The Effects of Digital Leisure Activities on Sports Consumption Behavior and Team Loyalty in College Students

Key Points

• This research aims to investigate how digital leisure activities affect sports consumption behaviors and team loyalty among college students.
• Survey conducted among college students nationwide, with 266 valid responses analyzed.
• Statistical analyses including frequency, factor, reliability, descriptive, correlation, and multiple regression conducted using SPSS 29.0.
• Digital leisure activities positively influenced conspicuous and impulse consumption in sports.
• Behavioral, social, and experiential factors of digital leisure activities positively impacted attitudinal loyalty.
• Conspicuous and rational consumption had significant effects on attitudinal loyalty, while all consumption types positively influenced behavioral loyalty.

Abstract