The objective of the current study is to empirically reveal the impact of self-recognized group cohesiveness and interpersonal susceptibility (normative interpersonal susceptibility and informative interpersonal susceptibility) on mountain bikers’ attitude toward name brand and purchase intents using structural equation model. In order to achieve this goal, the researchers surveyed 217 mountain bikers in six mountain bikers’ clubs in Chungcheong-do province area in South Korea. In order to validate the proposed structural model, SPSSWIN version 21.0 and AMOS 18.0 were utilized. The results showed that first, group cohesiveness had a positive influence on the bikers’ normative and informative interpersonal susceptibility. Second, normative and informative interpersonal susceptibility positively influenced attitude toward name brand. Third, normative interpersonal susceptibility did not positively influence the purchase intent, but informative interpersonal susceptibility did. Fourth, attitude toward name brand positively influenced the purchase intent.
