European Journal of Physical Education and Sport Science ISSN: 2501 - 1235 ISSN-L: 2501 - 1235 Available on-line at: www.oapub.org/edu Volume 3 │Issue 11 │2017 doi: 10.5281/zenodo.1065684 THE INVESTIGATION OF THE RELATIONSHIP BETWEEN SPORTS PRODUCT CONSUMERS AND INDIVIDUAL INNOVATIONS AND SHOPPING BEHAVIORS Abdurrahman Kepoğlu1i, Okan Çengel2, Şenol Yanar3 1 Assoc. Prof. Dr., Muğla Sıtkı Koçman University, Faculty of Sport Science, Turkey 2 Muğla Sıtkı Koçman University, Faculty of Sport Science, Turkey 3 Dr., Muğla Sıtkı Koçman University, Faculty of Sport Science, Turkey Abstract: The purpose of this study is to investigate the relationship between sports product consumers' individual innovativeness and shopping behavior patterns. The survey also has found that sports consumers are more likely to be concerned about their age, gender, marital status, education level, occupational status, whether they regularly play sports, whether they prefer to do other activities instead of sports, what they pay attention to in sports activities, monthly shopping spending, whether there are any significant differences in personal information, such as whether they use imitations of branded products in sporting goods. A total of 585 sports product consumers, 346 men, and 239 women, voluntarily participated in the research conducted in the provinces and districts of Muğla Ortaca, Köyceğiz, Dalaman . In order to collect data in the survey, a questionnaire consisting of five sections was used. In the first part of the questionnaire, demographic characteristics form 11 questions prepared in accordance with the purpose of this research, individual innovation scale in the second part, scale of purchasing behaviors of sports consumers in the third part, scale to determine the dimensions of purchasing behavior with shopping ambition in the fourth part, In the section, a scale was used to determine the dimensions of purchasing behavior. When the results obtained from the research are evaluated, it is seen that as the level of Copyright © The Author(s). All Rights Reserved. © 2015 – 2017 Open Access Publishing Group 329 Abdurrahman Kepoğlu, Okan Çengel, Şenol Yanar THE INVESTIGATION OF THE RELATIONSHIP BETWEEN SPORTS PRODUCT CONSUMERS AND INDIVIDUAL INNOVATIONS AND SHOPPING BEHAVIORS individual innovativeness of the sports product consumers increases, the level of purchasing behavior of the hedonistic also increases. It has been determined that the relationship between innovation behaviors of sports consumers and shopping attitudes is related to the purchasing behavior dimensions of sports consumers and the innovation behaviors of sports consumers. Keywords: sports product consumers, individual innovations, shopping behaviors Introduction There are many different definitions and interpretations of the sport. In many definitions, there are definitions that are accepted as common although different expressions are used. When we look at the definitions generally accepted in the literature; a process involving win-win, technical and physical effort in terms of sportsmen, a process of aesthetics based on competition in terms of audience, and a mirror reflecting social characteristics are finally an important social institution. Since Sports as a social phenomenon is a multi-dimensional concept, different authors have presented different definitions and opinions about the definition of sport. This is because; Dalkılıç, . Sport represents the main skills and struggles that human beings have gained in struggling with nature, in an individual or collectively peaceful way, parallel to the increase in leisure time, and through simulation, (Fisek, 1998). It is as old as the existence of mankind in the universe that the material of the human being, together with the elements of ideas and soul, is to be trained for certain purposes. The movement, which is the most important symptom of life, is also the main means of body training at the same time (Alpman, 1972, Yazici, 2014). Sports are confronted with chronologically when people start to live in societies. In the days when wars were based on body power, the sport was almost a preparation period for war. As a matter of fact, the definition of sport is made from the historical perspective. It is a disciplined collective play style that is based on sport, competition, and competition, and matures warlike forces. Erkal, ; Yazıcı, 4 . In examining the meaning and concept of sport, it has been predicted that it will be more useful to investigate the social and economic dimensions of sports rather than the physiological dimension of sport, in order not to break away from the main theme of our study. Today, most of the work done by machines makes health problems in individuals increasing due to lack of movement, so physical activities gain importance from an individual point of view. Yıldız, .The sports centers attract a significant part of people's interest in physical activities in the face of disadvantages of European Journal of Physical Education and Sport Science - Volume 3 │ Issue 11 │ 2017 330 Abdurrahman Kepoğlu, Okan Çengel, Şenol Yanar THE INVESTIGATION OF THE RELATIONSHIP BETWEEN SPORTS PRODUCT CONSUMERS AND INDIVIDUAL INNOVATIONS AND SHOPPING BEHAVIORS technological developments. The health and fitness movement is a rapidly growing phenomenon worldwide, and the growing demand has made sports centers an industry (Yildiz, 2010). Especially the development of professional sports has provided the emergence and development of subsidiary service branches. In this direction, sport produces an important business area. Sport, on the other hand, is also influencing the country's governance in terms of international policy. Countries see sport as an ideological, social and political means of propaganda and seeking financial gain by attracting some of the international organizations in order to stimulate tourism by advertising the country Yıldız, . Sports can provide significant and great contributions to the revitalization and development of the local and national economy. Major organizations such as the Olympics and branches competed for every week, such as football and basketball, affect other economic activities (purchasing, consumption, etc.) directly or indirectly except for providing employment only (Çetin, 2011). To this end, the sports industry must be an industry where governments and other sports governing bodies are making long-term investments and ensuring sustainability. Strategic vision, development plans can be achieved with good financial policies and sustainability (Karaca, 2011). To sum up, sports services offered to customers in a wide range of channels, through one of the most important sectors of the economy, and through profit-oriented or non-profit organizations, physically, psychologically and sociologically as well as economically, directly or indirectly affecting people. Features have an important place in the sports service economy, which provides significant economic mobility in developed countries Yıldız, . 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