In the Name of Allah, Most Gracious, Most Merciful

The effect of the dimensions of innovation diffusion theory on the perceived value of sports products customers in the use of internal shopping applications (case study: Digikala)



Introduction: Today, with the emergence of technology in various forms in industries, the sports industry has become one of the platforms for technology adoption. The current study examines the impact of innovation diffusion theory dimensions on the perceived value of sports products customers in using the DigiKala shopping application.

Research method: This research was one of the descriptive researches of the correlation type. Available sampling was selected from the customers of sports products inside Iran who had at least one experience of using the DigiKala shopping application to buy sports products. The measurement tools included standard questionnaires of diffusion of innovation (Zhang et al., 2019) and perceived value (Chadgobert et al., 2022).Finally, 431 questionnaires were collected and structural equation modeling was used in pls software to analyze the data and measure the direct and indirect effectiveness of the variables.

Findings: The studies showed that the sample size is sufficient to generalize the results to the society (0.6 KMO ≥ ). Cronbach's alpha higher than 0.7; The composite reliability index is higher than 0.7 and the average variance is higher than 0.5. The results showed relative advantage (6.57) 0.416, compatibility (11.49) 0.279, testability (13.245) 0.425, observability (4.21) 0.435 and perceived complexity (8.03). (0.264) affect the attitude of customers, finally, fit indices such as SRMR (0.68) and NFI (1.67) are also at a favorable level, which shows the good fit of the model.Conclusion: In line with previous studies, the development and expansion of paradigms such as perceived relative advantage, compatibility of shopping applications with customers' lives, and customers' lack of understanding of the complexity of domestic shopping applications, including DigiKala, with a positive effect on the perceived value of customers can lead to the adoption of innovative technologies. be Research and development companies in Iran should develop online shopping platforms for domestic businesses, especially sports, and continuously simplify the process of using it. Encouraging the use of online shopping applications can not only retain existing consumers, but also attract more potential online consumers