Analyzing Sport Consumer Behaviour toward Sportswear Store: A Structural Equation Modelling Approach

The aim of this study is to elucidate in sportswear store setting the relationships among psychological traits, loyalty to salesperson and behavioural intentions in three different sport consumers according to their switching behaviour. By means of structural equation modelling, we find a clear difference in the behaviour of the three groups. The results show that loyalty to salesperson is more influenced by need for social affiliation for the stayer customers. Whereas, for the dissatisfied and the satisfied switchers, need for variety makes the greatest contribution in explaining customer loyalty toward salespersons. These findings imply that sportswear stores must concentrate on employing enthusiastic, sociable salespersons who genuinely like being with people; and salesperson should be trained to solve patron problems and become personally concerned with the customer.

並列關鍵字

Behavioural intentions ； loyalty to salesperson ； psychological traits ； switching behaviour

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