Sport fans’ curiosity and impulsive buying: mediation of social media use intensity
IntroductionSports fans' curiosity and impulsive buying tendencies are important topics in sports marketing, yet the mediating role of social media use intensity in linking these variables remains underexplored. Grounded in the Stimulus-Organism-Response (S-O-R) theory, this study examines how...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2025-02-01
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| Series: | Frontiers in Sports and Active Living |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fspor.2025.1519003/full |
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| author | Chen-Yueh Chen Ya-Lun Chou Yi-Hsiu Lin Yen-Kuang Lin |
| author_facet | Chen-Yueh Chen Ya-Lun Chou Yi-Hsiu Lin Yen-Kuang Lin |
| author_sort | Chen-Yueh Chen |
| collection | DOAJ |
| description | IntroductionSports fans' curiosity and impulsive buying tendencies are important topics in sports marketing, yet the mediating role of social media use intensity in linking these variables remains underexplored. Grounded in the Stimulus-Organism-Response (S-O-R) theory, this study examines how social media use intensity mediates the relationship between sports fans' curiosity and impulsive buying behavior.MethodsThe study sampled 623 Taiwanese sports fans, including baseball and basketball enthusiasts, to investigate these relationships. Structural Equation Modeling (SEM) was employed to test the proposed hypotheses, focusing on the mediating effect of social media use intensity.ResultsThe results indicate that social media use intensity fully mediates the relationship between sports fans' curiosity and impulsive buying tendencies. This highlights the significant role of digital engagement in shaping consumer behavior among sports fans.DiscussionThese findings emphasize the importance of fostering social media engagement as a strategic tool in sports marketing. By transforming fans' curiosity into tangible purchasing behavior, this study provides valuable theoretical and practical contributions to understanding fan behavior and offers actionable recommendations for sports marketers seeking to enhance their marketing strategies in the digital era. |
| format | Article |
| id | doaj-art-42c9a580eb79460ea4065d5e48a479f1 |
| institution | Kabale University |
| issn | 2624-9367 |
| language | English |
| publishDate | 2025-02-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Sports and Active Living |
| spelling | doaj-art-42c9a580eb79460ea4065d5e48a479f12025-02-10T06:48:42ZengFrontiers Media S.A.Frontiers in Sports and Active Living2624-93672025-02-01710.3389/fspor.2025.15190031519003Sport fans’ curiosity and impulsive buying: mediation of social media use intensityChen-Yueh Chen0Ya-Lun Chou1Yi-Hsiu Lin2Yen-Kuang Lin3Doctoral Program for Transnational Sport Management and Innovation, College of Management, National Taiwan Sport University (NTSU), Taoyuan, TaiwanDoctoral Program for Transnational Sport Management and Innovation, College of Management, National Taiwan Sport University (NTSU), Taoyuan, TaiwanMaster Program of Sport Facility Management and Health Promotion, National Taiwan University, Taipei, TaiwanGraduate Institute of Athletics and Coaching Science, College of Athletics, National Taiwan Sport University, Taoyuan, TaiwanIntroductionSports fans' curiosity and impulsive buying tendencies are important topics in sports marketing, yet the mediating role of social media use intensity in linking these variables remains underexplored. Grounded in the Stimulus-Organism-Response (S-O-R) theory, this study examines how social media use intensity mediates the relationship between sports fans' curiosity and impulsive buying behavior.MethodsThe study sampled 623 Taiwanese sports fans, including baseball and basketball enthusiasts, to investigate these relationships. Structural Equation Modeling (SEM) was employed to test the proposed hypotheses, focusing on the mediating effect of social media use intensity.ResultsThe results indicate that social media use intensity fully mediates the relationship between sports fans' curiosity and impulsive buying tendencies. This highlights the significant role of digital engagement in shaping consumer behavior among sports fans.DiscussionThese findings emphasize the importance of fostering social media engagement as a strategic tool in sports marketing. By transforming fans' curiosity into tangible purchasing behavior, this study provides valuable theoretical and practical contributions to understanding fan behavior and offers actionable recommendations for sports marketers seeking to enhance their marketing strategies in the digital era.https://www.frontiersin.org/articles/10.3389/fspor.2025.1519003/fullsports fans’ curiositysocial media use intensityimpulsive buyingmediation analysisSEM |
| spellingShingle | Chen-Yueh Chen Ya-Lun Chou Yi-Hsiu Lin Yen-Kuang Lin Sport fans’ curiosity and impulsive buying: mediation of social media use intensity Frontiers in Sports and Active Living sports fans’ curiosity social media use intensity impulsive buying mediation analysis SEM |
| title | Sport fans’ curiosity and impulsive buying: mediation of social media use intensity |
| title_full | Sport fans’ curiosity and impulsive buying: mediation of social media use intensity |
| title_fullStr | Sport fans’ curiosity and impulsive buying: mediation of social media use intensity |
| title_full_unstemmed | Sport fans’ curiosity and impulsive buying: mediation of social media use intensity |
| title_short | Sport fans’ curiosity and impulsive buying: mediation of social media use intensity |
| title_sort | sport fans curiosity and impulsive buying mediation of social media use intensity |
| topic | sports fans’ curiosity social media use intensity impulsive buying mediation analysis SEM |
| url | https://www.frontiersin.org/articles/10.3389/fspor.2025.1519003/full |
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