THE INVESTIGATION OF THE RELATIONSHIP BETWEEN SPORTS PRODUCT CONSUMERS AND INDIVIDUAL INNOVATIONS AND SHOPPING BEHAVIORS

The purpose of this study is to investigate the relationship between sports product consumers' individual innovativeness and shopping behavior patterns. The survey also has found that sports consumers are more likely to be concerned about their age, gender, marital status, education level, occupational status, whether they regularly play sports, whether they prefer to do other activities instead of sports, what they pay attention to in sports activities, monthly shopping spending, whether there are any significant differences in personal information, such as whether they use imitations of branded products in sporting goods. A total of 585 sports product consumers, 346 men, and 239 women, voluntarily participated in the research conducted in the provinces and districts of Muğla (Ortaca, Köyceğiz, Dalaman). In order to collect data in the survey, a questionnaire consisting of five sections was used. In the first part of the questionnaire, demographic characteristics form 11 questions prepared in accordance with the purpose of this research, individual innovation scale in the second part, scale of purchasing behaviors of sports consumers in the third part, scale to determine the dimensions of purchasing behavior with shopping ambition in the fourth part, In the section, a scale was used to determine the dimensions of purchasing behavior. When the results obtained from the research are evaluated, it is seen that as the level of individual innovativeness of the sports product consumers increases, the level of purchasing behavior of the hedonistic also increases. It has been determined that the relationship between innovation behaviors of sports consumers and shopping attitudes is related to the purchasing behavior dimensions of sports consumers and the innovation behaviors of sports consumers.