An Investigation of the impact of Internet Advertising Factors on Purchase Intention of Sport Consumers

The purpose of current study was to investigate the effect of online advertising in sport consumer purchase intention. This research applied research goals is the descriptive-survey. Population statistical for students of physical education colleges and universities in the city of Tehran. Sample size determined by using Cochran formula and obtained 344 people. Data collection tool was Wu et al (2008) questionnaire that validity approved by 12 professional sport management and marketing professor and As well as confirmatory factor analysis was used to assess construct validity and the reliability by Cronbach's alpha coefficient was calculated for different parts of between 0/86 to 0/91. Data analyzed by Descriptive and inferential tests such as means, standard division, kolmogorov-smirnov and stepwise multivariate linear regression that the data analysis was performed using SPSS 23. The results show that the factors product involvement degree, attitudes to Internet advertising and Internet advertising content design can predict purchase intention. Also Internet advertising contact and attention could not also contribute regression equations. Internet advertising involvement and role in goods purchase foremost according to necessity, usage, important for people and after that attitude creation and good content can increase sale goods.