Document Type : Research Paper
Authors
1 NO. 42. Shahid Bakeri Street Blvd Azadi
2 Assistant Professor
3 khu university
4 PhD in Sports Management, University of Tehran
Abstract
The purpose of this practical study is to investigate the effect of gamification of sports programs on the purchase intention of consumers. For this purpose, cognitive evaluation was used to predict the effect of consumers' enjoyment of sports games on their purchase intention.The current survey study of the electronic five-point Likert questionnaire that includes; There were 3 questions for pleasure(Kim and Lee, 2013; Venkatesh and Gossin, 2009), 4 questions for reward(Nelson, 2008; O'Brien, 2010; Kankanhali, 2012) and 4 questions for purchase intention(Huang, 2017). 384 Iranian consumers who used NikeFuel or Nike+. A total of 380 questionnaires were returned, of which 352 were approved. The data was analyzed by SPSS 26 and smart PLS04 software. To check the reliability of the tool, the composite reliability coefficient(CR) for pleasure was 0.909, purchase intention was 0.886, and reward was 0.949. To measure the validity of the tool, average variance extracted(AVE) for pleasure was 0.770, purchase intention was 0.663, and reward was 0.822. The results showed that reward has a positive effect on pleasure and pleasure has a positive correlation with purchase intention. The study shows that the sports game can increase the consumer's purchase intention when it satisfies the psychological needs of the consumers as well as the reward satisfies the basic psychological needs of the people, which is the key to increase the enjoyment in the games. In addition, enjoying the game in the shopping market promotes consumer behavior. Sports companies should create an environment that has positive emotional effects on consumers.
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