Examining the Factors Influencing Purchase Decisions of Sports Products in Digital Business Models

Purpose: This study aims to examine the key factors influencing consumers’ purchase intention of sports products within digital business models. It focuses on the roles of perceived usefulness, perceived ease of use, trust, subjective norms, and website design in shaping online consumer behavior.Methodology: The research adopts a quantitative, descriptive–correlational design using Structural Equation Modeling (PLS-SEM). Data were collected from ۲۱۷ consumers who had experience purchasing sports products through digital platforms. A standardized questionnaire was used to measure the constructs, and data were analyzed using SmartPLS ۴ and SPSS ۲۶.Findings: The results show that perceived usefulness is the strongest predictor of purchase intention, followed by perceived ease of use, trust, and subjective norms. Website design also has a significant positive effect on perceived usefulness and trust. The model explains a substantial level of variance in purchase intention and demonstrates strong predictive relevance. Overall, technological, psychological, and social factors jointly shape consumer behavior in digital sports markets.Originality: This study extends the Technology Acceptance Model by integrating trust and subjective norms within the context of sports digital business models. It provides a comprehensive framework for understanding online purchase behavior in a rapidly evolving digital sports environment.

کلیدواژه ها:

Digital Sports Marketing ، Online Purchase Intention ، Perceived Usefulness ، Technology acceptance model (TAM)