The Influences of Social Value and Emotional Value on the Purchase Intention towards Sportswear in Perlis, Malaysia
Abstract
Despite the recent economic downturn due to the pandemic Covid-19, sportswear fashion market remains as one of the most profitable industries worldwide. The sales growth of sportswear in emerging economies is promising, which make it as one of the most attractive markets in fashion industry. Majority of sportswear consumers, especially youth are becoming more active in sports, along with initiatives by Ministry of Youth and Sports of Malaysia to uplift the youth to embrace sports as a lifestyle. Although sportswear fashion market is massive, little research has been conducted with regard to the influences of perceived values, specifically; social value and emotional value on the purchase intention towards sportswear. This study takes an initiative to examine the influences of social value and emotional value on the purchase intention towards sportswear among youth in Perlis, Malaysia. The data from a survey of 254 local students in secondary schools around Perlis were gathered and analysed by using Descriptive Analysis, Reliability Analysis, Factor Analysis and Regression Analysis. The analyses reveal that both social value and emotional value significantly influence the purchase intention towards sportswear, whereby emotional value has a stronger influence on purchase intention than social value. In conclusion, the findings of this research have offered additional strength to existing theoretical findings in the previous literature. The results also allow sportswear fashion marketers to create marketing campaigns that depict social value and emotional value, which inadvertently can enhance the purchase intention of youth consumers towards sportswear in Malaysia.
References
Allied Market Research (2020). Sports Apparel Market Opportunities and Forecasts 2019-2026. Retrieved from https://www.alliedmarketresearch.com/sports-apparel-market
Asshidin, N.H., Abidin, N & Borhan, H.B. (2016). Perceived quality and emotional value that influence consumer’s purchase towards American and Local Products. Procedia Economics and Finance, 35, 639-643.
Chew, S.S., & Leng, H.K. (2016). The Role of Social Influence in Purchasing Sports Apparel. Athens Journal of Sports, 3(4), 276-284.
Chi, T. & Kilduff, P.P. (2011). Understanding consumer perceived value of casual sportswear: An empirical study. Journal of Retailing and Consumer Services, 18(5), 422-429.
Creak, S. (2017). Eternal friends and erstwhile enemies: The regional sporting community of the Southeast Asian Games. TRaNS: Trans -Regional and -National Studies of Southeast Asia, 5(1), 147-172. doi:10.1017/trn.2016.29
Das. G. (2014). Linkages of retail personality, perceived quality, and purchase intention with retailer loyalty: A study of Indian non-food retailing, Journal of Retailing and Consumer Services, 407-414.
Dhurup, M. (2014). Impulsive Fashion Apparel Consumption: The Role of Hedonism, Fashion Involvement and Emotional Gratification in Fashion Apparel Impulsive Buying Behaviour in a Developing Country, Mediterranean Journal of Social Sciences, 5(8), 168-177.
Field, A. (2009). Discovering Statistics Using SPSS. 3rd Edition, Sage Publications Ltd., London.
FIFA. (n.d.). Retrieved December 09, 2021, from https://www.fifa.com/fifa-world-ranking/MAS
Gobe, M (2001). Emotional Branding: The New Paradigm for Connecting Brands to People, Allworth Press, New York, NY.
Gogoi, B. (2013). Study of antecedents of purchase intention and its effect on brand loyalty of private label brand of apparel, International Journal of Sales & Marketing, 3(2), 73-78.
Hair, J.F., Black, W.C., Babin, B.J., &Anderson, R.E. (2013). Multivariate Data Analysis (10th ed.). Englewoods Cliffs, NJ: Prentice Hall.
Halim, H., & Che-Ha, N. (2009). The influence of business strategy on the decision to outsource human resource activities: A study of Malaysian manufacturing organizations. Journal of Human Resource Costing & Accounting, 13(4), 274-293.
Hawkins, D.I., Best, R.J., & Coney, K.A. (2001). Consumer Behaviour: building marketing strategy (8th ed.). New York: McGraw-Hill.
Hirschmann, R. (2021, August 31). Malaysia: Sales value of manufactured Sporting Goods 2020. Retrieved December 09, 2021, from https://www.statista.com/statistics/644622/sales-value-manufactured-sports-goods-malaysia/. 2021
Hoonsopon, D., & Puriwat, W. (2016). The effect of reference groups on purchase intention: Evidence in distinct types of shoppers and product involvement. Australasian Marketing Journal, 24(2), 157-164.
Hu, T., Kettinger, W.J. and Poston, R.S. (2015). "The Effect of Online Social Value on Satisfaction and Continued Use of Social Media," European Journal of Information Systems, 24(4), 391-410.
Hwang, C.S., & Choi, M.H. (2013). The influence of consumers sports involvement on their attitudes to sports sponsorship of sportswear, brand equity, and purchase intention. The Research Journal of the Costume Culture, 21(6), 921–937.
