A Study on the Structural Relationships among Sports Brand Live Commerce Marketing Characteristics, Online Immersion, and Chinese Consumers’ Impulse Buying Intention

Abstract

Based on the Stimulus–Organism–Response model, this study constructs the marketing characteristics of sports brand live-streaming commerce from the dimensions of interactivity, entertainment, and scarcity, and examines the structural relationships among these marketing characteristics, online immersion, and consumers’ impulsive purchase intention. From the perspective of consumers’ psychological experience, this study further reveals the underlying mechanism through which sports brand live-streaming commerce influences consumers’ impulsive purchasing behavior, and provides theoretical foundations and practical implications for optimizing live-streaming marketing strategies of sports brands. The results indicate that the marketing characteristics of sports brand live-streaming commerce not only significantly enhance online immersion, but also have a direct positive effect on consumers’ impulsive purchase intention. Moreover, online immersion has a significant positive effect on impulsive purchase intention and plays a mediating role in the relationship between marketing characteristics and impulsive purchase intention.