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

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.