Consumers’ Purchase Intentions of Shoes: Theory of Planned Behavior and Desired Attributes

Yun Wang


Nowadays, females viewed shoes are not considered just footwear to protect and comfort foot, but a fashionproduct for decoration and express self-image. The total annual sale of shoes is NT$ 60 billion in which femaleshoes accounted for about NT$36 billionin in Taiwan.The purpose of this research was to investigate whatfactors make the difference in female shoes purchase intentions? Factors included (1) shoes attributes; (2)attitude, subjective norm, and perceived behavioral control based on Theory of Planned Behavior; and (3)demographic and shopping behavior variables. A total of 450 convenience questionnaires were distributedoutside department stores using Mall-intercept method in Kaohsiung, Taiwan. The results indicated femaleconsumers who have higher purchase intentions of shoes have significant higher appraisal of shoes attributes instyle, colour, collocability, materials and brand name compare to those who have lower purchase intentions ofshoes. In addition, consumers who have higher purchase intentions of shoes have better attitude, subjective norm,and behavior control compare to those who have lower purchase intentions of shoes. Overall, youth femaleconsumers age between 18-35 years old have significant higher purchase intentions than the elder consumers.Additionally, the more shoes quantity and higher shoes purchase frequency consumers have, the higher purchaseintentions of shoes would perceived.

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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