Document Type : Original Article
Authors
1 Associate Professor, Department of Sports Management, Faculty of Physical Education and Sports Sciences, University of, Birjand Birjand, Iran
2 PhD student in sports management, University of Guilan
3 PhD in Sports Management, University of Guilan
Abstract
Objective: This study aimed to present a conceptual model of the factors influencing purchasing decisions and online buying behavior for sports products in Iran.
Method: This applied qualitative study employed Braun and Clarke's thematic analysis. Data were collected through non-interventionist immersion in four online communities (Digikala, Iran Sporter, Majid's Instagram, and OfcoSport) over one month. Of 427 collected units, 398 were analyzed. The analysis yielded 87 initial codes, 24 basic themes, and six organizing themes: the sensory experience gap and compensatory mechanisms; trust and multilayer perceived risk; identity construction and self-presentation in digital space; reference group and influencer influence; economic factors and perceived value; and user experience and platform efficiency.
Results: An exploratory, multi-component conceptual model was drawn, comprising a core antecedent (the sensory experience gap), action strategies (trust building, identity construction, reference group influence), contextual and intensifying factors (economic factors and perceived value, user experience), the cultural-social context, and outcomes (purchase, loyalty, eWOM). The sensory experience gap was among the most frequent themes and the starting point of users' concerns; Iranian consumers relied more on social-human mechanisms user reviews, real videos, and easy returns to compensate for it. Multilayer trust and perceived value, due to weak institutional trust and inflation, took priority over identity construction at certain decision-making stages.
Conclusions: The study's innovation lies in a comprehensive, exploratory model of online buying behavior for sports products in Iran, offering practical implications for online stores, sports brands, and e-commerce policymakers including trust-building mechanisms, facilitated returns, user-generated content and influencer marketing, and improved platform user experience to build loyalty and attract more customers.
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