Comparison of the Intention of Cyclists’ and Runners’ to Purchasing Counterfeit Sporting Goods

Yıl 2020, Cilt: 4 Sayı: 2, 75 - 87, 30.08.2020

Orçun Ocakoğlu

Öz

The aim of this study is to compare the intentions of individuals who interested in cycling and running sports to purchase counterfeit sports products and try to explain the effect of low price, ethical concern, brand awareness, past experience, perceived risk and attitudes towards the counterfeit goods factors regarding previous study in the literature. The sample of the study consisted of 398 individuals (201 runners and 197 cyclists), who agreed to participate in the research with the non-probability easy sampling method. Data collection tool “Counterfeit Sporting Goods Purchase Intention Scale” was developed by researcher. For analysis of the data and test of the research hypotheses, structural equation model and independent t test were applied to the results which showed normal distribution. As the result of research, on the intentions of athletes to purchase counterfeit sporting goods; while perceived risk, previous experience, brand consciousness, ethical concern and attitude were seen to have significant effect, low price did not have statistically significant effect. It was also found that brand consciousness and perceived risk factors have a significant difference between cyclist and runners; in favor cyclist.

Anahtar Kelimeler

Counterfeit Sporting Goods, Purchasing Intention, Purchasing Attitude

Bisikletçilerin ve Koşucuların Taklit Spor Ürünleri Satın Alma Niyetlerinin Karşılaştırılması

Öz

Bu çalışmanın amacı, bisiklet ve koşu sporuyla ilgilenen bireylerin taklit spor ürünü alma niyetlerini karşılaştırmak; literatürde yer alan ve daha önceki çalışmalarda ortaya çıkan taklit ürüne yönelik tutum, düşük fiyat, etik endişesi, marka bilinci, geçmiş deneyim ve algılanan risk faktörlerinin etkisini açıklamaya çalışmaktır. Araştırmanın örneklemini olasılığa dayalı olmayan kolayda örnekleme yöntemi ile ayrım yapılmaksızın çalışmaya katılmayı kabul eden 201’i koşu, 197’si bisiklet sporuyla ilgilenen (398) bireyler oluşturmuştur. Veri toplama aracı olan “Taklit Spor Ürünü Satın Alma Niyeti Ölçeği“ (TSÜSANÖ) araştırmacı tarafından geliştirilmiştir. Verilerin analizi ve araştırma hipotezlerinin testi için yapısal eşitlik modellemesi ile normal dağılım gösteren sonuçlara parametrik testlerden, bağımsız t testi uygulanmıştır. Araştırma sonucunda sporcuların taklit spor ürünü satın almaya yönelik niyetleri üzerinde; algılanan risk, geçmiş deneyim, marka bilinci, etik endişesi ve tutumun anlamlı etkisi olduğu görülürken, düşük fiyatın anlamlı etkisinin olmadığı görülmüştür. Bisiklet ve koşu sporcuları arasında da anlamlı farkın marka bilinci ve algılanan risk faktörlerinde bisiklet sporcuları lehine olduğu anlaşılmıştır.

Anahtar Kelimeler

Taklit Spor Ürünü, Satın Alma Niyeti, Satın Alma Tutumu

Kaynakça

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