Subjective vitality is an important, yet understudied, indicator of eudaimonic well-being. People experience subjective vitality when they engage in need-satisfying activities. We investigate two sport consumption activities (stadium attendance and sport television viewing), team identification, and subjective vitality to understand how sport consumption mediates the impact of team identification on subjective vitality. Throughout a season, data were collected from local residents (n = 618) living within the franchise area of a Japanese professional baseball team. Structural equation modeling and bootstrapping mediation analysis showed that team identification exerted both a direct and an indirect effect via attendance frequency on subjective vitality. The proposed model and the findings offer new theoretical insights into the roles of subjective vitality, team identification, and stadium attendance in spectator sport. Consequently, sport teams can leverage these insights to intensify consumer experiences when people attend games, positively contributing to their well-being.

主观活力是幸福感的一个重要但尚未得到充分研究的指标。人们在从事满足需要的活动时体验到主观活力。我们研究了两种体育消费活动（体育场馆出席率和体育电视观看）、团队认同和主观活力，以了解体育消费如何调节团队认同对主观活力的影响。在整个季节中，数据是从当地居民那里收集的（n = 618) 居住在日本职业棒球队的特许经营区内。结构方程模型和引导中介分析表明，团队认同通过出勤频率对主观活力产生直接和间接影响。所提出的模型和研究结果为主观活力、团队认同和体育场上座率在观赏性体育中的作用提供了新的理论见解。因此，运动队可以利用这些见解来增强人们观看比赛时的消费者体验，从而为他们的福祉做出积极贡献。