Meaningful Sports Consumption Behavior Influences the Production of Individual Eudaimonic Well-Being: The Chain-Mediated Role of Perceived Social Support and Perceived Self-Esteem

Abstract

Well-being is an ordinary life goal that many people strive to achieve. Recently, there has been a growing interest in academic research on how consumption can enhance well-being. Hedonic sports consumption, which is associated with positive emotions, can positively impact an individual’s subjective well-being by providing both physical and mental enjoyment and relieving the stresses of everyday life. However, there is a need for more comprehensive research on the mechanisms that connect meaningful sports consumption behaviors, which may also be accompanied by negative emotions, to the mental health of individuals. Therefore, the primary objective of this study was to explore the potential mechanisms of meaningful sports consumption behaviors and eudaimonic well-being in individual mental health. Based on the SOR theory, this study develops a comprehensive conceptual model to examine the impact of sports consumption behavior on individuals’ eudaimonic well-being. The study’s results indicate that engaging in meaningful sports consumption behaviors can positively influence individuals’ eudaimonic well-being. Additionally, the study finds that perceived social support and perceived self-esteem among sports consumers significantly and positively impact their eudaimonic well-being. Finally, the study reveals that perceived social support and perceived self-esteem mediate the pathway through which meaningful sports consumption behaviors affect eudaimonic well-being. These findings contribute to our understanding of how to enhance sports consumers’ eudaimonic well-being and promote meaningful sports consumption behaviors. Therefore, it is recommended that sports marketers focus on providing meaningful sports service offerings, fostering consumer–society connections, and increasing respect and appreciation for consumers. These marketing insights can be valuable in promoting positive sports consumption experiences.

1. Introduction

In the iterative development process of sports consumption, enhancing an individual’s sense of well-being solely via material-type consumption is challenging. Hedonic consumption, which brings pleasure and enjoyment, can contribute to subjective well-being but may not fulfill an individual’s pursuit of a higher level of eudaimonic well-being [1]. In other words, in the process of sports consumption, individuals often prioritize external factors such as sensory enjoyment, visual stimulation, or materialistic satisfaction. While these aspects can provide a temporary hedonistic experience, true happiness encompasses more than just the pleasure derived from life. It also involves personal growth, moral development, and a meaningful sense of well-being via continuous self-fulfillment [2].

Past research has predominantly focused on the hedonic aspects of sports consumption [3]. This entails that individuals can derive various experiences from engaging in sports activities or consuming sports, such as sensations, emotions, thoughts, mental flow, behaviors, and fluency [4]. However, recent studies indicate that certain forms of sports consumption can also have significant meaning [5]. Sports enthusiasts who seek meaning in their consumption are motivated by the pursuit of well-being and prioritize attaining broader life goals and personal growth throughout the consumption process [6]. Examples of such meaningful sports consumption include appreciating athletes’ altruistic behavior, actively participating in national events, and engaging in charitable sporting events [5,7,8]. In the pursuit of meaningful sports consumption, eudaimonic well-being can provide a more precise representation of sports consumers’ aspirations to find purpose in life and embrace moral virtues. Understanding how to enhance the well-being of sports consumers to promote sports consumption has emerged as a critical focus in fostering new consumer trends. Therefore, this study aims to delve into the mechanisms through which meaningful sports consumption experiences contribute to consumers’ eudaimonic well-being.

This study aims to investigate the role of perceived social support and perceived self-esteem in influencing meaningful sports consumption behavior. Based on the SOR (stimulus–organism–response) theory [9], this study considers meaningful sport consumption behaviors as the external stimulus (S), perceived social support and self-esteem perceptions as internal psychological states of the organism (O), and eudaimonic well-being as the subsequent response (R). Engaging in sports consumption as a social activity can enhance individuals’ perceived social support and reduce negative emotional experiences like loneliness, despondency, and embarrassment [10], thereby improving their self-esteem perceptions [11]. Previous research has shown that perceived social support positively impacts self-esteem, and both factors contribute to individuals’ overall well-being [12]. Therefore, this paper seeks to explore how meaningful sports consumption affects eudaimonic well-being via the mechanism of perceived social support and perceived self-esteem. The study’s findings will contribute to the gradual transformation and optimization of the sports consumption structure. This shift will entail moving away from solely focusing on physical goods, services, and enjoyment towards a greater emphasis on deeper meaning and well-being. This will enhance the stability of sports consumption development and facilitate its sustainable upgrading.

2. Literature Review

2.1. Meaningful Sports Consumption

Research on recreation, including sports consumption, has traditionally focused on hedonic aspects, but this perspective does not fully capture the impact of sports consumption on individual well-being. Previous studies have highlighted that the core element of sports consumption is the experience of pure enjoyment [4], and positive emotions play a crucial role in shaping the attitudes and behaviors of sports consumers [13]. However, it is essential to recognize that sports consumption can offer consumers not only pleasurable enjoyment but also more profound experiences, such as connecting with others, personal growth, and finding a more significant purpose in life [14,15,16]. Scholars have referred to these types of sport consumption behaviors, which enable individuals to experience more profound meaning, as meaningful sport consumption behaviors [5,6]. Past research has emphasized meaningful consumption, focusing on the appreciation of human virtues [17]. This concept applies to sports consumption as well, where athletes’ moral qualities and sportsmanship play a significant role [18]. By emphasizing these behaviors, athletes can create a sense of meaning for sports consumers. Recently, scholars have expanded on this perspective by suggesting that the key distinction between meaningful sports consumption and hedonic sports consumption lies in the generation of ‘self-transcendent emotions’. In other words, engaging in meaningful sports consumption behaviors can lead to a heightened sense of elevation in individuals [5].

Research on recreational consumption is valuable for gaining a deeper understanding of meaningful sports consumption behaviors. Previous studies have identified three dimensions of individuals’ entertainment satisfaction: pleasure, suspense, and appreciation [19,20]. The dimension of ‘fun’ represents the consumer’s carefree enjoyment of the content, aligning with the hedonistic perspective of entertainment consumption [4]. For example, an individual might say, ‘I am having fun watching this game’. The dimension of ‘suspense’ captures the experience of tension and excitement that consumers feel during consumption. It involves the accumulation and resolution of suspense, reflecting a more complex form of hedonism [21]. For instance, someone might say, ‘I felt ups and downs watching this game.’ The most specific dimension, appreciation, reflects consumers’ perception of deeper meaning in the content of their consumption. For example, when consumers feel uplifted by the behavior of athletes helping their opponents on the field of play, it reflects the idea that sports consumption can provide an opportunity for deeper reflection and personal growth [22].

In the field of meaningful consumption, Hall (2015) emphasizes that even when the outcome of a game is unfavorable, sporting events can still generate a sense of meaning for spectators. This meaning is derived from appreciating other aspects of the game, such as teamwork and team loyalty displayed on the field [13]. Hahm et al. (2021) further suggest that nostalgia triggered by an event can awaken a profound sense of psychological meaning in consumers, which can significantly impact their future motivation to watch games [23]. Jang et al. (2020) argue that athlete-owned foundations can encourage supportive behavior from sports consumers by highlighting the meaningful qualities of athletes, such as ethical excellence, in their promotional campaigns [18]. When sports consumers witness acts of moral excellence or human virtue, it inspires them to search for a greater purpose and meaning in their lives [15]. However, Jang et al. (2021) argue that meaningful sports consumption cannot be conceptualized solely in terms of moral excellence and that extraordinary skills demonstrated by athletes or overcoming obstacles to achieve a goal can be viewed as equally meaningful by sports consumers [5].

In summary, existing research on sports consumption has increasingly focused on the meaningful attributes behind it. However, it more often explores the causes (e.g., emotion and motivation) of meaningful sports consumption at the intra-individual level [6], as well as the impact on subsequent pro-social behaviors and affective responses [5]. Unfortunately, the examination of how meaningful sports consumption behaviors impact individual well-being has been overlooked. Therefore, this paper aims to empirically analyze the mechanism through which meaningful sports consumption behaviors influence individual eudaimonic well-being.

2.2. Eudaimonic Well-Being

In light of the variations in individuals’ experiences of well-being, relevant studies have categorized them into two orientations: hedonic well-being and eudaimonic well-being [24]. These orientations represent distinct psychological states. Hedonic well-being focuses on maximizing subjective pleasure and minimizing pain. It is susceptible to fluctuations in reality and is also called subjective or fluctuating well-being [25]. On the other hand, eudaimonic well-being goes beyond mere pleasurable experiences and emphasizes deeper aspects such as personal growth, self-realization, and finding meaning in life [26]. Eudaimonic well-being comprises self-improvement that is not transferred by one’s own subjective will [2], so it is not easily affected by the external environment. It can be maintained for a more extended period, and it is also known as psychological well-being or lasting well-being [25]. Accordingly, research has commonly defined eudaimonic well-being as the enduring positive emotions experienced by individuals when they strive towards self-actualization, fulfill their potential, and lead a purposeful life.

The differences between consumer hedonic well-being and eudaimonic well-being can be understood by considering two dimensions: emotional experience and behavioral orientation [2]. Regarding emotional experience, hedonic well-being focuses on the psychological and physiological aspects of pleasure and the avoidance of pain. On the other hand, eudaimonic well-being involves a more complex emotional experience during consumption such as feeling happy and sad at the same time [27]. This finding is supported by a study on the consumption of sad movies; people gain a sense of eudaimonic well-being via insights into the meaning of human existence that sad movies with mixed emotional experiences provide [17]. In terms of behavioral orientation, hedonic well-being typically revolves around self-interest. Positive predictors often include achievement, power, material wealth, and sensory stimulation [2]. On the other hand, attaining eudaimonic well-being typically involves shifting attention from oneself to others and going beyond immediate interests and desires. It is often correlated with positive pro-social conduct, encompassing communal welfare, contributions to the community, and the establishment of interpersonal ties [28].

Sports consumption activities provide consumers with not only hedonic well-being but also a sense of achievement and meaning in the consumption process, which directly affects the eudaimonic well-being of sports consumers [29]. For instance, watching the Paralympics may not provide much hedonic well-being, but appreciating the athletes’ spirit in overcoming physical obstacles can significantly contribute to eudaimonic well-being [30]. Therefore, to understand sports consumers’ well-being, it is essential to explore the mechanisms that influence individual eudaimonic well-being after engaging in meaningful sports consumption behaviors and to consider hedonic well-being as an indicator of the quality of life and pleasure.

2.3. Perceived Social Support

Social support is the material or spiritual support from others that an individual can obtain through social connections. By contrast, perceived social support emphasizes an individual’s subjective feelings and evaluation of the degree of actual external support [31]. More precisely, perceived social support can be defined as an individual’s emotional experience of understanding, care, and support from others in the actual social interaction process [32].

Social support is crucial in providing individuals with a sense of security, belonging, and self-worth, promoting and maintaining mental health [33,34]. Research suggests that perceived social support is a more accurate predictor of individual mental health than actual social support. It is also more effective in enhancing individual mental well-being. Alorani and Alradaydeh (2004) found a significant positive correlation between good perceived social support and life satisfaction and a significant negative correlation with negative emotions such as loneliness, depression, and anxiety [35]. Numerous studies have emphasized that perceived social support strongly predicts individual well-being. For instance, Lin et al. (2022) pointed out that perceived social support positively predicts subjective well-being by mediating the role of self-esteem [36].

