The Structural Modeling of the Effect of Consumer Product Knowledge on the Adoption of Sporting Brand Based on Multi Group Analysis in AMOS

The purpose of the study was to investigate the structural equilibrium of the effect of consumer product knowledge on the adoption of sport brand clothing based on multi-group analysis. The research method of descriptive-survey based on structural equations is applied in the field of applied and field. The statistical population of this study was the consumers of sports brand Majid in Tehran. Considering the size of the community was unclear, using the Morgan table, the sample size was estimated to be 384, therefore, with regard to the probability of the loss of samples, 400 questionnaires were distributed among consumers, of which 380 acceptable questionnaires were analyzed. Data were collected by Clariser and Mantel (1994), Elena Delgado (2005) and Chang et al. (2001). The face and content validity of the questionnaire was evaluated by some of the professors and students of Ph.D. in marketing marketing management and after the corrections, the structural and structural validity was also used. The findings show that the knowledge of women and men is effective in accepting the development of a brand of sporting goods and then trusting them. However, the regression weights of model paths showed that product knowledge on brand acceptance in women is relatively better than men.