A Study on Online Purchase Motivation, Perceived Risk and Behavioral Intention of Sports Goods Consumption
Chou, Hsiu-Yueh *
Department of Technical and Vocation Education, National Yunlin University of Science and Technology, No.123, Sec. 3, University Road, Douliou City, Yunlin County 64002, Taiwan, R.O.C.
Chen, Fei-Chuan
Department of Technical and Vocation Education, National Yunlin University of Science and Technology, No.123, Sec. 3, University Road, Douliou City, Yunlin County 64002, Taiwan, R.O.C.
*Author to whom correspondence should be addressed.
Abstract
The purpose of this study is to analyze the characteristics of consumer behavior, and the relationship among purchase motivation, perceived risk, and behavioral intention. In this study, 594 valid questionnaires were collected from consumers who bought sports goods online. After statistical analysis, this study found that: 1. Sports shoes are the main products consumers buy online. 2. There is no difference in purchase motivation, perceived risk, and behavioral intention between genders.3. Consumers of different ages have different purchase motives and perceived risks. 4. Consumer purchase motivation and perceived risk have predictive effect on behavioral intention.
Keywords: Online shopping, sport goods, purchase motivation, perceived risk, and behavioral intention.