In studies examining the impact of perceived social support on individuals, researchers have found that altruistic behavior [37], interpersonal interactions [36], and gratitude tendencies [38] are strong indicators of increased levels of perceived social support. In sports research, several studies have highlighted that participatory sports consumption exhibits specific social attributes, making it a valuable avenue for individuals to experience and enhance their level of social support [39]. For instance, Lee et al. (2016) mentioned that sporting events can serve as effective platforms for interactive communication, and individuals who utilize online resources, such as the Internet, to enjoy sporting events tend to report higher levels of life satisfaction and perceived social support [40].

Previous studies have discussed the connection between perceived social support, sports consumption, and well-being. However, this study aims to investigate the potential impact of meaningful sports consumption behaviors and eudaimonic well-being on individuals. The specific mechanism of this influence requires further exploration.

2.4. Perceived Self-Esteem

Perceived self-esteem refers to the judgment of the integrity of self-knowledge formed by people via the judgment of their own ability and value and the degree of respect for an individual’s sense of self that is triggered by this judgment [41]. The external context and internal emotions influence the direction of an individual’s self-esteem perception change. They can be divided into two categories: self-esteem perception enhancement and self-esteem perception threat. Self-esteem perception enhancement occurs when individuals receive positive feedback and have a positive evaluation of their current competence and value. On the other hand, when individuals receive negative information that triggers negative emotions, they may experience a state of denying their competence and value, which is known as a self-esteem perception threat.

Perceived self-esteem can have significant benefits for an individual’s psychological well-being. Elevated self-esteem perceptions are believed to accurately predict an individual’s sense of well-being. Iancu et al. (2015) reported that individuals with increased self-esteem perception tend to enhance their self-efficacy and achievement motivation. They often approach new experiences and challenges with a positive mindset, leading to a higher level of well-being [42]. Moreover, perceived self-esteem can also influence individual behavior to varying degrees. Trail et al. (2005) observed that individuals who possess elevated self-esteem in the context of sports consumption, which is nurtured and sustained through their connection with sports organizations, display a greater inclination to partake in subsequent matches and engage in economic transactions [43]. Even during unsuccessful seasons, for sports consumers with high perceived self-esteem, the negative impacts affecting their subsequent participation behavior are temporary [44].

Liu et al. (2017) pointed out that self-esteem perception change cannot be separated from social comparisons, and subjective socioeconomic status is an individual’s perception of his or her own status after social comparisons, so there is a strong correlation between subjective socioeconomic status and perceived self-esteem [45]. Similarly, when individuals perceive that their social group is positively regarded by society, their self-esteem perceptions tend to increase [1]. For instance, avid fans who strongly identify with a sports team may consider the team as an extension of themselves, and the team’s success becomes their own success [46]. Consequently, publicly displaying one’s affiliation with a team can boost self-esteem perceptions and contribute to the pursuit of well-being [1]. In this study, we aim to explore the potential impact of meaningful sports consumption behaviors on self-esteem perception change and their subsequent influence on an individual’s eudaimonic well-being.

3. Research Model, Hypothesis, and Methods

3.1. Research Model

In this study, the SOR theory was chosen as the theoretical basis for constructing the conceptual model, which describes the psychological process of an individual’s internal changes caused by external stimuli and the subsequent response [9]. More specifically, the stimulus (S) represents the external factors that induce changes in an individual’s internal state. The organism (O) acts as an intermediary between the stimulus and the final response. The response (R) is the outcome of the stimulus and the organism’s actions, and it is typically observed in attitudes, behavioral willingness, and other psychological responses [47]. Combined with a search of the literature, this paper argues that meaningful sports consumption behavior is a ‘stimulus’ for sports consumers. The perceived social support and perceived self-esteem derived from self-judgment and evaluation after receiving this ‘stimulus’ can be considered as the ‘Organism’. Ultimately, this internal psychological state influences the attainment of eudaimonic well-being among sports consumers, which can be categorized as the ‘Response’. Accordingly, this study selected meaningful sports consumption behaviors as the independent variable of the conceptual model and eudaimonic well-being as its dependent variable. It sequentially introduces perceived social support and perceived self-esteem as chain mediating variables. In this case, individuals feel a more profound sense of eudaimonic well-being when they engage in meaningful sports consumption behaviors. Perceived social support and perceived self-esteem, as intrinsic perceived aspects of consumers, play an influential role in generating eudaimonic well-being. The specific framework of the conceptual model of this study is shown in Figure 1.

3.2. Research Hypothesis

3.2.1. The Effect of Meaningful Sports Consumption on Eudaimonic Well-Being

Research has confirmed that having a sense of meaning in one’s life is conducive to experiencing greater well-being, greater satisfaction with one’s life, and a more profound positive impact [48]. Eudaimonic well-being is often associated with positive pro-social behaviors such as contributing to social well-being, community contributions, and connecting with others [28]. For instance, scholars like Bernhart (2022) have found that participating in charitable sporting events enhances an individual’s social connectedness and leads to higher levels of well-being [49]. It is important to note that the fulfillment experienced by sports spectators in the context of charity events cannot be fully explained by hedonic or subjective well-being, particularly when these events are perceived as highly meaningful [17]. By contrast, eudaimonic well-being better captures an individual’s pursuit of finding meaning in life and experiencing moral virtues through meaningful sports consumption. Based on this, it is reasonable to hypothesize that hedonic sports consumption, which focuses on pure pleasure and enjoyment, is more closely linked to an individual’s subjective well-being. On the other hand, meaningful sports consumption, which emphasizes a greater purpose in life, is more commonly associated with eudaimonic well-being. Accordingly, this paper proposes the following hypothesis:

H1. 

Meaningful sports consumption significantly and positively influences eudaimonic well-being.

