Research on the influence of team performance on fan loyalty of Chinese Men's National Football Team: data analysis based on online comments

Abstract Sports play an important role in daily life. Every year, thousands of people watch sports events on TV or on the Internet, in which football events attract more attention. The performance of a team may have a huge impact on its fan loyalty. Therefore, the purpose of this study was to explore whether the performance of a team will affect the loyalty of fans, and how to affect the loyalty of fans. Applying web crawler to collect spectators’ comments on the performance of the Chinese Men's National Football Team in the 2022 FIFA World Cup Qualification, word frequency analysis, semantic network analysis and emotional analysis on these comments, it was concluded that the factors that affect fan loyalty from high to low were: fan attitude loyalty factor, fan identity factor, fan behavior loyalty factor, fan satisfaction factor. It was believed that this study could provide a reference for managers to improve fan loyalty.