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1- Faculty of Physical Education and Sport Sciences, Islamic Azad University, Central Tehran Branch, Tehran, Iran
2- Faculty of Physical Education and Sport Sciences, Islamic Azad University, Central Tehran Branch, Tehran, Iran ,
Abstract:   (149 Views)
Background. Despite the research being accomplished so far, there is no clear answer to the question whether purchasing welfare is affected by the attitude of customer purchasing behavior.Objectives. The aim of this study was to investigate the effect of purchasing welfare on consumer purchasing behavior and to assess the mediator role of attitudes in this regard.Methods. This was a descriptive-correlational study conducted using a survey method. The statistical population of the study consisted of all young consumers of sporting goods (15-30 years old) in Isfahan city. In this study, there were 23 free parameters in the proposed model. The sample size was considered for each free parameter of 15 people. Finally, 350 people were estimated. Purchasing welfare (Edley et al., 2013), attitudes (Lee and Trill, 2012) and consumer purchasing behavior (Edwards, 1998) were used as the instruments and their face and content validity and reliability were confirmed (0.75, 0.80, 0.81). Data were analyzed using Amos-22 software.Results. The research model had a favorable fit. Also, the mediator attitude was a partial relationship between purchasing welfare and purchase behavior (p<0.05).Conclusion. Consumer welfare increased the behavior of consumer purchasing, but with the increasing consumer attitude in the relationship, the impact of purchasing prosperity on behavior increased.

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- It is suggested to marketers to evaluate the satisfaction of their products in regular periods through field surveys among the consumer, and to note that as long as consumer satisfaction is high, his purchasing behavior increases from that product.
- Marketers and manufacturers should note that changing consumer attitudes is a gradual process that can gradually increase consumer purchasing.
- Consumers are advised to make a general program that is tailored to their needs before purchasing.

Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2018/09/4 | Accepted: 2018/12/1

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