تأثیر گروه‌های مرجع بر سبک خرید آنلاین با نقش میانجی اعتماد و آگاهی مصرف‌کنندگان محصولات ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه الزهرا (س)، تهران، ایران.

2 دانشیار، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه خوارزمی، تهران ایران.

3 دانشیار، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه الزهرا (س)، تهران، ایران.

10.30473/arsm.2025.71657.3897

چکیده

هدف از این پژوهش بررسی تأثیر گروه‌های مرجع بر سبک خرید آنلاین با نقش میانجی اعتماد و آگاهی مصرف­کنندگان محصولات ورزشی بود. جامعه آماری پژوهش شامل تمامی افرادی بودند که حساب کاربری رسمی فروشگاه آنلاین دیجی‌­کالا داشتند و حداقل یک‌بار از فروشگاه آنلاین دیجی­‌کالا محصولات ورزشی خرید کرده باشند. با توجه به نامشخص بودن جامعه آماری، با استفاده از فرمول کوکران، ۳۸۴ نفر با استفاده از روش نمونه‌­گیری هدفمند و در دسترس از بین جامعه آماری تحقیق انتخاب شدند. به‌منظور پاسخگویی به فرضیه‌های پژوهش از پرسشنامه‌­های استاندارد گروه‌های مرجع، خرید آنلاین مشتریان، اعتماد مشتری در خرید آنلاین و آگاهی مصرف‌­کننده و به‌منظور تحلیل داده‌‏های تحقیق، از مدل‌سازی معادلات ساختاری استفاده شد. براساس یافته­های به دست ­آمده، گروه‌های مرجع بر سبک خرید آنلاین با ضریب مسیر 274/0، گروه‌های مرجع بر اعتماد سبک خرید آنلاین با ضریب مسیر 552/0، گروه‌های مرجع بر آگاهی سبک خرید آنلاین با ضریب مسیر 488/0، اعتماد مصرف­‌کنندگان بر سبک خرید آنلاین با ضریب مسیر 367/0 و آگاهی مصرف‌­کنندگان بر سبک خرید آنلاین با ضریب مسیر 358/0 تأثیر مثبت و معناداری داشته است. همچنین، مدل پژوهش از برازش مطلوبی برخوردار بود. به‌طور کلی، نتایج این پژوهش از نظریه تأثیر اجتماعی حمایت می‌کند. براساس نتایج به دست­ آمده، پیشنهاد می‌شود فروشگاه ورزشی دیجی­کالا در استراتژی بازاریابی و مشتری مداری خود به عوامل و مسیرهای اثرگذار بر رفتار خرید مشتری توجه نماید.

کلیدواژه‌ها

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