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1- Department of Physical Education and Sport Science, Gorgan Branch, Islamic Azad University, Gorgan, Iran
2- Department of Physical Education and Sport Science, Gorgan Branch, Islamic Azad University, Gorgan, Iran ,
3- Department of Physical Education and Sport Science, Azadshahr Branch, Islamic Azad University, Azadshahr, Iran
Abstract:   (281 Views)
Background. Today, online shopping has become one of the most important components of modern marketing that had both positive and negative consequences for customers.
Objectives. The purpose of present research was to study the consequences of fear of identity theft in sport products online shopping from the perspective of physical education students.
Methods. The present study is a descriptive-correlational survey and its statistical population includes all physical education students of Golestan province universities that 384 students were selected through available sampling as the statistical sample of the study. To collec research data, Hille et al (2015) fear of identity theft questionnaire, Chen et al (2015) perceived risk questionnaire and Chou & Hsu (2016) willingness to online shop questionnaire were used. Validity of the questionnaires was verified by 8 masters of sport management and internal consistency of questionnaires by using Cronbach's alpha was determined respectively 0.86, 0.78 and 0.81. To analyze the data and identify the effects of research variables, structural equation modeling was used in the PLS software.
Results. The result showed that fear of losing money in the customer has a positive and significant effect on perceived risk. The effect of fear of credit damage in the customer on perceived risk was positive and significant. Finally, the results showed that the effect of perceived risk on the physical education students' willingness to online shopping was negative and significant.
Conclusion. According to the results of the study, increasing awareness of physical education students about the selling rules of sports websites and increasing the security of sport products websites in order to reduce consumers' fears and concerns are suggested.
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  • Developing specific rules regarding the privacy and security of customers and consumers on the sport products websites.
  • Informing costumers and consumers about the rules of sale on the sport products websites.
  • Ensuring online customers and consumers about the reimbursement for technical problems on the sport products websites.
  • Obtaining special licenses from the cyberspace police by sport product websites and presenting them to online customers and consumers.
  • Establishing communication channels between sport products sellers and customers and consumers to increase customer awareness and reduce their concerns.

Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2020/02/24 | Accepted: 2020/04/19 | Published: 2020/03/29 | ePublished: 2020/03/29

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