Investigating the Relationship between Perceptual Usefulness and Citizens' Knowledge and Attitudes Towards Online Purchase of Sports Goods and Services: A Study of Kermanshah Citizens

doi:10.22034/mpo.2022.309984.1041

Investigating the Relationship between Perceptual Usefulness and Citizens' Knowledge and Attitudes Towards Online Purchase of Sports Goods and Services: A Study of Kermanshah Citizens

Document Type : Original Article

10.22034/mpo.2022.309984.1041

Abstract

Objective: This study aimed to evaluate the relationship between perceived instrumentality with citizens' knowledge and attitude toward online shopping of sports businesses.
Methods: This was a cross-sectional study in which data were collected using a questionnaire. The sample size was estimated using the Cochran's formula according to which, 399 people over 15 years were selected by multi-stage cluster sampling method in Kermanshah. Participants answered the questionnaires including demographic form and a researcher-made perceived instrumentality questionnaire with 12 questions. SPSS-18 software was used for data analysis.
Results: The results showed that 37.6% of the respondents were aged 35 to 45 years, and 34.5% were female. In general, 64.8% of the respondents had a moderate perceived instrumentality toward online shopping. The results of Pearson correlation analysis showed that there was a moderate correlation between perceived instrumentality and online shopping (r = 0.529, p = 0.001) and perceived instrumentality and shopping skills (r = 0.354, p = 0.001).
Conclusion: The final analysis showed that with the increase of online shopping experience, the perceived instrumentality of citizens also increases, so it is likely that in the future we will face a greater perceived instrumentality by citizens.

Keywords

Instrumentality

Perception

Online Shopping

Business

Sport