The effect of e-commerce ethics on the behavior of sports consumers with the mediating role of virtual advertising
Subject Areas : Sport Sciences Quarterly
Mehrnoosh Danapour
1
,
mehdi kohandel
2
,
حسین عبدالملکی
3
1 - University assistant teacherPhD student in sports management, Department of Physical Education, Karaj Branch, Islamic Azad University, Karaj, Iran
2 - دانشیار گروه مدیریت ورزشی، واحد کزج، دانشگاه ازاد اسلامی، کرج، ایران
3 - عضو هیات علمی دانشگاه آزاد کرج
Keywords: E-commerce ethics, sports consumer behavior, virtual advertising,
Abstract :
Abstract The purpose of the research was to investigate the effect of e-commerce ethics on the behavior of sports consumers with the mediating role of virtual advertising. The research method of correlation type with structural equation approach has been done in terms of practical purpose and in field form. The statistical population is the consumers who have bought sports goods and products online at least 3 times. Due to the uncertainty of the statistical population, the number of 384 people formed the statistical sample using the available method. Danapour et al.'s e-commerce ethics questionnaires (1401), Lin's customer behavioral intentions (2006) and Tavakoli's virtual advertising (2016) were used to measure research variables. To check the reliability of the questionnaires from Cronbach's alpha coefficient and to check composite reliability indices, Cronbach's alpha, divergent and convergent validity, VAF test (VAF) and structural equation modeling from SPSS version 23 and PLS version 2 software. used. The results showed that the effect of e-commerce ethics has an effect on the behavior of sports consumers with the mediating role of virtual advertising. Therefore, the goal of online store managers is not only to sell sports products, but they should try to find stable and loyal customers by maintaining ethics, providing quality products and providing the best services, and have good sales through virtual advertising.
