Korean adolescents’ sports apparel consumption: Quality attributes, purchase intention, and online word of mouth

Abstract

A significant challenge in the sports apparel market of South Korea is comprehending adolescents, who exhibit distinct consumption behavior, as a major consumer demographic. Thus, we systematically analyzed the pathways connecting adolescents’ perception of the quality attributes of sports apparel, purchase intention, and online word of mouth. We conducted a survey involving 254 students from three schools in South Korea. The findings showed that among the perceived attributes of sports apparel brands, quality demonstrated a positive impact on adolescents’ purchase intention. Further, purchase intention exerted a favorable influence on online word of mouth. Our findings offer insight into the consumer behavior of adolescents in the sports apparel realm.