Internet has become the modern sports organization or team as a very efficient marketing tool. This study aimed to investigate the online sports consumption behavior of the key theoretical relationships between variables, such as sports consumer site quality, satisfaction and loyalty of cognition (perception). As well as exploring the mediator effect of consumer satisfaction between site quality and consumer loyalty. The gathered Data was computed via structural equation modeling (SEM) analysis, and the results indicate that the sports team website loyalty could effectively increase sport fans' satisfaction and perception. Consumer satisfaction was found to have a significant mediator effect between website quality and loyalty. Sports site quality, consumer satisfaction and consumer loyalty were proposed to form and triangle structural model relationships.