Enduring Involvement of Sports Fan: The Roles of Consumer Perceived Sacredness and Spirituality

Drawing on the theory of sacrilization, the study took the Yoga fans as an the examples to introduce the consumer perceived sacredness as the mediating variable and consumer spirituality as the moderating variable in order to investigate the specific formation mechanism of sports fans' enduring involvement.The results find that the flow and communitas both have significant positive influences on the enduring involvement, which are both fully mediated by consumer perceived sacredness.Besides, the mediation effect of consumer perceived sacredness is moderated by consumer spirituality.