The main focus of this research is to investigate the purchasing behaviors of consumers buying sports products online. An important factor here is the satisfaction and the repurchase intention faucet. From our cognitive mind, we would conclude that if consumers had a higher satisfaction rate while consuming sports products, they would have a higher possibility of coming back and buying them from online again.
Keep in mind that it does not assure people would repurchase for sure, it’s just that the possibility would be higher compared to those who had a lower satisfaction rate. The targets that are applied in this scenario would be a wide range of people, due to the fact that the Internet has immersed into our lives over the past couple of decades. The overall percentage of online purchasing has also been gradually increasing as it has already become a trend. Therefore, the samples that are available to conduct the questionnaire should be fairly convenient, as long as they have experience in online purchasing or have the notion of purchasing sports products. This questionnaire would also be available online where people can fill it out while surfing the Internet or using social media applications.
3.3 Measure
From the previous reviews and studies, the variables were defined and shown in Table 3.1. Aside from the internal, external and functional variables, each of them would also have some subordinates so that it makes the model more structured. For instance, the functional variable has price, quality, need and usage variables under it.
The external part includes social and conditional whereas the emotional and epistemic
variables make up for the internal. The design of this questionnaire was based on a Likert seven-digit scale; where 7 represents strongly agree with the statement while 1 strongly disagrees. It is used to ask how individuals react to the purchasing behavior of online sports products in a matter of different approaches. Taking not only the psychological point of view but also in terms of the practical needs broadens this issue’s horizon. Although the questions do not seem so complex, it in fact, can guide us to obtain useful indications in order for further development in related fields of studies. The first part of the questionnaires asks the subjects’ basic information, including age, gender. The latter part of it was about the subjects’ intrinsic value towards the quoted statements regarding all the variables. If one felt that statement close to his or her perception, he would give a higher score to that specific part. On the other hand, if disagreement with the questions, he would score a lower value.
Table 3.1: Operational Definition for Variables Factors Subordinate concept
and research arguments Measure items Emotional value:
Subjects perceive positive emotions of the sports product that will influence satisfaction towards repurchase intention
IV1: Buying sports products makes me satisfied.
IV2: Buying sports products helps me develop emotion.
IV3: Buying sports products expresses sense of mood. feelings of the sports product that will influence satisfaction towards repurchase intention
IV4: Buying sports products helps me become more knowledgeable.
IV5: Buying sports products validates my curiosity.
IV6: Buying sports products expresses my taste in fashion.
Social value: Subjects perceive a positive social value of the sports product that will influence
satisfaction towards repurchase intention.
EV1: Buying sports products make me belong to a higher social class person.
EV2: Buying sports products helps develop social friendships.
EV3: Buying sports products helps establish good image in society.
External Values
conditional value of the sports product that will
EV4: I will buy sports products during holidays.
EV5: I will buy sports products as a gift or treat for others.
influence satisfaction towards repurchase intention.
EV6: I will buy sports products in the conditions I think necessary and valuable.
Product price: Subjects perceive reasonable price of the sports product that will influence satisfaction towards repurchase intention.
FV1: The price of sports products I purchase is reasonable.
FV2: The price of sports products I purchase is worthwhile.
FV3: I am satisfied with the price of products I purchase.
Product quality: Subjects perceive reasonable quality of the sports product that will influence satisfaction towards repurchase intention.
FV4: The quality of sport products I purchase is good.
FV5: The texture of sport products I purchase is comfortable for me.
FV6: I am qualified with the sports products I purchase.
Product needs: Subjects perceive positive needs of the sports product that will influence satisfaction towards repurchase intention.
FV7: I buy the sports products because of needs.
FV8: Buying sports products can be a collection.
FV9: I feel I need them whenever I purchase sports products. perceive a positive usage of the sports product that will influence satisfaction towards repurchase intention.
FV10: I use my sports products in specific circumstances.
FV11: I feel content while using sports products.
FV12: I am satisfied with the use of sports products I purchase.
Satisfaction (Punj, G. 2011)
Satisfaction: Subjects are satisfied with the sports product that leads to repurchase intention.
SV1: I am satisfied with purchasing sport products online.
SV2: I am happy with the sports products I purchase online.
SV3: Overall, I am satisfied with the whole process of buying sports products online. visibility of the sports product that will mediate the effect of above mentioned independent variables on satisfaction towards repurchase intention.
IV1: The information I see online is useful when purchasing sports products online.
IV2: The information visible online about sports products is sufficient.
IV3: The information online for the sports products attracts my attention.
IV4: Overall, I see the information I expect provided online for sports products.
Repurchase Intention (Blery, E. 2003)
Repurchase Intention:
Subjects perceive a positive intention to repurchase sports product.
RI1: I will buy sports products again in the near future.
RI2: I choose not to buy sports products (R).
RI3: I will buy sports products again when I need them.
RI4: Overall, I am surely buying sports
products again.