The effect of exercise commitment on purchase intention within the framework stages of exercise behavior change model

In determining the sports consumer characteristics and segmenting consumers according to these characteristics, psychographic criteria (social status, lifestyle and personality, etc.) and behavioral criteria (attitude towards the product or product group, usage rate, loyalty etc.) have an important place. The purpose of this study, the effect of exercise commitment to products related to sports purchase intention differentiate is to determine whether different located in disaggregated market segments in consumer according to Stages of Exercise Behavior Change Model. In the study, the Structural Equation Model method was used to test the causal relationships between observed and unobserved (latent) variables. The research group of the consists of university students (n=1070) selected by the easy sampling method. The research data were collected face-to-face through a demographic information form containing four different scales and personal information, adapted to Turkish by the researcher. Confirmatory factor analysis methods were used in the Turkish adaptation of the scales. For descriptive statistical information the SPSS 25.0 package program and for confirmatory factor analysis and structural model test, the AMOS 24.0 package program was used. The measurement model and structural model were initially tested in the research. Results of the analysis regarding the model (p values and modal fit values) showed that all the paths in the model are meaningful, the model is compatible with the data and the model is verified. The effect of exercise commitment sub-dimensions on the intention to purchase sports goods and sports services, which are sports products, was examined in the research. It was seen that the 50 hypotheses created for this purpose were supported by 72%. When evaluated in general, it can be said that the research results support the hypotheses created for the research.