Moderated mediating effect test (n = 628).

BackgroundWith the increasing integration of digital media into daily life, its influence on college students’ sport-related behaviors has become a growing area of interest. While prior research highlights the general benefits of media exposure, the specific psychological mechanisms through which digital media use affects sports participation remain insufficiently understood.MethodsDrawing on Social Cognitive Theory (SCT), this study explores how digital media use influences sports participation through the mediating role of sports cognition and the moderating role of self-efficacy. A total of 628 college students (M = 20.14, SD = 1.78) from seven comprehensive universities across China participated in a cross-sectional survey. Data were analyzed using multiple regression analysis and moderated mediation analysis.ResultsDigital media use was positively associated with students’ sports participation. Sports cognition significantly mediated this relationship, suggesting that media use enhances participation indirectly by shaping individuals’ knowledge and understanding of sports. Additionally, self-efficacy moderated the link between cognition and behavior, indicating that individuals with higher self-efficacy are more likely to convert sports-related knowledge into action.ConclusionThese findings contribute to a more nuanced understanding of how digital media engagement supports sports participation through both cognitive and motivational pathways. The results offer practical implications for educators and media developers seeking to foster physical activity among college students by leveraging digital platforms.