Abstract
The purpose of this study was to investigate the effect of the VAR system used in soccer on viewers" viewing behavior. More specifically, this study investigated the structural relationship between Chinese professional soccer viewers" VAR justice and trust(referee trust, match trust, organizational trust), viewer flow and viewer satisfaction. This study was conducted with a survey of 350 undergraduate and graduate students who had experience watching Chinese professional football games. Data were sampled using the convenience sampling method and self-administration method. The survey was conducted from May 18 to May 30, 2021 using a professional survey platform (www.wjx.cn) in China. Of the 350 observations of the collected data, 5 invalid questionnaires were removed and the remaining 345 observations were selected as the final sample. For data processing, SPSS 25.0 and AMOS 25.0 were used to verify the model fit and individual hypotheses. The results were as follows. First, the VAR justice had a positive effect on referee trust, game trust, and organizational trust. Second, match trust and organizational trust had a positive effect on viewing flow, but referee trust did not have a statistically significant effect on viewing flow. Third, it was found that viewing flow had a positive effect on viewing satisfaction. The professional football federation should strive to exist in the positive perception of fans so that the VAR decision is settled as a fun factor without interfering with the flow of the game as well as ensuring the fairness of accurate and objective judgment using VAR
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