The Effect of Interactive Marketing Application on Customer Shopping Behavior in Sporting Stores

The purpose of this study was to investigate the effect of interactive marketing on consumer purchasing behaviors in sports shops. The present research is applied in terms of purpose and descriptive method and has been surveyed. The statistical society is comprised of all sports equipment consumers in Tabriz city, which purchased product distribution channels within a month. The relative estimation of the statistical population was estimated to be about 1500 persons based on the information available from the sports equipment vendors. 385 randomly selected cluster samples were selected based on Morgan sample size table. In this research, an interactive marketing questionnaire was used to collect information. To collect the data through questionnaires, at first, coordination was carried out with the sports department of the city and presented to the stores and a questionnaire was distributed among the selected customers as an example with the necessary explanations. The completed questionnaires were collected and analyzed. To test the hypotheses, the structural equation method was used by the LISREL software. The results showed that there is a relationship between communication tactics, personalization tactics, reward tactics and commitment with the customer's desire, and there is no relationship between preferential behavior tactics and customer willingness. The results also showed that there is a relationship between communication commitment and shopping behavior.