Effect of perceived benefits in online shopping on attitude and intention to purchase sports products from the perspective of physical education students

Subject Areas :

مریم خانی ¹ ()
زین‌العابدین فلاح ² (گروه تربیت‌بدنی و علوم ورزشی، واحد گرگان، دانشگاه آزاد اسلامی، گرگان، ایران؛)
طاهر بهلکه ³ (گروه تربیت‌بدنی و علوم ورزشی، واحد گرگان، دانشگاه آزاد اسلامی، گرگان، ایران؛)
ناصر بای ⁴ (گروه تربیت‌بدنی و علوم ورزشی، واحد آزادشهر، دانشگاه آزاد اسلامی، آزادشهر، ایران.)

Received: 2020-05-24 Accepted : 2021-10-28 Published : 2021-11-22

Keywords: Attitude, intention to purchase, sports products, Keywords: Perceived Benefits,

Abstract :

The main purpose of this study was to study effect of perceived benefits in online shopping on attitude and intention to purchase sports products from the perspective of physical education students. The present study was a descriptive-field survey. The statistical population includes all physical education students of Golestan province universities that 384 students were selected through available sampling as the statistical sample of the study. To collect research data, questionnaires of perceived benefits in online shopping of Wani & Malik (2013), attitude to online shopping of Sinha (2010), and customers’ intention to online purchase of Chou & Hsu (2016) were used. To analyze the data and identify the effects of research variables, structural equation modeling was applied.The results indicate that the ease of use of online shopping has a positive and significant effect on the attitude towards online shopping of physical education students. The effect of appropriate price in online shopping on the attitude towards online shopping was positive and meaningful. The results showed that product diversity in online shopping has a positive and significant effect on students' attitudes towards online shopping. Finally, the positive and significant effect of attitude to online shopping on the intention to online purchase of sports products in physical education students was confirmed. According to the results, providing information to customers about the use of the website by online sellers, the use of different pricing methods and the variety of products offered to customers are recommended.   

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Aldousari, A.A., Delafrooz, N., Yajid, M.S., & Ahmed, Z.U. (2016). Determinants of consumers’ attitudes toward online shopping. Journal of Transnational Management, 21(4): 183–199.

Ariffin, S.K., Mohan, T., & Goh, Y.N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3): 309–327.

Arora, N., & Aggarwal, A., (2018). The role of perceived benefits in formation of online shopping attitude among women shoppers in India. South Asian Journal of Business Studies, 7(1): 91-110.

Bucko, J., Kakalejčík, L., & Ferencová, M. (2018). Online shopping: factors that affect consumer purchasing behavior. Cogent Business & Management, 5(1): 1–30.

Chang, C. (2011). The effect of the number of product subcategories on perceived variety and shopping experience in an online store. Journal of Interactive Marketing, 25(3): 159–168.

Chiu, W., & Choi, H. (2018). Consumers’ goal-directed behavior of purchasing sportswear products online.  Sport, Business and Management, 8(2): 118–133.

Chiu, W., Kim, T., & Won, D. (2018). Predicting consumers’ intention to purchase sporting goods online. Asia Pacific Journal of Marketing and Logistics, 30(2): 333–351.

Choi, Y., & Mai, D.Q. (2018). The sustainable role of the e-trust in the B2C e-commerce of Vietnam. Sustainability, 10(1): 1–18.

Delafrooz, N., Paim, L.H. & Khatibi, A. (2011). Understanding consumer’s internet purchase intention in Malaysia. African Journal of Business Management, 5(7), 2837– 2846.

Fang, J., Wen, C., George, B., & Prybutok, V.R. (2016). Consumer heterogeneity, perceived value, and repurchase decision-making in online shopping: The role of gender, age, and shopping motives. Journal of Electronic Commerce Research, 17(2): 116–131.

Fazl Ijaz, M., & Jongtae Rhee, J. (2018). Constituents and consequences of online-shopping in sustainable E-business: An experimental study of online-shopping malls. Sustainability, 10(10): 3756–3780.

