The Impact of Electronic Word-of-Mouth on Chinese Soccer Fans’ Attitudinal and Behavioral Loyalty

• 발행기관: 한국무역연구원
• 저자명: Tong Zhu Jin-Hwan Hong
• 간행물 정보: 『무역연구』제21권 제4호, 97~118쪽, 전체 22쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2025.08.31

국문 초록

Purpose - The purpose of this study is to examine how three characteristics of electronic word-of-mouth (eWOM)—volume, argument quality, and credibility—influence the attitudinal and behavioral loyalty of soccer fans. This research specifically investigates the mediating role of team identification in this relationship within the sports context. Design/Methodology/Approach - Based on social identity theory (SIT) and the Elaboration Likelihood Model (ELM), an online questionnaire survey was conducted. The participants were 325 Chinese soccer fans who support Shandong Luneng Taishan, a team in the Chinese Super League (CSL). Findings - This paper finds that eWOM (volume, argument quality, and credibility) are all positively related to team identification. Furthermore, soccer involvement positively moderates two key relationships: (1) eWOM argument quality and team identification, and (2) eWOM credibility and team identification. Interestingly, soccer involvement did not show a moderating effect between eWOM volume and team identification, contrary to initial predictions. Finally, team identification significantly and positively influences both soccer fans’ attitudinal and behavioral loyalty. Research Implications - This study offers significant theoretical contributions by extending eWOM research into the sports domain and demonstrating the mediating role of team identification. For practitioners in sports marketing, the findings underscore the importance of fostering positive eWOM, particularly focusing on the quality and credibility of messages, to enhance fan loyalty.

목차

Ⅰ. Introduction

Ⅱ. Theoretical Background and Hypotheses

Ⅲ. Methodology

Ⅳ. Data Analysis and Results

Ⅴ. Conclusion and Implications

References

키워드

Electronic Word-of-Mouth (eWOM) Soccer Fan Loyalty Team Identification