Measuring the influencing factors of consumer choice

behaviour towards the purchase intention of sports shoe

brands: Evidence from Malaysia

Phang Yi Zhao, Ang Choon Chun, Kong Chiun Ze, Chong Zheng Feng

Chapter 1: Introduction

1.1 Introduction with research background

Traditionally, sports shoes were perceived as sports equipment, and primarily purchased

with the intent of doing exercises or competitive sports (Piller & Walcher, 2006). However,

consumers' perception changed recently, where present consumers perceive sports shoes as a

sign of fashion (Lee, 2021). According to Astous and Chnaoui (2002), the majority of the

consumers will pick a specific sports shoe brand based on the fashion appeal rather than the

usability of the shoe. Therefore, this indicates a change in consumer perception towards sports

shoe brands, which translates to a massive problem as the consumption values sought by

consumers have changed. To support this, the overall sports shoe design and attractiveness from

the sports shoe brands are becoming increasingly important as there is an emerging industry

called the fashion sports industry (Lee, 2020). Therefore, by measuring the influencing

consumption values of consumer choice behaviour, sports shoe retailers will understand

consumer purchase intention towards sports shoe brands. Ultimately, this allows the retailers to

gain competitive advantages and be sustainable in the competitive sports shoe industry (Frenkel,

2001), as they can capture the changing of sought consumption values that influence their

purchase intention.

Furthermore, consumer purchase intention is crucial for a business to stay afloat in the

current competitive sports shoe market (Frenkel, 2001). Consumers will go through a thorough

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information processing and decide whether the product can fulfil their consumption values or not

before igniting their purchase intention (Teng & Laroche, 2007). Moreover, the changing of

consumer consumption value will vary when it comes to sports shoe brands as they perceive the

value of each brand differently. Çuhadar and Çakmakçı (2021) prove that their choice behaviour

process immensely influences consumers' purchase intentions as consumers will play favouritism

in sports shoe brands. Therefore, the process of consumer choice behaviour is long and

complicated (Morales et al., 2017), but nonetheless important as it can directly influence

consumer purchase intention.

To better understand consumer purchase intention, the theory of consumption value

(TCV) is adopted to measure how they will act when buying the product (Sheth et al., 1991).

Additionally, several authors affirm that TCV provides a clear picture in identifying the

consumption values that influence the consumer purchase intention (Beatson et al.; 2006 Awuni

& Du, 2016). In TCV literature emotional, social, epistemic, functional, and conditional values

can directly influence consumer purchase intention (Mäntymäki & Salo, 2015; Shin et al., 2021;

Ladhari & Tchetgna, 2016; Silva et al., 2021). However, most researchers had failed to highlight

the relationship of perceived value and aesthetic value with consumer purchase intention

(Salehzadeh & Pool, 2017; Toufani et al., 2017). Judging by the argument above, this study will

examine the influencing factors of consumption values towards consumer purchase intention of

sports shoe brands. Therefore, to measure the influencing factors of consumer choice behaviours

towards the buying intention of sports shoe brands based on Malaysian consumers will be this

study’s purpose statement.

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1.2 Discussion of problem

Sports shoe industry plays a significant role in contributing to Malaysia's economy where

the industry contributed RM30.3 billion to Malaysia GDP (Lada, 2014). Therefore, the

importance of the sports shoe industry is shown by the tremendous growth in recent years(Tong

et al., 2012). On the other hand, in 21st century, there are changes in consumers' perception

towards sports shoe brands as they seek different values when buying one (Lee, 2021). The

changes in perception will result in changes in buying behaviors (Verhoef et al., 2002). In

relation, this will affect their purchase intention hence this study will be highlighting the lack of

consumption values that affects their purchase intention. To explain, the lack of consumption

values will result in consumers losing their purchase intention as consumption values will

accurately predict consumer actual buying behavior (Wen & Noor, 2015). Therefore, consumers

will not buy the sports shoe if they find that the product is not worth any consumption value.

Furthermore, two additional values will be added that influence the consumer purchase intention

towards sports shoe brands, which are the perceived value and aesthetic value.

1.3 Research questions

- What are the factors influencing the Malaysian consumers’ purchase intention of sports

shoe brands?

- How do these influencing factors affect the purchase intention of Malaysian consumers

from the context of sports shoe brands?

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1.5 Research objectives

- To identify the factors that influence the Malaysian consumer purchase intention of the

sports shoe brands.

