Investigating the Factors Affecting the Motivation of Sporting Goods from Online Stores

Sobhi, Ali (2019) Investigating the Factors Affecting the Motivation of Sporting Goods from Online Stores. Masters thesis, University of Mohaghegh Ardabili.

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Abstract

Objective: The purpose of this study was to identify the relationship between the factors of utilitarian and pleasure motivation with the intention of online shopping by using the model of You et al. Directly investigated. In this study variables such as cost savings, convenience, variety of choice, information availability, lack of social interaction, customized goods and services, adventure / exploration, social relationships, awareness of trends, value, positional control over purchase intention Were examined. In the second chapter of this study, each of these variables is described in detail. Research Methodology: The statistical population in this study is athletes. Spectators or responsible people who visited the Ardebil sports venues and venues and had at least one online shopping experience before. Questionnaires were used for data collection and data analysis was done through two levels of descriptive and inferential analysis. Descriptive data analysis included descriptive demographic analyzes (gender, age, level of education and income level and duration of internet use) and descriptive analysis of proprietary research data (frequency, percentage). Data were analyzed using SPSS software to confirm or reject the research hypotheses. These are discussed in the third and fourth chapters of this study. Conclusion: The results of hypotheses testing and comparison between utilitarian motivation and pleasure motivation show that utilitarian motivation has more effect on motivation to buy sporting goods in online shopping than pleasure motivation

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