نوع مقاله : مقاله پژوهشی
نویسندگان
گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، رشت، ایران.
کلیدواژهها
عنوان مقاله English
نویسندگان English
Online shopping for sports products is increasingly common, yet consumers’ experiences across different stages of the shopping journey remain insufficiently understood. This study explored these experiences and developed a process–interactive model of online sports-product shopping. A qualitative approach based on Braun and Clarke’s Reflexive Thematic Analysis was used. Twelve consumers, including seven women and five men, were purposively selected; all had purchased sports products online within the previous six months. Data were collected through semi-structured interviews and manually analyzed. The analysis generated 73 initial codes, 19 subthemes, and three main themes: “touchpoints in the online shopping journey,” “trust and perceived-risk tensions,” and “consumer coping strategies.” Key concerns included payment without receiving the product, product quality and authenticity, suitability, and seller responsiveness. Consumers addressed these concerns by checking seller credibility, consulting previous buyers, making low-cost trial purchases, seeking additional information, and following up on problems. The proposed model shows how shopping touchpoints, trust and risk evaluations, and coping strategies interact in shaping consumer experience.
کلیدواژهها English
