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1- Department of Sport Management, Faculty of Physical Education and Sport Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2- Department of Sport Management, Faculty of Physical Education and Sport Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran , farshad.tojari@gmail.com
Abstract:   (86 Views)
Background. Impulse buying is a complicated human buying behavior. It is influenced by factors such as income level, consumption pattern, lifestyle changes, sociocultural variables, and increased buying power. Under its influence, consumers buy unreasonably and in an unplanned fashion.
Objectives. The objective of this study is to develop and validate the impulse buying evaluation scale proposed by Nazari & Ghaderi (2011).
Methods. The statistical population consisted of 598 customers of sports stores who were selected by convenience sampling. In this study, Kolmogorov-Smirnov (K-S) test was used to verify the natural distribution of data, Cronbach’s alpha was used to determine internal consistency, KMO test was used to determine sampling adequacy, exploratory factor analysis was used to initially identify items, and confirmatory factor analysis was used to examine the construct’s validity and to confirm the factor structure of the scale.
Results. The findings show that all the subscales examined—including factors related to product, situational, psychological-behavioral, and impulse buying—have good reliability and validity.
Conclusion. Therefore, this scale could be used to measure impulse buying behavior of customers of sports stores, based on which more efficient sports marketing plans can be developed.
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APPLICABLE REMARKS
  • Sports marketers and marketing researchers can use this scale to measure the factors affecting the behavior of impulse buying in sports.
  • Using this scale and the results they gain, sports managers and decision makers can prepare a marketing and sales strategy.
  • Due to the increasing development of e-commerce, this scale can be used with minor revisions for investigating the factors affecting impulse buying in sports.

Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2018/05/23 | Accepted: 2018/07/7

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