{"title":"千禧一代运动休闲产品的感知价值与购买意愿:炫耀性消费欲望的中介作用","authors":"Yeayoung Noh, Na Young Ahn","doi":"10.1108/ijsms-06-2024-0122","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>As Millennials consist of most of the world’s population, there is a growing body of research understanding their consumption patterns in sport. We examined the relationship among Millennials’ various perceived values, their desire for conspicuous consumption, and their intention to purchase athleisure products.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>We used a web-based survey through Amazon Mechanical Turk (<em>n</em> = 348) to test our research hypotheses and model.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>Our findings revealed that perceived price, quality, and emotional value were positively associated with both the desire for conspicuous consumption and purchase intention towards athleisure products among Millennials. Perceived emotional and social value of athleisure-related products was positively associated with their purchasing intention via the desire for conspicuous consumption.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>This is the first study examining the association among perceived value, conspicuous consumption tendencies, and purchase intention among Millennials. Our study suggests that Millennials have unique desires and preferences in what they wear in both sporting and casual settings, which in turn, contributes to their self-presentation strategies. These findings have implications for both sport scholars and professionals.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"16 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2025-01-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Millennials’ perceived value and intention to purchase athleisure products: the mediating role of desire for conspicuous consumption\",\"authors\":\"Yeayoung Noh, Na Young Ahn\",\"doi\":\"10.1108/ijsms-06-2024-0122\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>As Millennials consist of most of the world’s population, there is a growing body of research understanding their consumption patterns in sport. We examined the relationship among Millennials’ various perceived values, their desire for conspicuous consumption, and their intention to purchase athleisure products.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>We used a web-based survey through Amazon Mechanical Turk (<em>n</em> = 348) to test our research hypotheses and model.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>Our findings revealed that perceived price, quality, and emotional value were positively associated with both the desire for conspicuous consumption and purchase intention towards athleisure products among Millennials. Perceived emotional and social value of athleisure-related products was positively associated with their purchasing intention via the desire for conspicuous consumption.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>This is the first study examining the association among perceived value, conspicuous consumption tendencies, and purchase intention among Millennials. Our study suggests that Millennials have unique desires and preferences in what they wear in both sporting and casual settings, which in turn, contributes to their self-presentation strategies. These findings have implications for both sport scholars and professionals.</p><!--/ Abstract__block -->\",\"PeriodicalId\":501000,\"journal\":{\"name\":\"International Journal of Sports Marketing and Sponsorship\",\"volume\":\"16 1\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2025-01-08\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Sports Marketing and Sponsorship\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/ijsms-06-2024-0122\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Sports Marketing and Sponsorship","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/ijsms-06-2024-0122","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
摘要
千禧一代占世界人口的大多数,越来越多的研究了解他们在体育方面的消费模式。我们研究了千禧一代的各种感知价值观,他们对炫耀性消费的渴望以及他们购买运动休闲产品的意愿之间的关系。我们通过Amazon Mechanical Turk (n = 348)进行了一项基于网络的调查,以检验我们的研究假设和模型。我们的研究结果显示,千禧一代的感知价格、质量和情感价值与炫耀性消费欲望和对运动休闲产品的购买意愿呈正相关。运动休闲相关产品的情感和社会价值感知与炫耀性消费意愿正相关。独创性/价值这是第一个研究千禧一代感知价值、炫耀性消费倾向和购买意愿之间关系的研究。我们的研究表明,千禧一代对运动和休闲场合的着装都有独特的欲望和偏好,这反过来又影响了他们的自我展示策略。这些发现对体育学者和专业人士都有启示意义。
Millennials’ perceived value and intention to purchase athleisure products: the mediating role of desire for conspicuous consumption
Purpose
As Millennials consist of most of the world’s population, there is a growing body of research understanding their consumption patterns in sport. We examined the relationship among Millennials’ various perceived values, their desire for conspicuous consumption, and their intention to purchase athleisure products.
Design/methodology/approach
We used a web-based survey through Amazon Mechanical Turk (n = 348) to test our research hypotheses and model.
Findings
Our findings revealed that perceived price, quality, and emotional value were positively associated with both the desire for conspicuous consumption and purchase intention towards athleisure products among Millennials. Perceived emotional and social value of athleisure-related products was positively associated with their purchasing intention via the desire for conspicuous consumption.
Originality/value
This is the first study examining the association among perceived value, conspicuous consumption tendencies, and purchase intention among Millennials. Our study suggests that Millennials have unique desires and preferences in what they wear in both sporting and casual settings, which in turn, contributes to their self-presentation strategies. These findings have implications for both sport scholars and professionals.