arbiter
JournalsPricingAccount

Examining viewers’ impulsive buying behaviour in sports livestreaming commerce

Haoyu Liu et al.

Operations Management Research2025https://doi.org/10.1007/s12063-024-00536-7article
AJG 1ABDC C
Weight
0.48

What the paper says

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.

5 citations

Open paper page →

Cite this paper

https://doi.org/https://doi.org/10.1007/s12063-024-00536-7

Or copy a formatted citation

@article{haoyu2025,
  title        = {{Examining viewers’ impulsive buying behaviour in sports livestreaming commerce}},
  author       = {Haoyu Liu et al.},
  journal      = {Operations Management Research},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1007/s12063-024-00536-7},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

Examining viewers’ impulsive buying behaviour in sports livestreaming commerce

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.48

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.41 × 0.4 = 0.16
M · momentum0.63 × 0.15 = 0.09
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.