An Analysis of the Role of Internal and External Factors on Consumers' Decision-Making in Their Free Time with an Approach of Physical Activity

The present study aimed at analyzing the role of internal and external factors on consumers' decision-making in their free time with the approach of physical activity. The method was descriptive and field. The statistic population included users of parks and sport clubs in Tehran city. 402 subjects (206 men, 196 women) were selected as the sample by cluster random sampling method. A researcher-made 50-item questionnaire was used to collect data. Its validity was confirmed by 15 university professors and experts and its reliability was computed more than 0.7 in a preliminary test with 30 subjects using Cronbach's alpha test for all indicators. Descriptive statistics including central tendency, dispersion and frequency percentage were used to describe data. For data analysis, KMO test was used for sample efficiency; exploratory factor analysis was applied to identify factors and confirmatory factor analysis was used to evaluate the variables using SPSS 20 and Lisrel 8.8. The results showed that internal factors played a more important role in consumers' decision-making in their free time with the approach of physical activity.