The development of a causal relationship model of factors influencing the loyalty of football clubs’ fans in the Thai premier football league

Abstract

This study aimed to develop a causal relationship model of factors influencing the loyalty of football clubs’ fans in the Thai premier football league. A hypothesis model consisting of 15 selected factors derived from the examination of related theories and research findings was developed. A Likert type, 5 rating scale questionnaire was constructed and used as the research tool. Such questionnaire was statistically tested both for content validity and reliability. The data were collected from a sample of 538 selected home teams’ fans who attended 6 selected stadiums in the tournament. The LISREL version 8.72 program was a statistical tool to examine the construct validity of variable in the hypothesis model and to evaluate the fitness of the structural equation model (SEM). The evidence showed that the adjusted model fitted with the empirical data. The causal factors directly influencing loyalty were interest in team, interest in sport, vicarious achievement, wholesome environment, entertainment value, bonding with family and community support at .05 of the statistical significance. Those factors had the total influencing power of 67 percent on loyalty.