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Assistant Professor of Sport Management, Tehran Azad University
Abstract
The aim of this study was to analyze the communication model of information technology acceptance and retail quality in customers of sports brands. The research method is descriptive-correlation. The statistical population of the study is all the customers representing Adidas, Nike, Reebok, Puma brands who were members of the brand's Instagram page. The condition for the participation of the subjects in this research, in addition to buying that particular brand, is to be a member of that brand's Instagram page. According to Morgan's table, 385 people were selected as the sample. The research instruments used were standard questionnaires for retail service quality (Kim and Lane, 2002) and information technology acceptance based on the Davis model (1989). Descriptive and inferential statistics were used to analyze the data. The tools used were SPSS version 25 and LISREL version 80/8. The research findings showed that the acceptance of information technology is related to the quality of retail among the customers of selected sportswear brands; Therefore, in order to improve the quality of retail, using appropriate methods in the process of accepting information technology to improve the quality of retail; Promoting and encouraging people to use and adopt information technology to improve the quality of retail; It is recommended to raise the necessary awareness of people about the benefits of using information technology and the quality of retail through the media.
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Eini, F., & Aghakhanbabaei, M. (2021). Analysis of communication model of IT acceptance and retail quality in sports brands. Sociology and lifestyle management, 6(16), 99-113.
MLA
Fatemeh Eini; Maryam Aghakhanbabaei. "Analysis of communication model of IT acceptance and retail quality in sports brands". Sociology and lifestyle management, 6, 16, 2021, 99-113.
HARVARD
Eini, F., Aghakhanbabaei, M. (2021). 'Analysis of communication model of IT acceptance and retail quality in sports brands', Sociology and lifestyle management, 6(16), pp. 99-113.
VANCOUVER
Eini, F., Aghakhanbabaei, M. Analysis of communication model of IT acceptance and retail quality in sports brands. Sociology and lifestyle management, 2021; 6(16): 99-113.
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