Analyzing the Influence of Internet Usage Behavior on Spectator Sports Consumption Among College Students: An Empirical SEM Study Based on the SOR Model

In light of China’s burgeoning sports competition and performance sector, the evident shift towards diverse sports consumption preferences underscores an urgent need to refine the current consumption structure. Notably, the underdeveloped ornamental sports consumption sphere impedes the evolution of this structure. This study, focusing on the pivotal demographic in the sports event consumption market—college students, deploys a questionnaire-based approach to explore patterns in ornamental sports consumption, internet usage behavior, perceived value associated with ornamental sports, and trust towards this mode of consumption. Leveraging the Stimulus-Organism-Response (SOR) model and integrating various theories, we constructed hypothetical models. Utilizing structural equation modeling, we probed the intricate relationships among these variables through path analysis. This empirical investigation specifically scrutinized the impact of college students’ internet behavior on their spectator sports consumption, extending to the intermediary roles played by the perceived value and trust related to ornamental sports. Key findings indicate: (1) A direct positive correlation exists between college students’ internet behaviors and their affinity for spectator sports. (2) The perceived value of ornamental sports acts as a mediator between students’ internet activities and their consumption behaviors. (3) Trust in ornamental sports consumption mediates the relationship between internet usage and consumption patterns.