Investigating the relationship between media literacy and willingness to buy online from sport websites

Abstract

Aim: Nowadays, with appearance of e-commerce and internet technologies, organizations are changing their ways for trading and business. Willingness to buy is an important matter in B2C and it is one of the enrichment components in e-commerce. Also it is a key factor in maintaining and expanding constant relationship with customers. Therefore the aim of current study was to investigating the relationship between media literacy and willingness to buy online from sport websites. Research Method: The method of survey was descriptive analytical and was done by domain method. For data gathering Dehghani willingness to buy Questionnaire (2012) and Tohidi Assessing Media Literacy (2012) are used. Validity of the questionnaire were estimated by interview with professors and expert person and reliability was assessed by using Cronbach's alpha (α =. 79 and α =. 93). Study population consisted of all students of Birjand universities and sample of this research based on G Power software was 50 people. For analyze the data Peirson correlation coefficient, Fridman test and Regression were used. The research hypotheses were also analyzed using SPSS 25 software. Results The results of this study confirmed that there is a correlation between media literacy and the willingness to buy online (P = 0.001, n = 50 and r = .64), the direction of this relationship is positive and the intensity of the correlation obtained is moderate. Also determined that among the dimensions of media literacy, the factor has the highest correlation with willingness to buy online was media user. In order to predict the willingness of people to buy online, their level of media literacy can be used (R= .468) and it can be concluded that students with higher levels of media literacy are more likely to shop online from sport websites. Conclusion: Offering products online and selling online is possible when people can use these services. Therefore, measuring the dimensions and levels of media literacy in order to present products in different societies is importan