This study was conducted to examine the role of psychological and functional components of retail apps in shaping the experience, emotions, and satisfaction of consumers of physical fitness-related sports products during the Iran-US war. Methodologically, the research was applied in terms of purpose and employed a descriptive-survey approach with a quantitative methodology within the positivism paradigm. The statistical population included customers of online sporting goods stores. A sample of 384 participants was selected, considering the model’s characteristics and the application of the PLS-SEM method. Data were gathered using a standard five-point Likert scale questionnaire and analyzed with SPSS and SmartPLS software. The results indicated that psychological components had positive and significant effects on customer experience, in-app emotions, and customer satisfaction, with effect sizes of Beta = 0.152, Beta = 0.329, and Beta = 0.413, respectively. Additionally, functional components positively and significantly influenced customer experience and in-app emotions, yielding path coefficients of Beta = 0.562 and Beta = 0.347, respectively. However, the direct effect of functional components on customer satisfaction was not significant, with a coefficient of Beta = -0.020 and a p-value of 0.815. The results showed that functional components play a more prominent role in shaping customer experience, while psychological components play a greater role in direct customer satisfaction.