Analyzing the Intention of Sports Consumers’ Purchase Behavior Through Online Sports Distributors

• 영문명: Analyzing the Intention of Sports Consumers’ Purchase Behavior Through Online Sports Distributors
• 발행기관: 한국유통과학회
• 저자명: Kibaek KIM Minsoo KIM Jinwook HAN
• 간행물 정보: 『유통과학연구(JDS)』제21권 제4호, 103~111쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.04.30

영문 초록

Purpose: The purpose of this study was to analyze Korean sports consumers’ intention to stay using online sports products and services through online sports distribution platforms or return to using sports facilities and services in person. Research design, data and methodology: This study set up two models measuring consumers’ recognition, attitude, and purchase intention toward online sports products and services based on involvement theory. An online survey was conducted and a total of 2,263 consumers participated in this study. Male participants were 1,256(55.5%) and female participants were 1,007(44.5%). Descriptive statistics were performed, and a path analysis was utilized to analyze the proposed model using SPSS 26 and SAS. Results: The results revealed two proposed models used in this study supported that consumers’ online sports product and service recognition leads to a positive attitude toward online sports products and services. Moreover, consumers’ positive online sports product and service attitudes were shown to lead to positive intentions to purchase online sports products and services. Conclusions: The findings revealed the recognition of consumers’ online sports products and services led to positive attitudes and behavioral intentions. Implications were provided by suggesting the sports industry stick to developing online sports products and services until the endemic of COVID-19 is declared.

목차

1. Introduction

2. Literature Review

3. Methodology

4. Results

5. Discussion

References

키워드

Online Sports Distribution Platform Offline Covid-19 Purchase Intention Sports Purchase Behavior