Abstract
PURPOSE: This study aims to examine the distinct roles and sequential order of satisfaction, trust, and team identification in shaping loyalty among spectators of the Chinese Super League (CSL). METHODS: Measurement items were developed based on prior literature and expert consultation, followed by a pilot study to refine the scales. Data were collected through a survey of spectators attending CSL matches, yielding 278 valid responses. Confirmatory factor analysis and mediation analyses were conducted to test the proposed structural relationships among the variables. RESULTS: Spectator satisfaction did not exhibit a significant direct effect on loyalty (path coefficient = 0.076, p > 0.05), nor did trust (path coefficient = 0.037, p > 0.05). In contrast, team identification had a significant direct effect on loyalty (path coefficient = 0.759, p < 0.05). Further analysis revealed three meaningful indirect pathways underlying loyalty formation: Satisfaction→Team Identification→Loyalty (effect size = 0.242), Team Identification→Satisfaction→Loyalty (effect size = 0.071), and Satisfaction→Trust→Team Identification→Loyalty (effect size = 0.034). IMPLICATIONS: While improving game-related and service-related satisfaction and fostering trust remain important, CSL authorities and clubs should place greater strategic emphasis on enhancing team identification. Cultivating a strong sense of belonging and psychological attachment to the team is critical for sustaining a stable, loyal fan base.