نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار گروه تربیت بدنی، واحد بیرجند، دانشگاه آزاد اسلامی بیرجند، بیرجند، ایران
2 دانشجوی کارشناسی ارشد مدیریت ورزش، دانشگاه آزاد اسلامی، بیرجند، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Today, the effort to reduce customer churn in the sports industry has been expressed as a strategic tool in the development of customer relationships. The aim of the current research was the effect of deep online recommendation factors on consumer wandering with the mediating role of cognitive absorption perception in athletes consuming sports products. The method of descriptive-correlational research is structural equations and it was conducted in the field. The statistical population of the research included customers of online sports products. The sample size was determined based on the structural equation method (10 people per item) of 180 athletes from Tehran. The available sampling method was used. To measure the variables, three online recommendation questionnaires by Ye Teng (2012) with 3 items, Wang and Benbast (2010) with 4 items, Barton and Joynes (2006) with 5 items, and Webster and Ayoja's (2006) consumer wandering questionnaire were used. It was used with 6 items. The results showed that deep online recommendation factors have a significant effect on consumer wandering with the mediating role of cognitive absorption perception in sports product consumers (β=0.76). Therefore, it is suggested that the sellers of sports products should pay special attention to the online product dealers in a virtual way and reduce their wandering when purchasing the product as much as possible by providing useful information to the customers.
کلیدواژه‌ها [English]
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