【摘 要】
：
Enduring Involvement has been an important topic in the field of leisure and sports consumer behavior in recent years,however,the formation mechanism of it has not been fully discussed.Draw on Theory
【机 构】
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Northwest University,School of Economics and Management
【出 处】
：
香港城市大学,中国石油大学,加州大学河滨分校,伊利诺伊大学厄巴纳-香槟分校
论文部分内容阅读
Enduring Involvement has been an important topic in the field of leisure and sports consumer behavior in recent years,however,the formation mechanism of it has not been fully discussed.Draw on Theory of Sacralization from Religious Psychology,in the context of Yoga fans,the paper introduces consumer perceived sacredness as mediating variable and consumer spirituality as moderating variable in order to investigate the specific formation mechanism of sports fans enduring involvement.Based on a survey on 234 Yoga fans and data analysis using mediating moderation,the paper finds that flow and communitas both have significant positive influences on enduring involvement,and these relationships are both fully mediated by consumer perceived sacredness.Besides,the mediation effect of consumer perceived sacredness is moderated by consumer spirituality.The paper provides a new explanation on the motive of sports fans enduring involvement,and offers valuable marketing strategies for sports marketers to enhance consumers enduring involvement.
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