More than watching: The mediating role of flow experience on the effect of esports spectator motivation on impulsive purchasing

This study, which examines the mediating role of optimal flow experience in the effect of esports viewing motivation on impulsive buying tendency, was designed using the structural equation modeling (SEM) method within the relational screening model, one of the quantitative research methods. The research was carried out in two stages: the adaptation of measurement tools for esports viewing motivation and optimal flow experience into Turkish culture, and the testing of research hypotheses. In the first stage of the study, data were collected from 317 esports viewers aged 18 and over, selected through convenience sampling. In the second stage, 613 voluntary esports viewers aged 18 and over, also selected by convenience sampling, participated. Data were collected via an online survey using Google Forms and analyzed using the Jamovi statistical software. During the adaptation of the measurement tools, the translation process was first conducted, followed by confirmatory factor analysis (CFA) to assess the structural validity of the scales. Due to the 7-point Likert-type ordinal data structure, the Diagonally Weighted Least Squares (DWLS) estimation method was used in the CFA. Model fit indices such as RMSEA, CFI, TLI, SRMR, and χ²/df were examined. The reliability of the scales was evaluated using Cronbach's Alpha and McDonald's Omega coefficients. As a result of the structural equation modeling and bootstrap analysis, it was determined that optimal flow experience partially mediates the effect of esports viewing motivation on impulsive buying tendency. Additionally, demographic and behavioral factors were found to have significant but partial relationships with esports viewing motivation, flow experience, and impulsive buying. This research contributes to the literature by revealing that the flow experience is an important psychological mechanism in the consumption behavior of esports viewers. The findings offer both theoretical and practical implications for marketing strategies and consumer behavior models.