تأثیر تبلیغات توصیهای بر قصد خرید مشتریان ورزشی با تاکید بر نقش میانجی ارزش ویژه برند
محورهای موضوعی : نوآوری در مدیریت ورزشی
1 - استادیار، گروه تربیت بدنی و علوم ورزشی، واحد اهر، دانشگاه آزاد اسلامی، اهر، ایران
کلید واژه: تبلیغات توصیهای, قصد خرید, ارزش ویژه برند, کفش‌های ورزشی تن تاک.,
چکیده مقاله :
هدف: تبلیغات توصیهای یک متغیر تاثیرگذار قوی در فرایند تصمیم گیری خرید مشتریان است و به دلیل دردسترس بودن نسبت به تبلیغات دیگر کارآمدتر میباشد. هدف پژوهش حاضر، بررسی تأثیر تبلیغات توصیهای بر قصد خرید مشتریان ورزشی با تاکید بر نقش میانجی ارزش ویژه برند می باشد.
روش: تحقيق حاضر از نوع توصیفی و پیمایشی بود. 282 نفر از مشتریان کفش های ورزشی تن تاک در شهر تبریز، به صورت داوطلبانه پرسشنامه‌های استاندارد تبلیغات توصیهای گویت و همکاران(2010)، ارزش ویژه برند دانسو و یو(2001) و قصد خرید پارک و همکاران(2008) را تکمیل نمودند. برای تجزیه و تحلیل داده‌ها از مدل یابی معادلات ساختاری (SEM) استفاده شد.
یافتهها: نتایج نشان داد که تبلیغات توصیهای بر ارزش ویژه برند و قصد خرید تاثیر مستقیم و معناداری دارد (001/0=P). همچنین نقش میانجی ارزش ویژه برند بر رابطه بین تبلیغات توصیهای و قصد خرید مورد تایید قرار گرفت (001/0=P). بررسی برازش مدل نیز نشان داد که مدل ارائه شده پژوهش از برازش مناسبی برخوردار میباشد (506/0=GOF).
نتایج: اشتراک تجربیات و اطلاعات مشتریان از طریق بازاریابی توصیهای در خصوص محصولات شرکت، منجر به ارتقای ارزش ویژه برند شده و تکرار خریدها را موجب می‌شود.
Objective: Word of mouth advertising is a vital influencing variable in the purchase decision process of customers and is more efficient than other advertising due to its availability. This study aimed to investigate the effect of word of mouth advertising on sports customers purchase intention with emphasis on mediator role of brand equity.
Methodology: The research method is descriptive- correlation. 282 consumers of TanTak sports shoes in Tabriz city voluntarily filled out the Goyette et al (2010), the Yoo and Donthu brand equity (2001) and The Park et al purchase intention (2008) questionnaires. Structural equation modeling (SEM) was used to analyze the data.
Results: The results showed that the word of mouth advertising had a significant direct effect on brand equity and purchase intention (P=0.001). The Findings prove the moderation role of brand equity on the relationship between word of mouth advertising and purchase intention (P=0.001). According to the model analysis results the modified model had a good fit (GOF=0.506).
Conclusion: Sharing the experiences and information of customers through word of mouth advertising regarding the company's products leads to the improvement of brand equity and causes repeated purchases.
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