The effect of e-commerce platforms with the mediating role of customer-related factors on the intention to buy sportswear

Ghonouei, Ali; Hematinezhad, Mohammad; HemmatiNezhad, Mehrali

doi:10.22034/sms.2024.140500.1289

The effect of e-commerce platforms with the mediating role of customer-related factors on the intention to buy sportswear

Document Type : Original Article

Authors

¹ rahbord shomal university

² Assistant Professor of rahbord shomal university

³ Professor, Faculty of Physical Education and Sport Science, University of Guilan, Rasht, Iran

10.22034/sms.2024.140500.1289

Abstract

The purpose of the research is to determine the effect of e-commerce platforms with the mediating role of customer-related factors on the intention to purchase sportswear and model presentation. The current research is applied and descriptive. The statistical population of the research is 420 people from Rasht sports wear customers, and the field data collection method, the data collection tool is a standard questionnaire; (Alwana and Al-Shorideh, 2022) and (Dash et al., 2021) and the method of data analysis, structural equation modeling was used, the reliability of the instrument through Cronbach's alpha and composite reliability and construct validity through convergent validity and divergent validity using It was confirmed by factor analysis. After the descriptive analysis of the variables, factor structure analysis and path analysis techniques were used and the path coefficients for the variables were analyzed using PLS3 software. The research results showed that e-commerce platforms, customer satisfaction, customer loyalty, customer purchase behavior and customer perceived value do not have a significant relationship on purchase intention, and the relationship between customer perceived value, customer purchase behavior, customer loyalty, customer satisfaction It mediates e-commerce platforms and purchase intention. From the results of the research, it can be concluded that by creating a reliable and safe platform that introduces sports products well and makes the buying process easy for the customer, it can lead to customer satisfaction and repeat purchases; Therefore, it is suggested to the managers of sportswear stores to use platforms and social media to promote and sell their products in order to grow and stay in today's competitive market.

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