Abstract
Objective: The purpose of this study was to test a research model by adapting technology acceptance model, trust, perceived enjoyment, and satisfaction to understand why and how sport consumers purchase sport products online.
Methodology: To achieve the purpose of the study, an online survey was conducted with a total of undergraduate and graduate students from universities in the Iran. according to Morgan for unlimited community 390 questionnaires were collected. In this study was used a demographic questionnaire, questionnaire ease, usefulness and reliability Geffen (2003), Understanding the pleasure of Fagan (2008), attitude, intention to buy Yoo (2014) and satisfaction of buying Anderson (2003).validity was obtained. the reliability of the questionnaire was 0.94.
Results: The results of Smart PLS showed the usefulness, ease, confidence and fun affected on online shopping. The findings provide evidence that trust was most influential as a motivator for using the Internet for purchasing sport products. However perceived ease of use, did not influence attitude of sport products.
Conclusion: therefore online stores manager not only sell product but also they should strive to maintain integrity, providing quality products and the best service, constant and loyal customer find and at least have a good sales promotions.
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