Identifying and enhancing the distinctive consumption patterns of women in the sports goods industry
Subject Areas : Innovation in Sports Management
zahra barzegaryazdi
1
(PhD student, Department of Physical Education and Sports Sciences, Qazvin Branch, Islamic Azad University, Qazvin, Iran)
nima majedi
2
(Assistant Professor, Department of Physical Education and Sports Sciences, Qazvin Branch, Islamic Azad University, Qazvin, Iran)
mehdi naderi nasab
3
(Assistant Professor, Department of Physical Education and Sports Sciences, Qazvin Branch, Islamic Azad University, Qazvin, Iran)
Keywords: consumption pattern, sports goods, women, sports industry,
Abstract :
The purpose of the current research was to identify and expand the effective factors on women's consumption patterns in the field of sports goods. The research method was mixed in terms of data collection, which was qualitative-quantitative. The statistical population of the research included experts and specialists in the fields of management, marketing and sports management, doctoral students in the field of sports marketing and women who are provided with sports services. A sufficient number of statistical samples were selected in the qualitative part based on theoretical saturation (16 people and 28 documents) and in the quantitative part they were selected using the available targeted method (360 people). Also, its reliability was calculated using Cronbach's alpha test (0.91) and composite reliability. Qualitative part analysis was done with Maxqda software, and quantitative part analysis was done with Smart PLS3 structural equation model software. The findings of the research showed that the conceptual framework of the current research included five parts of environmental factors, consumption prerequisites, society values and norms, demographic characteristics of reference groups, and improving the consumption of sports goods. Also, the values and norms have been examined from the two perspectives of society's values and consumption culture. In the quantitative part, it was found that most of the paths of relationships between the research components (except for the path of environmental factors -> improvement of consumption of sports goods) as well as the items with each of their factors are greater than 1.96 and significant, this significance indicates the correct prediction of the relationships. It is a research model.
