sports marketing
Ahmad Fallahi; jabar Seifpanahi Shabani; amin pournaghi
Abstract
The purpose of this study was to identify consumer decision-making styles in online sports goods purchase. Data were collected and analyzed using exploratory mixed (qualitative-quantitative) research method. The qualitative part was done through the analysis of the interview findings and the quantitative ...
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The purpose of this study was to identify consumer decision-making styles in online sports goods purchase. Data were collected and analyzed using exploratory mixed (qualitative-quantitative) research method. The qualitative part was done through the analysis of the interview findings and the quantitative part was done through the second-order confirmatory factor analysis. Sampling in the qualitative part of the research was done purposefully untill theoretical data saturation through interviews with three groups of samples (15 sports management and marketing specialists, 12 business owners and 18 customers with a history of online shopping of sports products). In the quantitative part of the research, data were collected from 414 samples using an electronic questionnaire. The reliability and validity of the data were confirmed in both parts of the study. Qualitative data were analyzed by interpretive analysis and the data obtained from the questionnaire were analyzed using exploratory factor analysis and second-order confirmatory factor analysis tests. Divergent validity, convergent validity, and combined reliability of data were calculated. The results of the study led to the identification of 9 styles of online purchasing decision making styles including; quality sensitive, saving time and energy, optimization, information sensitive, information abundance, diversity, brand-loyal, advertising sensitive and reliable. This model can provide insight into online business marketing strategies as well as fill existing research gaps.
Ahmad Fallahi; Mohamad Ehsani; Hshem Kouzehchian; Mohammad Khabiri
Volume 5, Issue 2 , November 2016, , Pages 11-21
Abstract
This research aimed at investigating the Moderating role of ambush marketing, negative behavior and congruence in the relationship between sport (Iran Football pro-league) involvement and intention to purchase. The research used a descriptive-correlation method conducted as a field. The sample consisted ...
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This research aimed at investigating the Moderating role of ambush marketing, negative behavior and congruence in the relationship between sport (Iran Football pro-league) involvement and intention to purchase. The research used a descriptive-correlation method conducted as a field. The sample consisted of 515 pro-league spectators. A researcher-made questionnaire was used to collect data. The validity of the questionnaire was approved by 14 professors and through confirmatory factor analysis. The reliability was evaluated by Cronbach''s alpha (over 0.7 for the whole questionnaire and all subscales). ANCOVA was used to analyze the data. The results showed a significant difference in intention to purchase from sponsors with regard to different levels of sport involvement (F=1.8, P=0.001). Also, the Moderating role of negative behavior (F=14.6, P=0.001) and congruence (F=100.2, P=0.001) in purchase intention was significant while the moderating role of ambush marketing (F=0.34, P=0.0556) was not significant. Generally, there was a relationship between the pro-league involvement and the intention to purchase sponsors'' products and players'' negative behaviors and the congruence between sponsors and pro-league moderated this relationship.
