An Investigation of the Factors Influencing Purchasing Behavior of Customers of Sport Facilities in Region 2 of Tehran

The aim of this study was to investigate those factors influencing purchasing behavior of customers of sport facilities. The population included all customers and authorities of sport facilities in region 2 of Tehran, sport management professors and staff of Sport and Youth Department of the northwest of Tehran. To collect data, a questionnaire was designed; its construct validity was confirmed by factor analysis and its reliability was approved by Cronbach alpha (α=0.81). The questionnaire included 30 items: 10 items belonged to demographic characteristics and the other 20 items were used based on a 5-point Likert scale to measure those factors influencing customers' purchasing behavior. The data were analyzed using descriptive and inferential statistics, and exploratory and confirmatory factor analysis. Based on the findings of exploratory factor analysis, 5 factors influencing customers' purchasing behaviors were identified: facilities and equipment, availability, culture factors, social factors and specific services. The findings of binomial test suggested that the customers of sport facilities in region 2 of Tehran evaluated the facilities and equipment (94%), availability (90%), cultural factors (98%), social factors (86%) and specific services (20%) as appropriate (P˂0.01).