Identification of Symbolic Capital’s Dimensions and its Relationship with the Consumer Purchasing Behavior in Sporting Goods Stores )Sports Equipment Customers in Zahedan City)

Document Type : Research Paper

Authors

1 Assistant Professor, Department of Management, Payame Noor University, Tehran, Iran.

2 PhD Student in Human Resource Management, Sistan and Baluchestan University, Zahedan, Iran.

Abstract

The purpose of this research is to identify the components of symbolic capital and to examine the relationship between the capital and consumer purchasing behavior in sporting goods stores. This research is descriptive-survey. In the section of identifying the components of the symbolic capital of the statistical society, 19 university professors and university experts have been investigated. The information collected was analyzed using Delphi technique. In the next step, to examine the relationship between symbolic capital components and consumer purchasing behavior, customers of sporting goods stores in Zahedan city were selected as the statistical population of the study. Regarding the general nature of the research community, the research sample is multi-stage clustered and 384 people (Cronbach's alpha for symbolic capital and purchasing behavior questionnaire respectively were 0.82 and 0.89.(The research findings for the main question and also the relation between symbolic capital and the behavior before, during and after purchase were respectively 0.91, 0.92,0.91 and 0.89 .  the more people have symbolic capital, The more people with symbolic capital, the more they get information from the media and other people before buying sports equipment, and interact symbolically with more people, and compare sports equipment with alternative sports equipment and contain similar symbolic concepts. They Engage in symbolic choices and purchase according to symbolic needs to sports equipment.

Keywords

References

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Applied Research in Sport Management
Volume 8, Issue 3 - Serial Number 31
Winter2020
January 2020
Pages 25-35

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History

  • Receive Date: 01 January 1970
  • Accept Date: 01 January 1970

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