THE ROLE OF PROFESSIONAL SPORTS CLUBS' SOCIAL RESPONSIBILITY AND FANS' TRUST ON CBA FANS' CONSUMPTION BEHAVIOR

Abstract

This paper systematically explores the relationship among professional basketball clubs’ corporate social responsibility (CSR), fan trust, and Chinese Basketball Association (CBA) fans’ consumption behavior. Using literature review and logical analysis methods, the study constructs a theoretical model in which fan trust acts as a mediating variable. CSR is conceptualized across five dimensions: charitable, community, ethical, legal, and strategic responsibility; fan trust includes emotional, cognitive, and social trust; and consumption behavior encompasses purchase, participation, and recommendation behaviors. Findings indicate that perceived CSR enhances fan trust, which in turn strengthens fans’ loyalty and consumption intentions. Trust mediates the CSR–consumption relationship by reinforcing emotional connection and behavioral commitment. The study provides theoretical and practical insights for CBA clubs to design effective CSR strategies and foster sustainable fan engagement.