Document Type : Original Article
Authors
1 MA Student, Department of Sport Sciences, Faculty of Education and Psychology, Azarbaijan shahid Madani University, Tabriz, Iran
2 Associate Professor, Department of Sport Sciences, Faculty of Education and Psychology, Azarbaijan shahid Madani University, Tabriz, Iran
Abstract
The purpose of this study was to explain the factors influencing customers’ positive and negative emotions in online purchases of sporting goods using the Stimulus-Organism-Response (S-O-R) framework. The research was applied in purpose and descriptive-survey in design. The statistical population consisted of Iranian customers with experience in online purchasing of sporting goods. Following the rules of structural equation modeling (a minimum of 5–10 observations per indicator), a sample of 384 respondents was selected through convenience and voluntary sampling. Data were collected using a 29-item questionnaire adapted from Golalizadeh et al. (2022) and analyzed using Pearson correlation, Partial Least Squares Structural Equation Modeling (PLS-SEM), and hierarchical regression analysis. Findings indicated that individual, situational, and product-related factors significantly affect positive and negative emotions, with individual factors having the most substantial contribution (mean path coefficient = 0.468). Moreover, a selective pattern of moderation was confirmed; gender moderated only the product-emotions relationship, age moderated the individual-emotions relationship, education moderated the situation-emotions relationship, and income moderated both individual and product-emotions relationships. This study provides an integrated model demonstrating that the emotional experience of online sporting goods purchase is a customer-centered, multidimensional phenomenon that requires simultaneous attention to individual, situational, and product factors, considering demographic differences.
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