Online Shopping for Sporting Goods: The Role of Flow, E-Satisfaction, and E-Loyalty

Sardar Mohammadi and Geoff Dickson

Global Business Review, 2024, vol. 25, issue 6, 1498-1509

Abstract: Websites are a highly effective instrument for marketing and purchasing sporting goods. The purpose of this article is to propose and test a model of hedonism, perceived ease use and perceived usefulness, website quality, flow experience, e-satisfaction and e-loyalty. Data were collected from users of the largest online sporting goods retailer in Iran. Participants completed a seven-item scale for e-loyalty ( Gremler & Brown, 1996 ), three-item scale for e-satisfaction ( Janda et al., 2002 ); four-item scale for flow ( O’Cass & Carlson, 2010 ), five-item scale for website quality ( Hur et al., 2011 ), four-item scales for both perceived ease use and perceived usefulness ( Venkatesh & Davis, 1996 ) and four-item scale for hedonism ( Mohammadi & Isanejad, 2018 ). The results of structural equation model show that user beliefs and website quality have a positive effect on the flow experience. Hedonism also affected e-satisfaction and e-loyalty. Although the findings have shown meaningful relationships, there are other influential factors such as skill/challenge, perceived playfulness and interactivity that may play a fundamental role in the flow experience and thus satisfaction and loyalty.

Keywords: Sport; consumer behaviour; e-commerce; online; supply chain (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:25:y:2024:i:6:p:1498-1509

DOI: 10.1177/09721509211019516

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