The effect of deep online recommendation factors on consumer wandering with the mediating role of cognitive absorption perception in athletes consuming sports products

Document Type : Original Article

Authors

1 Assistant Professor, Department of Physical Education, Birjand Branch, Birjand Islamic Azad University, Birjand, Iran

2 Master's student in sports management, Islamic Azad University, Birjand, Iran

10.22034/sms.2024.140272.1276

Abstract

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.

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