The Impact of Agile Marketing on Behavioral Intentions: Examining the Mediating Roles of Customer Trust and the Competitive Advantage of Sports Products

This study aimed to elucidate the effect of agile marketing on behavioral intentions, with customer trust and the competitive advantage of sports products serving as mediating variables. For the qualitative component, the study population consisted of industry experts, sports business managers, and academic faculty members well-versed in the relevant literature. A purposive snowball sampling approach was implemented until theoretical saturation was reached. Regarding the quantitative dimension, the study focused on sports consumers. To ensure sufficiency for Structural Equation Modeling (SEM) via PLS, a minimum sample of ۳۸۴ was required; thus, ۴۰۰ questionnaires were distributed to mitigate potential non-response or attrition. A convenience sampling method was applied. Data were collected using a researcher-developed agile marketing scale, alongside established instruments: Ballester’s (۲۰۰۴) customer trust scale, Hill and Jones’s (۲۰۱۰) competitive advantage scale, and Zeithaml and Bitner’s (۲۰۰۳) customer behavioral intentions scale. SEM analysis was performed using SPSS (v. ۲۳) and PLS (v. ۲), yielding a Goodness-of-Fit (GOF) index of ۰.۸۰. The results demonstrated that agile marketing exerts a significant influence on behavioral intentions, mediated by both customer trust and the competitive advantage of sports products.

کلیدواژه ها:

Agile marketing ، behavioral intention ، customer trust ، Competitive Advantage