Ilias, N. F. B., Liang, T. K. W., Lo, M. C., Afendi, U. S. binti N., Yee, S. S., & Badruddin, N. I. binti. (2020). Factors Influencing Brand Equity of Sportswear Brand Among Young Adult In Malaysia. Journal of Marketing and Information Systems, 3(1), 26-45.
Interbrand. Best global brand 2016 ranking. Retrieved from
http://interbrand.com/best-brands/best-global-brands/2016/ranking
Jaafar, S. (2020, January 29). Al-Ikhsan aims 18% sales growth for three years. Retrieved December 08, 2021, from https://www.theedgemarkets.com/article/alikhsan-aims-18-sales-growth-three-years
Kashi, A. N. (2013). Exploring Consumer Purchase Behaviour: Foreign Versus Local Brands. Global Business Review, 14(4), 587-600.
Kim, Y., & Oh, K. W. (2020). Effects of Perceived Sustainability Level of Sportswear Product on Purchase Intention: Exploring the Roles of Perceived Skepticism and Perceived Brand Reputation. Sustainability, 12(20), 8650.
Kumar, A., Kim, Y. & Pelton, L. (2009), Indian consumers' purchase behavior toward US versus local brands. International Journal of Retail & Distribution Management, 37(6), 510-526.
Labrecque,, L.I., Krishen, A.S., & Grzeskowiak,S. (2011). "Exploring social motivations for brand loyalty: Conformity versus escapism." Journal of Brand Management, 18(7), 457-472.
Lim, R.W., & Aprianingsih, A. (2016). Factors Influencing Brand Loyalty towards Sportswear in Bandung. 4(8), 932–943.
Mirabi, V. Akbariyeh, H., & Tahmasebifard, H. (2015). A Study of Factors Affecting on Customers Purchase Intention Case Study: the Agencies of Bono Brand Tile in Tehran. Journal of Multidisciplinary Engineering Science Technology, 2(1), 267- 273.
Mourali, M., & Yang, Z. (2013). The Dual Role of Power in Resisting Social Influence. Journal of Consumer Research, 40(3), 539.
Nam, C., Kim Y.D., & Kwon, W. (2016). Effects of Social Media on Generation Y Consumers’ Brand Knowledge of Eco-friendly Outdoor Sportswear. International Journal of Applied Sports Sciences, 28(2), 235-245.
Nauright, J. (2015). Beyond the sport-media-tourism complex: an agenda for transforming sport. Journal of the International Council of Sport Science and Physical Education, 68(5),13-19.
Oliver, J.D., & Lee, S. (2010). Hybrid car purchase intentions: a cross-cultural analysis. Journal of Consumer Marketing, 27(2), 96-103.
Pallant, J. (2013). SPSS Survival Manual. UK: McGraw-Hill Education.
Reuters (2016). Nike seen on track for long-run growth despite tough competition. Retrieved from https://www.reuters.com/article/nike-results-research-idINKCN11Y1YO
Sheth, J.N., Newman, B.I., & Gross, B.L. (1991). Why we buy what we buy: a theory of consumption values. Journal of Business Research. 22(2), 159-170.
Salpini, C. (2018, March 14). The state of sports retail: How athleisure keeps changing the game. Retrieved December 8, 2021, from https://www.retaildive.com/news/the-state-of-sports-retail-how-athleisure-keeps-changing-the-game/518126/
Spears, N., & Singh, S.N. (2004). Measuring attitude towards the brand and purhase intentions. Journal of Current Issues & Researh in Advertising,26(2), 53-66.
Sweeney, J. C., & Soutar, G.N. (2001). Consumer perceived value: The development of a
multiple item scale. Journal of Retailing, 77(2), 203-220.
Wiedmann, K.-P., Hennigs, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Psychology & Marketing, 26(7), 625–651.
Williams, P., & Soutar, G. (2000). Dimensions of Customer Value and the Tourism Experience: An Exploratory Study. In O. A. (Ed.), ANZMAC 2000. Visionary Marketing for the 21st Century: Facing the Challenge (Gold Coast, Queensland ed., 1415-1421). Promaco Conventions Pty. Ltd.
Wong, F.Y., & Yahyah, S. (2008). Influence of brand loyalty on consumer sportswear. International Journal of Economics and Management, 2(2), 221-236.
Wray, A.Z., & Hodges, N.N. (2008). Response to activewear apparel advertisements by US baby boomers: An examination of cognitive versus chronological age factors. Journal of Fashion Marketing and Management, 12(1), 8-23.
