Providing a Model to Measure Consumer Purchasing Decision Styles: Study of Sportswear

This study aimed to provide a measurement model to determine the purchasing decision styles of sportswear consumers. A descriptive- survey method was used. Data of 508 sportswear consumers in Tehran city were collected by a questionnaire developed by a qualitative study including 69 items to evaluate 19 purchasing decision styles. Data were analyzed by second order confirmatory factor analysis. The initial factor analysis model was tested. As the factor loading of some decision items and styles were not significant, the primary model was modified and retested.  The modified model confirmed by 16 styles and 56 items. Then, after composite reliability, convergent validity and discriminant validity, 15 styles and 53 items were confirmed in the model. These styles include convenient access, quality-oriented, enjoyment-oriented, price sensitivity (expensive-efficient), assurance seeking, diversity-oriented, respect-oriented, fashion-oriented, brand-oriented (brand loyalty and brand attention), sensuality, luxury-oriented, searcher, and effectiveness. In general, the results showed more variety and diversity of purchasing styles of sport consumers than consumers of other products.