Perception of Advertising on Sports Apparel Purchase among Young Malaysians

Abstract

This study investigated the influence of advertising on sports apparel purchasing decisions of young Malaysians based on gender, usage pattern, and purchasing style. The study involved administering questionnaires to two hundred and forty-eight randomly selected students from the Faculty of Sports Science and Recreation (N=248). The results showed a significant difference based on the gender and quality element (p<0.05) of perception towards advertising. In addition, there was a significant difference in quality element (p<0.05) of perception towards advertising based on usage pattern. This research found that young Malaysians' perception of advertising on sports apparel purchasing style significantly differs for all three domains of design, quality, and brand. This study will help entrepreneurs and marketers identify the dimensions of customers' perception towards advertising to improve the quality in the future. Further research should enlarge the scope of sports apparel and combine cognitive and affective factors, such as emotional responses and online trust that impact the effects of advertising on purchase intention.