Modelling the influence of teenagers' shopping motivation on their intention to purchase sports merchandise: A perspective from an emerging economy

Sahil Gupta, Komal Kapoor, Geeti Sharma and Nishtha Malik
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Sahil Gupta: Associate Professor, Jaipuria School of Business, India
Komal Kapoor: Assistant Professor, IMS Ghaziabad University Courses Campus, India
Geeti Sharma: Professor and Director, Mangalmay Institute of Management of Technology, India
Nishtha Malik: Assistant Professor, Jaipuria Institute of Management, India

Applied Marketing Analytics: The Peer-Reviewed Journal, 2023, vol. 8, issue 4, 389-403

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.

Keywords: teenagers; shopping motivations; sports merchandise; purchase intentions (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2023:v:8:i:4:p:389-403

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