دانلود رایگان مقاله عوامل موثر بر رفتار خرید لباس ورزشی تحلیل تطبیقی لباس ورزشی لوکس

abstract

The purpose of this study is to examine the antecedent factors of consumers' purchase intention and willingness to pay for sportswear brands. Also, the study examines the moderating role of not only the luxury status of sportswear brands (i.e., luxury vs. regular brands) but also the types of luxury brands in particular (i.e., brand extension vs. co-branding). The findings indicate greater impacts of symbolic benefits on purchase intention and the willingness to pay for the luxury brands than for the regular brands; the opposite pattern was observed for the hedonic and utilitarian benefits. As to the comparison within the luxury sportswear brands, the impacts of symbolic benefits on the two dependent variables were greater for the luxury sportswear based on brand extension, as compared to the luxury brand based on co-branding; the opposite pattern of relationships was observed for the hedonic and utilitarian benefits. Theoretical and practical implications are discussed, along with future research directions.

6. Discussion

This study examines the factors affecting consumers' buying behavior for sportswear, focusing on the three primary benefits of consuming sportswear—utilitarian, hedonic, and symbolic benefits. In addition, comparative analyses are performed across the luxury sportswear brands and regular sportswear brands to explore the potential moderating effects of different types of brands. The overall findings indicate that, for both dependent variables— purchase intention and willingness to pay—all three categories of benefits (i.e., utilitarian, hedonic, and symbolic benefits) have positive and significant impacts. When the luxury sportswear brands are compared to the regular (non-luxury) sportswear brands, the magnitude of the impacts of symbolic benefits on purchase intention is greater for the luxury brands than for the regular brands, whereas the opposite pattern is observed for the utilitarian benefits and hedonic benefits.