International Journal of Organizational Leadership

Abstract

The purpose of this study is to advance the understanding of volleyball players’ purchase intention toward sport shoes by investigating the relationship between the independent variables (endorsement, advertising, pricing and electronic word-of-mouth) and purchase intention. Descriptive research and causal research will be used as the research design, thus questionnaire and experimentation will be used to obtain data. Primary data in this study is attained by distributing the questionnaire to the Malaysian volleyball players throughout several volleyball tournament venues in Malaysia. The experiment will be conducted by comparing two groups of respondents, including volleyball players and non-volleyball players. This study is limited to several independent variables such as endorsement, advertising, pricing and electronic word-of-mouth. This study is significant for marketers for solving the challenges faced in the sport industry. It also helps to identify consumers’ purchase preferences for sport shoes. The marketer would understand more about their targeted customers’ intentions to purchase, thus the sport industry related with sport marketing in Malaysia might gain more profit.