Mediating effects between World Games identification and licensed merchandise

Lee-Joy Cheng, Chin-Chia Yeh, S. Wong
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引用次数: 6

Abstract

Purpose – The purpose of this paper is to explore consumer decision-making factors related to purchases of licensed merchandise, while focussing on how consumers’ identification with the 2009 World Games (WG), perceptions of quality and attitudes toward collecting, affect the decision-making model with regards to purchasing intention. Design/methodology/approach – The research model is based on the study of Kwak and Kang (2009), but also includes an assessment of consumers’ collecting attitudes. A purposive sampling method was adopted and data were collected from 1,985 valid samples via questionnaire surveys during the 2009 WG in Kaohsiung, Taiwan. Structural equation modeling was used to test the decision-making model presented in this study. Findings – The results reveal that consumers’ intentions with respect to purchasing licensed merchandise are influenced most by their attitudes toward collecting, followed by the perceived quality of the merchandise. The findings also suggest that the greater the pe...
世界运动会标识与特许商品之间的中介效应
目的-本文的目的是探讨与购买授权商品相关的消费者决策因素,同时关注消费者对2009年世界运动会(WG)的认同,对质量的感知和收集态度如何影响与购买意愿有关的决策模型。设计/方法论/方法-研究模型是基于Kwak和Kang(2009)的研究,但也包括对消费者收集态度的评估。本研究采用目的抽样方法,于2009年在台湾高雄举办的世界运动会期间,以问卷调查的方式收集1985份有效样本。采用结构方程模型对本文提出的决策模型进行检验。研究结果显示,消费者购买授权商品的意向最受他们收集态度的影响,其次是商品的感知质量。研究结果还表明,体重越高……
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