عنوان مقاله [English]
The purpose of this study was to provide a framework for addressing the habits of buying Iranian sports goods. the research method is of qualitative type with systematic analysis approach. the statistical population included human and information society. a statistical sample of sufficient numbers based on theoretical saturation was purposefully and available for sampling and survey (16 people and 23 documents). the research tools included a systematic library study and a semi-structured interview. Tool validity was assessed using optimal qualitative validation methods (content validity, kappa coefficient). the conceptual coding and framing method was used to analyze the findings. the analytical framework presented includes three levels: contextual, process, and consequential. it is at the level of social, cultural, economic, political and legal environments; also at the process level are the dimensions of location, competitors, sales system, consumption behavior and shopping pattern. finally, at the level of consequence, the habits of shopping are fun, electronic, quality-oriented, wholesale and traditional. in general, according to the results of the research, it can be said that in order to institutionalize the habit of buying domestic sports goods, the factors used in this research should be considered as a model for their decision-making.