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Influencing Factors of Micro-Business Shopping Mode on Consumers’ Purchase Intention in Sichuan

Shikun Xie

Abstract


In recent years, sports and leisure product sales are no longer contained to general consumers and are visible on school campuses and classrooms. To better understand this phenomenon of students’ sports purchased to be used as sport and casual wear, based on the influencing factors of consumption conditions, service quality, consumption atmosphere, perceived ease of use, perceived trust, and perceived usefulness relating to purchase intention. The three research objectives are; to analyze the influence of Sichuan college students’ purchase intention of sports and leisure products, to explore the influencing mechanism between influencing factors and college students’ purchase intention, and to suggest the sustainable development of the sports and leisure industry and improvement of consumption choices for Sichuan college students.


Keywords


Sports and Leisure Product Sales; Chengdu College Students; Purchase Intention

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References


Liu (2015). An Empirical Study on Influencing Factors of Urban Residents' Sports and Leisure Consumption Intentions - Based on a Survey in Hangzhou Urban Area, Hangzhou: Zhejiang Technology and Business University, Vol. 13, p.15-25.

Zeithaml V. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing. Vol 52, 2-22.

Xu Y. (2010). Research on Changsha Citizens' Sports Leisure Behavior Intention Based on Planned Behavior Theory, Changsha: Hunan Normal University. Vol 14, p.15-28.

Zhu D. (2017). Research on User Intention to Use Online Travel UGC Platform Based on Technology Acceptance Theory. Hangzhou: Zhejiang Technology and Business University Vol 1, p.97-112.




DOI: http://dx.doi.org/10.18686/fm.v7i5.6531

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