Factors Influencing Consumers’ Purchase of Sneakers through Unofficial Channels

Abstract

This study explores the main factors influencing consumers' decisions to purchase sneakers through unofficial channels and how these factors affect their purchasing intentions. Using a combination of quantitative and qualitative research methods, including surveys and interviews, the study finds that price and product scarcity are the key driving factors. However, consumers generally have low trust in these unofficial channels. To enhance consumer trust and purchasing intentions, it is recommended that unofficial channels strengthen quality control while maintaining competitive pricing and product availability.