Document Type : Research Paper
Authors
1 گروه تربیت بدنی و علوم ورزشی، موسسه غیر انتفاعی آپادانا، شیراز، ایران
2 عضو هیات علمی دانشگاه شیراز بخش علوم ورزشی
3 Faculty of physical education and sport sciences, kharazmi university,Tehran, Iran
Abstract
The purpose of this study was to Investigating the role of the four temperaments of sportswear customers on Impulse purchase behavior. The research method was descriptive-correlational and in terms of purpose, it was an application that was performed in the field and the users of sportswear were the statistical population. 556 people who were randomly selected answered the standard six-item instant purchase questionnaire of Sarah et al (2021). And the twenty-six-item temperament questionnaire of Sheikh Roshandel et al (2015). Formal and content validity was confirmed by several professors and PhD students in management. Also, the reliability of the questionnaire was estimated to be favorable. The results of analysis of variance showed that there is a significant difference between the four temperaments of people in terms of instant buying behavior. According to the results, it is suggested that store managers increase their chances of immediate purchase by considering the mood of customers.
Keywords
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