Sport Management Studies

Modeling Customer Buying Behavior Sports Stores at The Time of the Corona Virus Outbreak (Proceedings and Post-Futures)

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.

Keywords

Main Subjects

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Sport Management Studies
Volume 12, Issue 62
October & November
September and October 2020
Pages 291-314

  • Receive Date 28 April 2020
  • Revise Date 10 June 2020
  • Accept Date 05 July 2020

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