A Study on Online Purchase Motivation, Perceived Risk and Behavioral Intention of Sports Goods Consumption

The purpose of this study is to analyze the characteristics of consumer behavior, and the relationship among purchase motivation, perceived risk, and behavioral intention. In this study, 594 valid questionnaires were collected from consumers who bought sports goods online. After statistical analysis, this study found that: 1. Sports shoes are the main products consumers buy online. 2. There is no difference in purchase motivation, perceived risk, and behavioral intention between genders.3. Consumers of different ages have different purchase motives and perceived risks. 4. Consumer purchase motivation and perceived risk have predictive effect on behavioral intention.