The Impact of Sport Social Media Users’ Use Motivation on Leisure Flow, Acceptance Attitude, and Sports Values: Verification of Causal Model

This study aims to elucidate the causal relationships among sport social media use motivation, leisure flow, acceptance attitude, and sports values. The hypothesis verification results obtained through path analysis using AMOS 25.0 are as follows: Firstly, Use motivation was found to have a significant impact on leisure flow, acceptance attitude, and sports values. Secondly, Leisure flow was found to significantly affect acceptance attitude and sports values. Thirdly, Acceptance attitude was found to have a significant impact on sports values. Fourthly, Leisure flow was found to have a partial mediating effect in the relationships between use motivation and acceptance attitude as well as sports values. Fifthly, Acceptance attitude was found to have a partial mediating effect in the relationship between leisure flow and sports values. In summary, the results indicate that sport social media users&quot use motivation significantly impacts leisure flow, acceptance attitude, and sports values, and that the mediators, leisure flow and acceptance attitude, have partial mediating effects in the relationships among these variables. In this study, social media was examined comprehensively. However, research is needed to explore the differences and impacts among various social media platforms. Additionally, comparative analyses of how sports interests change and are impacted across different age groups and generations via social media are necessary. It is also important to investigate how content generated on social media, including specific topics or keywords, influences value formation and interest.