Leggings are the new denim: An investigation of consumer activewear experience

Abstract

Building upon the Sport Experience Design (SX) framework of Funk (2017), this dissertation investigates consumer experience with activewear in different usage contexts. The intersection of user and context in the SX framework is examined by integrating the means-end chain theory of Gutman (1982) and the situation research of Belk (1975). This theoretical integration creates a conceptual approach to understand how consumers construct and evaluate the sport experience in different contexts. Three research questions were asked about what types of perceptions consumers develop with activewear, how the perceptions form the means-end chain structure, and how the structure varies across fitness and non-fitness contexts. Findings of Study 1 revealed five important attributes (i.e., fashion design, color and pattern, fit, functional design, and fabric), four consequences (i.e., physical appearance, physical comfort, social relationship, and task facilitation), and three end-state values (i.e., fun and enjoyment, self-respect, and sense of accomplishment) that connect and form the means-end chain structure. Informed by findings of Study 1, Study 2 found the direction of means-end chain structure and its specific paths vary across fitness and non-fitness contexts. Findings contribute to the SX framework by using the means-end chain theory as a theoretical approach to examine consumers’ experience with a sport product while considering the context in which the product is used. Practical implications are provided on how brands can link product attributes with consumers’ self-concepts to enhance the consumer experience.