The Impact of the Fans Sympathetic Understanding of Sports Stars on the Attractiveness and Emotional Reaction

Purpose: The purpose of this study is to examine and understand the effect of sympathetic understanding of fans on the attractiveness and emotional reaction of sports stars, which not only has a significant national or social impact, but also significantly influences the fans purchase or intention of purchase of sports related products. Furthermore, it is to help to form a relationship with the fans, and also helps he clubs or teams improve their image using sports stars and establish marketing strategies. Method: In this study, 290 professional sports fans as of 2022 were surveyed, and the convenience sampling was used for the sampling method, and the survey was conducted using the Self-Administration Method. Among the collected questionnaires, 281 questionnaires were used as valid samples, excluding the data with insincere responses or omission of some of the contents of the survey. The measurement tool is a questionnaire, and the data processing was carried out using the SPSS 24.0 Program, a statistical package program, and frequency analysis, reliability verification, factor analysis, correlation analysis, and multiple regression were performed. Results: In this study, as a result of factor analysis and reliability verification performed, the sympathetic un-derstanding consisted of two factors, cognitive factor α=.883 and emotional factor α=.836. The attractiveness was consisted of three factors, and it turned out to be a friendliness factor α=.867, an intimacy factor α=.851, and a similarity factor α=.799. The emotional reaction consisted of two factors, positive factor α=.855 and negative fac-tor α=.830. According to the method and process used in the study, the overall result is that the fans sympathetic understanding of sports stars affects the attractiveness and emotional reaction. Conclusion: In this study, the fans sympathetic understanding of sports stars influences attractiveness and emotional reaction, and in sports clubs or teams, players performances, including signing players, and the players personal or social activities can win sympathy from their fans, and it requires much effort for a long period of time to win such kind of sympathy, and the most basic thing is a sincere activity. If these sincere activities are con-tinued, naturally, the fans feelings towards the club or players will change positively, and that change will lead to purchase of sports related products or a change in positive attitudes related to it.