Document Type : Original Article
Authors
1
Master of Sports Management, Department of Physical Education, Faculty of Humanities and Physical Education, Rahbord Shomal Institute of Higher Education, Rasht, Iran
2
Assistant Professor of Sports Management, Department of Physical Education, Faculty of Humanities and Physical Education, Rahbord Shomal Institute of Higher Education, Rasht, Iran
3
Professor of Sports Management, Department of Sports Management, Faculty of Physical Education and Sport Sciences, University of Guilan, Rasht, Iran
10.22034/sms.2024.140500.1289
Abstract
The aim of the study is to determine the effect of e-commerce platforms with the mediating role of customer-related factors on the intention to purchase sportswear and the presentation of the model. The present study is applied and descriptive. The statistical population of the study is 420 sportswear customers in Rasht. The field data collection method, the data collection tool, the standard questionnaire, and the data analysis method, structural equation modeling were used, and the reliability of the tool was confirmed through Cronbach's alpha and the composite reliability and construct validity through convergent and divergent validity using factor analysis. After a descriptive study of the variables, the factor structure analysis technique and path analysis were used, and the path coefficients for the variables were examined using PLS3 software. The results of the study showed that e-commerce platforms, customer satisfaction, customer loyalty, customer purchase behavior, and customer perceived value did not have a significant relationship on purchase intention, and customer perceived value, customer purchase behavior, customer loyalty, and customer satisfaction mediated the relationship between e-commerce platforms and purchase intention. From the results of the research, it can be concluded that by creating a reliable and secure platform that introduces sports products well and makes the shopping process easy for the customer, it can lead to customer satisfaction and repeat purchases; therefore, it is recommended that managers of sportswear stores use social media platforms and media to introduce and sell their products in order to grow and survive in today's competitive market.
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