3.2.2. The Effect of Meaningful Sport Consumption on Perceived Social Support

Meaningful sport consumption behaviors reflect individuals’ stronger sense of social belonging [6], which helps them build positive social relationships and thus perceive more social support. According to the reciprocity theory, engaging in altruistic behaviors rather than self-pleasing ones is associated with higher levels of social support, and this theory also holds for meaningful sports consumption behaviors [50]. Meaningful sports consumption behaviors show a positive influence relationship with pro-social behaviors [5]. Altruistic behaviors, such as pro-social behaviors, imply a unidirectional transfer of resources to the recipient of the action and more of a self-motivation process for the implementers of the behavior themselves [51]. The agents who perform the action send positive signals to others that they are trustworthy through pro-social behaviors, which leads to a range of social support, such as more opportunities for cooperation and higher group status [52]. Meaningful sports consumption behaviors, such as supporting one’s national team, participating in charity sporting events, and appreciating athletes’ excellent moral qualities, can convey an image of national pride, pro-sociality, and integrity to the outside world, thus gaining more social support. Accordingly, this paper proposes the following hypothesis:

H2. 

Meaningful sports consumption significantly and positively affects perceived social support.

3.2.3. The Effect of Meaningful Sports Consumption on Perceived Self-Esteem

The extent to which individuals develop high or low self-esteem perceptions in certain situations is contingent upon their ability to positively evaluate their self-worth and the manner in which they assess it [53]. Marketing scholars have also highlighted that individuals can temporarily boost their perceived self-esteem by consuming specific goods [54]. A study on meaningful recreation noted that meaningful experiences induce a sense of upliftment, and this is mostly experienced after observing other individuals’ kind, selfless, and benevolent behavior [55]. In addition, this sense of upliftment increases an individual’s feelings of warmth and moral motivation, encouraging them to help others and thus hold a positive evaluation of their worth [56]. Meaningful sports consumption behaviors such as witnessing athletes’ excellent moral qualities and supporting one’s national team will also provide individuals with meaningful experiences. Accordingly, this paper proposes the following hypothesis:

H3. 

Meaningful sports consumption significantly and positively influences perceived self-esteem.

3.2.4. The Effect of Perceived Social Support on Eudaimonic Well-Being

According to the main effect and buffer effect model of social support, social support has a generally positive impact on the development of an individual’s mental health [57]. It can also act as a buffer, mitigating the adverse effects of stressful events on the individual’s physical and mental well-being and promoting a positive emotional experience [10]. Furthermore, relevant studies have provided additional evidence that perceived social support is crucial in reducing negative emotions and enhancing positive emotions in individuals’ lives. Moreover, it encourages individuals to actively seek the purpose and value of life, leading to a greater sense of self-fulfillment and meaning in life [58]. This is also in line with the positive sense of eudaimonic well-being that emphasizes the process of self-actualization and the positive sense of living out the meaning of life by giving full play to one’s potential [59]. In kinesiology research, it has also been confirmed that the heightened sense of social support brought about by the connection between fans can contribute to their sense of belonging, meaning, and control, resulting in tangible psychological benefits. Accordingly, this paper proposes the following research hypothesis:

H4. 

Perceived social support significantly and positively affects eudaimonic well-being.

3.2.5. The Effect of Perceived Social Support on Perceived Self-Esteem

Previous research has highlighted that social support is valuable for individuals in managing adversity. It was observed to have a significant positive impact on individuals’ perception of self-esteem [60]. This is specifically manifested in that individuals with a higher level of social support perception are more self-confident and produce positive self-evaluations. The level of self-esteem perception is enhanced accordingly [11]. At the same time, the stronger the sense of social exclusion, which is the opposite of social support, the more it creates a threatening perception of self-worth in consumers [61], and when the perception of self-worth is lower, their perceived level of self-esteem is also lower [53]. Relevant studies have pointed out that social exclusion can increase individuals’ sense of loneliness, make them doubt the purpose of life and the meaning of existence [62], and consequently create doubts about the value of their own existence, making their self-esteem perception threatened [63]. On the contrary, good social support can positively influence the survival and development of individuals. Accordingly, this paper proposes the following hypothesis:

H5. 

Perceived social support significantly and positively influences perceived self-esteem.

3.2.6. The Effect of Perceived Self-Esteem on Eudaimonic Well-Being

Past research on the influence of self-esteem on well-being has pointed out that high self-esteem implies that individuals tend to positively evaluate their self-competence and value [64], which can improve their ability to cope with adversity and is an essential predictor of subjective well-being [65]. With respect to eudaimonic well-being, experiencing meaning in life is essential to attaining eudaimonic well-being [66]. Baumeister (1991) argues that meaning in life is derived from fulfilling four basic human needs: purpose, rightness, efficacy, and self-worth [67]. Among them, the senses of efficacy and self-worth are both components of self-esteem; thus, self-esteem is an important factor in enabling a person to experience meaning in life and a prerequisite for attaining eudaimonic well-being. Zhang and Chen (2019) likewise pointed out that physical exercise can affect an individual’s psychological well-being by increasing his or her level of self-esteem, and the essence of this psychological well-being is the recognition and realization of personal value, which is inseparable from eudaimonic well-being [68]. Accordingly, this paper proposes the following research hypotheses:

H6. 

Perceived self-esteem significantly and positively affects eudaimonic well-being.

3.2.7. The Mediating Role of Perceived Social Support and Perceived Self-Esteem

Meaningful sports consumption behaviors reflect higher identification levels with respect to sports consumers and the group they consume from. When they engage in self-identified activities, they feel a greater degree of eudaimonic well-being than subjective well-being [69]. In addition, Xu et al. (2015) noted that individuals feel more vulnerable when they lose money, while perceived social support can reduce the distressing emotions associated with consumption [70]. Similar research has also been conducted on sports consumption. Kim and Kim (2020) found that the social bonds formed among sports spectators can reduce the likelihood of experiencing negative emotions, such as depression or loneliness, while increasing the likelihood of experiencing positive emotions, such as a sense of belonging [71]. This is because an individual’s perceived social support can help mitigate the negative emotions of a team’s loss. Engaging in meaningful sports consumption behavior is essentially a social activity involving interpersonal interaction, and it serves as an important means to enhance social support. When individuals perceive excellent social support, they can develop their own positive belief systems, which in turn assist them in finding solutions to challenges in difficult situations, achieving their goals, experiencing a strong sense of self-satisfaction, realizing their self-worth, and ultimately enhancing their overall sense of meaning in life [72].

