Communication Management in Sport Media

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The Mediating Role of Pleasurable Experience and E-Satisfaction in the Relationship Between E-Service Quality and Only Repurchase intention of Sports Products

Document Type : Research Paper

Authors

1 Assistant Prof. of sport management, Clinical Care and Health Promotion Research Center, Karaj branch, Islamic Azad University, Karaj, Iran.

2 Master of Sports Management, Karaj Branch, Islamic Azad University, Karaj, Iran.

3 Assistant Prof. in Sports Management Department, Karaj Branch, Islamic Azad University, Karaj, Iran.

Abstract

The present study was applied in terms of purpose and descriptive-correlational in terms of data collection. It investigated the mediating role of enjoyable experience and e-satisfaction in the relationship between the e-services quality and the intention to repurchase electronic sports products. The statistical population of the study includes buyers of sports products from Majid website and their information was in the customer relationship management system of the company that the research tool was distributed among them (N = 635). Also, the sample size was determined according to the purpose and using PASS statistical software at an error level of 0.05, in the range of 198 to 216 people.  Descriptive and inferential statistics techniques and Smart PLS and SPSS software were used for data analysis. The measuring instruments of the present study were the standard e-service quality questionnaire of Parasoramon et al. (2005), the Oliver e-satisfaction questionnaire (2007), the electronic repurchase intention questionnaire of Cronin et al. (2000) and the enjoyable electronic experience questionnaire of Hsu et al. (2017).  The results showed that the quality of electronic services (P <0.01, β = 0.318), enjoyable electronic experience (P <0.01, β = 0.340) and electronic satisfaction (P <0.05, β0/150) have impact on repurchase electronic sports products. Also, the indirect beta coefficient of e-service quality on repurchase intention shows that satisfaction and enjoyable e-experience play a mediating role in the relationship between e-service quality and purchase intention.

Keywords

Main Subjects

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Communication Management in Sport Media
Volume 10, Issue 3 - Serial Number 39
April 2023
Pages 84-98
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History
  • Receive Date: 17 October 2021
  • Revise Date: 31 December 2021
  • Accept Date: 03 February 2022
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