The role of Electronic word of mouth on e-Loyalty of sports goods (Case of: Digi Kala and Bamilo website )

Today's with the growth of social media, staying competitive in e-businesses requires the effort to retain customers. So paying attention to customer e-loyalty in this environment is very important. Recently, sporting goods shoppers are also using social media for their purchases because they provide the ability to compare products and get feedback from users. The purpose of this research is Investigating Effect of Electronic word of mouth on Customer e-Loyalty with the mediator role of Personal and social midia Identification with Internet media. The statistical population of the study consists of electronic customers of sports goods who have experience shopping from digi Kala and Bamilo websites.The data were collected through 455 questionnaires of electronic consumers of sporting goods. The relationships between variables were studied through structural equation modeling using AMOS software. The results showed that Electronic word of mouth had a positive effect on Personal Site Identification, social Site Identification and e-loyalty. On the other hand, the mediating role of Personal and social Identification in the relationship between Electronic word of mouth and electronic loyalty was confirmed.