Multiple Groups Confirmatory Factor Analysis of Exploratory Consumer Buying Behavior in Athletic Footwear Inventory

The purpose of this study was to independently test the measurement model assumed to underlie the exploratory buying behavior tendency (EBBT) for athletic footwear across female and male high school students in Taiwan. The concept of seeking evidence in multiple groups’ invariance entails examining measurement invariance and structural invariance (Byrne et al., 1989). In fact, invariance testing is similar to cross-validation in which parameter estimates, such as factor loadings, regression coefficients, etc. obtained from one group are literally forced onto the data for the other group. The use of linear structure relationships to test the invariance of the measurement across multiple groups has barely been considered in the area of sport marketing. The total participants of this study consisted of 398 high school students in Taiwan (159 female and 236 male; mean age = 16.39 years, SD = .83). Based on the results of confirmatory factor analysis (CFA), the two-factor model does fit the female and male high school students in Taiwan. However, the factor loadings are not equivalent across the two groups. This suggests that the items might be operating in a different way for male and female high school students in Taiwan. Consequently, future studies using the EBBT for athletic products should first confirm its factor structure on the specific sample employed before proceeding to test major research hypotheses.

並列關鍵字

confirmatory factor analysis (CFA) ； exploratory consumer behavior ； equivalence across gender

國際替代計量

全文下載

主題瀏覽