Investigating the Role of Word of Mouth in the Relationship between Trust and Shopping Behavior of Consumers of Sports Products in Guilan Province

Subject Areas : Sport Sciences Quarterly

abbas  khodayari ¹ (دانشیارمدیریت ورزشی، دانشگاه آزاد اسلامی واحد کرج، کرج،ایران)
seyavash  khodaparast ² (استادیارگروه تربیت بدنی و علوم ورزشی، دانشگاه آزاد اسلامی واحد لاهیجان، گیلان)
javid  pourabdi ³ (کارشناسی ارشد مدیریت ورزشی، دانشگاه بین المللی امام رضا(ع)، مشهد، ایران)

Received: 2023-05-12 Accepted : 2023-05-12 Published : 2022-11-22

Keywords: consumers, Customer Trust, Word of Mouth, customer shopping, sports products,

Abstract :

The purpose of this study was to investigate the role of word of mouth in the relationship between trust and consumer buying behavior of sports products in Guilan province. The present study is applied in terms of purpose and descriptive-survey type. The statistical population of the study was consumers of sports products in Guilan province that 387 people were randomly selected based on Cochran's formula.To collect data, Kim and Park Customer Trust Questionnaire (2013), Bandapi Customer Behavior Questionnaire (2016) and Jang (2007) word of mouth were used. Structural equation modeling and Spss24 and Pls3 software were used to analyze the data and check the model fit. The results showed that customer trust has a direct positive and significant effect on word of mouth (0.55) and can also explain about 52% of customer buying behavior; Word of mouth also has a direct and positive effect on shopping behavior and explains about 42% of its changes; Finally, the effect of customer trust on buying behavior mediated by word of mouth was significant. It can be said that in an environment where consumer confidence in the company and advertising has decreased, word of mouth allows companies and products to influence customer buying behavior.