- To measure how these influencing factors affect the Malaysian consumer purchase

intention of sports shoe brands.

- To develop a model based on the influencing factors that motivates purchase intention in

the context of Malaysian sports shoe brands.

1.6 Scope of the study

This paper is limited to the consumer choice behaviour whereby five consumption values

from the TCV are used to measure the consumer purchase intention towards sports shoe brands.

Additionally, two external influencing factors are also proposed in this study which are perceived

value and aesthetic value. Therefore, this study focuses on how the external consumption values

will influence consumer purchase intention to address the changes of consumers' consumption

values from consumer choice behaviour based on the related journals found. Lastly, our study

will be confined to the context of Malaysia's sports shoe industry.

1.7 Significance of the study

This study's findings will greatly contribute to the Malaysian sports shoe brand sector and

boost Malaysia's economy. To prove this, Tong et al. (2012) affirm a continuous growth of the

Malaysian sports shoe industry with an annual growth of 4.9%, hence, essential to Malaysia's

economy. Regarding the sports shoe brand sector, this study will allow them to understand

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consumer purchase intentions and thrive even further to capture a larger segment of Malaysia's

economy. For the sports shoe industry, this will lead to tremendous sales growth as TCV can

identify the factors affecting consumer purchase intention. Lastly, this theory will help

Malaysian sports shoe retailers understand consumer choice behaviour to implement strategies to

strengthen their business and gain a competitive advantage in the market.

Chapter 2: Literature Review

2.1 Theoretical background

TCV was founded by Sheth et al. (1991) in the year of 1991, which explains the

consumption values of consumers, that include the values of social, emotional, epistemic,

functional, and conditional. Also, Sheth et al. (1991) analyses why consumers will pick one

specific product, product type or product brand over another. Subsequently, Varshneya et al.

(2017) stated that TCV is the consumer's overall evaluation that benefits them based on their

desires, needs and expectations towards products. Also, Tanrikulu (2021) affirms that TCV

provides insights of how the consumption values motivate consumers in their choice behaviour

process, which pushes them to actually buy the product. Hence, multiple studies have adopted

this theory to measure consumer purchase intention (Zaidi et al., 2019, Amin & Tarun, 2020;

Mäntymäki & Salo, 2015; Shin et al., 2021).

Additionally, this paper aims to measure the factors influencing consumer choice

behaviour towards consumer purchase intention of sports shoe brands in the context of Malaysia.

Subsequently, it shows that the consumption values proposed by TCV have linkage with the

consumers' purchase intention where it can provide some insights to solve the changing

perceptions of consumers towards the sports shoe brands. Subsequently, this study will include

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two external factors, which are perceived value and aesthetic value, to better measure consumer

purchase intention. Therefore, an extended TCV is used in our study to discover the most

pertinent value that influences the purchase intention of consumers. Additionally, by adopting

TCV with the external factors, it can effectively measure how these factors will influence

consumers' purchase intention towards sports shoe brands.

2.2 Influencing factors of consumer choice behaviour towards consumer purchase intention

1. Functional Value

Functional value is the perceived utility of consumers towards a product (Sheth et al.,

1991). Apparently, it was assessed by how much value and what the value the products bring to

the consumers (Sheth et al., 1991). Past researchers have proven that functional value will

immensely influence consumer purchase intention (Xiao & Kim, 2009; Yu & Lee, 2018). Also,

Xiao and Kim (2009) identified that the most important attribute that drives consumers' purchase

intentions is functional value. Subsequently, if the utility value generated by the product is

excellent, consumer purchase intention will be high (Watanabe et al., 2020). Therefore, this

affirms that functional values have a strong relationship towards consumers' purchase intention.

This argument forms the following hypothesis.

H1: The likelihood of the more functional value leads to a higher purchase intention of the

consumers.

2. Social Value

Social value is the connection of consumers with their relative social circle when making

the purchase (Sheth, 1991). This means that consumers will purchase a product based on how

6
much social status or value it can bring to them (Sheth, 1991). Based on the past research, the

social value will immensely affect consumer purchase intention (Wu et al., 2018; Suki, 2015;

Ohman, 2011). Also, Baker and Ozaki (2008) affirm that social norms are one of the most

powerful drivers of purchase intention as the strength of normative influence of consumers'

social groups or families is immeasurable. Therefore, this proves that there is a relationship

between social value and consumer purchase intention. This argument leads to the following

hypothesis.

