Providing Sport Website Quality Modeling with E-Loyalty in Physical Education Students: Mediating Role of E-Satisfaction and Flow Experience

In e-commerce, the quality of providing e-services is important for satisfaction of users, because it can lead to user’s loyalty. The purpose of this study was to identify the affective factors on the user's e-loyalty. The statistical population of the study included all undergraduate and graduate students of physical education (N = 260). To measure the variables of the research, standard questionnaires of quality of sports websites, e-satisfaction, e-loyalty and flow experience were used. To formal validity survey, experts opinion and to content validity, carcass model (CVR=0/78) and Cronbach's Alpha reliability were used. In order to analyze the data, suitable descriptive and inferential statistic methods (structural equation model) were used. The findings showed that the service quality effects on e-loyalty through e-satisfaction mediators and a flow experience (32%). Generally, the findings showed that the higher quality of sports websites, the greater level of e-loyalty. The role of the flow experience and e-satisfaction as a mediator between them are the same and have a positive effect on this.