Sport Management
Majid Solimani; Abolfazl Farahani; Leila Ghorbani Ghahfarokhi; Hamid Ghasemi
Abstract
the purpose of this research was to develop a model of factors affecting customers' behavior in buying sportswear from online stores. The qualitative research method was chosen with the grounded theory approach. The statistical population of the research included two parts of human resources (managers ...
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the purpose of this research was to develop a model of factors affecting customers' behavior in buying sportswear from online stores. The qualitative research method was chosen with the grounded theory approach. The statistical population of the research included two parts of human resources (managers of online stores, online marketers, and expert professors in the field of digital marketing) and information sources (scientific, library, and relevant and reliable media). Sufficient number of interviewees and information sources were selected purposefully and based on reaching theoretical saturation (18 people and 25 documents). The research tool included semi-structured exploratory interviews along with a systematic library study. The validity of the tool was evaluated and confirmed based on the practical and scientific merit of the sample, the opinion of experts and the agreement between the correctors. In order to analyze the findings, a multi-stage conceptual coding method (open, central and selective) was used with the foundation's data theory approach. The final conceptual framework included 59 components, 11 dimensions and 5 themes identified. Its themes and dimensions include addiction to online shopping (dimensions of addictive shopping behavior and pleasurable shopping), quality (dimensions of website quality, product quality and service quality), ease and cost-effectiveness of shopping (dimensions of ease and time saving and ease purchase), advertising (dimensions of product advertising and word-of-mouth advertising) and trust (dimensions of site credibility and sense of security). Based on the findings of the research, it can be said that the tendency of customers to buy sportswear from online stores can be influenced by individual factors, and paying attention to this issue can make sports stores more distinctive in attracting customers and consumers in the virtual space compared to other competitors
Mohsen Zarei; Seyed Nemat Khalifeh; Hossein Abdolmaleki; Abbas Khodayari
Abstract
The present study was conducted with the general objective of mediating the role of entrepreneurial marketing and perceived value in the relationship between influencer marketing and emotional attachment of Iranian sports product brands. The present study is an applied research study in terms of its ...
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The present study was conducted with the general objective of mediating the role of entrepreneurial marketing and perceived value in the relationship between influencer marketing and emotional attachment of Iranian sports product brands. The present study is an applied research study in terms of its purpose. The present study is descriptive and correlational in terms of method. This study was also quantitative and qualitative in terms of data collection. The research population in the quantitative part was all sports product customers, of whom 392 people were randomly selected as the research sample. The entrepreneurial marketing questionnaire of Fury et al. (2018), the perceived value questionnaire of Eggert and Olga (2010), the emotional brand attachment questionnaire of Watson and Emile (2019), and the researcher-made influencer marketing questionnaire were used to collect information. The results showed that there is a positive and significant relationship between influencer marketing and emotional attachment of domestically produced sports product brands, between entrepreneurial marketing and emotional attachment of domestically produced sports product brands, and between perceived brand value and emotional attachment of domestically produced sports product brands. Also, based on the results of structural equations, the mediating role of entrepreneurial marketing in the relationship between influence marketing and emotional attachment of domestically produced sporting goods brands and the mediating role of perceived brand value in the relationship between influence marketing and emotional attachment of domestically produced sporting goods brands were significant. The results related to the model fit also showed that the model of the mediating role of perceived brand value and entrepreneurial marketing in the relationship between influence marketing and emotional attachment of domestically produced sporting goods brands has a good fit.
