The Effect of Enjoyment, Desire to Excel, Enduring Involvement, and Commitment on Sport Intention to Sport Product Purchase

Stephanie Alodia, Syifa A. Ramadhanti and Aprihatiningrum Hidayati ()
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Stephanie Alodia: Sekolah Tinggi Manajemen PPM
Syifa A. Ramadhanti: Sekolah Tinggi Manajemen PPM
Aprihatiningrum Hidayati: Sekolah Tinggi Manajemen PPM

A chapter in Proceedings of the 11th International Conference on Emerging Challenges: Smart Business and Digital Economy 2023 (ICECH 2023), 2023, pp 529-536 from Springer

Abstract: Abstract Research purpose: This study aims to examine the influence of sport enjoyment and desire to excel on sport enduring involvement. Consequently, individuals develop sport commitment to continue participating in sports and have the intention to purchase sport products. Research motivation: A novelty of this research is that it focuses on the population of Generation Z residing in Jakarta, Indonesia. Moreover, the study was conducted with respondents from non-athletes. Research design, approach, and method: this study explores the role of sport enduring involvement and sport commitment as mediators. A quantitative approach was employed, using PLS-SEM analysis to explain the relationships between the variables under examination Main findings: The findings indicate that sport enjoyment and desire to excel are important predictors of sport enduring involvement and sport commitment. Furthermore, sport enduring involvement and sport commitment have an indirect effect to the intention to purchase sport products Practical/managerial implications: A person's buying interest is influenced by internal factors within oneself, but it can also be influenced by the mediation of their enduring involvement in exercise and their commitment to exercise. In fact, the influence of buying interest will be greater when mediated by Sport Enduring Involvement and Sport Commitment. Therefore, Sports product marketers need to create a more fun and exciting sports atmosphere and creating and being a vessel to enhance self-potential in sports.

Keywords: Customer in Sport; Enjoyment; Desire to excel; Enduring Involvement; Intention to Purchase; PLS-SEM (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-348-1_40

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