Self-expression through sport participation: exploring participant desired self-image

Abstract

ABSTRACTResearch questions: The current study is aimed at providing preliminary answers to two research questions: (1) What salient self-images do people pursue for self-expression in the context of sport participation? (2) To what extent does participant desired self-image (PDSI) influence consumer behavior?Research methods: In Phase 1 of the study, a comprehensive review of literature, two focus groups, and an open-ended survey (N = 113) were conducted to generate the initial pool of self-images. In Phase 2, an exploratory factor analysis using online survey data (N = 370) was conducted to explore the underlying factor structure of PDSI. In Phase 3, a confirmatory factor analysis and a structural equation modeling analysis using online survey data (N = 483) were conducted to validate the proposed PDSI scale and test the influence of PDSI on consumer behavior.Results and findings: A PDSI measurement scale was developed and validated, resulting in 19 desired self-images under three dimensions: inner self-merit, lifestyle pursuance, and social self-presentation. Findings of the structural relationship model revealed that PDSI influenced personal involvement, money expenditure, and time expenditure.Implications: This study preliminarily unearthed salient items in PDSI, highlighted the symbolic nature of sport activities, and demonstrated the importance of PSDI in sport participation. These findings provided implications for practitioners to accommodate PDSI through long-term and integrated marketing efforts and shed a light on studies in branding, community sport, and public health.