Analysis of sports products consumers' psycho-economic behaviors
The postmodern consumer society is perfectly reflected into the market of sports products. Sports products consumers face the challenge of choosing from an extensive number of options for the same need. The objective of this study is to analyze the social and psychological characteristics of sports...
| Autores: | , , , , |
|---|---|
| Tipo de recurso: | artículo |
| Fecha de publicación: | 2018 |
| País: | España |
| Institución: | Universidad Europea (UEM) |
| Repositorio: | ABACUS. Repositorio de Producción Científica |
| Idioma: | inglés |
| OAI Identifier: | oai:abacus.universidadeuropea.com:11268/8393 |
| Acceso en línea: | http://hdl.handle.net/11268/8393 |
| Access Level: | acceso abierto |
| Palabra clave: | Conducta Consumidores Deporte Comportamiento económico Consumidor |
| Sumario: | The postmodern consumer society is perfectly reflected into the market of sports products. Sports products consumers face the challenge of choosing from an extensive number of options for the same need. The objective of this study is to analyze the social and psychological characteristics of sports products consumers who usually practice sports. The different types of consumers were analyzed through sociodemographic - age, gender, being federated - and psycho-economic variables - compulsive buying, maximization, regret, and indecisiveness. Four previously validated questionnaires were used: Compulsive Buying Scale, Maximization Scale, Regret Scale, and Indecisiveness Scale. The sample of the study, selected intentionally, was composed of 424 Spanish students enrolled in university programs related to sports and physical activity. Women showed significantly higher compulsive buying and indecisiveness than men. The younger ones had a significantly greater tendency to maximization, regret, and indecisiveness than older people when they buy sports products, besides showing more pessimism. Significant positive correlations were found in compulsive buying with regret, maximization, pessimism, and indecisiveness. Young consumers of sports products, given the abundance of alternatives, are more maximizing, need to evaluate all possible options and tools available (including social network and internet) to choose the best, which results in greater regret, pessimism, and indecisiveness. Restricting the number of options, reflecting the decisions or seeking the recommendation of experts are some of the strategies that can improve the decision-making process of usual consumers of sports products. Keywords: sport products, consumer, behavior, maximization, compulsive buying, regret, indecisiveness. |
|---|