Analysis of Consumer Value Characteristics in Sports Merchandising

Purpose: The purpose of this study is to identify the importance and satisfaction of consumer values during the purchase of sports merchandise, as well as to provide strategic directions for product development.<br/> Method: Data were collected from adult consumers who had purchased sports merchandise within the past three months. An importance–performance analysis (IPA) was conducted to assess the significance of differences between importance and satisfaction. The IPA matrix was then applied to interpret the coordinates of each quadrant and derive the final results.<br/> Results: The results showed that functional value (appropriate price) was rated as the most important attribute, while hedonic value (happiness derived from the purchase) ranked highest in terms of customer satisfaction. The IPA matrix indicated that attributes such as appropriate price, preferred color and shape, and first impression of attractiveness were located in Quadrant I (Keep up the good work). In contrast, Quadrant II (Concentrate here) included attributes like price–quality ratio, practicality, preferred style, limited edition, scarcity, convenience, and the possibility of being sold out. Quadrant III (Low priority) included novelty, the latest model, and trendy style, whereas Quadrant IV (Possible overkill) comprised future value appreciation, happiness from purchase, uniqueness of design, sophistication, joy of purchase, refreshment, and fun.<br/> Conclusion: These findings contribute to the expansion of consumer value research and provide practical implications for developing consumer-oriented marketing strategies within the sports merchandise industry.