How can social needs impact on meaningful sports consumption?

Abstract

The main goal of this study is to explore the drivers of meaningful sport consumption and its influence mechanism. In sports consumption, consumers not only seek hedonic value but also pursue to experience greater purpose and meaning in life, which is regarded as meaningful sports consumption. This study extends existing sports management literature by examining how social needs impact meaningful sports behavior with team affiliation, self-improvement, and self-esteem as mediators. Based on the questionnaire data collected from China, the empirical analysis results show that social needs have a significant positive impact on meaningful sports consumption behavior through the mediating effect of team affiliation and self-esteem motivation. However, self-improvement motivation does not have a mediating effect on the relationship between social needs and meaningful sports consumption. This study enriches the research content of sports consumption, adds research object of social needs, and expands the research scope of meaningful consumption by introducing meaningful sports consumption into the above domain.

Keywords: meaningful sports consumption; self-esteem; self-improvement; social needs; team affiliation.