Sport Management Journal

An Investigation of Factors Affecting Attitude and Purchase Intention of Counterfeit Sport Shoes

Document Type : Research Paper

Authors

Alireza Zakerian 1
Seyed Fazlollah Ghods Mirheydari 2
Homaila Takali 3

1 Ph.D Student of Sport Management, University of Allameh Tabatabe, Tehran

2 M.Sc. of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran

3 . Ph.D. of Sport Management, University of Tehran, Tehran, Iran

https://doi.org/10.22059/jsm.2018.65914
Abstract
This descriptive study examined those factors affecting the purchase intention of counterfeit sport shoes. 282 physical education students of University of Tehran (training shoes were the requirements of their sport activities, education and business activities) completed a questionnaire with 22 items. Kolmogorov-Smirnov test was used to check data normality; Cronbach's alpha was used for reliability and the stepwise multivariate linear regression was applied to determine the predictive power of independent variables for the criterion variables. The results showed that factors such as attitude to purchase counterfeit products, social status, price and past experience could predict purchase intention. Also, past experience, price, social status, consciousness of value of the product and easy access were recognized as those factors affecting purchase attitude. The results showed that attitudes was a mediator between purchase intention and the aforementioned factors

Keywords

Attitude
counterfeit
physical education
Purchase intention
sport shoes

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Sport Management Journal
Volume 9, Issue 4
Spring 2018
Pages 741-762

  • Receive Date 18 June 2016
  • Revise Date 16 October 2016
  • Accept Date 30 October 2016

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