The current study aimed to investigate the impact of relationship marketing on sport consumer behaviors using meta-analytic techniques. Findings from 18 dissertations and 17 journal articles were used to test the relationship marketing and various sport consumer behaviors via the comprehensive meta analysis (CMA) program. Results showed that consumer orientation positively affected purchasing behavior of consumer. On the other hand, sport consumer behavior was not influenced by price. The relationship marketing factors had a most positive effect on, in order of, preference, reliability, and satisfaction. Results didn't find significant moderating evidence for sport facility types, publication types, publication year, the ratio of male and respondents'age.
The current study aimed to examine behavioral intentions of online sports products consumers using the Extended Goal-directed Behavior Model. The questionnaires were distributed to consumers who had experience of purchasing sports products online. Data collected from 282 respondents were analyzed mainly using structural equation modeling. The results were as follows: First, attitude and subjective norm had a positive effect on desire. Second, perceived behavior control did not affect desire but had a positive effect on behavior intention. Third, positive anticipated emotions had a positive effect on desire and negative anticipated emotions had a negative effect on desire. Fourth, prior knowledge did not affect desire and behavior intention. Fifth, frequency of past purchase behavior did not affect desire, but had a positive effect on behavior intention. Lastly, desire had a positive effect on behavior intention.
