Military Psychology

Military Psychology

Examining the Role of Psychological and Functional Components of Retail Apps in Shaping the Experience, Emotions, and Satisfaction of Users of Physical Fitness-Related Sports Products During the Iran-US War

Articles in Press

Document Type : Original Article

Authors
Zohreh Hasanvand 1
Mohsen Bagherian Farahabadi 2
Mehdi Emadi 2
Mohsen Esmaeili 3
1 Department of Sport Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran.
2 Department of Sports Management, Faculty of Physical Education and Sport Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran
3 Department of Sports Management, Physical Education and Sports Sciences Research Institute, Tehran, Iran
Abstract
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.
Keywords
Psychological and functional components
Customer experience
In-app shopping emotions
Customer satisfaction
Sporting goods
Subjects
Military Psychology

Articles in Press, Accepted Manuscript
Available Online from 17 October 2026

  • Receive Date 05 October 2026
  • Revise Date 14 October 2026
  • Accept Date 17 October 2026