Poster Presentation

Paper ID : 1368-SSRC

¹مربی دانشگاه

²گروه مدیریت ورزشی، دانشگاه آزاد اسلامی واحد کرج ، کرج.

Considering the mediating role of virtual advertising, this research was conducted with the aim of investigating how e-commerce ethics affect the behavior of sports consumers. The e-commerce industry is expanding astronomically. Evidence shows that e-commerce continues to expand and many businesses are adopting this strategy. All organizations, regardless of size, have an equal chance to succeed through e-commerce, as it has made the business world more competitive (Henry and Mahboob, 2008). Therefore, Smith and Zook (2011) argue that Internet-based sports organizations will find it more beneficial to reach their target markets, which supports their shift to an online market presence. Field research was conducted using the correlation type approach using structural equations with a view to practical applications. The statistical population includes customers who have made at least three online purchases of sports goods and products. Due to the uncertainty surrounding the statistical population, the existing method formed a statistical sample consisting of 384 people. A survey on e-commerce ethics developed by Danapour et al. To measure research variables, virtual advertisements (2015), consumer behavioral intentions (2015) and Tavakli virtual advertisements (2015) were used. Cronbach's alpha coefficient was used to measure the reliability of the questionnaires. Composite reliability indices, Cronbach's alpha, divergent and convergent validity, VAF test, and structural equation modeling were also analyzed using SPSS version 23 and PL software. S version two was applied. These findings showed how sports consumer behavior is influenced by e-commerce ethics and virtual advertising acts as a mediating factor. Therefore, managers of online stores, in addition to selling sports goods, should aim to attract stable and loyal customers by complying with ethical standards, providing quality products and giving the best services through online advertising.

E-commerce ethics; sports consumer behavior; virtual advertising