Gurvinder, S.S., & Zhaobin, C. (2005). Web-based shopping: Consumers’ attitudes towards online shopping in New Zealand. Journal of Electronic Commerce Research, 6(2): 79–94.

Katta, R.M.R., & Patro, C.S. (2017). Influence of perceived benefits on the consumers’ online purchase behavior: An empirical study. International Journal of Sociotechnology and Knowledge Development, 9(3): 38–64.

Lee, W.I., Cheng, S.Y., & Shih, Y.T. (2017). Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping. Asia Pacific Management Review, 22: 223–229.

Mohiuddin Babu, M., & Dey, B.L. (2018). Appraisal of the potential of the growth of e-retailer based on impact of perceived value on trust for online purchases. Strategic Change, 27(5): 477–487.

Nayak, P.K., & Debashish, S.S. (2017). Young consumers’ online shopping decision influencers: A study on university students of Odisha. Effulgence, 15(1): 45–50.

Patro, C.S., & Parishad, G.V. (2019). Influence of perceived benefits and risks on consumers’ perceived value in online shopping: An empirical study. International Journal of Applied Behavioral Economics, 8(3): 12–35.

Pham, Q.T., Tran, X.P., Misra, S., Maskeliunas, R., & Damaševicius, R. (2018). Relationship between conveniences, perceived value, and repurchase intention in online shopping in Vietnam. Sustainability, 10(1): 1–14.

Phuong, N.N.D., & Trang, T.T.D. (2018). Repurchase intention: The effect of service quality, system quality, information quality, and customer satisfaction as mediating role: A PLS approach of M-Commerce ride hailing service in Vietnam. Marketing and Branding Research, 5: 78–91.

Rao, K.R.M., & Patro, C.S. (2017). Shopper’s stance towards Web shopping: An analysis of students’ opinion of India. International Journal of Online Marketing, 7(3): 42–54.

Sebastianelli, R., & Tamimi, N. (2018). E-retailer website attributes and trust: understanding the role of online reviews. Online Information Review, 42(4): 506–519.

Sethuraman, P., & Thanigan, J. (2019). An empirical study on consumer attitude and intention towards online shopping. International Journal of Business Innovation and Research, 18(2): 145–166.

Suman, S.K., Srivastava, P., & Vadera, S. (2019). Exploring the behavior of Indian consumers towards online discounts. International Journal of Electronic Marketing and Retailing, 10(1): 78–94.

Zuelseptia, S., Rahmiati, A., & Engriani, Y. (2018).The influence

 

of perceived risk and perceived ease of use on consumer’s attitude and online purchase intention. Advances in Economics, Business and Management Research, 57: 384–390.

Ajzen, I. (2002). Perceive behavioral control, self-efficacy, locus of control, and the theory of planned behavior. Journal of Applied Social Psychology, 32(4): 665–683.

Akroush, M.N., & Al-Debei, M.M. (2015). An integrated model of factors affecting consumer attitudes towards online shopping. Business Process Management Journal, 21(6): 1353-1376.

Akussah, C.S. (2019). Perceived benefits of online shopping and attitude formation of women shoppers in urban Ghana. MA Thesis, Public University in Accra, Ghana.

Aldousari, A.A., Delafrooz, N., Yajid, M.S., & Ahmed, Z.U. (2016). Determinants of consumers’ attitudes toward online shopping. Journal of Transnational Management, 21(4): 183–199.

Ariffin, S.K., Mohan, T., & Goh, Y.N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3): 309–327.

Arora, N., & Aggarwal, A., (2018). The role of perceived benefits in formation of online shopping attitude among women shoppers in India. South Asian Journal of Business Studies, 7(1): 91-110.

Bucko, J., Kakalejčík, L., & Ferencová, M. (2018). Online shopping: factors that affect consumer purchasing behavior. Cogent Business & Management, 5(1): 1–30.

