The Effect of Electronic Word of Mouth (e-WOM) Advertising on the Sports Customers' Purchase Intention with Emphasis on the Mediator Role of Consumer’ s Involvement

Q: How can I download an article?

To download an article from SID, first log in to the site, search for the article title, and click on the 'Download Article' option.

Q: How can I download an ISI article?

To download an ISI article on SID, enter the keyword or article title in the search bar, view the relevant results, click on the desired article, and select the 'Download Article' option.

Q: How can I access the SID database?

To access the SID database, visit SID.ir, create an account, and log in to access scientific resources.

Q: Is downloading articles from SID free?

Some articles on SID are available for free, while others require payment. Details are specified on the article's page.

Ghate Habibeh; SHEIKHALIZADEH MAHBOUB

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: Research in Sport Management and Motor Behavior Year:2020 | Volume:9 (18) | Issue:18 (34) Page(s): 111-126

Download Full-Text

Persian Verion

View:

2,424

Download:

Cites:

Information Journal Paper

Title

The Effect of Electronic Word of Mouth (e-WOM) Advertising on the Sports Customers' Purchase Intention with Emphasis on the Mediator Role of Consumer’ s Involvement

Author(s)

Ghate Habibeh | SHEIKHALIZADEH MAHBOUB | Issue Writer Certificate

Keywords

Electronic Word of Mouth (eWOM) AdvertisingQ1

Digital MarketingQ1

Purchase IntentionQ1

Consumer InvolvementQ1

Sport CustomersQ1

Abstract

The present study aimed to investigate the effects of electronic word of mouth (e-WOM) advertising on the sports customers' Purchase Intention with emphasis on the mediator role of consumer’ s involvement. 270 Sport Customers voluntarily filled out the Bambauer-Sachse and Mangold electronic word of mouth advertising (2011), McQuarrie's Consumer Involvement (1992) and the Diallo (2012) and Park et al Purchase Intention (2008) questionnaires. Structural equation modeling (SEM) in software Lisrel 8. 51 was used to analyze the data. The results showed that the electronic word of mouth advertising had a significant direct effect on the Purchase Intention (γ =0. 22; p<0. 05) and the Consumer Involvement (γ =0. 70; p<0. 01). The Findings prove the positive moderation role of involvement on the relationship between electronic word of mouth (e-WOM) advertising and Purchase Intention. According to results of model analysis the modified model had good fit (CFI=0. 94; RMSEA=0. 077; χ 2/df=2. 60). In conclusion, we can say that electronic word of mouth (e-WOM) advertising can have a great impact on the individual knowledge about products and Consumer Involvement in them, and it can thus affect consumers' Purchase Intention by provision of a large volume of information in a short time.

Cites

No record.

References

No record.

Cite

APA: Copy

Ghate, Habibeh, & SHEIKHALIZADEH, MAHBOUB. (2020). The Effect of Electronic Word of Mouth (e-WOM) Advertising on the Sports Customers' Purchase Intention with Emphasis on the Mediator Role of Consumer’ s Involvement. RESEARCH IN SPORT MANAGEMENT & MOTOR BEHAVIOR (JOURNAL OF MOVEMENT SCIENCE & SPORTS), 9 (18)(18 (34) ), 111-126. SID. https://sid.ir/paper/213840/en

Vancouver: Copy

Ghate Habibeh, SHEIKHALIZADEH MAHBOUB. The Effect of Electronic Word of Mouth (e-WOM) Advertising on the Sports Customers' Purchase Intention with Emphasis on the Mediator Role of Consumer’ s Involvement. RESEARCH IN SPORT MANAGEMENT & MOTOR BEHAVIOR (JOURNAL OF MOVEMENT SCIENCE & SPORTS)[Internet]. 2020;9 (18)(18 (34) ):111-126. Available from: https://sid.ir/paper/213840/en

IEEE: Copy

Habibeh Ghate, and MAHBOUB SHEIKHALIZADEH, “The Effect of Electronic Word of Mouth (e-WOM) Advertising on the Sports Customers' Purchase Intention with Emphasis on the Mediator Role of Consumer’ s Involvement,” RESEARCH IN SPORT MANAGEMENT & MOTOR BEHAVIOR (JOURNAL OF MOVEMENT SCIENCE & SPORTS), vol. 9 (18), no. 18 (34) , pp. 111–126, 2020, [Online]. Available: https://sid.ir/paper/213840/en

Related Journal Papers