Examining viewers’ impulsive buying behaviour in sports livestreaming commerce

Haoyu Liu (), Kim Hua Tan, Leanne Chung, Osamu Yoshie and Yuya Ieiri
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Haoyu Liu: Birmingham University Business School
Kim Hua Tan: Nottingham University Business School
Leanne Chung: Cardiff Business School
Osamu Yoshie: Waseda University Graduate School of Information, Production and Systems
Yuya Ieiri: Waseda University Graduate School of Information, Production and Systems

Operations Management Research, 2025, vol. 18, issue 1, No 20, 422-436

Abstract: Abstract Livestreaming commerce is increasingly influencing the sports industry’s supply chain. This study seeks to understand how the quality of the service characteristics enhance customer flow experiences and encourage buying behaviour. It also delves into the relationship between flow experience and impulsive buying behaviour, particularly examining how fan identification moderates this dynamic. Data from 274 participants, who recounted their recent shopping experiences while watching sports on SLSPs, were analysed. Structural equation modelling analysis largely confirmed the hypothesis that content quality, para-social interactivity, and ease of use significantly contribute to viewers’ flow experiences, which, in turn, affect impulsive buying behaviour. Moreover, fan identification was found to amplify the positive effect of flow experience on impulsive buying behaviour. This research adds depth to the fields of platform service operations by exploring the links between service characteristics, impulsive buying behaviours, and the role of fan identification within SLSP contexts. The findings offer valuable insights for SLSP operations managers looking to influence viewers’ purchasing decisions and increase sales and enhance business performance.

Keywords: Livestreaming commerce; Online service characteristics; Impulse buying behaviour (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s12063-024-00536-7

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