The Relationship Of Rational And Impulsive Purchase Factors With Consumer Purchase Intention-The Moderating Role Of Product Involvement And Endorsement.

• Main Authors: Lee, Guannan, 李冠男
• Other Authors: Chen, Chenyueh
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/40075766504578069970

碩士 === 國立中正大學 === 運動與休閒教育研究所 === 100 === The specific objectives of this research are as follow: 1. To explore the effect of rational factors and impulse factors for consumer purchase intention in basketball shoes. 2. To examine the moderating effect of shoes involvement and sneakers spokesperson for the relationship of rational and impulsive consumer. The method of this research is questionnaire survey, convenient sampling was used for data collection with 826 valid questionnaires collected. The subjects of this research are basketball players at the basketball court around northern, central and southern of Taiwan. Structural Equation Modeling was used for data analysis. The results of this study shows that rational and impulse buying factors are significant predictor of purchase intention; rational and impulse buying factors both affect purchase intention positively; there was no significant difference in the moderating effect on basketball shoes involvement; significant difference was found in the moderating effect on basketball shoes endorser.