Investigating the effect of peer group on the impulse buying behavior of sportswear consumers

Analyzing and managing consumer behavior has been one of the marketing management strategies. Considering the diversity and dynamics of sportswear consumers' behavior, the importance and influence of peer groups in the formation of shopping and consumption behaviors are very important. Therefore, in this study, the role of peer groups in stimulating immediate purchases and purchases, considering the mediating effects of positive emotions and shopping pleasure has been examined by structural equation analysis. This research was conducted with a descriptive survey in terms of applied purpose and its statistical population consists of consumers of sportswear in Yazd province that 297 people were surveyed as a sample using a questionnaire. The proposed conceptual model has been examined by structural equation analysis. Accordingly, Smart PLS 3 software was used in the data analysis stage. The results, while confirming all direct and indirect relationships in the model, showed that peer groups can increase the desire to buy and increase the speed of buying requests by creating a positive feeling and increasing shopping pleasure. Based on this, it is suggested that in sportswear advertisements, peer reference groups (such as classmates, teammates, etc.) be given more attention and focus on the manifestations of emotional effects and the pleasure of collective shopping.