Satisfaction of Current Martial Arts' Uniforms and Purchase Intention of New Uniforms

Date
2016-11-09
Authors
Perry, Anna
Lee, Juyoung
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Abstract

The purpose of the current study is to identify factors that influence martial arts practitioners' satisfaction of their current uniforms and purchase intention of new uniforms. A total of 588 participants from Amazon Mechanical Turk were recruited for a quantitative survey, including 401 males and 187 females. The result indicated that martial art practitioners were satisfied with their current uniforms as long as two functional attributes were good: quality (e.g., durable and sewn well) and selection choices (e.g., size, color, fit). However, to buy new uniforms, both functional (e.g., protection, enhance performance) and aesthetic attributes (e.g., fashion, enhance physical appearance, unique styles) are necessary conditions. Furthermore, satisfaction was not related to purchase intention, further supporting that practitioners have different evaluation standards related to satisfaction of their current uniforms and purchase intention of unknown new uniforms. The current study filled a research gap about consumers' satisfaction of their current uniforms and purchase intention of new uniforms. This study provided guidelines for industry in creating better martial arts uniforms in order to meet practitioners' needs.

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