Document Type : Original Article
Authors
1
PhD student in sports management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran
2
Department of physical education and sport sciences, faculty of humanities, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran.
3
PhD Student in Sport Management, Islamic Azad University Sanandaj Branch, Sanandaj, Iran
10.22034/sms.2024.140481.1287
Abstract
Abstract
The purpose of this study is to investigate the effect of Internet marketing mix on the intention of customers to buy sports products online with the role of moderator of online shopping anxiety. The present study is an applied research in terms of purpose and quantitatively strategically and in terms of correlation implementation path, field data collection and prospective time. In the present study, the statistical population was the customers of reputable foreign sports brands (Adidas, Nike, Puma, etc.), in which 360 people were selected as the research sample and were selected by available sampling method and voluntarily. According to the objectives of the study, the appropriate tools for this study was a questionnaire; For this purpose, to collect data related to the Internet marketing mix, a questionnaire of 42 questions by Kasumawati et al. (2014), which consists of 7 components (price, product, promotion, site, customer service, personalization, security) used. Also, Danes and Wei (2005) 5-question questionnaire was used to measure the variable of online shopping intention, and finally, Nagaro Gandotra (2016) questionnaire, which consists of 5 questions, was used to measure the variable of online shopping anxiety. Confirmatory factor analysis and mediating the effects and mediating role of the research were analyzed at 5% error level using 25 SPSS and Smart PLS 3.2.9 software. The results showed that the internet marketing mix has a positive and significant effect on online shopping intention, also online shopping anxiety has a moderating role between the effect of internet marketing mix on online shopping intention
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