Investigating the effect of customer motivation on the purchase intention with the mediating role of brand trust (Instagram users in Iraq)

Document Type : Original Article

Authors

1 Masters Student in Sports Management, University Of Tabriz, Tabriz, Iran

2 Physical education teacher of district 4, Tabriz Education Department

Abstract

The purpose of this study is to investigate the effect of customer motivation on shopping intention with the mediating role of brand trust (Instagram users in Iraq). The present study is applied in terms of purpose and descriptive in terms of survey method. The statistical population consisted of all Instagram users in Iraq. The statistical sample of the present study, due to the unknown number of the statistical population, was selected using the Morgan table of 384 people. The questionnaires were collected by sending them online to the target statistical population (Instagram users in Iraq). The instruments of this research include standard questionnaires of motivation of Lamo et al. Was the Balster Brand Trust Questionnaire (2003). In the last stage, after collecting the questionnaires and eliminating their shortcomings, the results of all data were extracted and analyzed using statistical analysis methods. Kolmogorov-Smirnov test was used to examine the natural distribution of variables and multiple regression test was used to test the research hypotheses in SPSSV25 software. The results of the research showed that between the motivation of sports goods customers with the intention to buy (r=0.614 and P=0/000) and between the motivation of sports goods customers with brand trust (r=0.577 and P=0/000) Instagram users in Iraq, there is a positive, direct and significant relationship (P<0.05). Also, the role of brand trust variable in the effect of sports goods customer motivation on purchase intention (Instagram users in Iraq) was confirmed (P<0.05).

Keywords

References

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History

  • Receive Date: 08 August 2023
  • Revise Date: 31 October 2023
  • Accept Date: 16 December 2023

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