Application of a Modified Internet Shopper Lifestyle Scale to Taiwanese College-Age Sporting Goods Consumers

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 dimen...

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Bibliographic Details
Published in:Social behavior and personality 2014-09, Vol.42 (8), p.1245-1256
Main Authors: Chiu, Weisheng, Kim, Hyung-Hoon, Lee, Young-Ae, Won, Doyeon
Format: Article
Language:English
Subjects:
College Students
Consumers
Demographic aspects
Internet
Internet Shopper Lifestyle Scale
Lifestyle
Market Segmentation
Market strategy
Marketing
Online Shopping
Sporting Goods
Sporting Goods Consumer
Sporting goods stores
Studies
Surveys
Taiwanese University Students
Youth market
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Summary: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 characteristics 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.
ISSN:0301-2212
1179-6391
DOI:10.2224/sbp.2014.42.8.1245