Delay Effect of Sport Media Consumption on Sport Consumers’ Subjective Well-Being: Moderating Role of Team Identification

Although empirical evidence indicates that sport media consumption has a positive effect on sport consumers’ subjective well-being (SWB), there is little information regarding how these enhancements in SWB change over time. Th e current research demonstrates that less identified sport consumers experienced greater levels of purpose in life when it was measured right after they recalled their past sport media consumption than when it was measured aft er a 15-minute delay. Meanwhile, the level of purpose in life was similar for highly identified sport consumers whether it was measured right aft er recalling past sport media consumption or aft er a 15-minute delay. On the basis of a moderated mediation test, we further demonstrate that highly identified sport consumers experience a greater degree of eudaimonic value aft er recalling past sport media consumption, which delays hedonic adaptation among them. Theoretical and practical implications are discussed as they relate to SWB and hedonic adaptation.