Wu, G.D., & Chalip, L. (2015). How Nike became king of endorsements. Retrieved from
https://money.cnn.com/2015/06/05/news/companies/nike-endorsement-dollars/
Yee, W.F., & Sidek, Y. (2008). Influence of Brand Loyalty on Consumer Sportswear. Int. Journal of Economics and Management, 2(2), 221 – 236.
Yunus, A., & Landau, E. (2019, July 3). ‘Youth’ are now defined as those between 15 and 30. New Strait Times. Retrived from
https://www.nst.com.my/news/nation/2019/07/501288/youth-now-defined-those-between-15-and-30
Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior : A Literature Review. Business and Management, 3 (January), 58–62.
Asshidin, N.H., Abidin, N & Borhan, H.B. (2016). Perceived quality and emotional value that influence consumer’s purchase towards American and Local Products. Procedia Economics and Finance, 35, 639-643.
Chew, S.S., & Leng, H.K. (2016). The Role of Social Influence in Purchasing Sports Apparel. Athens Journal of Sports, 3(4), 276-284.
Chi, T. & Kilduff, P.P. (2011). Understanding consumer perceived value of casual sportswear: An empirical study. Journal of Retailing and Consumer Services, 18(5), 422-429.
Creak, S. (2017). Eternal friends and erstwhile enemies: The regional sporting community of the Southeast Asian Games. TRaNS: Trans -Regional and -National Studies of Southeast Asia, 5(1), 147-172. doi:10.1017/trn.2016.29
Das. G. (2014). Linkages of retail personality, perceived quality, and purchase intention with retailer loyalty: A study of Indian non-food retailing, Journal of Retailing and Consumer Services, 407-414.
Dhurup, M. (2014). Impulsive Fashion Apparel Consumption: The Role of Hedonism, Fashion Involvement and Emotional Gratification in Fashion Apparel Impulsive Buying Behaviour in a Developing Country, Mediterranean Journal of Social Sciences, 5(8), 168-177.
Field, A. (2009). Discovering Statistics Using SPSS. 3rd Edition, Sage Publications Ltd., London.
FIFA. (n.d.). Retrieved December 09, 2021, from https://www.fifa.com/fifa-world-ranking/MAS
Gobe, M (2001). Emotional Branding: The New Paradigm for Connecting Brands to People, Allworth Press, New York, NY.
Gogoi, B. (2013). Study of antecedents of purchase intention and its effect on brand loyalty of private label brand of apparel, International Journal of Sales & Marketing, 3(2), 73-78.
Hair, J.F., Black, W.C., Babin, B.J., &Anderson, R.E. (2013). Multivariate Data Analysis (10th ed.). Englewoods Cliffs, NJ: Prentice Hall.
Halim, H., & Che-Ha, N. (2009). The influence of business strategy on the decision to outsource human resource activities: A study of Malaysian manufacturing organizations. Journal of Human Resource Costing & Accounting, 13(4), 274-293.
Hawkins, D.I., Best, R.J., & Coney, K.A. (2001). Consumer Behaviour: building marketing strategy (8th ed.). New York: McGraw-Hill.
Hirschmann, R. (2021, August 31). Malaysia: Sales value of manufactured Sporting Goods 2020. Retrieved December 09, 2021, from https://www.statista.com/statistics/644622/sales-value-manufactured-sports-goods-malaysia/. 2021
Hoonsopon, D., & Puriwat, W. (2016). The effect of reference groups on purchase intention: Evidence in distinct types of shoppers and product involvement. Australasian Marketing Journal, 24(2), 157-164.
Hu, T., Kettinger, W.J. and Poston, R.S. (2015). "The Effect of Online Social Value on Satisfaction and Continued Use of Social Media," European Journal of Information Systems, 24(4), 391-410.
Hwang, C.S., & Choi, M.H. (2013). The influence of consumers sports involvement on their attitudes to sports sponsorship of sportswear, brand equity, and purchase intention. The Research Journal of the Costume Culture, 21(6), 921–937.
Ilias, N. F. B., Liang, T. K. W., Lo, M. C., Afendi, U. S. binti N., Yee, S. S., & Badruddin, N. I. binti. (2020). Factors Influencing Brand Equity of Sportswear Brand Among Young Adult In Malaysia. Journal of Marketing and Information Systems, 3(1), 26-45.
Interbrand. Best global brand 2016 ranking. Retrieved from
http://interbrand.com/best-brands/best-global-brands/2016/ranking
Jaafar, S. (2020, January 29). Al-Ikhsan aims 18% sales growth for three years. Retrieved December 08, 2021, from https://www.theedgemarkets.com/article/alikhsan-aims-18-sales-growth-three-years
Kashi, A. N. (2013). Exploring Consumer Purchase Behaviour: Foreign Versus Local Brands. Global Business Review, 14(4), 587-600.
