A Research on The Intention of Sports Management Students for Purchasing Sports Goods Online
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Keywords
Sport Management, Student, Internet, Sports Goods, Purchase Intention
Abstract
This study aimed to determine the intention of sports management students for Purchasing Sports Goods online. In our research, 163 students who were actively studying in the Sports Management Department of Aydın Adnan Menderes University in the 2022-2023 academic year participated voluntarily. In our research, the demographic information form created by the researchers and the "Intention Scale for Purchasing Sports Goods Online" developed by Chiu et al. (2018), the Turkish validity and reliability of which was conducted by Aydın and Gümüşboğa (2022), were used as data collection tools. SPSS package programme was used in data analysis. Moreover, statistical frequency analysis, reliability coefficient calculations, Mann Witney U test, and Kruskal Wallis H tests were performed regarding the 95% confidence interval. In the results of our research, the attitude sub-dimension of the participants' intention scale for purchasing sports goods online was at a medium level (x̄= 2,85), the subjective norm dimension was at a medium level (x̄= 2,81), and the Perceived Behavioral Control dimension was at a low level (x̄= 2, 55), Positive anticipated emotion dimension was at a moderate level (x̄= 2,67), Negative anticipated emotion dimension was at a very low level (x̄= 1,55), desire dimension was at a moderate level (x̄= 2,73), and behavioural intention dimension was at a low level (x̄= 2,44). As a result; According to the results of the analysis between the sports equipment usage frequency of the participants and the intention for purchase sports goods online, it was determined that there was a statistically significant difference in the attitude sub-dimension, ,positive anticipated emotion sub-dimension and negative anticipated emotion sub-dimensions. According to the results of the analysis between the participants' daily internet usage duration variable and the intention for purchasing sports goods online, it was determined that there was a statistically significant difference only in the negative anticipated emotion sub-dimension. According to the results of the analysis between the participants' Online Shopping Sites Membership status and the Intention for Purchasing Sports Goods Online, it was concluded that there was a statistically significant difference in favor of the participants who were members of online shopping sites in the dimensions of attitude, subjective norm, positive anticipated emotion and desire.
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