Korean adolescents’ sports apparel consumption: Quality attributes, purchase intention, and online word of mouth
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Published:2024-07-03
Issue:7
Volume:52
Page:1-13
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ISSN:0301-2212
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Container-title:Social Behavior and Personality: an international journal
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language:en
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Short-container-title:soc behav pers
Author:
Kwon Kwan Bae1,
Chung Taerin2
Affiliation:
1. Department of Taekwondo, Yongin University, Republic of Korea
2. Department of Life Sports, Dankook University, Republic of Korea
Abstract
A significant challenge in the sports apparel market of South Korea is comprehending adolescents, who exhibit distinct consumption behavior, as a major consumer demographic. Thus, we systematically analyzed the pathways connecting adolescents’ perception of the quality attributes
of sports apparel, purchase intention, and online word of mouth. We conducted a survey involving 254 students from three schools in South Korea. The findings showed that among the perceived attributes of sports apparel brands, quality demonstrated a positive impact on adolescents’ purchase
intention. Further, purchase intention exerted a favorable influence on online word of mouth. Our findings offer insight into the consumer behavior of adolescents in the sports apparel realm.
Publisher
Scientific Journal Publishers Ltd