Investigating the effect of paying attention to the digital space on consumer decision-making with the mediating role of brand interest and willingness to buy
Subject Areas : Innovation in Sports Management
Soheila
Zarinjoy alvar
1
(Assistant Professor, Department of Business Management, Abadan branch, Islamic Azad, University, Abadan, Iran)
Donya
Bavi
2
(Assistant Professor, Department of Business Management, Abadan branch, Islamic Azad, University, Abadan, Iran)
Keywords: Sports products, Brand Interest, Consumer Decision Making, Willingness to Buy, Digital Space,
Abstract :
Purpose: This study was conducted with the aim of investigating the effect of paying attention to the digital space on consumer decision-making with the mediating role of interest in the brand and willingness to buy (case study of Araz sports products). Methodology: In terms of the purpose of this research, it is an applied research, and in terms of the method of data collection, it is a survey research and in terms of time, and since the researcher investigates the effect of the independent variable on the dependent, therefore this The nature of the research is causal-descriptive research. The data collection method is also field. The population of this research includes the consumers of Araz brand sports products in Abadan city, and due to the unlimited population, we used Cochran's formula to calculate the number of sample members. Based on this, the number of the examined sample was 384 people (questionnaire) and we used the online distribution of the Kim (2020) questionnaire to collect data. For the reliability of the questionnaire, we used Cronbach's alpha coefficient and for its validity, we used the analytical factor verification method. The results of the research hypotheses have been tested using Lisrel software. Findings: The results showed that paying attention to the digital space has an effect on consumer decision-making with the mediating role of brand interest and willingness to buy. Also, sports brands, including Iranian brands, need to install digital devices in stores to create a digital space to speed up the decision-making process of consumers.
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