Variances in the Purchasing Intention of Sports Items on TikTok Shop Based on Gender, Educational Institutions, and Academic Programs

Authors

  • Kutip, M. F. Faculty of Sports Science and Recreation, Universiti Teknologi MARA (UiTM), 40450 Shah Alam, Selangor, Malaysia
  • Zuriati Mustapha JabatanSukan dan Rekreasi, Kolej Poly-Tech MARA Bangi Seksyen 14, Jalan Teras Jernang Bandar Baru Bangi 43650 Kajang, Selangor
  • Syahida Mohd Nazri Faculty of Sports Science and Recreation, Universiti Teknologi MARA (UiTM), 40450 Shah Alam, Selangor, Malaysia
  • Adam Afif Mohamad Azmi Faculty of Sports Science and Recreation, Universiti Teknologi MARA (UiTM), 40450 Shah Alam, Selangor, Malaysia
  • Cassendra Gilbert Faculty of Sports Science and Recreation, Universiti Teknologi MARA (UiTM), 40450 Shah Alam, Selangor, Malaysia

DOI:

https://doi.org/10.61688/ajpbs.v5i1.297

Keywords:

Purchasing Intention, TikTok Shop, Sports Items, Undergraduate Students

Abstract

TikTok presents a compelling opportunity for marketers to engage with a diverse community of sports enthusiasts. However, there is limited empirical evidence addressing how demographic factors, such as gender, educational background, and academic programs, intersect to influence consumer decisions regarding sports merchandise purchases on TikTok Shop. This study examines the variations in purchasing intention of sports items on TikTok Shop based on gender, educational institutions, and academic programs. Conducted among 222 undergraduate sports students from both public and private educational institutions, the research utilized the students purchasing intention of sports items on TikTok Shop (rated on a 10-point scale) as its primary instrument. The findings revealed no significant difference in the main effect of students' purchasing intention of sports items on TikTok Shop, including gender (F (1, 216) = .720, p = .397), academic program (F (1, 216) = .042, p = .838), and educational institutions (F (1, 216) = .042, p = .838). These findings underscore the importance for businesses operating on TikTok Shop and other digital platforms to adopt a more inclusive and universal approach in their marketing strategies and product offerings, rather than segmenting them based on demographic or institutional factors.

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Published

2024-06-28

How to Cite

Kutip, M. F., Mustapha, Z. ., Mohd Nazri, S. ., Mohamad Azmi, A. A. ., & Gilbert, C. (2024). Variances in the Purchasing Intention of Sports Items on TikTok Shop Based on Gender, Educational Institutions, and Academic Programs. The Asian Journal of Professional & Business Studies, 5(1). https://doi.org/10.61688/ajpbs.v5i1.297

Issue

Vol. 5 No. 1 (2024): [JUNE] Economic Inequality and Inclusive Growth

Section

Full Paper Article

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License

Copyright (c) 2024 Kutip, M. F. , Zuriati Mustapha, Syahida Mohd Nazri, Adam Afif Mohamad Azmi, Cassendra Gilbert

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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