Structural explanation of the factors that inhibit and encourage women's online sportswear purchases: A qualitative study

Document Type : Original Article

Authors

1 Assistant Professor, Department Of Sport Management, Pyam Noor University, Tehran, Iran

2 Master of sport management,, Physical Education Teacher

Abstract

With the rapid growth of e-commerce and women’s participation in sports, the online sportswear market has emerged as a dynamic consumer sector shaped by psychological, social, cultural, and technological influences. This qualitative study aimed to identify the motivating and inhibiting factors affecting women’s online sportswear purchases in Kermanshah Province, Iran. Using purposive and snowball sampling, 18 women with prior online purchasing experience were interviewed through in-depth semi-structured interviews until theoretical saturation was achieved. Data were analyzed using thematic analysis in MAXQDA, resulting in 380 initial codes, 11 core categories, and four overarching themes. Trustworthiness was ensured through member checking, peer review, rich description, and audit trails. Four main themes were identified. First, selective efficiency and focused control, highlighting perceived structural advantages such as time and cost savings, product variety, and systematic pre-purchase comparison. Second, active risk mitigation through multilayered trust-building, involving management of functional, financial, psychological, and cyber risks via systemic, evidence-based, interface-centered, and value-based trust mechanisms. Third, personalized communication and integrated experience, reflecting expectations for tailored interactions and value-adding services across digital channels. Fourth, ethical and identity-forming consumption, indicating a shift toward symbolic consumption grounded in sustainability, social justice, and transparency. Findings suggest that women’s online sportswear purchasing is a multilayered decision-making process that begins with rational efficiency, is mediated by trust-building, and culminates in identity and value expression. Practical implications emphasize personalized user experience, transparent information, and risk-reduction strategies.

Keywords

Main Subjects

References

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Journal of Sport Management Knowledge
Volume 4, Issue 1 - Serial Number 7
April 2026
Pages 120-138

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History

  • Receive Date: 26 February 2026
  • Revise Date: 27 April 2026
  • Accept Date: 12 May 2026

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