Kim, Y., & Oh, K. W. (2020). Effects of Perceived Sustainability Level of Sportswear Product on Purchase Intention: Exploring the Roles of Perceived Skepticism and Perceived Brand Reputation. Sustainability, 12(20), 8650.
Kumar, A., Kim, Y. & Pelton, L. (2009), Indian consumers' purchase behavior toward US versus local brands. International Journal of Retail & Distribution Management, 37(6), 510-526.
Labrecque,, L.I., Krishen, A.S., & Grzeskowiak,S. (2011). "Exploring social motivations for brand loyalty: Conformity versus escapism." Journal of Brand Management, 18(7), 457-472.
Lim, R.W., & Aprianingsih, A. (2016). Factors Influencing Brand Loyalty towards Sportswear in Bandung. 4(8), 932–943.
Mirabi, V. Akbariyeh, H., & Tahmasebifard, H. (2015). A Study of Factors Affecting on Customers Purchase Intention Case Study: the Agencies of Bono Brand Tile in Tehran. Journal of Multidisciplinary Engineering Science Technology, 2(1), 267- 273.
Mourali, M., & Yang, Z. (2013). The Dual Role of Power in Resisting Social Influence. Journal of Consumer Research, 40(3), 539.
Nam, C., Kim Y.D., & Kwon, W. (2016). Effects of Social Media on Generation Y Consumers’ Brand Knowledge of Eco-friendly Outdoor Sportswear. International Journal of Applied Sports Sciences, 28(2), 235-245.
Nauright, J. (2015). Beyond the sport-media-tourism complex: an agenda for transforming sport. Journal of the International Council of Sport Science and Physical Education, 68(5),13-19.
Oliver, J.D., & Lee, S. (2010). Hybrid car purchase intentions: a cross-cultural analysis. Journal of Consumer Marketing, 27(2), 96-103.
Pallant, J. (2013). SPSS Survival Manual. UK: McGraw-Hill Education.
Reuters (2016). Nike seen on track for long-run growth despite tough competition. Retrieved from https://www.reuters.com/article/nike-results-research-idINKCN11Y1YO
Sheth, J.N., Newman, B.I., & Gross, B.L. (1991). Why we buy what we buy: a theory of consumption values. Journal of Business Research. 22(2), 159-170.
Salpini, C. (2018, March 14). The state of sports retail: How athleisure keeps changing the game. Retrieved December 8, 2021, from https://www.retaildive.com/news/the-state-of-sports-retail-how-athleisure-keeps-changing-the-game/518126/
Spears, N., & Singh, S.N. (2004). Measuring attitude towards the brand and purhase intentions. Journal of Current Issues & Researh in Advertising,26(2), 53-66.
Sweeney, J. C., & Soutar, G.N. (2001). Consumer perceived value: The development of a
multiple item scale. Journal of Retailing, 77(2), 203-220.
Wiedmann, K.-P., Hennigs, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Psychology & Marketing, 26(7), 625–651.
Williams, P., & Soutar, G. (2000). Dimensions of Customer Value and the Tourism Experience: An Exploratory Study. In O. A. (Ed.), ANZMAC 2000. Visionary Marketing for the 21st Century: Facing the Challenge (Gold Coast, Queensland ed., 1415-1421). Promaco Conventions Pty. Ltd.
Wong, F.Y., & Yahyah, S. (2008). Influence of brand loyalty on consumer sportswear. International Journal of Economics and Management, 2(2), 221-236.
Wray, A.Z., & Hodges, N.N. (2008). Response to activewear apparel advertisements by US baby boomers: An examination of cognitive versus chronological age factors. Journal of Fashion Marketing and Management, 12(1), 8-23.
Wu, G.D., & Chalip, L. (2015). How Nike became king of endorsements. Retrieved from
https://money.cnn.com/2015/06/05/news/companies/nike-endorsement-dollars/
Yee, W.F., & Sidek, Y. (2008). Influence of Brand Loyalty on Consumer Sportswear. Int. Journal of Economics and Management, 2(2), 221 – 236.
Yunus, A., & Landau, E. (2019, July 3). ‘Youth’ are now defined as those between 15 and 30. New Strait Times. Retrived from
https://www.nst.com.my/news/nation/2019/07/501288/youth-now-defined-those-between-15-and-30
Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior : A Literature Review. Business and Management, 3 (January), 58–62.
Published
2022-03-01
How to Cite
ZAHARI, Nurfareena et al.
The Influences of Social Value and Emotional Value on the Purchase Intention towards Sportswear in Perlis, Malaysia.
International Journal of Advanced Research in Economics and Finance, [S.l.], v. 4, n. 1, p. 68-79, mar. 2022.
ISSN 2682-812X.
Available at: <https://myjms.mohe.gov.my/index.php/ijaref/article/view/17437>. Date accessed: 16 july 2025.
Section
English Section
