marginally significantp < 0.10
In Model 1, hypotheses M 1 H1 and M 1 H2 were rejected, indicating that spectator satisfaction and trust have no significant direct effects on loyalty; M 1 H3, M 1 H4, M 1 H5, and M 1 H6 were supported, indicating that spectator satisfaction significantly predicts trust and team identification, team identification significantly predicts loyalty, and trust has a weak but meaningful direct effect on team identification (marginally significant at p < 0.10).