Investigating the Motives of Sports Products Online Shopping via Telegram as a Social Network

One of the most important ways of shopping in non-physical retail is online shopping. The rapid growth and increasing use of computer technologies has made it possible for retailers and customers to communicate more effectively online. One of the methods of online shopping is via Telegram. The purpose of the present study was to investigate the motivations for the pleasure of online shopping of sports products via Telegram. This research is thus a descriptive-analytical one. The statistical population is comprised of athletes of Urmia who have experienced purchasing sports products and services through Telegram. Since the population was indifinite and due to lack of accurate information and statistics of the target population, 120 people were considered as the sample size. Arnolder and Reynolds (2003) questionnaires were used as the research tool in this study, which included 15 questions in the 5-point Likert scale. In this study, descriptive statistical methods were used to calculate central tendency indices such as mean, view and dispersion indices such as standard deviation as well as tables and graphs. To anlayze data inferentially, one sample t-tesed was used and to rank variables, Friedman tesed using SPSS software was used. The results of prioritizing of pleasure beliefs effective in purchasing sports products showed that from the perspective of the participants studied, position and power, social relations, awareness of trends, adventure and value take priority.