Korean adolescents’ sports apparel consumption: Quality attributes, purchase intention, and online word of mouth
- Authors
-
-
Kwan Bae Kwon
Department of Taekwondo, Yongin University
-
Taerin Chung
Department of Life Sports, Dankook University
-
- Keywords:
- sports apparel, consumer behavior, perceived quality attributes, purchase intention, online word of mouth, adolescent consumers
- 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.
- References
- Downloads
- Published
- 2024-07-03
- Issue
- Vol. 52 No. 7 (2024)
- Section
- Articles
- License
-
Author(s) agree that copyright of an article published in SBP Journal is transferred from the author(s) to the journal publisher (Scientific Journal Publishers Limited) upon publication.
Disclaimer
Social Behavior and Personality maintains an open editorial policy and may or may not endorse the conclusions made in its published articles. Neither the journal nor its publisher, editors or staff assume any responsibility for any material considered to be offensive or defamatory, or for obtaining any copyright permissions necessary for publication of articles.