An Investigation of the Effect of Internet Advertising Factors on Behavior of Sport Consumers

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Zakerian Alireza; JALALI FARAHANI MAJID; Takali Homeila

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Journal: Sport Management Journal Year:2019 | Volume:11 | Issue:1 Page(s): 107-118

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Information Journal Paper

Title

An Investigation of the Effect of Internet Advertising Factors on Behavior of Sport Consumers

Author(s)

Zakerian Alireza | JALALI FARAHANI MAJID | Takali Homeila | Issue Writer Certificate

Keywords

Consumer behaviorQ2

internet advertisingQ1

sport consumerQ2

sporting goodsQ2

sport marketingQ1

Abstract

The aim of the current study was to investigate the effect of internet advertising factors on behavior of sport consumers. This research was applied in terms of goals and descriptive-survey. The statistical population consisted of all students of physical education faculties and departments in the city of Tehran. The sample size was determined by Cochran formula (n=344). Wu et al. (2008) questionnaire was used to collect data. Its face and content validity was approved by 12 professionals and professors of sport management and marketing and the reliability was calculated by Cronbach's alpha coefficient: between 0. 86 and 0. 91 for different parts. SPSS 23, Kolmogorov-Smirnov test for data normality, Cronbach's alpha for reliability, Pearson correlation and independent t test were used and LISREL 8. 8 was applied to determine and confirm the structural equation model. The results showed that the factors of product involvement, attitudes towards internet advertising, internet advertising content and attention and contact with internet advertising respectively had the highest effect on behavior of sport consumers. internet advertising involvement and its role in purchasing goods was firstly based on necessity, usage and importance for people and then goods sale can increase by attitude and good content.

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APA: Copy

Zakerian, Alireza, JALALI FARAHANI, MAJID, & Takali, Homeila. (2019). An Investigation of the Effect of Internet Advertising Factors on Behavior of Sport Consumers. SPORT MANAGEMENT (HARAKAT), 11(1 ), 107-118. SID. https://sid.ir/paper/159312/en

Vancouver: Copy

Zakerian Alireza, JALALI FARAHANI MAJID, Takali Homeila. An Investigation of the Effect of Internet Advertising Factors on Behavior of Sport Consumers. SPORT MANAGEMENT (HARAKAT)[Internet]. 2019;11(1 ):107-118. Available from: https://sid.ir/paper/159312/en

IEEE: Copy

Alireza Zakerian, MAJID JALALI FARAHANI, and Homeila Takali, “An Investigation of the Effect of Internet Advertising Factors on Behavior of Sport Consumers,” SPORT MANAGEMENT (HARAKAT), vol. 11, no. 1 , pp. 107–118, 2019, [Online]. Available: https://sid.ir/paper/159312/en

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