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.