The Impact of Store Atmosphere on Customers Purchase Intention of Sport Products

Document Type : Original Article

Authors

1 Assistant professor, Faculty of sport science and health, Shahid Behehsti University, Tehran, Iran

2 PhD student of sports management, Department of sports management, Faculty of physical education and sport science, University of Tehran, Tehran

Abstract

 
The aim of this study was to investigate the impact of store atmosphere on Customer's purchase intention of Sport Products. The research method of this study was descriptive correlation and it was applied in terms of the aims. The research population included of all customers of sport products. The Sample size determined 200 customers and research questionnaire was distributed between them purposefully. A researcher-made questionnaire was used which it’s validity and reliability was confirmed. In order to statistical analysis, descriptive statistic and structural equation modeling was used in Amos. The results showed that all aspects of store atmosphere including; cleanliness, music, color, light, layout and temperature had significant effect on Customers purchase intention of Sport Products. It is recommended to Sport Products retailers; store atmosphere integrated with nature of Sport Products to influence the customers and enhance the purchase intention.

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