Investigation of Motivated Consumer Innovativeness in the Context of Sports Industry in Terms of Gender, Age, Sports and Exercise Variables

Abstract

Aim: The research was carried out in order to investigate of motivated consumer innovativeness of the students of the coaching education department in the context of sports industry in terms of gender, age, actively doing sports and participation in exercise variables. Study design: In this quantitative study was conducted according to a general survey model. Methods: The universe of the research consisted of a total of 418 students (128 females and 290 males) in Bartın University Faculty of Sports Sciences, Department of Coaching Education, and the sample consisted of a total of 236 students (82 females and 154 males). Convenience sampling method, which is one of the non-probabilistic sampling approaches, was used in the selection of the sample, and the data were collected on a voluntary basis. Questionnaire form was used as data collection tool and this form consisted of two parts. The questionnaire form were located that “Personal Information Form” in the first part and “Motivated Consumer Innovativeness Scale” in the second part. Results: It was determined that there was no significant difference between the scores of the subscales within the scope of the gender variable of the participants. Also, there was no significant correlation between the age of the participants and the scores of the subscales. However, there were significant differences between the functional innovativeness and cognitive innovativeness scores of the participants in the context of the variable of actively doing sports status. In addition, there were significant differences between the functional innovativeness, hedonic innovativeness and cognitive innovativeness scores of the participants in the context of the variable of doing exercise status. Conclusion: In the research, motivated consumer innovations of the research group in the context of the sports industry were examined within the framework of gender, age, sports and exercise variables, and this situation was described as it exists. Research findings provide basic information for businesses operating in the sports industry to develop various strategies. In this context, new information has been obtained that will contribute to the literature with the research findings. Keywords: Consumer Innovativeness, Department of Coaching Education, Sports Industry