Other studies have shown that an individual’s actual or perceived social support can significantly increase their level of self-esteem, and at the same time, perceived social support and self-esteem all positively predict well-being [12]. Related studies further indicate that external social factors influence individuals’ internal psychology. However, the process needs to be mediated by one’s self-concept [73], and perceived self-esteem is a core indicator of an individual’s self-concept [74]. Thus, perceived self-esteem may mediate the process of meaningful sports consumption behavior or the perceived social support affecting eudaimonic well-being. In summary, this paper proposes the following research hypotheses:

H7a. 

There is a mediating role of perceived social support in meaningful sports consumption influencing eudaimonic well-being.

H7b. 

There is a mediating role of perceived self-esteem in meaningful sports consumption influencing eudaimonic well-being.

H7c. 

There is a mediating chain role of perceived social support and perceived self-esteem in the process of meaningful sports consumption influencing eudaimonic well-being.

3.3. Research Methods

3.3.1. Sample Selection

The survey respondents in this study were primarily selected from groups with experience watching sports events and engaging in sports-consumption-related behaviors. Their consumption can include physical, spectator, or participatory activities. Individuals who have never engaged in these types of sports consumption were not included in this survey. The survey process consisted of a pre-survey and a formal survey. During the pre-survey process, a random sample of 50 sports consumers was selected to fill out the questionnaire. Via communication with the respondents, the questionnaire’s items were modified to address the issues encountered by the investigators. This was carried out to ensure that the questionnaire’s items were more precise and reasonable. The questionnaire was revised to address the issues of linguistic ambiguity identified during the pre-survey stage. A total of 650 questionnaires were distributed during this survey, and 638 questionnaires were received, corresponding to a recovery rate of 98%. For the initial screening of the recovered questionnaires, invalid questionnaires that were filled during periods that were too short, that had missing values, and those that scored consistently for each question item were excluded. Finally, 565 valid questionnaires were obtained, corresponding to a validity rate of 89%. Specific sample information is presented in

Table 1. Descriptive statistics of the sample.

Classification Indicator	Categories	Frequency	Percentage (%)
Gender	Male	300	53.1%
	Female	265	46.9%
Ages	<18	9	1.6%
	18–25	201	35.6%
	26–35	212	37.5%
	36–45	93	16.5%
	>45	50	8.8%
Education level	High school and below	107	18.9%
	Junior college	186	32.9%
	Undergraduate	224	39.6%
	Master’s and above	48	8.5%
Monthly income	<3000	137	24.2%
	3001–5000	235	41.6%
	5001–8000	140	24.8%
	>8000	53	9.4%
Monthly sports consumption expenditure	<200	145	25.7%
	201–500	255	45.1%
	501–1000	105	18.6%
	>1000	60	10.6%

.

Based on the data presented in Table 1, the findings of this study reveal the following characteristics: In terms of gender, the male group accounted for 53.1%, while the female group accounted for a slightly lower percentage at 46.9%. With respect to age, 1.6% of the participants were under the age of 18, while the age groups of 18–25 and 26–35 represented higher proportions at 35.6% and 37.5%, respectively. The 36–45 age group accounted for 16.5%, and the over-45 age group accounted for 8.8%. Regarding education level, 18.9% had a high school education or below, 32.9% had specialized field education, 39.6% held a bachelor’s degree, and 8.5% had a master’s degree or higher. In terms of monthly income, 24.2% of the respondents had an income of less than RMB 3000, while 41.6% had an income between RMB 3001 and RMB 5000. Additionally, 24.8% of the respondents had an income between RMB 5001 and RMB 8000, and 9.4% had an income exceeding RMB 8000. In terms of monthly sports consumption expenditure, 25.7% of respondents reported spending RMB 200 and below, 45.1% reported spending between RMB 201 and 500, 18.6% reported spending between RMB 501 and 1000, and 10.6% reported spending RMB 1000 and above. From a demographic perspective, the data collected for this study reflect the characteristics of the mainstream consumer group relative to sports consumption. This group consists mainly of young and middle-aged individuals with middle-income levels. The sample includes an equal proportion of men and women, and the education level is generally upper–middle. These findings indicate that the sample data used in this study are representative and suitable for the research study’s objectives.

3.3.2. Measurement

In this study, we utilized established and validated scales from relevant fields to measure the variables. Some scales were modified via discussions with experts and scholars to ensure accurate measurements. The scale used in this study consists of four variables: meaningful sports consumption, perceived social support, perceived self-esteem, and eudaimonic well-being. The scale items were rated on a seven-point Likert scale, with one representing ‘completely disagree’ and seven representing ‘completely agree’.

Meaningful sports consumption (MSC) reflects that sports consumers are not only looking to experience positive emotions but also want to connect with others, gain psychological growth, or find a greater purpose in life. In measuring meaningful sports consumption, related studies have emphasized its characteristics of symbolism, pro-sociality, self-actualization, team belonging, and patriotism. Therefore, the measurement items of this study, based on Wang et al. (2022) [6] and the discussions with experts and interviewed groups, consisted of five aspects such as self-actualization and nationalism. Perceived social support (PSS) in the context of sports consumers refers to the emotional experience of understanding, concern, and support received from others during social interactions. The measurement items used in this study are based on the work of Zimet et al. (1988) [31] and consist of three dimensions, including others’ help and concern. Perceived self-esteem (PSE) is the notion that sports consumers are influenced by external situations and internal emotions, thus forming a judgment on the integrity of their self-perception. Therefore, the measurement question items refer to Rosenberg (1965) [75], and are composed of three aspects such as personal qualities and values. Eudaimonic well-being (EWB) is different from the superficial experience of happiness and emphasizes the deeper connotation of personal growth and the meaning of life. Therefore, the measurement items refer to Ryan et al. (2008) [76], and are composed of five aspects, such as life goals and growth.

