Self-Transcendence Values Influence Meaningful Sports Consumption Behavior: The Chain Mediator of Team Identification and Eudaimonic Motivation

Abstract

With the improvement of people’s material conditions and the change of their values, sports consumption has shifted from hedonistic consumption, which simply pursues pleasurable experiences, to meaningful consumption, which seeks self-growth and life values. Meaningful sports consumption behavior has also received attention from scholars. The primary purpose of this study is to explore the mechanisms of meaningful sports consumption behavior from the perspective of individual values. Using self-transcendence values as the independent variable, team identification, and eudaimonic motivation as mediators, and introducing subjective on-field performance and hypo-egoic mindset as moderating variables, this study explores how self-transcendence values influence meaningful sports consumption behavior. The empirical analysis based on 910 questionnaire data in China revealed that self-transcendence values have a significant positive impact on meaningful sports consumption behavior through the chain mediating role of team identification and eudaimonic motivation. Subjective on-field performance and hypo-egoic mindset play a moderating role in this influence. This study enriches the study of sports consumption behavior, deepens the research on meaningful sports consumption behavior, and introduces a new research perspective to sports consumption behavior. The results of this study provide new management ideas for sports marketers to attract and increase consumer stickiness.