To Buy or Not to Buy: How Behavioral Habits Affect the Repurchase Intention of Cobranded Wearable Fitness Technology

Sardar Mohammadi, Hossein Abdolmaleki, Sholeh Khodadad Kashi, Ainara Bernal-García and Pablo Gálvez-Ruiz
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Sardar Mohammadi: Department of Sport Management, University of Kurdistan, Sanandaj 66177-15175, Iran
Hossein Abdolmaleki: Department of Sport Management, Karaj Branch, Islamic Azad University, Karaj 31499-68111, Iran
Sholeh Khodadad Kashi: Department of Physical Education and Sport Sciences, K.N. Toosi University of Technology, Tehran 19697-64499, Iran
Ainara Bernal-García: Department of Sport and Computer Science, Universidad Pablo de Olavide, 41013 Seville, Spain
Pablo Gálvez-Ruiz: Faculty of Law and Social Sciences, Valencian International University, 46002 Valencia, Spain

Sustainability, 2021, vol. 13, issue 11, 1-16

Abstract: Luxury sports products and brands in general have seen a significant increase in their sales, highlighting the high consumption of smart sports watches. The purpose of this study is to investigate the mediating role of cobranding, self-presentation, self-expression, and symbolic values in the relationship between the consumer’s need for uniqueness and the intention to repurchase luxury smart sports watches. The sample consisted of a total of 217 users of smart sports watches. An online questionnaire was used for data collection (24 items from 6 scales) and Smart PLS-SEM software was used for confirmatory factor analysis and to test a structural equation model. The findings provide an insight into the importance of cobranding on self-expression, self-presentation, and symbolic value. Specifically, in the case of intention to repurchase, the results show that symbolic value is the variable with the highest predictive value. This study provides an important advance in the academic literature related to luxury products in the sports sector, and the results facilitate a better understanding of the consumer’s intention to repurchase.

Keywords: cobranding; luxury; self-expression; self-presentation; sports consumer behavior; symbolic values; uniqueness; wearable fitness technology (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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