{"title":"Korean adolescents’ sports apparel consumption: Quality attributes, purchase intention, and online word of mouth","authors":"Kwan-Bae Kwon, Taerin Chung","doi":"10.2224/sbp.12820","DOIUrl":null,"url":null,"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\n 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\n 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.","PeriodicalId":179062,"journal":{"name":"Social Behavior and Personality: an international journal","volume":"36 3","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Social Behavior and Personality: an international journal","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.2224/sbp.12820","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
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.