通过对北京国安足球俱乐部256名会员球迷和246名非会员球迷进行消费行为性忠诚度和消费性意向忠诚度两个维度的现场问卷调查,以比较两类球迷的主场比赛消费忠诚度。研究结果显示,在消费主场比赛时会员球迷的行为性忠诚度和意向性忠诚度均显著高于非会员球迷,因此推论会员球迷的主场比赛消费忠诚度高于非会员球迷。认为造成两类球迷主场比赛消费忠诚度差异的主要影响因素源自球迷的经济和情感方面。Abstract: The aim of this study is to compare the difference in consume behavioral loyalty and consume intentional loyalty between 256 member fans and
246 non- member fans from Beijing Guoan Football Club. The results showed that the behavioral and intentional loyalties of member fans were significantly
higher than that of the non- member fans when fans went to the home stadium to view the home team matches. So we deduced that the member fans home
team loyalty was higher than the non- member' s and it was believed that the two main reasons for the differences were economic and emotional factors
