خلاصة:
Background. Impulse buying is a complicated human buying behavior. It is influenced by factors such as income level, consumption pattern, lifestyle changes, sociocultural variables, and increased buying power. Under its influence, consumers buy unreasonably and in an unplanned fashion.
Objectives. The objective of this study is to develop and validate the impulse buying evaluation scale proposed by Nazari & Ghaderi (2011).
Methods. The statistical population consisted of 598 customers of sports stores who were selected by convenience sampling. In this study, Kolmogorov-Smirnov (K-S) test was used to verify the natural distribution of data, Cronbach’s alpha was used to determine internal consistency, KMO test was used to determine sampling adequacy, exploratory factor analysis was used to initially identify items, and confirmatory factor analysis was used to examine the construct’s validity and to confirm the factor structure of the scale.
Results. The findings show that all the subscales examined—including factors related to product, situational, psychological-behavioral, and impulse buying—have good reliability and validity.
Conclusion. Therefore, this scale could be used to measure impulse buying behavior of customers of sports stores, based on which more efficient sports marketing plans can be developed.
ملخص الجهاز:
In general, the main hypothesis of the research is expressed in such a way that the scale developed to determine the factors affecting impulse buying behavior of sports consumers has reliability and validity.
After a survey of sports management professors and a study between limited examples, the final scale was provided in 35 items and 5 subscales, including demographic factors, situational factors, psychological-behavioral factors, product-related factors, and impulse buying.
The results of the exploratory factor analysis in Table 1 show that the following factors had an acceptable value and, consequently, an appropriate internal correlation: 6 items related to situational factors (beautiful showcase of the store, attractive store environment, guidance and conversation skills of sellers, shop search, individual buying, and enough money) with a mean Cronbach’s alpha of 0.
Confirmatory factor analysis chart of psychological-behavioral subscales affecting impulse buying in sports customers (View the image of this page) Figure 3.
Factor loads derived from confirmatory factor analysis of items of situational, product-related impulse buying, and psychological-behavioral subscales in each case were greater than 0.
In other words, the data developed scale of the research can be considered an appropriate scale with validity and reliability to determine the factors affecting impulse buying behavior in sports.
CONCLUSION Based on the results of the present study, it can be concluded that all the items related to situational, psychological-behavioral factors, and product-related factors effective on impulse buying have appropriate validity and reliability.