Chang, C. (2011). The effect of the number of product subcategories on perceived variety and shopping experience in an online store. Journal of Interactive Marketing, 25(3): 159–168.

Chiu, W., & Choi, H. (2018). Consumers’ goal-directed behavior of purchasing sportswear products online.  Sport, Business and Management, 8(2): 118–133.

Chiu, W., Kim, T., & Won, D. (2018). Predicting consumers’ intention to purchase sporting goods online. Asia Pacific Journal of Marketing and Logistics, 30(2): 333–351.

Choi, Y., & Mai, D.Q. (2018). The sustainable role of the e-trust in the B2C e-commerce of Vietnam. Sustainability, 10(1): 1–18.

Delafrooz, N., Paim, L.H. & Khatibi, A. (2011). Understanding consumer’s internet purchase intention in Malaysia. African Journal of Business Management, 5(7), 2837– 2846.

Fang, J., Wen, C., George, B., & Prybutok, V.R. (2016). Consumer heterogeneity, perceived value, and repurchase decision-making in online shopping: The role of gender, age, and shopping motives. Journal of Electronic Commerce Research, 17(2): 116–131.

Fazl Ijaz, M., & Jongtae Rhee, J. (2018). Constituents and consequences of online-shopping in sustainable E-business: An experimental study of online-shopping malls. Sustainability, 10(10): 3756–3780.

Gurvinder, S.S., & Zhaobin, C. (2005). Web-based shopping: Consumers’ attitudes towards online shopping in New Zealand. Journal of Electronic Commerce Research, 6(2): 79–94.

Katta, R.M.R., & Patro, C.S. (2017). Influence of perceived benefits on the consumers’ online purchase behavior: An empirical study. International Journal of Sociotechnology and Knowledge Development, 9(3): 38–64.

Lee, W.I., Cheng, S.Y., & Shih, Y.T. (2017). Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping. Asia Pacific Management Review, 22: 223–229.

Mohiuddin Babu, M., & Dey, B.L. (2018). Appraisal of the potential of the growth of e-retailer based on impact of perceived value on trust for online purchases. Strategic Change, 27(5): 477–487.

Nayak, P.K., & Debashish, S.S. (2017). Young consumers’ online shopping decision influencers: A study on university students of Odisha. Effulgence, 15(1): 45–50.

Patro, C.S., & Parishad, G.V. (2019). Influence of perceived benefits and risks on consumers’ perceived value in online shopping: An empirical study. International Journal of Applied Behavioral Economics, 8(3): 12–35.

Pham, Q.T., Tran, X.P., Misra, S., Maskeliunas, R., & Damaševicius, R. (2018). Relationship between conveniences, perceived value, and repurchase intention in online shopping in Vietnam. Sustainability, 10(1): 1–14.

Phuong, N.N.D., & Trang, T.T.D. (2018). Repurchase intention: The effect of service quality, system quality, information quality, and customer satisfaction as mediating role: A PLS approach of M-Commerce ride hailing service in Vietnam. Marketing and Branding Research, 5: 78–91.

Rao, K.R.M., & Patro, C.S. (2017). Shopper’s stance towards Web shopping: An analysis of students’ opinion of India. International Journal of Online Marketing, 7(3): 42–54.

Sebastianelli, R., & Tamimi, N. (2018). E-retailer website attributes and trust: understanding the role of online reviews. Online Information Review, 42(4): 506–519.

Sethuraman, P., & Thanigan, J. (2019). An empirical study on consumer attitude and intention towards online shopping. International Journal of Business Innovation and Research, 18(2): 145–166.

Suman, S.K., Srivastava, P., & Vadera, S. (2019). Exploring the behavior of Indian consumers towards online discounts. International Journal of Electronic Marketing and Retailing, 10(1): 78–94.

Zuelseptia, S., Rahmiati, A., & Engriani, Y. (2018).The influence

 

of perceived risk and perceived ease of use on consumer’s attitude and online purchase intention. Advances in Economics, Business and Management Research, 57: 384–390.