In collaboration with Payame Noor University and Scientific Association of Sports Management of Iran

Document Type : Research Paper



The purpose of the study was to investigate the effect of online advertising on sport consumer purchase decision. This research is of  applied research in terms of goals and descriptive-survey as well. statistical Population were students of physical education at colleges and universities in the city of Tehran. Sample size determined through using Cochran formula and obtained 344 people. Data collection tool was Wu et al (2008) questionnaire that its validity approved by 12 professional sport management and marketing professors and confirmatory factor analysis was used to assess construct validity and the reliability through Cronbach's alpha coefficient was calculated for different parts , between 0/86 to 0/91. Data analyzed by descriptive and inferential tests such as means, standard division, kolmogorov-smirnov and stepwise multivariate linear regression and data analysis was performed using SPSS 23. The results show that the factors product involvement degree, attitudes to Internet advertising and Internet advertising content design can predict purchase decision. Internet advertising contact and attention could not also contribute regression equations. Internet advertising involvement and role of goods purchase foremost according to necessity, usage, importance to people and after that attitude creation and good content can increase goods selling.


-       اسماعیل پور، مجید؛ قریحه، محبوبه (1391). «بررسی عوامل مؤثر  در تبلیغات اینترنتی در رفتار خرید مشتریان در محصولات گوشی تلفن همراه». مجله توسعه مهندسی بازار، شماره 29، ص 34-44.
-       اکثیر منفرد، آزاده سادات (1388). تبلیغات اینترنتی، پایان نامه مقطع کارشناسی، رشته گرافیک، دانشگاه تهران، ص 24-25.
-       جلالی فراهانی، مجید؛ ذاکریان، علیرضا؛ رزاقی، محمد ابراهیم (1393). بررسی بازاریابی تحت وب (مدیریت ارتباط با مشتری) باشگاه‏های فوتبال ایران. تهران، اولین همایش ملی بازاریابی ورزشی، ص 246.
-       ذاکریان، علی؛ ذاکریان، علیرضا؛ همتی، عصمت (1393). ارزیابی و مقایسه بازاریابی تحت وب باشگاه‏های حرفه‏ای فوتبال ایران، اسپانیا و آلمان. تهران، اولین همایش ملی بازاریابی ورزشی، ص 238.
-       روستا، احمد؛ ابوالفضلی، سید ابولفضل؛ قربانی، حسن (1388). «بررسی نقش تعدیل کننده عدم اعتماد به اجتناب از تبلیغات اینترنتی»، نشریه مدیریت فناوری اطلاعات. دوره 1، شماره 2. ص 51-66.
-       محمدی، سمیه؛ نورایی، طهمورث؛ شریفیان، اسماعیل (1395). «ارائه مدل معادلات ساختاری عوامل تأثیرگذار بر توسعه خرید اینترنتی کالاهای ورزشی». نشریه پژوهش‏های کاربردی در مدیریت ورزشی. سال چهارم، شماره 16. ص 43-54.
-       یزدانی، ناصر (1394). «ارزیابی اثربخشی تبلیغات اینترنتی در بازار فرش ایران». فصلنامه تحقیقات بازاریابی نوین .سال 5، شماره 1. ص 43-58.
-       Ajzen, I., & Fishbein, M. (1980). “Understanding attitudes and predicting social behavior”.University of Michigan, Prentice-Hall publisher.
-       Bakshi, G., & Gupta, S. K. (2013). “Online advertising and its impact on consumer buying behavior”. International Journal of Research in Finance and Marketing, 3(1), 21-30.
-       Brown, S. P., & Stayman, D. M. (1992). “Antecedents and consequences of attitude toward the ad: A meta-analysis”. Journal of consumer research, 19(1), 34-51.
-       Bruner, G. C., & Kumar, A. (2000). “Web commercials and advertising hierarchy-of-effects”. Journal of Advertising Research, 40(1-2), 35-42.
-       Cho, C. H. (1999). “How advertising works on the WWW: Modified elaboration likelihood model”. Journal of Current Issues & Research in Advertising, 21(1), 34-50.
-       Homer, P. M. (1990). “The mediating role of attitude toward the ad: Some additional evidence”. Journal of Marketing Research, 78-86.
-       Hwang, J., Yoon, Y. S., & Park, N. H. (2011). “Structural effects of cognitive and affective reponses to web advertisements, website and brand attitudes, and purchase intentions: The case of casual-dining restaurants”. International Journal of Hospitality Management, 30(4), 897-907.
-       Kimelfeld, Y. M., & Watt, J. H. (2001). “The pragmatic value of on-line transactional advertising: A predictor of purchase intention”. Journal of Marketing Communications, 7(3), 137-157.
-       Kriemadis, T., Terzoudis, C., & Kartakoullis, N. (2010). “Internet marketing in football clubs: A comparison between English and Greek websites”. Soccer & Society, 11(3), 291-307.
-       MacKenzie, S. B., & Lutz, R. J. (1989). “An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context”. The Journal of Marketing, 48-65.
-       Mitchell, A. A., & Olson, J. C. (1981). “Are product attribute beliefs characteristics associated with purchasing involvement”. Journal of marketing, 49(1), 72-82.
-       Rasty, F., Chou, C. J., & Feiz, D. (2013). “The impact of internet travel advertising design, tourists' attitude, and internet travel advertising effect on tourists' purchase intention: the moderating role of involvement”. Journal of Travel & Tourism Marketing, 30(5), 482-496.
-       Suh, J. C., & Youjae, Y. (2006). “When brand attitudes affect the customer satisfaction-loyalty relation: The moderating role of product involvement”. Journal of Consumer Psychology, 16(2), 145-155.
-       Ravikumar, V, & Tiwari, K. (2015). “A study on the Impact of Online Advertisements on Buying Decision of Customers of Passenger Car Industry”. Global Illuminators, 1, 128-139.
-       Zaichkowsky, J. L. (1985). “Measuring the involvement construct”. Journal of consumer research, 12(3), 341-352.