Document Type : Original Article
Authors
1 University of Mohaghegh Ardabili
2 Qom university, Qom, Iran
3 Mohaghegh Ardabili, Ardabil, Iran
Abstract
The purpose of the present study was to examine the effect of consumer values on purchase intention for sporting goods, with an emphasis on the mediating role of flow experience. The research method was a descriptive-survey design. The statistical population of this study comprised all customers who had a history of purchasing from sports stores in Tehran. G*Power software was used to estimate the sample size; accordingly, the sample size was determined to be 220 participants. The research instrument was a questionnaire based on three standardized scales: consumer values (Kahle et al., 1986), flow experience (Jackson et al., 2008), and purchase intention (Zeithaml et al., 1996). Structural equation modeling (SEM) was employed at a significance level of α = 0.05. The findings indicated that consumer values had a significant effect on customers' flow experience (T-value = 3.374, β = 0.388), but their direct effect on purchase intention was not significant (T-value = 1.634, β = 0.329). Flow experience itself had a significant effect on purchase intention and significantly mediated the relationship between consumer values and customers' purchase intention (T-value = 3.118, β = 0.238). The findings show that consumer values do not directly increase purchase intention; however, through flow experience, they exert a notable effect on customers' purchase decisions (T-value = 2.122, β = 0.034). The results suggest that flow experiences in the shopping process, as an intermediary link, can connect consumer values to actual purchase intention; therefore, sports marketing managers should significantly enhance consumers' purchase motivation by creating exciting and interaction-oriented shopping environments.
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