Consumer motivations and concerns for online sport-product marketing

The purpose of this study was to investigate online sport consumption motivations and concerns of online shoppers.The universe of the study was 220.000 customers buying only sport-related products from hepsiburada.com which is the most common and the first online shopping web retailer in Turkey. The universe, and therefore the sample group of the study was purposively selected. 2716 participants were participated voluntarily via a pre-established web site in this study. After the elimination of the incomplete and invalid responses of the participants, a total of 1154 valid questionnaires were included in this study (18-65 years old (x= 32.65, Sd = 8,564), 77.6% (896) man, and 22.4% (258) woman).Data was collected by using Motivation Scale for Online Sport Consumption (MSOSC), and Concern Scale for Online Sport Consumption (CSOSC) which were adapted to the Turkey within this study. Both of the scales were valid and reliable. While the MSOSC has 5 factors (shopping convenience, information, diversion, economic motive, socialization) and 45 items, and measures the motivational factors of online sport-product shoppers, the CSOSC has 5 factors (security and privacy, product quality, customer services, order and delivery, cost) and 24 items, and measures the concerns of online sport-product shoppers. Both scales were a 7-point Likert-type scale. Descriptive statistics and MANOVA were performed to analyze the data.The results showed that there were significant differences in the shopping motivations of online sport-product consumers in terms of their gender, educational level, age and marital status. However, gender and educational level were created significant differences in the shopping concerns of online sport-product consumers, age and marital status were not created any significant differences in the concerns of online sport-product consumers. The improvement of the motivational factors for online shopping and the minimization of the concerns for online shopping in terms of the independent variables were recommended to the web retailers marketing sport products.Key Words: Online shopping, Online sport-product consumption, consumer? motivations, consumer? concerns, sport