文章基本信息

标题：Impact of Social Media and the Price Image Presented on Them on the Intention of Customers to Buy Sportswear During the Corona Pandemic
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作者：Mohammad Hossein Abdollahi ; hossein zareian ; sajad gholami torkesaluye 等
期刊名称：مطالعات مدیریت ورزشی
印刷版ISSN：2538-3213
电子版ISSN：2538-3221
出版年度：2021
卷号：13
期号：69
页码：247-267
DOI：10.22089/SMRJ.2021.9942.3290
语种：Spanish
出版社：Sport Sciences Research Institute
摘要：The purpose of this study was to investigate the effect of social media and the price image presented in them on the intention of customers to buy sportswear during the Corona pandemic. The research method was descriptive-correlational and in terms of purpose, it was an applied study.In addition, the statistical population included the users of sportwear. Eighty-five randomly selected individuals answered the standard four-question Price Image Questionnaire by Lambert et al., The 11-question Kim and Koo Social Media Questionnaire, and the four-item Alalwan Purchase Questionnaire. For translation validity, the forward-backward method was used. Formal and content validity was confirmed by fifteen professors in sports management. Further, the reliability of the questionnaire was estimated to be favorable. The results were analyzed using structural equation modeling using LISREL and SPSS softwares. The results showed that social media as well as price image have an effect on the intention of customers to buy sportswear during the Corona pandemic. Therefore, it is suggested that sportswear sellers increase the sales of their products by expanding their social media and also providing a reasonable and fair price image.
关键词：Social Media;Price Image;Shopping Intention;Corona