物质主义与全民健身运动项目消费行为:社会比较、心理授权多重中介效应

Materialism and Consumption Behavior of National Fitness Sports:Multiple Mediating Effects of Social Comparison and Psychological Empowerment

为全面探究物质主义与全民健身运动项目消费行为的影响,及社会比较、心理授权等在此过程中的多重中介效应,采用文献资料、因子分析、结构方程等方法,基于物质主义、社会比较、心理授权、消费行为等测量内容,构建了全民健身运动项目消费理论模型。结果显示,物质主义、社会比较、心理授权对全民健身运动项目消费行为均具有正向影响;社会比较、心理授权在物质主义与消费行为间具有多重中介效应。鉴于此,本研究从引导物质主义价值取向、优化社会比较结果、提升心理授权效果等层面,提出激发全民健身运动项目消费行为的对策与建议。旨在为有效满足大众运动消费诉求,形成持续性全民健身运动项目消费行为予以理论支撑与实践指导。

In order to comprehensively explore the influence of materialism and consumption behavior of national fitness sports,as well as the multiple mediating effects of social comparison and psychological empowerment in this process,this study adopts the methods of literature review,factor analysis and structural equation,and constructs a theoretical model of national fitness sports consumption based on the measurement contents of materialism,social comparison,psychological empowerment and consumption behavior.The results show that materialism,social comparison and psychological empowerment have positive effects on the consumption behavior of national fitness sports;Social comparison and psychological empowerment have multiple mediating effects between materialism and consumption behavior.In view of this,this study puts forward countermeasures and suggestions to stimulate the consumption behavior of national fitness sports from the aspects of guiding materialistic value orientation,optimizing social comparison results and improving psychological empowerment effect.The purpose is to provide theoretical support and practical guidance for effectively meeting the demands of mass sports consumption and forming sustainable consumption behavior of national fitness sports.