Factors affecting the purchase decision of sneakers in post-90s consumer groups

Abstract

The national fitness craze led to the growth of sneakers consumption. This study took the post-90s young consumers in China as the research object, and used decision-making trial and evaluation laboratory (DEMATEL) to explore the causal relationship and importance between the factors of sneakers consumption decision-making evaluation. Study summarized eleven factors from three dimensions that influence young consumers’ sneakers consumption decisions. According to the calculation results, the important factors are found and the relationship between them is drawn. Result shows that the three most important factors are “price”, “brand” and “product design and style”. Therefore, the research gives two suggestions on the design and marketing of sneakers. First, the high-value transactions in the secondary market of sneakers need to be taken seriously. Secondly, the post-90s young consumers attach great importance to the expression of design innovation.