Document Type : Research Paper
Authors
1 Assistant Professor of Sport Management, Department of Physical Education, Malayer branch, Islamic Azad University, Malayer, Iran
2 Ph.D. Student in Sport Management, Department of Physical Education, Hamedan branch, Islamic Azad University, Hamedan, Iran
Abstract
The aim of this study is to model the buying behavior of customers in sports stores during the outbreak of coronavirus (Antecedents and the consequences). Current study In terms of purpose is Practical, In terms of the method of collection the data were descriptive-survey. In the first part (qualitative) to conduct the field interview, the statistical population of the study, prominent professors in the field of sports management specialized in sports marketing and prominent owners of sports businesses were these people, in two primary and secondary phases, respectively, purposefully and Snowballs were selected for qualitative interviews on the research topic. In the second part (quantitative), after collecting the information obtained from qualitative research, the questionnaire was constructed and this questionnaire (44 items in the form of two general components of the Proceedings and Post-futures of customer buying behavior of sports stores at the time of virus Corona outbreak) was distributed among customers of online sports stores (384 people). The results showed that the components affecting purchasing behavior (outcomes) are: interest in sports, marketing mix factors, demographic factors, psychological factors, social networks, environmental factors, Academic factors, personality traits, and situational factors. Also, positive outcomes have a higher priority than negative outcomes.
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Main Subjects
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