Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)

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A Study on the Influence of College Students' Perceived Anfu Sports Shoes e-Word of Mouth and Product Attitude on Purchase Intention

Authors
Ching-Hui Lin1, Hong-Bo Chen2, *
1Office of Physical Education, Yuan Ze University, Taiwan, China
2School of Physical Education, Putian University, Putian, People’s Republic of China
*Corresponding author.
Corresponding Author
Hong-Bo Chen
Available Online 29 December 2022.
DOI
10.2991/978-2-494069-31-2_233How to use a DOI?
Keywords
eWOM; product attitude; purchase intention; Anfu sport shoes
Abstract

The purpose of this study is to analyse the effect of eWOM and product attitude on college students’ intention to buy Anfu sport shoes in the online community. In this study, 767 valid questionnaires were obtained from college students who no purchase Anfu sports shoes by convenient sampling. After statistical analysis, the results show that: (1) Nike is the highest brand that students want to buy Anfu sport shoes. (2) There are significant differences in eWOM different gender. (3) eWOM and product attitude can predict purchase intention. According to the above results, this study puts forward relevant suggestions for practical management and future researchers.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
29 December 2022
ISBN
978-2-494069-31-2
ISSN
2352-5398
DOI
10.2991/978-2-494069-31-2_233How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ching-Hui Lin
AU  - Hong-Bo Chen
PY  - 2022
DA  - 2022/12/29
TI  - A Study on the Influence of College Students' Perceived Anfu Sports Shoes e-Word of Mouth and Product Attitude on Purchase Intention
BT  - Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
PB  - Atlantis Press
SP  - 1979
EP  - 1984
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-31-2_233
DO  - 10.2991/978-2-494069-31-2_233
ID  - Lin2022
ER  -