Document Type : Research Paper
Authors
1 Professor , Department of Sport Managment , Payam Noor University
2 Department, faculty, university, pnu, Tehran ، Iran
3 Department of sport ,managment,payam noor university,tehran,iran
4 PHD student of sport ,managment,payam noor university,tehran,iran
Abstract
The purpose of the present research was to model the structural equations of factors affecting the behavior of customers in buying sportswear from online stores.This research was descriptive-correlation in terms of type,applied in terms of purpose and field implementation method.The statistical population of the present study included all customers of sports products (at least one experience of online shopping from online stores). According to the uncertainty of the exact number of customers based on Cochran's formula for the unknown volume, the statistical sample was selected as 384 people, of which 384 people answered completely and were analyzed. The measuring tool of the research was a researcher-made questionnaire based on the qualitative survey stage of the research (theme analysis).The content and face validity of these tools were confirmed by 11 experts in sports management and e-commerce experts, and the reliability of the tool was confirmed through Cronbach's alpha and composite reliability and construct validity, convergent validity and divergent validity using factor analysis. The results showed shopping addiction(0.77), ease and cost-effectiveness(0.86), perceived quality of the website(0.89), advertisements(0.85),and trust(0.76) on customers' shopping behavior. Sportswear has a significant effect.Based on the findings, it can be said that the marketers and distribution and sales channels of sportswear should pay attention to the products offered on the sites and the functional quality of the products in order to have a greater impact on the behavior of customers so that they can influence the behavior of sportswear customers in online stores.
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