Decision-making Styles in Purchasing Sport Products: An International Comparison Between American and Korean College Students

  • Sungwon Bae


Sports globalization is impacting the importation and exportation of sports apparel and equipment on a national and international scale. According to reported Street & Smith’s Sports Business Journal, the sport industry ranked as a top fourth industry in the United States which equaled approximately US$300,000 million in sales during 2006.1 In comparison, it revealed that South Korea had nearly US$130,000 million of sports business in 2002 (Park et al., 2004). Of the entire amount about US$26,000 million, representing 17 percent were derived from sales of sport apparel and equipment in 2002. Thus, it appears that the sports industry represents a significant and expanding consumer product market for both the United States and South Korea.


Shopping Behavior Brand Consciousness Consumer Affair Price Consciousness Sport Industry 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Alpert, J.I. and Alpert, I.M. (1990) ‘Music Influences on Mood and Purchase Intentions’, Psychology and Marketing, 7(2): 109–134.CrossRefGoogle Scholar
  2. Areni, C.S. and Kim, D. (1994) ‘Influence of In-store Lighting on Consumers’ Examination of Merchandise in a Wine Store’, International Journal of Research in Marketing, 11(2): 117–125.CrossRefGoogle Scholar
  3. Baker, J., Lavy, M. and Grewal, D. (1992) ‘An Experimental Approach to Marketing Retail Store Environmental Decisions’, Journal of Retailing, 68(4): 445–460.Google Scholar
  4. Bell, S.J. (1999) ‘Image and Consumer Attraction to Intraurban Retail Areas: An Environmental Psychology Approach’, Journal of Retailing and Consumer Services, 6(2): 67–78.CrossRefGoogle Scholar
  5. Bernard, R.H. (1988) Research Methods in Cultural Anthropology (Newbury Park, CA: Sage).Google Scholar
  6. Best, D.L. and Williams, J.E. (1993) ‘Cross-Cultural Viewpoint’, in A.E. Beall and R.J. Sternberg (eds), Perspectives on the Psychology of Gender (New York, NY: Guilford): 215–248.Google Scholar
  7. Best, D.L. and Williams, J.E. (1997) ‘Sex, Gender, and Culture’, in J.W. Berry, M.H. Segall and C. Kagitcibasi (eds), Handbook of Cross-cultural Psychology, Vol. 3: Social Behavior and Applications, 2nd edn (Boston, MA: Allyn & Bacon): 163–212.Google Scholar
  8. Blumenthal, D. (1988) ‘Scenic Design for In-store Try-ones’, New York Times (09.04.1988): N9.Google Scholar
  9. Buss, D. (1990) ‘Evolutionary Social Psychology: Prospect and Pitfalls’, Motivation and Emotion, 14: 265–286.CrossRefGoogle Scholar
  10. Fan, X.J. and Xiao, J.J. (1998) ‘Consumer Decision-making Styles of Young Adult Chinese’, The Journal of Consumer A ffairs, 32(2): 275–294.CrossRefGoogle Scholar
  11. Fletcher, K. (1987) ‘Consumers’ Use and Perceptions of Retailer-controlled Information Sources’, International Journal of Retailing, 2(3): 59–66.Google Scholar
  12. Foxman, E.R., Muehling, D.D. and Berger, P.W. (1990) ‘An Investigation of Factors Contributing to Consumer Brand Confusion’, The Journal of Consumer Affairs, 24(1): 170–189.CrossRefGoogle Scholar
  13. Hafstrom, J.L., Chae, J.S. and Chung, Y.C. (1992) ‘Consumer Decision-making Styles: Comparison Between United States and Korean Young Consumers’, The Journal of Consumer Affairs, 26(1): 146–158.CrossRefGoogle Scholar
  14. Hiu, S.Y., Siu, Y.M., Wang, C.L. and Chang, M.K. (2001) ‘An Investigation of Decision-making Styles of Consumers in China’, The Journal of Consumer Affairs, 35(2): 326–345.CrossRefGoogle Scholar
