中文摘要：

体育比赛结果是否及如何影响观众的纵欲消费行为？两个现场实验研究表明，相比于获胜的情况，失利结果显著地增加了观众的纵欲消费行为，观众的抑郁情绪反应起着中介作用；观众的身份认同感起着显著的调节作用，当身份认同感较高之时，失利的结果显著地影响了观众的纵欲消费行为；而在身份认同感低的情况下，比赛结果对纵欲消费行为的影响作用不再显著。研究还发现，提升观众的解释水平能够有效地减少纵欲消费行为。这是因为高解释水平能够唤起个体的长期目标追求意识，增强了人们实现长期目标的动机，从而有利于自我控制能力的恢复。

英文摘要：

How the results of sports game influence indulgent consumption of the spectator two field experiments show that the results of sports game significantly influence indulgent con‐sumption of the spectator .Compared the result that their favorite sports teams win ,the result of loss significantly increased the spectator＇s indulgent consumption .The spectator＇s depressive mood mediate the relationship between the results of sports game and the indulgent consump‐tion of spectator .Moreover ,fan identification moderate their relationship .Specifically ,for high‐er fan identification ,the relationship between the results of sports game and the indulgent con‐sumption of spectator is significant ;for lower fan identification ,the results of sports game doesn’ t significantly influence indulgent consumption of the spectator .This study also finds out that in a high construal level ,participants reduce the indulgent consumption ,because the higher construal level can draw participants ’ attention to the long‐term benefit ,and enhances participants’ motivation to pursue the long‐term goal ,which is beneficial to the recovery of self‐control ability .