IDEAS home Printed from https://ideas.repec.org/a/aza/ama000/y2023v8i4p389-403.html
   My bibliography  Save this article

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

Author

Listed:
  • Gupta, Sahil

    (Associate Professor, Jaipuria School of Business, India)

  • Kapoor, Komal

    (Assistant Professor, IMS Ghaziabad University Courses Campus, India)

  • Sharma, Geeti

    (Professor and Director, Mangalmay Institute of Management of Technology, India)

  • Malik, Nishtha

    (Assistant Professor, Jaipuria Institute of Management, India)

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.

Suggested Citation

  • Gupta, Sahil & Kapoor, Komal & Sharma, Geeti & Malik, Nishtha, 2023. "Modelling the influence of teenagers' shopping motivation on their intention to purchase sports merchandise: A perspective from an emerging economy," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 8(4), pages 389-403, August.
    • Handle: RePEc:aza:ama000:y:2023:v:8:i:4:p:389-403
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/7577/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/7577/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    teenagers; shopping motivations; sports merchandise; purchase intentions;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:ama000:y:2023:v:8:i:4:p:389-403. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.