Document Type : Original Article
Authors
1 Department of Psychology, Faculty of Educational Sciences, University of Isfahan, Isfahan, Iran
2 Department of Movement Behavior and Sports Management, Faculty of Sport Sciences, University of Isfahan, Isfahan, Iran.
Abstract
With the rapid growth of online shopping, consumer behavior in digital environments has become a major research focus in the field of consumer behavior. The present study aimed to analyze the mental model of consumers in the online purchasing process of sports products. This study was exploratory in purpose and qualitative in nature, conducted within the interpretive paradigm. Data were collected through 27 in-depth semi-structured interviews. Participants were selected using purposive sampling with a maximum variation strategy, and snowball sampling was subsequently employed to recruit additional participants. Data collection continued until theoretical saturation was achieved. Data were analyzed using thematic analysis following the six-phase approach proposed by Braun and Clarke. The findings revealed four overarching themes: perceived risks, perceived benefits of online shopping, risk management strategies, and purchasing behavior patterns. Perceived risks included performance, financial, physical, time, psychological, privacy, and delivery risks. In contrast, perceived benefits such as ease of access, extensive product variety, transparent information, and the enjoyment of the shopping experience acted as positive drivers of purchasing decisions. Consumers also employed various strategies to manage perceived risks and restore a sense of control, including actively searching for information, relying on previous experiences, verifying seller credibility, and considering post-purchase guarantees. The interaction of these factors gave rise to distinct purchasing behavior patterns, including impulsive purchasing, cautious purchasing, and purchase postponement or cancellation. The findings suggest that online purchasing of sports products is not merely an economic transaction but rather a cognitive, interpretive, and experience-driven process.
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