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A decision-making process model of young online shoppers
1Department of Leisure Management, National Pingtung Institute of Commerce, Pingtung, Taiwan, Republic of China. cfl@npic.edu.tw
Summary
This study introduces the Consumption Decision-Making Process of Adolescents (CDMPA) model to understand teens' online sporting goods buying habits. The model aids marketers in creating effective internet strategies by revealing adolescent consumption preferences.
Area of Science:
- Consumer Behavior
- Marketing Science
- Digital Commerce
Background:
- Adolescent online consumption is growing, necessitating a deeper understanding of their decision-making processes.
- Existing models may not fully capture the nuances of internet-driven purchasing behavior for specific product categories like sporting goods.
- Brand equity, means-end chain theory, and website trust are key factors influencing consumer choices online.
Purpose of the Study:
- To propose and validate a novel model, the Consumption Decision-Making Process of Adolescents (CDMPA), for understanding adolescent online consumption.
- To investigate the behavioral intention of adolescents toward sporting goods purchased online.
- To provide insights for developing effective internet marketing strategies targeting adolescents.
Main Methods:
- The study integrates established theories: brand equity, means-end chain, and website trust.
- A new model, CDMPA, is conceptualized to analyze adolescent online purchasing behavior.
- The model's findings are intended to inform marketing strategies for sporting goods.
Main Results:
- The CDMPA model offers a framework for analyzing adolescent online consumption habits.
- It highlights the importance of brand equity, means-end chains, and website trust in shaping purchase intentions.
- The model's insights are applicable to understanding adolescent behavioral intentions toward sporting goods.
Conclusions:
- The CDMPA model provides a valuable tool for marketers seeking to understand adolescent online behavior.
- Findings can guide the development of targeted and effective internet marketing strategies for sporting goods.
- Understanding adolescent consumption preferences is crucial for success in the digital marketplace.
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