The Mediating Role of Social Networking in the Relationship between Online Retail Development with Mental Involvement and Consumers' Intention to Buy Sporting Commodity and Equipment: A Grounded Theory Study
Subject Areas : Sport Sciences Quarterly
parvin
azadegan
1
(دانشجوی دکتری مدیریت ورزشی ،واحدکرمانشاه ،دانشگاه آزاد اسلامی ،کرمانشاه، ایران)
shahab
bahrami
2
(استادیارگروه مدیریت ورزشی، واحد کرمانشاه ، دانشگاه آزاد اسلامی ، کرمانشاه ، ایران.)
korosh
vaysi
3
(استادیار گروه مدیریت ورزشی واحد سنندج، دانشگاه آزاد اسلامی، سنندج، ایران)
Keywords: Cyberspace, Customer, loyalty, customer behavior,
Abstract :
AbstractThe purpose of this study was to mediate the role of social networks in the relationship between online retail development with mental conflict and the intention of consumers to buy sports goods and equipment and providing a model. The present study was applied in terms of purpose and descriptive in nature. The statistical population included consumers of sports goods and equipment, the exact number of whom was unknown. Data through a researcher-made questionnaire developed by online retail development, Weiss social networks (1396), mental conflict. Hair. Bahek (2000) and Intention to Buy Diallo (2012) were collected, which had previously been validated by experts and their reliability by Cronbach's alpha calculation. The data analysis method was structural equation modeling of variance based method which was done with the help of SPSS software version 17 and PLS version 2. Findings showed that the mediating role of social networks in the relationship between the development of online retail of sports goods and equipment with mental involvement is statistically significant (P <0.01). However, the mediating role of social networks in the relationship between the development of online retail of sports goods and equipment with the intention to buy is not statistically significant (P <0.05). Since the mediating role of social networks in the relationship between online retail development and mental engagement was significant, these retailers are offered the opportunity to develop their retail by planning appropriate strategies in this Improve the context and strengthen the aspects that lead to development in order to increase the level of mental engagement of their customers.
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