Comparison of shopping behavior model of online and offline sports goods customers

Document Type : Original Article

Authors

1 PhD in Sports Management, Department of Physical Education and Sports Sciences, Mobarakeh Branch, Islamic Azad University, Isfahan, Iran

2 PhD student in sports management, Department of Physical Education and Sports Sciences, Khorasgan Branch, Islamic Azad University, Isfahan, Iran.

10.22091/its.2024.11638.1004

Abstract

The aim of this study was to compare the online and offline customer purchasing behavior model for sports and recreational goods and services in Qom province. This study was an applied research study that was conducted as a survey. The statistical sample of the study included 400 people (200 online and 200 offline) who were buyers of sports goods and services, who were selected as available.
The measurement tool was three modified questionnaires of Laali et al (2012), Corcoran & Fisher J. (2000) and Paitoon (2000) on a Likert scale, whose face and content validity was confirmed by a survey of 11 experts in the field of sports management and its reliability was confirmed using Cronbach's alpha. The data were analyzed using descriptive and inferential statistics (independent t-test to examine intergroup means and structural equation modeling method to determine model fit) using SPSS version 23 and Amos Graphics version 24 software.
The findings showed that the two variables of values and lifestyle of online and offline customers of sports products have an effect on their purchasing behavior, and customers' purchasing behavior has an effect on their repurchase intention. The values variable has a direct effect on lifestyle, and lifestyle has a direct effect on customers' repurchase intention. Finally, the online and offline customer purchasing behavior model had a good fit, and both models were the same. It seems that paying attention to customers' lifestyle and values will greatly help in planning their purchasing and repurchase behavior. These findings will be of great importance and application for sellers of sports goods and services in considering the differences between both groups of online and offline customers.

Keywords

Main Subjects

Information technology and sports
Volume 1, Issue 1
April 2025
Pages 18-34

Files

History

  • Receive Date: 12 November 2024
  • Revise Date: 22 November 2024
  • Accept Date: 28 November 2024

Share

How to cite

Statistics