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Taiwanese College Students' Purchase Intention Toward Chinese Sportswear Brands

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Taiwanese College Students' Purchase Intention Toward Chinese Sportswear Brands TAIWANESE COLLEGE STUDENTS’ PURCHASE INTENTION TOWARD CHINESE SPORTSWEAR BRANDS A DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY IN THE GRADUATE SCHOOL OF THE TEXAS WOMAN’S UNIVERSITY DEPARTMENT OF KINESIOLOGY COLLEGE OF HEALTH SCIENCES BY CHIN-HUNG YU, B.A., M.A. DENTON, TEXAS MAY 2017 Copyright © Chin-Hung, Yu, 2017 all rights reserved. iii DEDICATION For my dad, mother, sisters, and my wife, thank you for your never-ending patience and love. Without you, finishing this dissertation would not have been possible. iv ACKNOWLEDGMENTS I would like to express the deepest appreciation to my committee chair Dr. Weatherford, who has the attitude and the substance of a genius. She was continually encouraging, guiding, caring, patient, and provided me with an excellent atmosphere for completing my dissertation. Without her guidance and persistent help this dissertation would not have been possible. I would like to thank my committee members, Dr. Nichols and Dr. Rylander, whose work demonstrated to me their concern for my research by an “engagement” in providing advice. In addition, I want to thank to my professors Dr. Miloch, Dr. Graham, Dr. Chen, and Dr. Palmer. Dr. Chen was my professor during my undergraduate studies who encouraged and sent me to the United States to pursue my dream. Dr. Miloch was my doctoral professor who taught and encouraged me to finish the program. Dr. Graham was super nice and willing to help with my grammar and took time to read my dissertation. Dr. Palmer provided me the opportunity to work in Pioneer Hall and helped me to assimilate into American culture. I would also like to thank my parents, two sisters, and grandparents. They were always supporting me and encouraging me with their best wishes. Finally, I would like to thank my wife, Amanda Tang. She was always there cheering me up and stood by me through the good times and bad. v ABSTRACT CHIN-HUNG YU TAIWANESE COLLEGE STUDENTS’ PURCHASE INTENTION TOWARD CHINESE SPORTSWEAR BRANDS MAY 2017 This research aimed to study factors influencing Taiwan College students’ purchase intention toward Chinese sportswear brands and also examined the usefulness of the Cognitive-Affective Model of Buying Intention for predicting Taiwan college/university students’ purchase intentions toward Chinese sportswear brands. Using structural equation modeling (SEM), the study found that normative influence positively affected brand consciousness, and brand consciousness also positively affected emotional value. Brand consciousness neutrally affected perceived quality. However, perceived quality and emotional value both negatively affected purchase intention (PC= -0.5 & -0.1; p < .05). Although the findings of this paper cannot be generalized to other consumer products or other segments of society, results revealed that college students in Taiwan are less likely to purchase Chinese sportswear brands due to quality concern and lack of an emotional connection. In conclusion, Chinese sportswear brands need to focus on increasing product quality and their brand’s emotional attributes in order to be successful in the Taiwan sportswear market. vi TABLE OF CONTENTS Page COPYRIGHT ......................................................................................................... iii DEDICATION ........................................................................................................ iv ACKNOWLEDGMENTS ........................................................................................ v ABSTRACT ............................................................................................................ vi LIST OF TABLES .................................................................................................. ix LIST OF FIGURES ................................................................................................. xi Chapter I. INTRODUCTION ................................................................................................. 1 Significance of the Study ............................................................................ 12 Purpose ....................................................................................................... 13 Chapter Summary ....................................................................................... 13 II. LITERATURE REVIEW ................................................................................... 15 Sport Consumption .................................................................................... 15 College Student Consumption ................................................................. 22 Normative Influence ................................................................................... 24 Brand Consciousness .................................................................................. 28 Emotional Value ......................................................................................... 32 Perceived Quality ........................................................................................ 34 Definition of Perceived Quality .............................................................. 34 Measurement Methods of Perceived Quality .......................................... 39 Purchase Intention ....................................................................................... 41 The Relationships between Each Variable ................................................... 44 The Cognitive-Affective Model of Buying Information ......................... 44 III. METHODS....................................................................................................... 47 Hypotheses .................................................................................................... 47 Participants .................................................................................................... 49 vii Data Collection .............................................................................................. 49 Instruments .................................................................................................... 50 Data Analysis................................................................................................. 52 Pilot Study ................................................................................................. 52 Main Study ................................................................................................ 52 Summary ....................................................................................................... 56 IV. RESULTS ........................................................................................................ 57 Pilot Study .................................................................................................... 58 Reliability Analysis .................................................................................. 61 Main Study ................................................................................................... 62 Demographic Profile Respondents............................................................ 62 Descriptive Statistic Analysis of Factors................................................... 64 Summary of Factors ................................................................................. 67 Background Variables .............................................................................. 68 Hypothesis Testing and Structural Model ................................................. 74 V. DISCUSSION.................................................................................................... 78 Demographics ............................................................................................... 79 Five Factors .................................................................................................. 79 Background Variable toward Five Factors ................................................ 81 Hypotheses and Structural Model Evaluation ................................................ 84 Normative Influence –> Brand Consciousness......................................... 85 Brand Consciousness -> Emotional Value, Perceived Quality ................. 85 Perceived Quality -> Emotional Value .................................................... 86 Perceived Quality, Emotional Value -> Purchase Intention ...................... 87 Implications and Recommendations .............................................................. 88 Conclusion .................................................................................................... 90 REFERENCES ....................................................................................................... 93 APPENDICES A. IRB Approval Letter ....................................................................................... 120 B. Recruitment Script for Instructors ................................................................... 122 C. Consent to Participate in Research................................................................... 124 D. Survey Questions ............................................................................................ 126 E. Curriculum Vitae for Doctoral Students ........................................................... 129 viii LIST OF TABLES Table Page 1. The Lists of Promotion Partners with Peak Sport ............................................. 4 2. The Lists of Sponsorship from Chinese Sport Brands ....................................... 6 3. The Lists of Peak
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