Social proof or performance pressure? Peer influence on leisure sports adoption among youth – evidence from skateboarding

The globalisation of leisure sports has accelerated through digital media and youth subcultures, yet its adoption in non-Western contexts remains understudied. Besides, prior studies also overlook how different peer influences moderate users’ adoption intention in collectivist settings. Therefore, this study investigates how distinct peer influence groups moderate the socio-psychological drivers of leisure sports adoption among youth in developing countries and collectivism societies. Drawing on survey data from 13,937 respondents and hierarchical multiple regression, we reveal that active local skateboarding communities significantly strengthen the subjective norm–intention relationship. Through peer modelling and social support, these grassroots networks enhance social proof and bolster confidence in one’s capacity, thereby amplifying youth’s intention to participate. Contrary to expectations, high-profile celebrities and social media influencers negatively moderate the perceived behavioural control–intention link. By showcasing advanced tricks and highly polished performances, they elevate perceived skill thresholds and erode beginners’ confidence, thus dampening adoption intention despite positive underlying attitudes.