Sport for All Consumer Behavior Model

This study aimed to use the consumer decision-making systematic model (CDSM) to examine sport for all consumer behavior. The present study is practical, in which a research-made questionnaire with approval reliability and construct validity was used. The population consisted of sport for all experts. According to Morgan table, 321 cases were selected as participants. The researcher-made questionnaires were used for collecting the data. . The suggested research model was tested using Structural Equation Modelling (SEM) with using LISREL software. The findings showed that there is a positive influence of marketing mix factor and psychological and environmental factors on sport for all intention. The resultant coefficients indicate that environmental factor has the strongest direct affect on the intention to participate in sport for all (path coefficient: 5.99), followed by environmental factors (2.06) and 4P (1.98). All of path coefficients were significant at the p So the findings suggest that sport for all managers should also focus on the 4P (price, product, place, promotion) of sport organizations and environmental factors (political-administrative, socio-cultural, economic) as external factors rather than the sole emphasis on psychological factors (personal, interpersonal, structural) as internal factors.