https://scholars.lib.ntu.edu.tw/handle/123456789/625888
標題: | Reflective or impulsive buying or both? Evidence from the sport merchandise consumption context | 作者: | Chen, CY YI-HSIU LIN Lee, CY Lin, YK Chuang, MC Lee, KN |
關鍵字: | sport merchandise; purchase intention; sporting goods; impulsive buying; reflective purchasing; celebrity endorsement; sport marketing; PURCHASE INTENTION; CONSUMER; ANTECEDENTS; CELEBRITY | 公開日期: | 2019 | 出版社: | SOC PERSONALITY RES INC | 卷: | 47 | 期: | 11 | 來源出版物: | SOCIAL BEHAVIOR AND PERSONALITY | 摘要: | We examined the effects of reflective and impulsive intentions on product purchasing in the sport merchandise context (specifically, basketball shoes), and investigated the moderating effects of a celebrity endorsement on these relationships. We used convenience sampling to collect data from 826 basketball game attendees in Taiwan. We conducted structural equation modeling with a 2-group overall path model for data analysis. The empirical results revealed that reflective and impulsive determinants both positively predicted the intention to purchase basketball shoes. In addition, celebrity endorsement moderated the relationship between reflective and impulsive intentions to buy the product. A practical implication of our findings is that if sport marketing practitioners know that celebrity endorsement strengthens both reflective and impulsive intentions, they would develop more effective marketing strategies. |
URI: | https://scholars.lib.ntu.edu.tw/handle/123456789/625888 | ISSN: | 0301-2212 | DOI: | 10.2224/sbp.8395 |
顯示於: | 運動設施與健康管理碩士學位學程 |
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