Upward social comparison predicts the consumption intention of e-sports among Chinese college students

College students are one of the most active consumer groups in the e-sports industry as well as a demographic vulnerable to social pressure, making their consumption intentions and behaviors an important research area. We surveyed 442 Chinese college students with experience in e-sports gaming to measure how upward social comparison and materialism influenced their e-sports purchase intentions. The results showed that upward social comparison positively influenced college students’ e-sports consumption intentions with materialism playing a mediating role and the incremental theory of personality and social support acting as moderators. These findings can help college administrators and e-sports industry stakeholders promote the sustainable development of the e-sports industry as well as ensure the mental and physical well-being of students.