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With more and more people participating in e-sports, the e-sports industry showed remarkable development. Benefiting from the selection of e-sports for the Asian Games, the surrounding sectors of e-sports achieved significant effects, such as developing virtual e-sports products and promotion, e-sports live broadcast, the experience of physical products around e-sports, e-sports-themed Internet cafes, and e-sports themed hotel development, etc. The study of the irrational consumption behavior of Sichuan teenagers through the promotion of virtual e-sports products revealed the relevant characteristics and influencing factors of irrational consumption of virtual e-sports products. The purpose of this study was to explore the demographic factors of e-sports virtual product promotion on irrational consumption based on gender, age, income, and education groups in Sichuan; evaluate the influencing factors of e-sports virtual product promotion on irrational consumption in Sichuan, and; to put forward relevant suggestions for improving e-sports virtual product promotion in helping consumers' irrational consumption behavior of Sichuan youngsters. Four hundred twenty-eight completed questionnaires of Sichuan sports fans were collected through the online WeChat platform by random sampling in July 2022. The results showed that influencing factors of commodity prices, user-perceived interactivity, social needs, negative emotion, and impulsive psychology impacted Sichuan youngsters' irrational consumption behavior through e-sport virtual product promotion. Further suggestions were made to enhance the promotion strategy for improving youngsters' consumption behavior with better rational perception.