4. Results and Analysis

4.1. Measurement Model Testing

In this study, the reliability and validity of the data were tested using validation factor analysis. The quality of the model was assessed using a data fit test. The assessment involved various indicators, such as χ²/df, root mean square residual (RMR), goodness-of-fit index (GFI), adjusted goodness-of-fit index (AGFI), normed fit index (NFI), Tucker–Lewis Index (TLI), comparative fit index (CFI), and root mean square error of approximation (RMSEA). These indicators were used to evaluate the model’s suitability and accuracy. The results of the study indicated a good fit for the measurement model with the following index values: χ²/df = 2.402; RMR = 0.066; GFI = 0.948; AGFI = 0.928; NFI = 0.942; TLI = 0.957; CFI = 0.965; RMSEA = 0.050.

Table 2. Validation factor model fit.

Indicators	χ2/df	RMR	GFI	AGFI	NFI	TLI	CFI	RMSEA
Results	2.402	0.066	0.948	0.928	0.942	0.957	0.965	0.050
Standards	<3	<0.1	>0.9	>0.9	>0.9	>0.9	>0.9	<0.05
Situation	Fit	Fit	Fit	Fit	Fit	Fit	Fit	Fit

provides the specific index values and evaluation criteria. After confirming the model’s fit, the questionnaire was tested for reliability and validity.

Table 3. Questionnaire items.

Variable	Item	Load	SD	CR	AVE	Cronbach’s α
Meaningful Sports Consumption	MSC1: Purchase team licensed merchandise regardless of record	0.727	0.095	0.856	0.543	0.855
	MSC2: Buy sports tickets to support the development of domestic (local) sports	0.721
	MSC3: Wear clothing with the team logo	0.712
	MSC4: Buy products from your national (local) team sponsor	0.771
	MSC5: Pay extra for national (local) teams	0.753
Perceived Social Support	PSS1: People around me can help me substantially	0.726	0.075	0.828	0.619	0.821
	PSS2: People around me help me when I need it	0.899
	PSS3: When I’m in trouble, I can rely on the people around me	0.723
Perceived Self-Esteem	PSE1: I feel like a valuable person	0.779	0.084	0.818	0.601	0.814
	PSE2: I feel I have many good qualities	0.834
	PSE3: I feel I have a lot to be proud of	0.707
Eudaimonic Well-Being	EWB1: I think I’m in control of my life	0.703	0.083	0.869	0.570	0.868
	EWB2: My life has a sense of direction and purpose	0.786
	EWB3: I think my own satisfaction is more important	0.762
	EWB4: I feel like I’ve grown a lot as time goes on	0.773
	EWB5: I have confidence in the future	0.747

presents the standardized factor loadings of all structural variables, which were found to be greater than 0.7 (the recommended minimum critical level is 0.60) and statistically significant at the α = 0.01 level. This indicates that the scales have high convergent validity. The compositional reliability (CR) of a latent variable is the combination of the reliabilities of all its observed variables, which is used to analyze the consistency among the observed variables of a latent variable, and 0.7 or more indicates good compositional reliability, with the CR of each latent variable being more significant than 0.70.

Additionally, the latent variables’ average variance extracted (AVE) exceeded the recommended level of 0.50, indicating that more than 50% of the variance in the questioned items is explained. The consistency reliability test was conducted using Cronbach’s alpha coefficient. Cronbach’s alpha coefficients for all scales used in this study ranged from 0.814 to 0.868, and they were above the critical level of 0.7. Furthermore, the square roots of all average variance extracted (AVE) values are higher than their respective row and column correlation coefficients, indicating that the scale exhibits high discriminant validity. Please refer to

Table 4. Correlation coefficients of latent variables.

	MSC	PSS	PSE	EWB
MSC	0.737
PSS	0.297	0.787
PSE	0.351	0.275	0.775
EWB	0.370	0.286	0.445	0.755

Note: The diagonal data of the matrix represent the square roots of the AVE values, and the lower half of the matrix represents the correlation coefficients.

for further information.

4.2. Structural Model Test

This study utilized covariance-based structural equation modeling to examine the relationships between variables [77]. The fit of the model was initially assessed using AMOS 24.0 software. A better fit of the structural equation model indicates a high degree of alignment between the theoretical model of the research hypothesis and the actual sample. The goodness-of-fit statistics for this study were as follows: χ²/df = 2.402; RMR = 0.066; GFI = 0.948; AGFI = 0.928; NFI = 0.942; TLI = 0.957; CFI = 0.965; RMSEA = 0.050. These statistical values suggest that the measurement model is well-fitted. Subsequently, the path coefficients between the variables were observed to determine the influential relationships between meaningful sports consumption, perceived social support, perceived self-esteem, and eudaimonic well-being (refer to

Table 5. Path test results.

Hypotheses	Path	Standard Path Coefficient	SE	T-Value	p	Results
H1	MSC→EWB	0.165	0.039	4.236	***	Supported
H2	MSC→PSS	0.218	0.037	5.897	***	Supported
H3	MSC→PSE	0.239	0.042	5.662	***	Supported
H4	PSS→EWB	0.138	0.050	2.751	**	Supported
H5	PSS→PSE	0.207	0.056	3.693	***	Supported
H6	SE→EWB	0.317	0.050	6.303	***	Supported

Note: ** p < 0.01; *** p < 0.001.

).

