Date of Award

Summer 7-1-2022

Degree Type


Degree Name

Master of Arts (MA)


Media Studies


Jiang, Hua


secondary sneaker market, sneaker culture, sneaker resale, theory of planned behavior

Subject Categories

Communication | Social and Behavioral Sciences


The secondary market for sneakers has proliferated in recent years. In the secondary market of sneakers, it is typical for the resale price of sneakers to be higher than the retail price. Using the theory of planned behavior as a theoretical framework, this study will examine how the economic, hedonic, symbolic, and social values of sneakers influence consumer attitudes and subjective norms. In addition, this study will examine the relationship between social media hype and perceived behavioral control. Finally, this paper examines how TPB components (subjective norms, perceived behavioral control, and attitudes) influence consumers' purchase intentions. To achieve this research objective, 510 valid questionnaires were collected using a questionnaire method to explore the correlation between these variables. The results of the hierarchical linear regression showed that economic, hedonic, and social values positively correlate with consumers' attitudes, and hedonic and symbolic values positively correlate with consumers' subjective norms. The results also show that perceived behavioral control and subjective normative attitudes positively correlate with consumers' purchase intentions.


Open Access

Included in

Communication Commons



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