The Effect of the Satisfaction of Online Customers of Sport Products on Repurchase Intention

E-commerce has been widely acclaimed by human communities in recent years. The purpose of this research was to examine the effect of the satisfaction of online customers of sport products on their repurchase intention. This research was a descriptive and applied one  and the data were collected electronically. The research population consiseted of all the Iranians who have purchased sports products online at least once during 2015-2016. 264 people were selected as the sample using Cochran’s formula. To collect data, Guo et al. (2012) satisfaction questionnaire and Sufapan’s (2013) repurchase intetion questionaire, which contained 40 questions in 10 dimensions: (safety, service quality, product quality, product variety, web design, delivery services, pay manner, price, information quality, satisfaction and repurchase intention), were used. The validity of the questionnaires was approved by 9 sport management experts and the reliability of the questionnaires were obtained using Cronbach’s Alpha (α=0.78 for the satisfaction questionnaire and α=0.86 for the repurchase intention questionnaire). To analyze demographic charactristics, descriptive statistics (frequency and its percentage) and inferential statistics (partial least square method) were used. The results showed that there is a positive and significant relationship between the satisfaction of online customers of sports products and its influence on the repurchase intention. Also, the quality of information and security has the greatest impact on online customers’ satisfaction. Based on research findings, it is then suggested that online sports products’ shops consider the factors affecting customers’ satisfaction and repurchase intention as a strategic goal.