CURRENT SITUATION, INFLUENCING FACTORS AND PATH OF SOCIAL RESPONSIBILITY OF PROFESSIONAL SPORTS CLUBS BASED ON CONSUMER EMOTION REGULATION

BACKGROUND: With the rapid development of the sports industry and the increasingly mature market environment, many sports organizations in Europe and the United States have gradually realized the importance of social responsibility. They often use holidays to carry out social responsibility activities and improve the brand image by performing social responsibility. China's sports industry has developed rapidly in recent years, but professional sports still need to learn from European and American countries in fulfilling their social responsibilities. At present, the contradiction between the growing spiritual and cultural needs of the people and the insufficient and unbalanced supply is becoming increasingly prominent. Professional sports is an important industry to meet people's spiritual and cultural needs. Professional sports clubs are responsible for training excellent athletes for the country, seeking economic benefits for the club, providing public services for cities and communities, disseminating urban sports culture, promoting sports development, protecting the environment, engaging in philanthropy and other important responsibilities. They are the core of professional sports. Whether professional sports clubs can actively fulfill their corporate social responsibility will have an important impact on the development of professional sports. Therefore, it is of great significance to understand the current situation of social responsibility of professional sports clubs and the influencing factors of consumers' emotion, and to explore the ways for professional sports clubs to fulfill their social responsibility. RESEARCH OBJECTS AND METHODS: Taking CBA club as the research object, this study investigates the implementation status and influencing factors of CBA club's social responsibility from the perspective of the psychological perception of sports experts and spectators by using the combination of quantitative questionnaire survey and qualitative content analysis. In order to improve the impact of sports club rules on consumers' emotion, this study first revised the emotion questionnaire compiled by Dong Yan and Yu Guoliang (2007) according to the basic characteristics of the environment, and then measured the subjects' emotion with the revised scale. Among them, positive emotion (30 items in total) includes two dimensions: positive high arousal emotion and positive low arousal emotion, and negative emotion (42 items in total) includes two dimensions: negative high arousal emotion and negative low arousal emotion. The questionnaire adopts Likert's 5-level continuous evaluation, “1” means “completely unqualified” and “5” means “fully qualified”. Statistics show that the internal consistency reliability of the two subscales of positive emotion and negative emotion is 0.5% 75 ~ 0. Four factor validity: 245 21,x2 / df = 1. 96, CFI = 0. 94, TLI = 0. 91, RMSEA = 0. 050, SRMR = 0. 067. RESULTS: The survey results show that sports experts and ordinary audiences are not satisfied with the current implementation of corporate social responsibility in CBA clubs. It is generally believed that the lack of corporate social responsibility in CBA clubs is serious. Sports experts believe that the most important factors affecting the performance of social responsibility by CBA clubs are unclear property rights, vague relationship between responsibilities and rights in the business process, lack of perfect social responsibility supervision and evaluation mechanism, while ordinary audiences believe that there is a lack of perfect corporate social responsibility supervision and evaluation mechanism, backward system and imperfect relevant laws and regulations. The results showed that the effect of interpersonal emotion regulation on implicit positive emotion decreased with the increase of regulation difficulty level; And expression inhibition is the mediating variable of regulatory effect, which has some mediating effect. With the enhancement of expression inhibition, the mediating effect has an increasing trend. Because interpersonal interaction can more activate psychological processing processes such as empathy, viewpoint selection and attention conversion, it will help interpersonal emotion regulation to positively predict implicit positive emotions at the level of automatic processing. The result of the negative regulation effect of regulation difficulty is consistent with the theoretical viewpoint proposed by the dual resource model of interpersonal emotional interaction. The dual resource model holds that the emotional regulation of interpersonal interaction is based on the resources of two nervous systems. Self regulated public resources can realize top-down cognitive control, and the work of this system needs to be realized at the level of consciousness. CONCLUSION: This paper puts forward the ways to promote the implementation of social responsibility of professional sports clubs: clarify the legal subject status of professional sports clubs, legalize the social responsibility connotation of professional sports clubs, comprehensively build the social responsibility awareness of professional sports clubs and stakeholders, strengthen the social responsibility consciousness of professional sports clubs, and establish a scientific social responsibility evaluation system of professional sports clubs, Improve the social responsibility supervision system of professional sports clubs. ACKNOWLEDGMENTS: National Social Science Foundation of China 20BTY051: Research on competitive balance driving high-quality development of Professional sports in China.