This study investigated the effects of Chinese Professional Baseball League fans towards the corporate social responsibility cognition,team identification and purchase intention and tried to understand the differences between the different facets.390 questionnaires were distributed,377 valid questionnaires were collected with a 96.7% return rate. This study used seven-point Likert scales to measure various facets, to understand the relationship among corporate social responsibility (CSR) cognition,team identification and purchase intention and to understand the differences between the CSR cognition,team identification and purchase intention in different demographic variables.
The results are as follows: (1) a significant difference between different levels of education and purchase intention (2) a significant difference among CSR cognition,team identification and purchase intention in different average monthly income (3) a significant difference between game watching frequency and purchase intention (4) a significant difference among CSR cognition,team identification and purchase intention in different team support. Analysis of the variables are: (1) a significant positive correlation between CSR cognition and team identification (2) a significant difference between CSR cognition and purchase intention and (3) a significant difference between team identification and purchase intention prediction.
The results showed that fans are mainly male students. The teams interact with fans through social media to increase the degree of team recognition. This study suggests team should pay more attention to fulfill its responsibilities,so that fans can better understand the team efforts and achievements.