H2: The likelihood of the more social value leads to a higher purchase intention of the

consumers.

3. Emotional Value

Emotional value is characterised as the affective states, including special and aroused

feelings caused by the perpetuating feelings that the product generated (Sheth et al., 1991).

Additionally, multiple researchers confirmed that the consumers' purchase intention is influenced

by emotional values (Kumar et al., 2009; Grębosz-Krawczyk, 2021). Pawle and Cooper (2006)

further support this argument that emotional value is strong enough to cause consumers to make

irrational or unconscious purchases if the product can hit a specific "lovemark" level they

proposed. Therefore, this proves that there is a relationship between emotional value and

consumer purchase intention. This argument leads to the following hypothesis.

H3: The likelihood of the more emotional value leads to a higher purchase intention of the

consumers.

4. Epistemic Value

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 Sheth et al. (1991) interpreted epistemic value as consumer perceived usefulness obtained

from the product with the ability to raise interest, generate originality or satisfy the need for

knowledge. Past researchers have proven that epistemic value will immensely influence

consumers' purchase intention (Wu & Chang, 2016; Miller et al., 2017). Also, consumers will

have exploratory tendencies and desire variation when the product raises curiosity or is novel,

sophisticated and special, hence higher purchase intention (Chi et al., 2021; Rizkalla & Setiadi,

2020). Therefore, this signifies the significant relationship between epistemic value and

consumers purchase intention. This argument leads to the following hypothesis.

H4: The likelihood of the more epistemic value leads to a higher purchase intention of the

consumers.

5. Conditional Value

Conditional value is defined as when consumers are facing a specific circumstance, they

will generate a perceived usefulness towards the product (Sheth et al., 1991). Past researchers

have conducted multiple studies that prove that conditional value can influence consumer

purchase intention (Noor & Teoh, 2016; Goncalves et al., 2016). Also, Kaur et al. (2021)

suggested that conditional value will be motivated by certain extrinsic factors the consumers

experienced, like the consumer life quality associated with the product, which will influence

their choice behaviour process. Therefore, this confirms that consumer purchase intention will be

positively influenced by conditional value. This argument leads to the following hypothesis.

H5: The likelihood of the more conditional value leads to a higher purchase intention of the

consumers.

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 6. Perceived value

Perceived value is explained as the consumer perception possessed to the product’s

overall performance and superiority (Zeithamel, 1988). In addition, many researchers have

proven that perceived value will immensely influence consumer purchase intention (Calvo-Porral

& Lévy-Mangin, 2017; Salehzadeh & Pool, 2017; Chen & Chang, 2012). Additionally,

perceived value can be separated to the perceived benefit and perceived risk (Gan & Wang,

2016; Liu et al., 2013). Subsequently, should consumers find that the perceived benefits of the

product outweighs the perceived risk, they will think it is good value for money hence high

purchase intention (Aufegger et al., 2021). Therefore, this proves that consumer purchase

intention will be positively influenced by perceived value. This argument forms the following

hypothesis.

H6: The likelihood of the more perceived value leads to a higher purchase intention of the

consumers.

7. Aesthetic value

Aesthetic value is the value of an object or product where it is seemingly beautiful or

ugly that triggers a positive or negative response or emotion to it (Goldman, 1990). Based on

this, several researchers had established a positive relationship of aesthetic value towards the

purchase intention of consumers (Toufani et al., 2017; Wang & Hsu, 2019). Also, Bigoin-

Gagnan and Lacoste-Badie (2017) stated that product design is becoming increasingly important

9
as the role to create consumer desire for the product. Therefore, this highlights the relationship of

aesthetic value towards consumer purchase intention. This argument forms the following

hypothesis.

H7: The likelihood of the more aesthetic value leads to a higher purchase intention of the

consumers.

8. Consumer purchase intention

Consumer purchase intention is explained using the tendency of customers' willingness,

preference and probability on why they purchase a brand continuously and resist switching to

other brands (Ajzen, 1991). Subsequently, Jiang et al. (2010) states that it is used often in

measuring the performance of a product based on different influencing factors. Also, past

researchers have proven that the purchase intention of consumers is immensely affected by

consumption values (Amin & Tarun, 2020; Talwar et al., 2020). From the sports shoe brand

context, consumers will consider all values. Particularly, consumers will have different

perceptions and prioritise each value differently based on their needs (Paul & Rana, 2012).

