Modelling the influence of teenagers' shopping motivation on their intention to purchase sports merchandise: A perspective from an emerging economy
Abstract
This study has focused on analysing the factors influencing the shopping motivation of teenagers in relation to their intention to purchase licensed sports merchandise. It has particularly focused on understanding the impact of shopping motivation, brand image, sports celebrity, personal values and team identification on the purchasing intentions of teenagers. After building upon the theoretical framework of the various constructs, the relationship has been analysed through structured equation modelling that has helped to reveal the influence of these factors on buying intention. The results show a positive relationship between the variables and purchase intentions for sports merchandise. The results would provide meaningful and relevant input for developing marketing and branding strategies to attract teenage consumers to buy sports merchandise associated with various teams in a sporting event. As the variables are interconnected, a better marketing strategy with effective communication would help in delivering the right outcomes for young consumers.
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Author's Biography
Sahil Gupta has a PhD in digital marketing strategies and nearly nine years of experience in higher education, as well as a year in the IT industry. He is currently an associate professor at Jaipuria School of Business, Ghaziabad. Dr Gupta has expertise in the area of digital strategy formulation.
Komal Kapoor is a research-oriented academician, an enthusiastic educator and an avid reader, with over 17 years in teaching, research and as a student. Her areas of expertise are: marketing strategy, brand management, strategic management, ethics and corporate social responsibility, entrepreneurship development, advertising and services marketing, and she has adopted a multidisciplinary approach in her research and teaching.
Geeti Sharma is currently Director at Mangalmay Institute of Management and Technology in Greater Noida. She has more than two decades of experience in teaching, administration and research and development. She was recently given the India Prime Women Icon Award 2021 by FoxClues India and the Distinguished Academician Award 2020 by the Global Research Foundation for her exceptional contribution to academia. Her professional and academic areas of interest include business economics, international trade, business environment, the Indian economy and social economics.
Nishtha Malik undertook her doctoral research in the area of authentic leadership and its impact on contextual performance. She works as an assistant professor at Jaipuria Institute of Management in Lucknow and has more than ten years of academic and industry experience. She has a keen interest in working on different statistical software like PROCESS – Hayes, PLS-SEM, HLM, Adanco, R, Warp-pls, and so on.
Citation
Gupta, Sahil, Kapoor, Komal, Sharma, Geeti and Malik, Nishtha (2023, August 1). Modelling the influence of teenagers' shopping motivation on their intention to purchase sports merchandise: A perspective from an emerging economy. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 8, Issue 4. https://doi.org/10.69554/LWJG7240.
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