This study extends the existing sport management literature by examining how meaningful sports consumption could be conceptualized differently based on self-construal. In particular, we demonstrate that from a self-oriented perspective, highlighting the extraordinary skills of athletes makes sports consumption meaningful, whereas from an other-oriented perspective, highlighting the moral-excellence of athletes makes sports consumption meaningful. The results of two experiments indicated that sports consumers experienced different types of affective responses, self-transcendent emotions (admiration vs. elevation), motivations (self-improvement vs. compassionate love), and behavioral consequences (improving professional skills vs. helping others), depending on the type of sports consumption (skill-based meaningful vs. moral-based meaningful vs. hedonic), and the self-construal mindset (independent vs. interdependent).

这项研究通过研究如何根据自我建构对有意义的体育消费进行不同的概念化研究，从而扩展了现有的体育管理文献。特别是，我们证明，从自我导向的角度来看，突出运动员的非凡技能会使体育消费有意义，而从其他导向的角度来看，突出运动员的道德卓越使体育消费有意义。两项实验的结果表明，体育消费者经历了不同类型的情感反应，自我超越的情感（钦佩与提升），动机（自我完善与同情的爱）和行为后果（提高专业技能与帮助他人）。 ，具体取决于体育消费的类型（基于技能的有意义对基于道德的有意义对