Reflective or impulsive buying or both? Evidence from the sport merchandise consumption context

Chen Yueh Chen, Yi Hsiu Lin, Chen Yin Lee, Yen Kuang Lin, Min Chieh Chuang, Kuan Nan Lee

研究成果: 雜誌貢獻文章同行評審

2 引文 斯高帕斯(Scopus)

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.

原文英語
文章編號e8395
期刊Social Behavior and Personality
47
發行號11
DOIs
出版狀態已發佈 - 一月 1 2019

ASJC Scopus subject areas

  • 社會心理學

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