Sport Management Studies

Monitoring the effect of social bundling on the immediate purchase of sports products; The mediating role of shopping madness and emotional intelligence

Document Type : Research Paper

Authors

1 Department of Business Management, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran

2 Department of Business Management, Faculty of Social Sciences, Mohaghegh Ardabili University

Abstract
The purpose of this study is to monitor the effect of social bundling on the immediate purchase of Majid sports products with the mediating role of shopping madness and emotional intelligence. The present study is a descriptive-survey method in terms of purpose, application and method used in this research. The statistical population of the study includes all customers of Majid sports products, which is very wide and the sample size was selected randomly based on Morgan table 384 people. The research tools include a 48-item questionnaire in 4 parts of emotional intelligence with 12 questions, social bundling with 9 questions, shopping madness with 10 questions and instant shopping with 17 questions. The validity of the questionnaire was confirmed by 5 university professors and the reliability was confirmed based on Cronbach's alpha of 0.82. The collected data were analyzed based on the path analysis of structural equations with AMOS software. The results showed that in general, social bundling had an effect on instant purchase with the mediating role of shopping madness and emotional intelligence of sports products. In fact, social bundling has affected instant shopping, shopping madness and emotional intelligence, as well as shopping madness on instant shopping, on the other hand emotional intelligence has affected instant shopping. Accordingly, social bundling has the greatest effect on emotional intelligence and social bundling has the least effect on shopping madness.

Keywords

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Sport Management Studies
Volume 14, Issue 75 - Serial Number 75
November and December 2022
Pages 147-170

  • Receive Date 16 April 2022
  • Revise Date 04 July 2022
  • Accept Date 05 July 2022

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