Sport fans’ curiosity and impulsive buying: mediation of social media use intensity DOI Creative Commons

Chen-Yueh Chen,

Ya-Lun Chou, Yi-Hsiu Lin

и другие.

Frontiers in Sports and Active Living, Год журнала: 2025, Номер 7

Опубликована: Фев. 10, 2025

Introduction Sports fans' curiosity and impulsive buying tendencies are important topics in sports marketing, yet the mediating role of social media use intensity linking these variables remains underexplored. Grounded Stimulus-Organism-Response (S-O-R) theory, this study examines how mediates relationship between behavior. Methods The sampled 623 Taiwanese fans, including baseball basketball enthusiasts, to investigate relationships. Structural Equation Modeling (SEM) was employed test proposed hypotheses, focusing on effect intensity. Results results indicate that fully tendencies. This highlights significant digital engagement shaping consumer behavior among fans. Discussion These findings emphasize importance fostering as a strategic tool marketing. By transforming into tangible purchasing behavior, provides valuable theoretical practical contributions understanding fan offers actionable recommendations for marketers seeking enhance their marketing strategies era.

Язык: Английский

Sport fans’ curiosity and impulsive buying: mediation of social media use intensity DOI Creative Commons

Chen-Yueh Chen,

Ya-Lun Chou, Yi-Hsiu Lin

и другие.

Frontiers in Sports and Active Living, Год журнала: 2025, Номер 7

Опубликована: Фев. 10, 2025

Introduction Sports fans' curiosity and impulsive buying tendencies are important topics in sports marketing, yet the mediating role of social media use intensity linking these variables remains underexplored. Grounded Stimulus-Organism-Response (S-O-R) theory, this study examines how mediates relationship between behavior. Methods The sampled 623 Taiwanese fans, including baseball basketball enthusiasts, to investigate relationships. Structural Equation Modeling (SEM) was employed test proposed hypotheses, focusing on effect intensity. Results results indicate that fully tendencies. This highlights significant digital engagement shaping consumer behavior among fans. Discussion These findings emphasize importance fostering as a strategic tool marketing. By transforming into tangible purchasing behavior, provides valuable theoretical practical contributions understanding fan offers actionable recommendations for marketers seeking enhance their marketing strategies era.

Язык: Английский

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