Author(s): WU, Y., Institution: SOOCHOW UNIVERSITY (TAIWAN), Country: TAIWAN, Abstract-ID: 252

Introduction
Involvement in sports not only contributes to physical well-being but also promotes interaction socially, impacting individual psychological health. The popularity of modern-day technology has contributed tremendously to how individuals interact with one another, the electronic word-of-mouth (eWOM) has transformed consumer purchasing decisions, particularly in the context of sport brands. Previous studies have found individuals would seek information online before acquiring a product. This study examines the relationships between exploratory acquisition of products (EAP), exploratory information seeking (EIS) on eWOM and impulsive buying behavior, and the mediating role of eWOM toward impulsive buying behavior of sport brands.
Method
This research is grounded in the framework of exploratory behavior-based tendencies (EBBT), this research highlights the dual pathways of EAP and EIS as key precursors to eWOM and their subsequent impact on impulsive buying behavior of brand. A questionnaire was conducted among 359 individuals, after an invalid response a total of 299 valid response was recorded, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).
Result
The results indicated a positive relationship on EAP significantly influencing eWOM; demonstrating how consumers' exploratory tendencies drive their engagement and reliance on electronic word-of-mouth and toward impulsive buying behavior while EIS showed no significance with eWOM. However, eWOM showed a positive relationship toward impulsive buying behavior. Furthermore, eWOM exerts a strong positive effect on impulsive buying behavior, emphasizing its critical role in shaping consumer decisions.
Discussion
The findings delivered valuable understandings into the interaction between consumer exploratory tendencies and eWOM, contributing strategic implications for sport brand marketers aiming to foster customers’ engagement and drive impulsive buying through effective eWOM strategies. EIS showed no significance and may focus predominantly on understanding factual or objective information about products rather than sharing or engaging in discussions about them. Consumers determined by EIS might prioritize individual information acquisition over contributing to eWOM. This study contributes to the existing literature by interpreting the pathways linking exploratory tendencies to impulsive buying behavior in the context of sport brands and highlights the significance of leveraging eWOM in modern marketing practices.