model have a good fit, and the model has high combined reliability and convergence validity. And through the modification of the model, a SEM is established. CONCLUSION The results show that desire has the most significant impact on consumers' behavioral preference, followed by past satisfaction and Taekwondo coach image. Past satisfaction significantly affects desire, which in turn affects consumersʼ behavioral preference. The two constructs of Taekwondo cognition and perspective form a positive and significant relationship. In addition, perspective has developed a considerable influence relationship with past satisfaction and Taekwondo coach image, which influences behavior preferences. Expected emotions significantly affect past satisfaction, which indirectly affects desire and consumer behavioral intentions.