Identifying and ranking factors influencing sports equipment purchase intention through social media, A logarithmic fuzzy preference programming approach)case study:Instagram users)

The paper's aim is identifying and prioritizing factors affecting sports equipment purchase intention among social media users taking a Logarithmic Fuzzy Preference Programming (LFPP) approach. Research is a survey methodologically and is applicable in terms of target. Reviewing previous studies and taking experts comments, we identified 30 variables influencing purchase intention. The 30 variables presented to some marketing experts in a questionnaire and hereby top ten variables extracted. The 10 variables presented to 15 social media users in form of a fuzzy questionnaire for weighting and ranking. Finally, the 10 variables were weighted and ranked using GAMS software. Results show that trust, security and perceived price,are the most important factors in users point of view.