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首页> 外文期刊>Journal of Business Research >Factors affecting sportswear buying behavior: A comparative analysis of luxury sportswear
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Factors affecting sportswear buying behavior: A comparative analysis of luxury sportswear

机译：影响运动服购买行为的因素：豪华运动服的比较分析

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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. (C) 2016 Elsevier Inc All rights reserved.
机译：这项研究的目的是检验消费者购买意愿和购买运动服装品牌的意愿的前因。此外，该研究不仅考察了运动服品牌的奢侈品地位（即奢侈品与常规品牌）的适度作用，还考察了奢侈品牌的类型（即品牌扩展与联合品牌）的调节作用。研究结果表明，象征性利益对购买意向和对奢侈品品牌的支付意愿的影响要大于对常规品牌的影响；享乐主义和功利主义的利益则相反。关于奢侈品运动服饰品牌之间的比较，与基于联合品牌的奢侈品品牌相比，基于品牌延伸的奢侈品运动服饰的象征利益对两个因变量的影响更大；对于享乐主义和功利主义利益，观察到相反的关系模式。讨论了理论和实践意义，以及未来的研究方向。 （C）2016 Elsevier Inc保留所有权利。

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