A Study of Factors Influencing Consumers' Intentions toward Buying Limited Edition of Famous Brand Sneakers on the Internet
| Autor: | HUANG,WUN-SIAN, 黃文賢 |
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| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 In recent years, online community has become more and more popular. Some sneaker manufacturers have invited Internet celebrities, famous people or performing artists to take photos of wearing certain sneakers and post them onto the social media in order to increase the shoes’ visibility or attract consumers' attentions. Such chic wave has stirred up the limited-edition sneaker market and even making profits by reselling such sneakers. Sneaker designers and marketers attempt to understand what factors driving consumers to buy the limited-edition famous brand sneakers online. Based on the above motivations, the purpose of this study is to empirically examine the factors influencing consumers' online purchasing decisions for the limited-edition famous brand sneakers. According to Lauterborn's (1990) 4C theory of consumers’ demands and Rook's (1987) impulsive purchasing theory, a research framework for predicting consumers' online shopping intentions toward limited-edition sneakers was established. Drawing on the prior studies, a questionnaire was developed for measuring the variables. A total of 185 valid samples were collected through the paper-pencil and online surveys. Data was analyzed by a structural equation modeling (SEM) approach to test the hypotheses. Results showed that all measurements had acceptable validity and reliability and most indicators of model fitness met the thresholds. Among four hypotheses, customer demand and perceived convenience positively affect the consumers’ intentions to buy the limited-edition famous sneakers respectively while perceived value and impulsive purchasing characteristics did not affect consumers’ intentions. Finally, several recommendations for shoe manufacturers based on the results are provided. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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