Document Type : Research Paper
Authors
1 Assistant Professor, Clinical Care and Health Promotion Research Center, Karaj branch, Islamic Azad University, Karaj, Iran
2 Associate Professor, Clinical Care and Health Promotion Research Center, Karaj branch, Islamic Azad University, Karaj, Iran
3 Department Physical Education and Sport Sciences, Iran University of Scienc and Technology Tehran, Iran
Abstract
Influencing the ideas of others has considerable interest for supplier and service organizations. Therefore, the aim of this study was to investigate the role of E-word of mouth on Businesses Performance of eSports with mediating of consumer purchasing behavior. The study was descriptive-correlational research. The research population included all customer of E-sport business of Karaj, obtained through random- cluster sampling with appropriate allocation. According to PASS, 340 people were selected as the final sample. To collect data, two standard questionnaires, i.e. Kim’s purchase behavior (2008) and Mamoun Businesses questionnaire (2011) were used. Validity of the form and the content of the questionnaire were confirmed by 10 professors and experts in sports management. The reliability of the questionnaire using Cronbach's alpha was calculated to be 0.92. Structural equation modeling was used in inferential statistics. The results showed that E-word of mouth (β = 0/49, p <0/05) and consumer purchase behaviour (β = 0/56, p <0/05) have significant effect on BP. According to the results of the research, managers of eSports can be recommended to
provide services to clients showing their best performance so that existing customers attract new clients by word-of-mouth advertising in the city.
Keywords
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