The impact of peer effects on college students’ sports normative behavior intention: a moderated mediation model

This study investigates the mechanisms through which peer effects, attitudes toward sports policies, and formal institutional factors influence college students' intentions to engage in normative sports behaviors. The goal is to provide theoretical insights and practical guidance for enhancing students' adherence to normative sports conduct, fostering positive behavioral habits, and promoting holistic physical and mental development. A total of 2,340 college students from 20 universities across China participated in a structured questionnaire survey. Data analysis was conducted using AMOS 28.0, SPSS 24.0, and the PROCESS macro. The findings reveal that: (1) Peer effects are significantly and positively associated with students' intentions to engage in normative sports behaviors; (2) Attitudes toward sports policies partially mediate the relationship between peer effects and normative sports behavior intentions; and (3) Formal institutional factors significantly moderate the relationships between peer effects and normative behavior intentions, peer effects and policy attitudes, and policy attitudes and behavioral intentions. Moreover, the strength of these positive associations increases as a formal institution becomes more robust. The study concludes that peer effects influence students' behavioral intentions directly and indirectly via policy attitudes. The moderating role of formal institutions underscores the need for a combination approach of internal and external collaboration, integrating peer effects, policy attitude cultivation, and institutional development, to more effectively foster good sports behaviors among college students.