Document Type : Research Paper
Authors
1 PhD student in Marketing Management, Business Management Departmentو University of Mazandaran, Iran
2 Associate Professor of Sports Management, Farabi College, University of Tehran, Faculty of Management and Accounting, Qom, Iran.
3 Associate Professor of business Management, Farabi College, University of Tehran, Faculty of Management and Accounting, Qom, Iran.
Abstract
Objective: The purpose of this study was to investigate the effect of social media capabilities on the intention of customers to buy sports services with respect to the mediating role of trust.
Methodology: The research method was descriptive-correlational which was done using structural equation method. The statistical population of the study was all users of sports services of Palladium Club in Isfahan, which was randomly selected. The sampling method was simple that the sample size in this study was 313. The research tool was a researcher-made questionnaire based on a standard questionnaire whose validity and reliability were confirmed. Data analysis was performed at two levels of descriptive statistics (mean, standard deviation and percentage) and inferential statistics (path measurement and analysis model) using then software spss and LISREL.
Results: The results showed that social media capabilities can positively affect customers' intention to buy and increase their willingness to buy. The results also showed that trust can play a decisive role in using social media to buy.
Conclusion: According to the research results, it is suggested that sports club managers have a positive view on the use of various social media to provide services and create the necessary awareness and motivation to buy customers.
Keywords
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