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associate professor in Sport management<Kharazmi university
10.30473/arsm.2025.71657.3897
Abstract
The purpose of this research was to investigate the effect of reference groups on online shopping style with the mediating role of trust and awareness of sports products consumers. The statistical population included all the people who had an official user account of the Digikala online store and had bought sports products from the Digikala online store at least once. Due to the uncertainty of the statistical population, 384 samples were selected to test the hypotheses using the available sampling method in 2023. In order to answer the research hypotheses, a combination of standard questionnaires of Reference groupquestionnaire, online customer purchases, customer trust in online shopping and consumer awareness were used. The results of path analysis of structural equations showed that reference groups on online shopping style with path coefficient of 0.274 and T value of 3.684, reference groups on online shopping style trust with path coefficient of 0.552 and T value of 8.046, groups Reference on the awareness of online shopping style with a path coefficient of 0.488 and T value of 7.646, consumers' trust in online shopping style with a path coefficient of 0.367 and a T value of 3.634 and consumer awareness of online shopping style with a path coefficient of 358 0.0 and T value 3.771 has had a positive and significant effect. It is suggested that Digikala sports store in its marketing and customer orientation strategy should pay attention to the factors and paths affecting the customer's buying behavior.
mokhtari dinani, M. , aghaei, N. and Alibolandi, F. (2025). The effect of reference groups on online shopping style with the mediating role of trust and awareness of sports products consumers. Applied Research of Sport Management, (), -. doi: 10.30473/arsm.2025.71657.3897
MLA
mokhtari dinani, M. , , aghaei, N. , and Alibolandi, F. . "The effect of reference groups on online shopping style with the mediating role of trust and awareness of sports products consumers", Applied Research of Sport Management, , , 2025, -. doi: 10.30473/arsm.2025.71657.3897
HARVARD
mokhtari dinani, M., aghaei, N., Alibolandi, F. (2025). 'The effect of reference groups on online shopping style with the mediating role of trust and awareness of sports products consumers', Applied Research of Sport Management, (), pp. -. doi: 10.30473/arsm.2025.71657.3897
CHICAGO
M. mokhtari dinani , N. aghaei and F. Alibolandi, "The effect of reference groups on online shopping style with the mediating role of trust and awareness of sports products consumers," Applied Research of Sport Management, (2025): -, doi: 10.30473/arsm.2025.71657.3897
VANCOUVER
mokhtari dinani, M., aghaei, N., Alibolandi, F. The effect of reference groups on online shopping style with the mediating role of trust and awareness of sports products consumers. Applied Research of Sport Management, 2025; (): -. doi: 10.30473/arsm.2025.71657.3897
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