The results of the data analysis are presented in Figure 2. It was observed that meaningful sports consumption has a significant positive impact on eudaimonic well-being (γ = 0.165; p < 0.05), perceived social support (γ = 0.218; p < 0.001), and perceived self-esteem (γ = 0.239; p < 0.001), confirming H1, H2, and H3. Furthermore, perceived social support was found to have a significant positive effect on eudaimonic well-being (γ = 0.138, p < 0.01) and perceived self-esteem (γ = 0.207, p < 0.001), supporting H4 and H5. Additionally, a significant positive effect of perceived self-esteem on eudaimonic well-being (γ = 0.317, p < 0.001) confirmed H6.

4.3. Mediation Effect Test

To examine the mediating effect of perceived social support and perceived self-esteem, this study employed the bootstrapping method and utilized AMOS software [78]. The mediating effect was tested via repeated sampling at 5000 times, and the obtained results are presented in

Table 6. Results of the mediating effect test.

Path	Effect Value	SE	p	Bias-Corrected 95% CI		Ratio %
				Lower	Upper
Total effect	0.300	0.055	***	0.203	0.423	100
Direct effect	0.173	0.048	***	0.084	0.275	57.7
Indirect effects	0.127	0.029	***	0.078	0.193	42.3
MSC→PSS→EH	0.032	0.015	**	0.008	0.067	10.7
MSC→PSE→EH	0.080	0.021	***	0.047	0.130	26.7
MSC→PSS→PSE→EH	0.015	0.007	**	0.005	0.035	5.0

Note: ** p < 0.01; *** p < 0.001.

.

According to Table 6, with respect to perceived social support relative to meaningful sports consumption affecting eudaimonic well-being, the bootstrap 95% confidence interval ranges from 0.008 to 0.067, with values that do not include 0 and a p-value of less than 0.01. This implies that the mediating effect is statistically significant, with a standardized effect value of 0.032, accounting for 10.7% of the total effect. Therefore, H7a is confirmed. With respect to perceived self-esteem relative to meaningful sports consumption affecting eudaimonic well-being, the bootstrap 95% confidence interval (CI) for this effect is 0.047 to 0.130, with values excluding 0 and a p-value of less than 0.001. The standardized effect value is 0.080, accounting for 26.7% of the total effect, supporting H7b. With respect to perceived social support and perceived self-esteem relative to meaningful sports consumption affecting eudaimonic well-being, the bootstrap 95% CI for this effect is 0.005 to 0.035, with values excluding 0 and a p-value less than 0.01. The standardized effect value is 0.015, accounting for 5.0% of the total effect, supporting H7c.

5. Discussion and Insights

5.1. Discussion of Results

(1)

Meaningful sports consumption and eudaimonic well-being

Past research has indicated that hedonic products, which aim to provide pleasurable experiences, can increase satisfaction in specific aspects of life, ultimately enhancing subjective well-being [79]. In the context of sports consumption, previous studies have also highlighted the positive impact of participating in major sports events on residents’ subjective well-being [80]. Building upon this research, the present study further validates the significant relationship between sports consumption behavior and well-being. However, what sets this study apart is its confirmation that the well-being experienced through meaningful sports consumption is associated with eudaimonic well-being. This finding suggests that while hedonic consumption is primarily driven by pleasure and positive values, meaningful sports consumption is more likely to elicit emotional responses that involve introspection, insight-seeking, and deeper contemplation of life.

(2)

Meaningful sports consumption and perceived social support

Previous studies have emphasized that perceived social support is the subjective feeling that individuals perceive in terms of whether they are accepted and recognized by those around them during daily interpersonal interactions [32]. Related studies have also emphasized that enhanced perceived social support is associated with factors such as physical activity [81], altruistic behavior [37], social interactions [36], and gratitude tendencies [82]. For example, Hasan et al. (2023) noted that consumers gain improved perceived social support when choosing more responsible green consumption behaviors [83]. This study further suggests that engaging in meaningful sports consumption behavior, characterized by pro-social activities, offers an excellent opportunity for individual socialization. Meaningful behaviors such as participating in charitable sports events, supporting local teams, and appreciating athletes’ moral qualities contribute to forming a positive social image and developing a robust social support network.

(3)

Meaningful sports consumption and perceived self-esteem

Past research has highlighted the impact of consumption behaviors on an individual’s perceived self-esteem [43]. For instance, studies on experiential consumption have shown that when individuals engage in solitary consumption, the conflict between unmet social needs and the social aspects of experiential consumption may result in negative emotions such as loneliness or embarrassment, leading to a decline in self-esteem [84]. Similarly, research on status consumption has demonstrated that symbolic social status goods can significantly and positively impact perceived self-esteem [85]. Building upon these previous studies, this paper examines the relationship between consumption behavior and perceived self-esteem change. However, what sets this study apart is its focus on the positive influence of meaningful sports consumption behaviors on perceived self-esteem within the realm of sports consumption.

(4)

Perceived social support and eudaimonic well-being

Perceived social support, as an individual’s subjective perception of the level of external support [31], is a positive predictor of an individual’s level of psychological well-being, showing significant positive correlations with life satisfaction [35], sense of belonging [86], sense of self-worth [58], subjective well-being [33], and self-efficacy [87]. This study further confirms that the perceived social support level among sports consumers positively influences their overall well-being. The results of this study also validate the relationship between perceived social support and an individual’s mental health. However, this paper focuses specifically on the psychological well-being of individuals, which is referred to as eudaimonic well-being. It suggests that sports consumers who perceive higher levels of social support are more likely to experience more profound meaning and a greater sense of self-worth. This finding adds depth to the existing research on the impact of social support on the psychological well-being of sports consumers within the realm of sports consumption.

(5)

Perceived social support and perceived self-esteem

Relevant research has widely confirmed that perceived social support is positively related to perceived self-esteem and that the more an individual perceives the presence of support from others around them, the more the individual’s level of self-esteem improves. This influential relationship has been extensively studied in various research areas, including well-being in middle-aged individuals [88], mental health [89], and conspicuous consumption [90]. The present study confirms that higher levels of social support perceived by sports consumers lead to an improvement in their self-esteem. What sets this study apart is that it also demonstrates the existence of this influential relationship in meaningful sports consumption contexts. Therefore, this study contributes to the empirical research on the impact of perceived social support on self-esteem.

