Abstract
The purpose of the present study is to investigate martial arts practitioners’ satisfaction with their current uniforms and purchase intention of new uniforms. A total of 588 martial arts practitioners were recruited via Amazon Mechanical Turk, including 401 men and 187 women. The results indicated that martial art practitioners were satisfied with their current uniforms when three functional attributes were good: quality, fit, and comfort. The aesthetic variable, fashion, only moderately influenced satisfaction with the current uniforms. However, when purchasing new uniforms, both functional and aesthetic attributes were essential factors. In addition, benefits of martial arts and protection from injury were two necessary conditions for commitment to martial arts. However, neither commitment to martial arts or satisfaction with the current uniform contributed to purchase intention of new uniforms. The purchase intention was only related to the characteristics of the new uniforms: whether the new uniforms can enhance practitioners’ functional performance and aesthetic appearance. The present study, for the first time, revealed marital arts practitioners’ strong desire of protection: protection strongly contributed to expected performance, expected appearance, and commitment to martial arts.
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