Application of a modified Internet shopper lifestyle scale to Taiwanese college-age sporting goods consumers

Weisheng Chiu1, Hyung-Hoon Kim2, Young-ae Lee3, Doyeon Won4
1Department of Sport and Leisure Studies, Yonsei University, Republic of Korea
2College of Humanities and Social Sciences, Jungwon University, Republic of Korea
3Faculty of Liberal Arts, Shinhan University, Republic of Korea
4Department Chair & Associate Professor of Sport Management, Department of Sport and Leisure Studies, Yonsei University, Republic of Korea
Cite this article:  Chiu, W., Kim, H.-H., Lee, Y.-a., & Won, D. (2014). Application of a modified Internet shopper lifestyle scale to Taiwanese college-age sporting goods consumers. Social Behavior and Personality: An international journal, 42(8), 1245-1256.

Volume 42 Issue 8 | e4007 | Published: September 2014 | DOI: https://doi.org/10.2224/sbp.2014.42.8.1245

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We investigated segments of college-age online sporting goods consumers based on the dimensions of a modified Internet shopper lifestyle scale. Participants comprised a convenience sample of 1,187 Taiwanese university students who were online sporting goods consumers. The results confirmed the dimensionality of the modified scale and provided strong empirical support for a 6-factor model comprising Internet convenience, Internet distrust, Internet window shopping, Internet logistics, bricks-and-mortar, and Internet offers. Next, using cluster analysis, we identified 3 groups of college-age sporting goods consumers, whom we labeled shopping lovers, tentative shoppers, and suspicious shoppers. The char- acteristics of each segment were explored to aid in understanding online sporting goods consumers. These findings provide implications for sporting goods marketers, who can tailor marketing strategies to each segment.

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