Factors that determine the purchase intention of running shoes on digital platform

• Main Author: Lee, Yan Wei
• Other Authors: Tan Cher Chay, John
• Format: Final Year Project
• Language: English
• Published: 2019
• Subjects: Business::Marketing::Research; Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/78955
• Institution: Nanyang Technological University

Statistics had shown the athletic-footwear industry to be lucrative, with research identifying running shoes to be the main contributor to athletic-footwear monthly growth. With technological advancement, electronic commerce had been incorporated into the distribution channel of running shoes. This phenomenon coupled with the high participation rate of running/jogging in Singapore created a positive outlook in the running shoe industry. However, research in online running shoes retailing remains dearth and inconclusive. Purpose: Therefore, this study aims to investigate the factors that influence the purchase intention of running shoes on the digital platform within the context of Singapore. Participants and methods: 208 Singaporeans/Permanent residents, age 21 and above were recruited via snowball sampling, responses were aggregated through an online survey. The main section of the survey consists of three sections: 1) Incentive of the digital platform, 2) Attributes of running shoes, 3) Characteristics of running shoes. Statistical analysis was conducted with IMB SPSS Statistics V25.0, descriptive statistics and non-parametric inferential tests were employed. Results: Price against online store, price of shoes, and shoe type is identified as the leading influencing factors of purchase intention. No significant difference was found between gender on the preference of the three leading factors (p >0.05), a significant difference was identified in relation to shoe type between runner and non-runner group (p = 0.042). Based on mean rank, runner was found to have a higher preference (114.28) over non-runner (93.60). Conclusion: Knowledge gain can assist marketers and web designers in crafting efficient ads and webpage within Singapore.