  15. Jenkins, M.C. (1973) ‘Clothing and Textile Evaluative Criteria: Basis for Benefit Segmentation and Reflection of Underlying Values’, Unpublished Doctoral dissertation (Columbus, OH: Ohio State University).Google Scholar
  16. Kim, M.S. (1988) ‘Segmentation of the Korean Apparel Market as Determined by the Life Style Differences of Korean College Women’, Unpublished Doctoral dissertation (Columbus, OH: Ohio State University).Google Scholar
  17. King, C.W. and Ring, L.J. (1980) ‘Market Positioning Across Retail Fashion Institutions: A Comparative Analysis of Store Types’, Journal of Retailing, 56(1): 37–55.Google Scholar
  18. Kotler, P. and Amstrong, G. (2001) Principles of Marketing, 9th edn (Upper Saddle River, NJ: Prentice-Hall).Google Scholar
  19. Krejcie, R.V. and Morgan, D.W. (1970) ‘Determining Sample Size for Research Activities’, Educational and Psychological Measurement, 30: 607–610.Google Scholar
  20. Kunkel, J.H. and Berry, L.L. (1968) ‘A Behavioral Concept of Retail Images’, Journal of Marketing, 32(4): 21–27.CrossRefGoogle Scholar
  21. Low, B.S. (1989) ‘Cross-cultural Patterns in the Training of Children: An Evolutionary Perspective’, Journal of Comparative Psychology, 103: 311–319.CrossRefGoogle Scholar
  22. Lysonski, S., Durvasula, S. and Zotos, Y. (1996) ‘Consumer Decision-making: A Multi-country Investigation’, European Journal of Marketing, 30(12): 10–21.CrossRefGoogle Scholar
  23. Martineau, P. (1958) ‘The Personality of a Retail Store’, Harvard Business Review, 36(1): 47–55.Google Scholar
  24. Nisbett, R.E. (1990) ‘Evaluation Psychology, Biology, and Cultural Evaluation’, Motivation and Emotion, 14: 255–263.CrossRefGoogle Scholar
  25. Park, Y., Joo, N., Hong, J., Kim, J., Kim, Y. and Kim, E. (2004) The Investigation of Sports Industry in Korea (Seoul: Korea Institute of Sport Science).Google Scholar
  26. Sproles, E.L. and Sproles, G.B. (1990) ‘Consumer Decision-Making Styles as a Function of Individual Learning Styles’, The Journal of Consumer Affairs, 24(1): 134–147.CrossRefGoogle Scholar
  27. Sproles, G.B. and Kendall, E.L. (1986) ‘A Methodology for Profiling Consumer’s Decision-making Styles’, The Journal of Consumer Affairs, 20(2): 267–279.CrossRefGoogle Scholar
  28. Stoffel, J. (1988) ‘Where America Goes for Entertainment’, New York Times (07.08.1988): 11–12.Google Scholar
  29. Suzuki, A. (1991) ‘Egalitarian Sex Role Attitudes: Scale Development and Comparison of American and Japanese Women’, Sex Roles, 24: 245–259.CrossRefGoogle Scholar
  30. Tai, S.H. (2005) ‘Shopping Styles of Working Chinese Females’, Journal of Retailing and Consumer Services, 12(3): 191–203.CrossRefGoogle Scholar
  31. Thomas, J.R. and Nelson, J.K. (1996) Research Method in Physical Activity, 3rd edn (Champaign, IL: Human Kinetics).Google Scholar
  32. Walsh, G. and Vincent, W. (2001) ‘German Market Mavens’ Decision Making Styles’, Journal of Euro-Marketing, 10(4): 83–108.CrossRefGoogle Scholar
  33. Walsh, G., Hennig-Thurau, T., Wayne-Mitchell, V. and Wiedmann, K. (2001) ‘Consumers’ Decision-making Style as a Basis for Market Segmentation’, Journal of Targeting, Measurement and Analysis for Marketing, 10(2): 117–131.CrossRefGoogle Scholar
  34. Wanke, M., Bohner, G. and Jurkowitsch, A. (1997) ‘There are Many Reasons to Drive a BMW: Does Imagined Ease of Argument Generation Influence Attitudes?’, Journal of Consumer Research, 24(September): 170–177.CrossRefGoogle Scholar
  35. Williams, J.E. and Best, D.L. (1990) Sex and Psyche: Gender and Self Viewed Cross Culturally (Newbury Park, CA: Sage).Google Scholar

Copyright information

© Sungwon Bae 2011

Authors and Affiliations

  • Sungwon Bae

There are no affiliations available

Personalised recommendations