Research on Motivation and Loyalty of Different Kinds of Sports Consumers and on Reasons and Constraints of Consumption

Abstract

The sports fan economy in today's era has led to the development of a large number of events and has become more of a dividend of the times, which means that researching the underlying reasons behind the culture of the sports rice circle is even more important for marketers. Through data collection and brief analysis, this paper examines two main parts. The first part examines the difference between sports viewers and sports fans, the five kinds of sports fans and the motivation and loyalty of diverse kinds of sports consumers. The second part of the paper examines the content of sports consumption, which involves brand equity, brand awareness and service quality, and analyzes the reasons why sports consumers consume and the three factors that constrain consumption. The paper draws conclusions about people's thinking about their fan identity, loyalty choices and recognized consumption constraints. This article broadly summarizes the important points about the sports fans and consumption section, which will help marketers in further marketing analysis and application.