The Effect of Consumer Innovativeness on Shopping Styles of Sports Clothing

The aim of this research was to examine the effect of consumer innovativeness (emotion and cognitive) on shopping styles. This is a descriptive - survey and statistical society type of study. The participants were students of Razi University in Kermanshah. The statistical sample of the research was chosen according to the random-stratified sampling method. The field method was chosen for data collection. On the basis of optimal allocation, 325 questionnaires were distributed among the students and a total of 301 questionnaires were returned correctly and were chosen as the sample. The validity of the questionnaires was confirmed by 15 experts in the field of sports management and their reliability was calculated using the Cronbach's alpha. The value of the questionnaires such as the modernization questionnaire (α = 0.84) and the shopping style questionnaire   (α = 0.80) were calculated. These values showed the reliability of the scales. For data analysis, structural equation modeling was done using the LISREL software.Finally, the results of the research showed that fitting of the model with the data was appropriate. Also, the coefficient of influence of the two factors of cognitive innovativeness on purchasing styles: "quality awareness (0.63), cost awareness (0.67) and confusion (0.60)" and emotional innovativeness on purchasing styles, "fashion-oriented (0.79), habit-oriented (0.78), brand awareness (0.76), inurement (0.73), disorganization (0.64) and entertainment (0.63)" was meaningful. The results showed that innovativeness was effective on nine shopping styles. These findings enable sports marketers to adopt a more effective approach to targeting a particular group of users.