Orientation to shopping habits: a model for consumers of Iranian sports goods

The purpose of this study was to orient shopping habits: a model for consumers of Iranian sports goods.

The present study is descriptive-correlative in terms of applied purpose. The statistical population of the study was all managers and experts of sports production companies and sports stores that the statistical sample was selected as available. A researcher-made questionnaire was used to collect data and the face validity of the questionnaire was confirmed by experts (13 people). Its reliability was also calculated using Cronbach's alpha test (0.92) and combined reliability. Structural equation modeling in PLS3-SPSS24 software has been used to analyze the data and evaluate the model fit.

The results showed that except for the effect of environment on shopping habit which was not confirmed (P> 0.05), all coefficients of significance t are greater than 1.96, which means that all questions and relationships between variables are significant at the level. 95% Confirmation.

In general, according to the results of the research, it can be said that in order to institutionalize the habit of buying domestic sports goods, the factors used in this research should be considered as a model for their decision making.