Rasol Moradi Hezari; Ensiye Fardi; Akbar Derakhshan
Abstract
The purpose of the study was to investigate the structural equation of the effect of consumer product knowledge on the adoption of sport brand clothing based on multi-group analysis. The research method of descriptive-survey based on structural equations is applied in terms of purpose and is a field ...
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The purpose of the study was to investigate the structural equation of the effect of consumer product knowledge on the adoption of sport brand clothing based on multi-group analysis. The research method of descriptive-survey based on structural equations is applied in terms of purpose and is a field research. The statistical population of this study was the consumers of Majid sports brand in Tehran. Considering the size of the community was unclear, using the Morgan table, the sample size was estimated to be 384, therefore, with regard to the probability of the loss of samples, 400 questionnaires were distributed among consumers, of which 380 acceptable questionnaires were analyzed. Data were collected by questionnaire Clariser and Mantel (1994), Elena Delgado Ballester (2005) and Chang Kim et al. (2001). The face and content validity of the questionnaire was evaluated by some of the professors and Ph.D students. Also structural validity and reliability is presented using structural equations. The findings show that the consumer knowledge of women and men would effect on accepting the promotion of sporting goods brand and trusting them respectively.However, the regression weights of model paths showed that the effect of product knowledge on brand acceptance in women is relatively better than men