(6)

Perceived self-esteem and eudaimonic well-being

Previous studies have indicated that perceived self-esteem strongly indicates individual well-being [42,65]. Individuals with high levels of self-esteem tend to exhibit greater adaptability to their environment and emotional control, enabling them to quickly distance themselves from negative emotions and experience higher levels of well-being [91]. This study also confirms the positive effect of perceived self-esteem change on well-being in the context of sports consumption. Unlike previous studies, this paper further focuses on the effect of well-being derived from sports consumption on eudaimonic well-being, i.e., how sports consumers with elevated self-esteem perceptions can produce eudaimonic well-being that emphasizes personal growth, self-actualization, and meaning in life. This finding further deepens the research on the impact of perceived self-esteem change on consumer well-being.

(7)

The mediating role of perceived social support and perceived self-esteem

Based on social cognitive theory, past research suggests that altruistic behavior can enhance one’s sense of meaning in life by fostering perceived social support and self-esteem [92]. Previous scholars have also found a significant relationship between social support, self-esteem, and overall well-being [93]. This study explores the interplay between these three factors in the context of sports consumption. What sets this paper apart is its focus on meaningful sports consumption behavior as a behavioral factor, perceived social support as an environmental factor, and self-esteem as a personal factor. The study confirms how meaningful sports consumption behavior can impact eudaimonic well-being by influencing perceived social support and self-esteem. This finding deepens our understanding of the impact of meaningful sport consumption behaviors on well-being. It sheds light on the role of perceived social support and self-esteem in this influential relationship.

5.2. Conclusions

This study investigated the impact of meaningful sports consumption behaviors on individual well-being and explored the underlying mechanisms. The findings revealed that, unlike hedonic sports consumption, which simply provides pleasurable emotions that can bring subjective happiness to individuals, meaningful sports consumption behaviors usually produce eudaimonic well-being related to self-worth realization. Secondly, it was confirmed that meaningful sports consumption behaviors significantly and positively impact perceived social support and self-esteem. It was also found that perceived social support and self-esteem significantly and positively contribute to individuals’ attainment of eudaimonic well-being. Finally, the study also confirmed that perceived social support and self-esteem mediate the relationship between meaningful sports consumption behaviors and eudaimonic well-being and play a chain mediating role. In other words, engaging in meaningful sports consumption behaviors enhances perceived social support, increasing self-esteem. Consequently, sports consumers who perceive higher levels of social support and self-esteem during consumption are more likely to experience a more profound sense of eudaimonic well-being.

5.3. Theoretical Contributions

According to the overview of the findings, this study has two theoretical implications. Firstly, previous research on the impact of sports consumption on well-being has mainly focused on the influence of hedonic sports consumption behaviors on subjective well-being [94,95]. For instance, Armbrecht and Andersson (2020) highlighted the significance of service quality and entertainment atmosphere at major sports events with respect to influencing the hedonic satisfaction and subjective well-being of sports consumers [96]. However, this study examines the mechanism of the effect of meaningful sports consumption behaviors on eudaimonic well-being from the perspective of meaningful behaviors in sports consumption. Therefore, this study expands the research boundaries of the impact of sports consumption on well-being by considering meaningful behaviors and broadening the scope of sports consumption research.

In addition, although extensive research has been conducted on perceived social support and perceived self-esteem, most of these studies have focused on fields such as medicine, sociology, and communication [12]. However, consumer psychology and behavioral research are still in their early stages. Given the current social context of upgrading sports consumption and the changing values of customers, it is crucial to delve deeper into issues such as the sports consumers’ realization of self-satisfaction and other underlying psychological benefits. This study aims to apply social support and self-esteem perception change theories to sports consumer behavior research in order to explore the underlying mechanisms of meaningful sports consumption behavior and psychological gains. The findings of this study will provide a fresh analytical perspective on the factors contributing to meaningful sports consumer behavior.

5.4. Management Insights

The findings of this study have important implications for enhancing the eudaimonic experiences of sports consumers. Firstly, sports enterprises should provide meaningful sports services to better fulfill the emotional needs of sports consumers, including well-being, acquisition, and fulfillment. This will encourage the public to engage in persistent and rational sports consumption. Secondly, sports marketers should establish a stronger connection between consumers and society during marketing. This connection positively influences sports consumer loyalty and their willingness to purchase products and services from the company. For instance, emphasizing the team’s connection to the city fosters a sense of belonging among fans, increasing perceived social support. Lastly, companies should ensure that consumers feel cared for, respected, and appreciated during meaningful sports consumption. This highlights the importance of being respected, understood, and appreciated by others in the context of sports consumption, further enhancing the eudaimonic experiences of sports consumers.

6. Research Limitations and Prospects

The limitations of this study should be acknowledged and addressed in future research. Firstly, it is important to note that the survey respondents were exclusively from China, which may introduce geospatial bias due to regional cultural differences. To enhance the generalizability of the findings, future studies should consider expanding the sample collection to include participants from diverse regions. Secondly, previous research has consistently demonstrated that perceived social support and perceived self-esteem vary with age [97,98]. Thus, it is crucial to control for different age groups when examining the mediating role of perceived social support and perceived self-esteem. Finally, intrinsic individual differences among sports consumers, such as mindset and values, and extrinsic environmental conditions, like game outcomes and atmosphere, may impact their mental health and behavioral decisions. For instance, sports fans with a fixed mindset tend to place greater importance on the outcome of the game. When the outcome does not meet their expectations or creates a negative atmosphere that devalues the team, they are more likely to choose to abandon the team in order to avoid the negative emotions associated with the team’s failure. On the other hand, fans with a growth mindset may be more resilient in such situations. Therefore, future research should consider the influence of both internal and external factors and incorporate relevant variables into the model for testing.