According to the statistics of Statista, among various shoe categories, sports shoes are the category with the most growth potential. Now, everyone has the experience of wearing sports shoes, and the requirements for sports shoes are becoming more and more diverse. When consumers buy sports shoes, whether they will increase their willingness to buy because of the variety of shoes, it is worth our in-depth think.
However, when consumers buy and choose products, they will be interfered by price sensitivity, which is a very important interference variable in the theory of con-sumer behavior. Therefore, this study intends to explore when consumers face a vari-ety of sports shoes. Under the interference of price sensitivity, whether consumers' purchase intention has any influence.
This research uses an online questionnaire to conduct surveys and uses conven-ience sampling to collect data. The main sampling objects are general consumers over the age of 20 in the Greater Taipei area who have experience in buying sports shoes in the past year. A total of 670 questionnaires were distributed and 670 were recovered. After removing 21 invalid questionnaires, there were 649 valid questionnaires, and the recovery rate was 96.8%. The research results show that consumers' subjective norms have no significant influence on their purchase intentions. Perceptual behavioral con-trol has a significant impact. Under the influence of subjective norm of control and perceptual behavioral control, consumers' purchase intention in the face of a variety of sports shoes will be significantly higher than that in the face of a small number of sports shoes. There is a positive effect, but price sensitivity has no significant negative interference effect on the relationship between the two. Finally, based on the research results, the management implications and future suggestions are put forward.
