The informational, utilitarian effect and expression of the value of reference groups with the decision to buy sports consumers
Subject Areas : Sport Sciences Quarterly
مریم یوسفی
1
(دانشگاه)
فرشاد تجاری
2
(دانشیار مدیریت ورزشی دانشگاه آزاد تهران مرکزی)
زینت نیک آئین
3
(گروه مدیریت ورزشی ،واحدتهران مرکزی ،دانشگاه آزاداسلامی ،تهران،ایران)
Keywords: Purchase Decision Making, Informational Influence, Utilitarian Influence, Value- Expressive Influence, Consumers.,
Abstract :
The purpose of research was analysis of relationship between informational, utilitarian and value-expressive influences of reference groups with sport consumers’ purchase decision making process. The present research is applied in terms of purpose and descriptive-correlation nature. The research statistical population was all physical education students in Guilan University which were selected samples from random classification method. The standard Jin and Punpanich (2011) questionnaire was used to collect data and the validity of the questionnaire was confirmed by experts (12 people). Also, its reliability was calculated by Cronbach’s alpha (0.95) and combined reliability. For analyzing data and check fit model has been used structural equation modeling and PLS3 and SPSS24 software. The results indicated that informational influence (0.10), utilitarian influence (0.64) and value-expressive influence (0.22) have positive and significant relationship with purchase decision making process directly. Reference groups can be determinative in consumers purchasing behavior through informational, utilitarian and value-expressive influences. It is necessary that sport stores focus on the factors and paths that influence on consumer purchase behavior in marketing strategy and customer oriented.
