Investigating the role of purchase regret and customer experience on customers' behavioral intention with the mediating role of competitive advantage of sports products
Subject Areas : Sport Marketing
Reza Mortazi
1
,
Azadeh Seyedalinejad
2
,
Mohamad Jalilvand
3
1 - PhD Student in Sports Management, Hamadan Branch, Islamic Azad University, Hamadan, Iran
2 - Assistant Professor, Department of Physical Education and Sports Sciences, Hamadan Branch, Islamic Azad University, Hamadan, Iran
3 - Assistant Professor, Department of Physical Education and Sports Sciences, Hamadan Branch, Islamic Azad University, Hamadan, Iran
Keywords: Competitive Advantage, behavioral intentions, customer experience, purchase regret,
Abstract :
The present research was designed and implemented with the aim of investigating the role of purchase regret and customer experience on customers' behavioral intention with the mediating role of competitive advantage of sports products. The current research is a descriptive research which, from the point of view of the objective, is one of the applied researches that was conducted in the field. The statistical population of the research consists of all customers of sports products. Due to the wideness of the statistical population and the uncertainty of its number, the statistical sample was selected based on Morgan's sample size determination table for the unlimited population of 384 customers of sports products in Hamedan city, who were randomly selected in a multi-stage cluster. Standard questionnaires were used to collect information in this research. In order to analyze the data of the present research, the structural equation modeling method was used with the PLC software. Purchase regret (effect=0.45; t=7.36) and customer experience (effect=0.39; t=4.83) had a significant effect on competitive advantage. The results also showed that purchase regret (effect=0.32; t=5.12) and customer experience (effect=0.36; t=4.19) had a significant effect on customer behavioral intentions. The results showed that competitive advantage (effect=0.55; t=5.10) had a significant effect on behavioral intentions. According to the results of the present research, it was determined that the mediating role of competitive advantage on the relationship between purchase regret and customer experience on the behavioral intention of sports products customers is partial.