Feeling Vital by Watching Sport: The Roles of Team Identification and Stadium Attendance in Enhancing Subjective Vitality

Subjective vitality is an important, yet understudied, indicator of eudaimonic well-being. People experience subjective vitality when they engage in need-satisfying activities. We investigate two sport consumption activities (stadium attendance and sport television viewing), team identification, and subjective vitality to understand how sport consumption mediates the impact of team identification on subjective vitality. Throughout a season, data were collected from local residents ( n = 618) living within the franchise area of a Japanese professional baseball team. Structural equation modeling and bootstrapping mediation analysis showed that team identification exerted both a direct and an indirect effect via attendance frequency on subjective vitality. The proposed model and the findings offer new theoretical insights into the roles of subjective vitality, team identification, and stadium attendance in spectator sport. Consequently, sport teams can leverage these insights to intensify consumer experiences when people attend games, positively contributing to their well-being.