The Effect of Perceived Creativity of Sports Store Instagram Posts on the Interactive Intention of Followers With the Mediating Role of Affective Commitment

Purpose: This study aimed to investigate the effect of perceived creativity of Instagram posts in sports stores on interactive intention with followers.Methods: This research was descriptive-correlational. The statistical population of this study was ۳۲۰۰ participants of a sports page Among them, ۱۳۵ samples were selected by the available sampling method. perceived creativity was measured by a questionnaire Andrews and Smith (۱۹۹۶), affective commitment was measured by Belanche et al (۲۰۱۳) and interactive intention was measured by Casalo et al (۲۰۱۷) were used for data collection. The validity of the questionnaires was assessed by experts. Reliability based on Cronbach's alpha for each questionnaire was ۰.۸۱, ۰.۸۳ and ۰.۹۰, respectively, which was confirmed. To analyze the data, the structural equations method and PLS software were used.Results: The results showed that the perceived creativity of sports store Instagram posts has a positive and significant effect on affective commitment (t=۷.۴۵, β=۰.۵۳) and intention to interact (t=۵.۵۶, β=۰.۳۵). The affective commitment has a positive and significant impact on the interactive intention (t=۹.۲۸, β=۰.۵۷) of the followers' and further, the affective commitment has a mediating role in the relationship between perceived creativity and the interactive intention of the followers.Conclusion: Therefore, managers of sports stores using creative ideas such as product categories in highlights, comparing journal and non-journal photos of the product, mentioning all the specifications of the product in the copying of Instagram posts of products can provide the grounds for people's interaction to purchase products by creating emotional commitment in the followers.

کلیدواژه ها:

Emotional Commitment ، Creativity ، Sports Shops ، Instagram