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    機構典藏 > Office of Physical Education > Journal Article >  Item 987654321/119908
    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/119908


    Title: Development of Sustainable Marathon Running: The Consumer Socialization Perspective
    Authors: Hsiao, Chia-Huei;Wang, Fong-Jia;Lu, Yu-Cheng
    Keywords: intergenerational influences;peer influences;conformity;social media;social networks
    Date: 2020-09-21
    Issue Date: 2021-02-23 12:10:29 (UTC+8)
    Publisher: MDPI AG
    Abstract: The authors attempt to explain why the generally accepted models built on consumer socialization theory do not sufficiently capture supporting consumer socialization behavior. According to marketing literature, social interaction may influence consumer behavior. The purpose of this study is to understand the behavior of consumers engaged in marathon running. The authors use three types of consumer socialization constructed factors (intergenerational influences, peer influences, and traditional media) and examine their effects on event conformity. A total of 299 marathon runners who were runners in one or more marathon running responded to the survey. The findings highlight social interaction as an influence on the consumer behavior of those engaged in marathon running. Meanwhile, our support conformity moderated the relationship between the intergenerationally influenced and marathon running behavior in marathon events. The authors emphasize the importance of reflecting on different relationships (consumer-related skills, knowledge, and attitudes) in understanding supporting consumer socialization behavior.
    Relation: Sustainability 12(18), 7776
    DOI: 10.3390/su12187776
    Appears in Collections:[Office of Physical Education] Journal Article

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