Abstract
Fitness apparel companies target consumers with easy access to social media (e.g., Facebook, Instagram, and Pinterest). However, fitness apparel companies have struggled to incorporate social interactivity into their marketing strategies due to a lack of knowledge about consumers’ social media behaviors and different country contexts. The purpose of this study was to investigate (1) comparison of college students’ body image satisfaction in both the United States (U.S.) and South Korea and (2) how their body satisfaction influences consumer communication and the sustained referral intentions of fitness apparel in social media. The findings from 1144 survey responses of U.S. and South Korean college students reveal that student body satisfaction differs between the two countries. Body-dissatisfied U.S. and South Korean students with social capital on social networking websites are directly influenced by word-of-mouth regarding online fitness apparel purchases. Furthermore, perceived e-service quality, including website design and website responsiveness, is a significant mediator in both cultures, affecting the word-of-mouth for fitness-related purchases. This study provides evidence for marketers of fitness apparel, particularly e-marketers, to consider the cultural differences in customer preferences and customer body satisfaction, so as to enhance service performance.
Highlights
Of late, the global sportswear market has grown as consumers increasingly focus on fitness activities, body shape and size, leisure, health, and well-being [1]
We examine Research Question 1, what differences exist in body image satisfaction between South Korean and American young consumers? As a result of the cluster analysis based on the four question items about body image satisfaction among young people in South Korea and the U.S, the subjects were classified into two groups by body image satisfaction
It is important to note that, regarding the differences in approaches to body image between South Korea and the U.S, we found that the U.S students have higher mean scores than the South Korean students in each element than the South Korean students
Summary
The global sportswear market has grown as consumers increasingly focus on fitness activities (e.g., yoga, aerobics, and weight training), body shape and size, leisure, health, and well-being [1]. The Sporting Goods Manufacturer Association categorizes sportswear into three groups: (a) active sports clothing or apparel designed for active sporting and athletic pursuits; (b) sports clothing, or fitness or gym-oriented apparel; and (c) licensed sports clothing, which includes professional team or league logos, such as those found on jerseys [3]. Sportswear includes items such as footwear (e.g., running, tennis, and soccer shoes), clothing (e.g., golf wear, swimsuits, and those for snowboarding), and accessories (e.g., gloves, glasses, and socks). The term “sportswear” is used interchangeably with “activewear,” “outdoor sportswear,” and “fitness apparel”
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