Consumers’ goal-directed behavior of purchasing sportswear products online

Weisheng Chiu · Hwansuk Chris Choi

25 citations0/0 files storedSport Business and Management An International Journal

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

Purpose The purpose of this paper is to explore Chinese consumers’ behavioral intention to purchase sportswear products online, by applying the model of goal-directed behavior as a research framework. Design/methodology/approach An online survey was administered to Chinese consumers (N=475) who have purchased sportswear products online in the past. Using SmartPLS 3.0 software, a partial least squares modeling analysis was conducted on the data. Findings When it comes to influencing the average Chinese consumer’s desire to purchase a product online, the study indicates that attitude, subjective norms, perceived behavioral control, and positive anticipated emotion are significant factors. Moreover, desire and frequency of past behavior significantly influenced Chinese consumers’ intention to buy sportswear products online. Originality/value The findings of this study provide a better understanding, through the analyses of Chinese consumers’ decision-making processes, of consumer intention to purchase sportswear products online.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1991The theory of planned behavior 1988On the Evaluation of Structural Equation Models 2011PLS-SEM: Indeed a Silver Bullet 1985From Intentions to Actions: A Theory of Planned Behavior 1970Back-Translation for Cross-Cultural Research 2014A primer on partial least squares structural equation modeling (PLS-SEM)2014Partial least squares structural equation modeling (PLS-SEM)

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