Therefore, this study will further indicate the strength of each value towards consumer purchase

intention by justifying each of the values proposed.

2.3 Research gaps

Theoretical gap

Many studies only measured consumer purchase intention using the five consumption values

proposed in the theory of consumption value. However, there has not been much attention given

10
to the relationship between aesthetic value and perceived value towards consumer purchase

intention.

Sub gap

Practical gap

This study will be beneficial to the Malaysian sports shoe industry as it analyzes the purchase

intention of sports shoe owners and sports shoe customers using the theory of consumption

value.

2.4 Conceptual framework

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Chapter 3: Methodology

3.1 Research methods

As stated in this study’s research objectives, it aims to measure the research question

statistically. Thus, quantitative approach is found best to achieve that due to its conclusive nature

toward the research question (Duffy & Chenail, 2009). Moreover, to obtain a sufficient response

from respondents, the survey design is most suitable for data collection (Stockemer, 2019). This

research follows deductive reasoning to test the theoretical framework of TCV and the formed

hypotheses (Stockemer, 2019).

For research philosophy, epistemology is aligned with the ontology position in this

research. Ontology refers to a philosophy that is affected by the nature of reality, where it is

further divided into objectivism and constructivism (Anderson & Arsenault, 2005). Moreover,

objectivism is very useful to address the ontological position because all humans will understand

the different influencing factors towards the purchase intention of sport shoe brands in general

(Bryman & Bell, 2019). However, epistemology is defined as the ideal method to acquire and

validate the knowledge that the researcher has found, which was further broken down into four

12
major research philosophies (Anderson & Arsenault, 2005). Furthermore, positivism in

epistemology is used to justify the research. Also, researchers and respondents are detached from

one another, hence this ensures that respondents manage to answer in a rational, logical, and

emotionally neutral approach (Hudson & Ozanne, 1988). In this study, other than the existing

influencing factor in TCV, which falls under ontology position, the proposed variable can be

validated using the epistemology position.

Triangulation is defined as the synthesis of findings from two or more precise approaches

to generate a more complete picture of the results (Heale & Forbes, 2013). In this study,

researchers will compare secondary source data from journal articles and other related literature

to the primary data that will be collected using a survey design.

3.2 Sampling techniques

The sampling technique used in this study is convenience sampling where it is a type of

non-probability sampling (Suen et al., 2014), and using this sampling technique will provide a

valid representative sample through the random selection, which provides unbiased results

(Farrokhi & Mahmoudi-Hamidabad, 2012). Furthermore, convenience sampling is not as costly

and time-consuming as other sampling techniques and is simple to be applied (Marshall, 1996).

Also, this study will collect data through a survey questionnaire. To further justify, past research

adopted the survey questionnaire method to measure consumer buying behaviour through TCV

in Malaysia, hence suitable (Muhamed et al., 2019). Besides, the main reason for adopting a

quantitative design is that numerical data are collected in this study (Yang et al., 2014). To

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support this, consumption values are best measured using a numerical rating scale of consumer

value perception when purchasing the products (Talwar et al., 2020), hence quantitative design.

3.3 Data collection procedure

The questionnaires will only consist of closed-ended questions and through likert-scale to

convenience respondents. Before the actual data collection procedure, a pilot test will be

performed, and the questionnaires will be sent out to 10 respondents to test the validity of the

survey. The questionnaires will be given out by using Google Forms and through the sharing of

links after validation from the pilot test. Furthermore, the target population of this research is

sports shoe owners and sports shoe customers as they have real experiences when selecting

sports shoe brands. For sample size, it is crucial to manage an adequate sample size to gather

accurate primary data (Wekeza & Sibanda, 2019). The sample size of this study consists of 215

respondents. This is mainly due to past research conducted where TCV was adopted to measure

consumer purchase intention, 215 respondents were their selection of sample size, which proves

to be adequate for statistical analysis (Varshneya et al., 2017). Subsequently, collecting 215

respondents in this study, it will provide valid and accurate findings.

3.4 Data analysis

For research analysis, this quantitative study will employ statistical tools which is IBM

SPSS 27 that includes Exploratory Factor Analysis (EFA), descriptive statistics, reliability test,

regression analysis and factor analysis to generate accurate statistical results.

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 (3066 words)

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