Examination of the effect of brand value perception of physical education and sports teachers on online shopping behaviour

Aim: This study aims to evaluate the online shopping experiences of physical education and sports teachers and their effects on brand value perceptions. In the context of the study, the reasons why the participants prefer online shopping platforms, the criteria they consider when choosing brands and how they perceive the value of brands and the effects were evaluated. Material and method: The quantitative aspect of this study, which uses the sequential explanatory design from mixed methods, consists of a survey design, and the qualitative aspect consists of interviews with physical education and sports teachers at the end of the study. The population of the study consists of 516 Physical Education and Sports Teachers working in the central schools of Malatya Provincial Directorate of Primary Education. According to the sampling error of 0.05 (p=0.05 and q=0.05) in the sample size determination table created by Yazıcı and Erdoğan, 217 teachers were selected according to the simple samples method. In order to evaluate the data, skewness and kurtosis tests and normal distribution test were performed. In order to determine the relationships between variables, t-test, ANOVA test and LSD test as post hoc test were performed. Cronbach's Alpha analysis was applied to determine the reliability of the measurement tools and p<0.05 was taken as significance level during statistical analyses and interpretations. Findings: The number of people who said that they shop for sportswear brands is 211. It has been determined that the tendency of the people who say that they buy sportswear brand products is significantly different (p<.05, t=3,163) and that these people tend to buy sportswear products online more than people who do not buy sportswear brand products. According to the findings obtained in our research, it is seen that there are significant differences between the gender of the participants and brand loyalty and brand awareness. There were significant differences between the frequency of shopping of the participants and their behaviours and sub-dimensions of purchasing sports products from the Internet. Results: In line with the results obtained from our research, it was concluded that there are diversities in the sports product purchasing behaviours of physical education teachers due to their socio-demographic structures and that companies should carry out personal studies by examining this diversity.