The Effect of Enjoyment, Desire to Excel, Enduring Involvement, and Commitment on Sport Intention to Sport Product Purchase

DOI

10.2991/978-94-6463-348-1_40How to use a DOI?

Keywords

Customer in Sport; Enjoyment; Desire to excel; Enduring Involvement; Intention to Purchase; PLS-SEM

Abstract

Research purpose:

This study aims to examine the influence of sport enjoyment and desire to excel on sport enduring involvement. Consequently, individuals develop sport commitment to continue participating in sports and have the intention to purchase sport products.

Research motivation:

A novelty of this research is that it focuses on the population of Generation Z residing in Jakarta, Indonesia. Moreover, the study was conducted with respondents from non-athletes.

Research design, approach, and method:

this study explores the role of sport enduring involvement and sport commitment as mediators. A quantitative approach was employed, using PLS-SEM analysis to explain the relationships between the variables under examination

Main findings:

The findings indicate that sport enjoyment and desire to excel are important predictors of sport enduring involvement and sport commitment. Furthermore, sport enduring involvement and sport commitment have an indirect effect to the intention to purchase sport products

Practical/managerial implications:

A person's buying interest is influenced by internal factors within oneself, but it can also be influenced by the mediation of their enduring involvement in exercise and their commitment to exercise. In fact, the influence of buying interest will be greater when mediated by Sport Enduring Involvement and Sport Commitment. Therefore, Sports product marketers need to create a more fun and exciting sports atmosphere and creating and being a vessel to enhance self-potential in sports.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Stephanie Alodia
AU  - Syifa A. Ramadhanti
AU  - Aprihatiningrum Hidayati
PY  - 2024
DA  - 2024/02/05
TI  - The Effect of Enjoyment, Desire to Excel, Enduring Involvement, and Commitment on Sport Intention to Sport Product Purchase
BT  - Proceedings of the 11th International Conference on Emerging Challenges: Smart Business and Digital Economy 2023 (ICECH 2023)
PB  - Atlantis Press
SP  - 529
EP  - 536
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-348-1_40
DO  - 10.2991/978-94-6463-348-1_40
ID  - Alodia2024
ER  -