Guo Kai, Huang Qian
School of Economics and Management, Wuhan Sports University, Wuhan, Hubei, China.
College of Intelligent Sports Engineering, Wuhan Sports University, Wuhan, Hubei, China.
Front Psychol. 2025 May 14;16:1590197. doi: 10.3389/fpsyg.2025.1590197. eCollection 2025.
To explore the internal driving mechanisms influencing consumers' preferences for experiential sports consumption, this study constructs a structural equation model with experiential sports consumption as the dependent variable and sense of power as the independent variable, integrating the Agentic-Communal Model of power perception. Psychological distance and social orientation are introduced as mediating variables.
This study utilized survey data from 1,062 Chinese sports consumers to empirically test the proposed structural equation model.
The analysis reveals the following findings: 1) Sense of power has a significant negative predictive effect on experiential sports consumption, with consumers perceiving lower sense of power more likely to choose experiential sports consumption; 2) Psychological distance mediates the relationship between sense of power and experiential sports consumption. Lower sense of power makes consumers feel a closer psychological distance, which in turn makes them more inclined to choose experiential sports consumption; 3) Social orientation also plays a mediating role in this process, with consumers perceiving lower sense of power more likely to seek social interaction to enhance their consumption experience through higher social orientation; 4) Psychological distance and social orientation jointly form a chain mediation effect between sense of power and experiential sports consumption. Lower sense of power shortens psychological distance, which in turn enhances social orientation, thus driving the choice of experiential sports consumption.
The research findings not only expand the theoretical framework of the impact of sense of power on sports consumer behavior but also provide theoretical support for sports enterprises when developing differentiated marketing strategies, particularly in how to design personalized strategies based on consumers' perceived differences in sense of power.
为探究影响消费者体验式体育消费偏好的内在驱动机制，本研究构建了一个以体验式体育消费为因变量、权力感为自变量的结构方程模型，并整合了权力感知的能动-共生模型。引入心理距离和社会取向作为中介变量。
本研究利用来自1062名中国体育消费者的调查数据，对所提出的结构方程模型进行实证检验。
分析得出以下结果：1）权力感对体验式体育消费具有显著的负向预测作用，权力感较低的消费者更有可能选择体验式体育消费；2）心理距离在权力感与体验式体育消费之间起中介作用。较低的权力感使消费者感到心理距离更近，这进而使他们更倾向于选择体验式体育消费；3）社会取向在这一过程中也起中介作用，权力感较低的消费者更有可能通过较高的社会取向寻求社会互动以提升其消费体验；4）心理距离和社会取向共同在权力感与体验式体育消费之间形成链式中介效应。较低的权力感缩短心理距离，这进而增强社会取向，从而推动体验式体育消费的选择。
研究结果不仅扩展了权力感对体育消费者行为影响的理论框架，还为体育企业制定差异化营销策略提供了理论支持，特别是在如何基于消费者权力感的感知差异设计个性化策略方面。
