The Effects of Online Review on Brand Attitude, Brand Image and Purchase Intention of Sports Products

Abstract

The purpose of this study is to examine the effects of online reviews on brand attitude, brand image, and purchase intention of sports products. To achieve this, an online survey was conducted among students from sports departments and sports club members. A total of 302 responses were used as the final data for this study. Reliability tests, simple linear regression, and hierarchical regression analysis were performed using IBM SPSS Statistics 29.0. The results are as follows: First, online reviews influenced the purchase intention of sports products; more positive or objective reviews led to a higher purchase intention. Second, positive, negative, and objective online reviews affected brand attitude, while subjective reviews did not. Third, online reviews impacted brand image, with more positive or objective reviews enhancing brand perception. Fourth, brand attitude partially mediated the effects of positive and negative reviews and fully mediated the effects of objective reviews, but fully mediated the effects of subjective reviews. These findings provide foundational data for the sports products market and suggest that companies should develop marketing strategies aligned with their objectives when utilizing online reviews.