APPLICATION_OF_A_MODIFIED_INTE.pdf - SOCIAL BEHAVIOR AND...

This preview shows page 1 - 3 out of 13 pages.

APPLICATION OF A MODIFIED INTERNET SHOPPER LIFESTYLE SCALE TO TAIWANESE COLLEGE-AGE SPORTING GOODS CONSUMERSWEISHENGCHIUYonsei UniversityHYUNG-HOONKIMJungwon University YOUNG-AELEEShinhan University DOYEONWONYonsei University We investigated segments of college-age online sporting goods consumers based on the dimensions of a modified Internet shopper lifestyle scale. Participants comprised a convenience sample of 1,187 Taiwanese university students who were online sporting goods consumers. The results confirmed the dimensionality of the modified scale and provided strong empirical support for a 6-factor model comprising Internet convenience, Internet distrust, Internet window shopping, Internet logistics, bricks-and-mortar, and Internet offers. Next, using cluster analysis, we identified 3 groups of college-age sporting goods consumers, whom we labeled shopping lovers, tentative shoppers, and suspicious shoppers. The char-acteristics of each segment were explored to aid in understanding online sporting goods consumers. These findings provide implications for sporting goods marketers, who can tailor marketing strategies to each segment. Keywords:Internet shopper lifestyle scale, sporting goods consumer, online shopping, sporting goods, market segmentation, Taiwanese university students.SOCIAL BEHAVIOR AND PERSONALITY, 2014, 42(8), 1245-1256© Society for Personality Research1245Weisheng Chiu, Department of Sport and Leisure Studies, Yonsei University; Hyung-Hoon Kim, College of Humanities and Social Sciences, Jungwon University; Young-ae Lee, Faculty of Liberal Arts, Shinhan University; Doyeon Won, Department of Sport and Leisure Studies, Yonsei University.Correspondence concerning this article should be addressed to: Doyeon Won or Hyung-Hoon Kim, Department of Sport and Leisure Studies, Yonsei University, 323 Sport Center, 50 Yonsei-ro, Seodaemun-gu, Seoul 120-749, Republic of Korea. Email: [email protected] or [email protected]com
INTERNET SHOPPER LIFESTYLE AND SPORTS CONSUMERS1246The rapid growth of the Internet has led to the phenomenal growth of e-commerce, which has influenced the way many consumers shop. According to a survey in the United States, more than 86% of North American Internet users made a purchase online in 2012 (Cole, 2013). In addition, in a Forrester Research online retail forecast, it was reported that e-commerce was expected to grow at a compound annual rate of 9% between 2012 and 2017 in the US (Mulpuru, Johnson, & Roberge, 2013). As a result, sports e-commerce has also developed in recent years. Sports e-commerceinvolves the buying and selling of sports products and services through the Internet (Schwarz, Hunter, & LaFleur, 2012). As Liberman (2000) noted, online sports stores offer a wider variety of products and categories than physical stores do. Accordingly, a U.S. National Basketball Association team successfully increased the sales of licensed merchandise using Internet marketing (Migala, 2006).

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture