The Influence of Media Platform Preferences for Live Sports Streaming on Sports Product Purchase Intention among Thai Consumers across Different Age Cohorts

Abstract

Abstract

This study investigates the influence of live sports streaming platform preferences on sports product purchase intentions among Thai consumers across varying age cohorts. Acknowledging that the rapid proliferation of digital sports broadcasting has fundamentally transformed audience accessibility, fan community interactions, and exposure to sports marketing, this research integrates the Uses and Gratifications Theory, the Theory of Planned Behavior, the Stimulus-Organism-Response model, and sports fan engagement literature (Ajzen, 1991; Katz et al., 1974; Mehrabian & Russell, 1974). Through a quantitative survey administered to 400 active Thai consumers of digital sports streams, the study systematically examines how platform choice, user gratifications, technological features, and generational differences collectively shape consumer behavior. The empirical findings reveal that media platform preferences and associated platform characteristics significantly drive purchase intentions. Specifically, platform features acting as environmental stimuli exerted the strongest predictive effect, followed by platform gratifications and technology adoption factors. Furthermore, generational cohorts significantly moderated the relationship between platform gratifications and purchase intentions, demonstrating that younger consumers are more acutely driven by interactive and socially engaging platform experiences. Ultimately, these results underscore that modern live sports streaming platforms transcend traditional media channels to function as multifaceted commercial ecosystems that seamlessly integrate entertainment, fan identity, social participation, and consumer behavior (Funk & James, 2001; Trail & James, 2011).