Structural Relationship between Motivation, Involvement, Satisfaction and Loyalty of University Basketball Participants in China

Abstract

PURPOSE The main purpose of this study is to test the structural relationship between motivation, involvement, satisfaction and loyalty of university basketball participants in China. METHOD The study took the participants of basketball clubs from five universities in Hunan Province as the subject. 846 questionnaires were collected and 800 were used in this study. SPSS24 and AMOS were used for this research. RESULT The results show that the motivation of basketball club’s participants has a significant positive impact on involvement, satisfaction and loyalty; Involvement has a significant positive effect on satisfaction and loyalty; Satisfaction has significant positive influence to loyalty. Finally, involvement and satisfaction can play a partial mediating role between motivation and loyalty. CONCLUSION This study verifies the structural relationship between motivation, involvement, satisfaction and loyalty of Chinese college basketball club participants. Motivation is the most important factor affecting participants’ loyalty, while involvement has the least impact on participants’ satisfaction and loyalty. Consequently, the PE management staff in university should attach more importance the motivation of participants in order to attract more students to participate in basketball activity and maintain their interests.