Document Type : Research Paper
Authors
1 Assistant Professor of Sports Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran
2 PhD student in sports management, Shiraz Branch, Islamic Azad University, Shiraz, Iran
3 PhD student in sports management, Yasouj branch, Yasouj Azad University, Yasouj, Iran
Abstract
The current research was conducted with the aim of comparing the willingness to buy domestic and foreign sports brands of generation Z customers with an emphasis on social media influencers. The current research was a survey research. The statistical population of the current research includes all customers of generation Z of sports stores in Yasouj city, and complete information about their number was not available. According to Cochran's sample size formula, 384 people were identified as the research sample in the conditions of uncertainty of the population size. The data collection tool included the questionnaire of social media influencers by Son et al. (2021) as well as the questionnaire by Boon et al. (2020). In order to analyze the data, independent t method and analysis of variance test were used. According to the results, it was found that there is a significant difference between the desire to buy domestic sports brands of generation Z customers based on the type of social media influencers (F=13.658; significance level=0.001). In such a way, the willingness to buy domestic sports brands of generation Z customers in the group of friends and peers (2.85) is more than other groups. According to the results, it was found that there is a significant difference between the willingness to buy foreign sports brands of generation Z customers based on the type of social media influencers (F=11.587; significance level=0.001).
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