Sport Management Studies

The Effect of Consumer Innovativeness on Shopping Styles of Sports Clothing

Document Type : Research Paper

Authors

1 M.Sc. of Sports Marketing Management, Razi University, Kermanshah, Iran

2 Associate Professor of Sports Marketing Management, Razi University, Kermanshah, Iran

3 Assistant Professor of Sports Marketing Management, Razi University, Kermanshah, Iran

Abstract
The aim of this research was to examine the effect of consumer innovativeness (emotion and cognitive) on shopping styles. This is a descriptive - survey and statistical society type of study. The participants were students of Razi University in Kermanshah. The statistical sample of the research was chosen according to the random-stratified sampling method. The field method was chosen for data collection. On the basis of optimal allocation, 325 questionnaires were distributed among the students and a total of 301 questionnaires were returned correctly and were chosen as the sample. The validity of the questionnaires was confirmed by 15 experts in the field of sports management and their reliability was calculated using the Cronbach's alpha. The value of the questionnaires such as the modernization questionnaire (α = 0.84) and the shopping style questionnaire         (α = 0.80) were calculated. These values showed the reliability of the scales. For data analysis, structural equation modeling was done using the LISREL software.Finally, the results of the research showed that fitting of the model with the data was appropriate. Also, the coefficient of influence of the two factors of cognitive innovativeness on purchasing styles: "quality awareness (0.63), cost awareness (0.67) and confusion (0.60)" and emotional innovativeness on purchasing­ styles, "fashion-oriented (0.79), habit-oriented (0.78), brand awareness (0.76), inurement (0.73), disorganization (0.64) and entertainment (0.63)" was meaningful. The results showed that innovativeness was effective on nine shopping styles. These findings enable sports marketers to adopt a more effective approach to targeting a particular group of users.

Keywords

Main Subjects

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Sport Management Studies
Volume 11, Issue 54
June & July 2019
July and August 2019
Pages 93-108

  • Receive Date 20 January 2018
  • Revise Date 03 June 2018
  • Accept Date 30 June 2018

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