journal of motor and behavioral sciences

journal of motor and behavioral sciences

Investigating the Mediating Role of Satisfaction in the Effect of Sports Product Quality and Online Shopping Experience on Customer Loyalty

Document Type : Original Article

Authors
Donya Bavi 1
Hamid Eidan Torkzade 2
Saham Deris Jorfi 2
1 Doctoral Student, Department of Business Management, Ahvaz Branch, Islamic Azad University, Ahvaz, Iran
2 Masters, Department of Business Management, Islamic Azad University, Abadan Branch, Abadan, Iran
10.22034/jmbs.2025.508692.1238
Abstract
The aim of the present study is to investigate the mediating role of satisfaction in the effect of sports product quality and online shopping experience on customer loyalty. This study is descriptive-causal, applied in terms of purpose, and cross-sectional in terms of time. The statistical population of the present study is all consumers who purchase sports products from online platforms. Due to the unlimited nature of the population, the sample members were determined to be 384 people using simple random sampling and the Cochran formula. In this study, we used descriptive statistical methods to analyze the demographic data of the sample, inferential statistical methods to examine the research hypotheses, and structural equations to formulate relationships between research variables and path analysis of each variable using SPSS and IMOS software. All research hypotheses were confirmed and the partial mediation of the satisfaction variable in the relationship between product quality, online shopping experience and customer loyalty was also confirmed. At the end of the study, practical suggestions were also provided for developing appropriate strategies to increase customer loyalty for marketing managers, platform managers and sports product companies.
Keywords
Product quality
online shopping experience
customer loyalty
customer satisfaction
journal of motor and behavioral sciences
Volume 8, Issue 4
Autumn 2025
Pages 75-89