Document Type : Original Article
Authors
1
Lecturer, University of Ivanki, Department of Sports Science, Faculty of Humanities, University of Ivanki, Semnan: Iran.
2
M.A., Department of Sports Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran: Iran.
3
M.A., Department of Sports Management, Faculty of Physical Education and Sport Sciences, Allameh Tabatabai University, Tehran: Iran.
4
PhD , Department of Sports Management, Faculty of Physical Education and Sport Sciences, Mazandaran University, Mazandaran: Iran.
Abstract
This research aimed to analyze the effect of e-marketing on the satisfaction and purchase intention of sports store customers. The current research method was a descriptive survey type and applied in terms of purpose. The statistical population of this research was the customers of sports stores. The sampling of the present study was done randomly and according to the unlimited population of subjects, 384 people were selected as a statistical sample based on Morgan's table. The data collection tool was a researcher-made questionnaire on e-marketing, customer satisfaction, and customer purchase intention. 12 sports management professors confirmed the validity of the questionnaires and their reliability was obtained through Cronbach's alpha coefficient test as 0.84, 0.82, and 0.86 respectively. Descriptive statistics methods were used to determine the mean, standard deviation, frequencies, percentages, and inferential statistical methods used in this research for confirmatory factor analysis of questionnaires and research modeling. The results of the study showed that electronic marketing uses various tools and techniques to provide the best possible experience for the customers of sports stores, based on this, electronic marketing has a positive effect on the satisfaction and purchase intention of customers of sports stores and increases the satisfaction of customers from sports stores. It can be done by providing customer-oriented services, ensuring product quality, fast shipping, and creating a positive shopping experience for sports store products and services.
Keywords
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