Factors Affecting the Sudden Buying of Sportswear

Document Type : Original Article

Authors

1 Department of Physical Education, Education, Babol, Iran

2 Department of physical education, Babol Noshirvani University of Technology (BUT), Babol, Iran

Abstract

The purpose of this study was to investigate the factors affecting the sudden buying of sportswear in sports stores in Mazandaran, Iran. This applied research has been done by descriptive-survey method. The statistical population of the study was the customers of a reputable sports store in Mazandaran province. 385 customers were selected through  available sampling method. A valid and reliable researcher-developed questionnaire was used for data collection, and structural equation modeling (SEM) was conducted for data analysis and hypotheses test. The results showed that the store environment (light, color, music, fragrance) has a positive effect on the sudden buying behavior of store customers. Moreover, the findings demonstrated that layout and physical appearance (Product availability, booth guide, product layout, building appearance, and staff coverage), as well as facilities available in the store and ancillary services (cafes and restaurants, amusement parks, child care centers), affect the psychological characteristics of customers' sudden buying behavior. By focusing on the research findings, the managers of sports stores can have a positive impact on customers’ sudden buying and improving the selling approaches.

Keywords


Abratt, R., & Goodey, S. D. (1990). Unplanned buying and in‐store stimuli in supermarkets. Managerial and
decision economics, 11(2), 111-121.
Ahmad, M. B., Ali, H. F., Malik, M. S., Humayun, A. A., & Ahmad, S. (2019). Factors affecting impulsive
buying behavior with mediating role of positive mood: An empirical study. European Online Journal
of Natural and Social Sciences, 8(1), pp. 17-35.
Arafat, S., Kar, S. K., & Kabir, R. (2021). Editorial for Panic Buying: Human Psychology and Environmental
Influence. Frontiers in Public Health, 9, 589.
Bonnin, G., & Goudey, A. (2012). The kinetic quality of store design: an exploration of its influence on
shopping experience. Journal of Retailing and Consumer Services, 19(6), 637-643.
Chang, H.-J., Eckman, M., & Yan, R.-N. (2011). Application of the Stimulus-Organism-Response model to
the retail environment: the role of hedonic motivation in impulse buying behavior. The International
Review of Retail, Distribution and Consumer Research, 21(3), 233-249.
Chih, W.-H., Wu, C. H.-J., & Li, H.-J. (2012). The antecedents of consumer online buying impulsiveness on
a travel website: Individual internal factor perspectives. Journal of Travel & Tourism Marketing,
29(5), 430-443.
Ertemel, A. V., & BAŞÇI, A. (2015). Effects of zero moment of truth on consumer buying decision: an
exploratory research in Turkey. International Journal of Social Sciences and Education Research,
1(2), 526-536.
Esfahani, M. E., Hadadian, A., & Rahimizadeh, H. (2014). Evaluating Effective Factors on Impulse Buying at
Chain Store in Mashhad:(Case Study: Poruma Chain Store). New Marketing Research Journal, 4(4),
71-84.
Forghani Ozrudi, M., Masomi Shob, M., & Sadeghi, M. (2016). Relationship between Service Quality and
Aesthetic Dimensions with Customer's loyalty. Sport Management Studies, 7(34), 91-112.
Fu, P., Jing, B., Chen, T., Xu, C., Yang, J., & Cong, G. (2021). Propagation Model of Panic Buying Under the
Sudden Epidemic. Frontiers in Public Health, 9, 402.
Gąsiorowska, A. (2011). Gender as a moderator of temperamental causes of impulse buying tendency. Journal
of Customer Behaviour, 10(2), 119-142.
Ghaffari Ashtiyani, P., & Akbari, B. (2013). The Study of Effective Factors on Cosmetic Impulse Buying.
Jounal of Marketing Management, 8(20), 1-14.
Hausman, A. (2000). A multi‐method investigation of consumer motivations in impulse buying behavior.
Journal of consumer marketing.
Husnain, M., Rehman, B., Syed, F., & Akhtar, M. W. (2019). Personal and in-store factors influencing impulse
buying behavior among generation Y consumers of small cities. Business Perspectives and Research,
7(1), 92-107.
Jhawar, N., & Kushwaha, V. S. (2018). In-store shopping environment and impulsive buying with special
reference to indore city. IUP Journal of Marketing Management, 17(1), 25-37.
Kacen, J. J., Hess, J. D., & Walker, D. (2012). Spontaneous selection: The influence of product and retailing
factors on consumer impulse purchases. Journal of Retailing and Consumer Services, 19(6), 578-588.
Kharazmi, E., Forghani Ozrudi, M., & Amani, H. (2016). Survey of Determine of Basic Factors Athletes
Loyalty Level of National Teams on Sports Brands and Clothes. Sport Management Studies, 6(27),
31-46.
Kircova, İ. (2019). Impulse Buying Behavior of Sport Team-Licensed Merchandise. International Research
on Sports Economics and Production, 51.
Lee, J. (2008). Relative and interaction effects of situational and personal factors on impulse buying:
University of Minnesota.
Muruganantham, G., & Bhakat, R. S. (2013). A review of impulse buying behavior. International Journal of
Marketing Studies, 5(3), 149.
Nazari, M., & Ghaderi Abed, A. H. (2011). Developing a model to evaluating effective factors on impulse
buying behavior. Journal of Business Management, 3(4), 127-140.
Oh, J., Fiorito, S. S., Cho, H., & Hofacker, C. F. (2008). Effects of design factors on store image and
expectation of merchandise quality in web-based stores. Journal of Retailing and Consumer Services,
15(4), 237-249.
Park, E. J., Kim, E. Y., & Forney, J. C. (2006). A structural model of fashion‐oriented impulse buying behavior.
Journal of Fashion Marketing and Management: An International Journal.
Salarinahand, E., Hakimpor, H., & Nategh, T. (2020). Design structural model of impulsive buying and its
validation in chain stores. Jounal of Marketing Management, 15(47), 13-35. 
Sharma, P., Sivakumaran, B., & Marshall, R. (2010). Impulse buying and variety seeking: A trait-correlates
perspective. Journal of Business research, 63(3), 276-283.
Suher, J., & Hoyer, W. D. (2020). The moderating effect of buying impulsivity on the dynamics of unplanned
purchasing motivations. Journal of Marketing Research, 57(3), 548-564.
Ünsalan, M. (2016). Stimulating factors of impulse buying behavior: A literature review. Ankara Hacı Bayram
Veli Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 18(2), 572.
Verplanken, B., & Herabadi, A. (2001). Individual differences in impulse buying tendency: Feeling and no
thinking. European Journal of personality, 15(1_suppl), S71-S83.
Widagdo, B., & Roz, K. (2021). Hedonic shopping motivation and impulse buying: the effect of website
quality on customer satisfaction. The Journal of Asian Finance, Economics, and Business, 8(1), 395-
405.
Zhou, L., & Wong, A. (2008). Exploring the influence of product conspicuousness and social compliance on
purchasing motives of young Chinese consumers for foreign brands. Journal of Consumer Behaviour:
An International Research Review, 7(6), 470-483.