FiT Publishing

Omni-channel marketing, which seamlessly integrates both offline and online channels, has ushered in transformative shifts in sport consumer expectations for shopping experiences, as well as their decision-making and purchasing processes. The current study presents a model that integrates four existing frameworks to explicate consumer purchasing decisions of sporting goods on omni-channels. We conducted empirical testing using survey data from 401 respondents, revealing the important roles of technology acceptance, pleasure, arousal, dominance, perceived compatibility, perceived risk,...Read more

The purpose of this study was to understand consumers’ decision-making process based on the information adoption model (IAM). In addition, the trust-risk perspective was incorporated into the IAM to establish a more comprehensive framework to explore consumers’ purchase intention. The results found that consumers’ intention to purchase sporting goods was significantly predicted by the IAM and perceptions of trust and risk. Specifically, the relationships within the IAM were positive and significant, and both argument quality and source credibility affected information usefulness, which...Read more