ارائه مدل بهبود مزیت رقابتی، اعتماد و نیات رفتاری نسبت به محصولات ورزشی در فروشگاه‌های ورزشی پیشرو در حوزه فناوری واقعیت افزوده (نمونه موردی: نسل Z)
محورهای موضوعی :
بازاریابی ورزشی
رضا مرتاضی
1
(دانشجوی دکترای مدیریت ورزشی، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران)
آزاده سیدعالی نژاد
2
(استادیار گروه تربیت بدنی و علوم ورزشی، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران)
محمد جلیلوند
3
(استادیار گروه تربیت بدنی و علوم ورزشی، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران)
تاریخ دریافت : 1401/10/09
تاریخ پذیرش : 1402/01/14
تاریخ انتشار : 1402/03/01
کلید واژه:
محیط واقعی,
گروه‌های نسلی,
اطلاعات دیجیتال,
اطمینان,
ادراک مشتریان,
چکیده مقاله :
تحقیق حاضر با ارائه مدل بهبود مزیت رقابتی، اعتماد و نیات رفتاری به محصولات ورزشی در فروشگاه‌های ورزشی فعال و پیشرو در حوزه فناوری واقعیت افزوده (نمونه موردی: نسل Z) طراحی و اجرا گردید. روش تحقیق حاضر از نوع همبستگی می‌باشد. جامعه آماری تحقیق حاضر شامل گروه نوجوانان و جوانان مراجعه‌کننده به فروشگاه‌های ورزشی فعال در حوزه فناوری واقعیت افزوده بودند. این فروشگاه‌ها به‌عنوان فروشگاه‌های ورزشی مدرن سعی در پیاده‌سازی فناوری واقعیت افزوده بودند و مشتریان را با توجه به این فناوری با محصولات آشنا نمایند. بر اساس فرمول کوکران در شرایط نامشخص بودن جامعه؛ تعداد 384 نفر به‌عنوان نمونه تحقیق مشخص شدند. نتایج نشان داد که سودمندی ادراک‌شده بر مزیت رقابتی (581/0)، اعتماد (392/0) و نیات رفتاری (379/0) تأثیر معناداری دارد. همچنین نتایج نشان داد که نگرش به استفاده از محصولات ورزشی بر اعتماد (584/0) و نیات رفتاری (439/0) تأثیر معناداری دارد. با این توجه مشخص گردید که سودمندی، اطلاعات و لذت ادراک‌شده مشتریان از مواجهه با فناوری واقعیت افزوده به عنوان مسائل مهمی می باشند که می تواند بستری در جهت تمایل به محصولات ورزشی در فروشگاه‌های ورزشی پیشرو در حوزه فناوری واقعیت افزوده ایجاد گردد.
چکیده انگلیسی:
The present research was designed and implemented by presenting a model for improving competitive advantage, trust and behavioral intentions towards sports products in active and leading sports stores in the field of augmented reality technology (case example: Generation Z). The current research method is correlational. The statistical population of this research included the group of teenagers and young people who refer to sports stores active in the field of augmented reality technology. As modern sports stores, these stores tried to implement augmented reality technology and familiarize customers with products according to this technology. According to Cochran's formula, in the conditions of uncertainty of the society; A total of 384 people were identified as the research sample. The results showed that perceived usefulness has a significant effect on competitive advantage (0.581), trust (0.392) and behavioral intentions (0.379). Also, the results showed that the attitude towards using sports products has a significant effect on trust (0.584) and behavioral intentions (0.439). With this attention, it was determined that the perceived usefulness, information and pleasure of customers from facing augmented reality technology are important issues that can create a platform for the desire for sports products in leading sports stores in the field of augmented reality technology.
منابع و مأخذ:
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Goebert, C. (2020). Augmented reality in sport marketing: Uses and directions. Sports Innovation Journal, 1, 134-151.
Grant, R. M. (2005). The Resource-Based View of Competitive Advantage: Implication for Strategy Formulation, California Management Journal, 33, 114-134.
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Jani, D. & Han, H. (2011). Investigating the key factors affecting behavioral intentions: Evidence from a full- service restaurant setting, International Journal of marketing, Contemporary Hospitality Management, 23 (7), 1000-1018.
Jiang, Y., & Hong, F. (2021). Examining the relationship between customer-perceived value of night-time tourism and destination attachment among Generation Z tourists in China. Tourism Recreation Research, 1-14.
Jin-Hai, L., Anderson, A., & Harrison, R. (2003). The Evolution of Agile Manufacturing. Journal of Business Process Management, 170-89.
Jang, W., Byon, K. K., & Yim, B. H. (2020). Sportscape, emotion, and behavioral intention: a case of the big four US-based major sport leagues. European Sport Management Quarterly, 20(3), 321-343.
Jung, H. J., Oh, K. W., & Kim, H. M. (2021). Country differences in determinants of behavioral intention towards sustainable apparel products. Sustainability, 13(2), 558-565.
Kang, J. Y. M., Kim, J. E., Lee, J. Y., & Lin, S. H. (2023). How mobile augmented reality digitally transforms the retail sector: examining trust in augmented reality apps and online/offline store patronage intention. Journal of Fashion Marketing and Management: An International Journal, 27(1), 161-181.
Liao, T. (2015). Augmented or admented reality? The influence of marketing on augmented reality technologies. Information, Communication & Society, 18(3), 310-326.
Liu, B. (2021). The Relationship between Spectator Motivation, Constraint, Satisfaction, Team Identity and Behavioral Intention among Chinese Sport Fans. Asia Pacific Journal of Applied Sport Sciences, 2(2), 1-27.
Mo, F. (2022). Strategies to Cultivate Generation Z Talent in Marketing under the Big Data Era. Open Access Library Journal, 9(1), 1-11.
Morgan, S., Michael, S. (2007). Effect of Marketing-Manufacturing Integration on New Product Development Time and Competitive, Journal of Operations Management, 25, pp. 203-217.
Porter, C.E.,Donthu,N. (2006). Using the technology acceptance model to explain how attitudes determine Internet usage: the role of perceived access barriers and demographics.J.Bus.Res.59 (9), 999–1007.
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Silveira, P. D., Galvão, S. C. B., & Marques, M. A. (2019). Comparing the in-store use of smartphones between shoppers of generations XYZ. The European Proceedings of Social & Behavioural Sciences.
Tran, K., Nguyen, T., Tran, Y., Nguyen, A., Luu, K., & Nguyen, Y. (2022). Eco-friendly fashion among generation Z: Mixed-methods study on price value image, customer fulfillment, and pro-environmental behavior. PloS one, 17(8), e0272789.
Venkatesh, V.,Davis,F.D. (2000). A theoretical extension of the technological acceptance model: four longitudinal field studies.Manag.Sci.46 (2), 186–204.
Voráček, J., & Bernardová, M. (2021). Athletes vs. bloggers: influence on purchase preferences of the Generation Z. auk kinanthropologica, 57(1), 92-108.
Wedel, M., Bigné, E., & Zhang, J. (2020). Virtual and augmented reality: Advancing research in consumer marketing. International Journal of Research in Marketing, 37(3), 443-465.
Weisberg, J., Te'eni, D. & Arman, L. (2014). “Past purchase and intention to purchase in ecommerce: The mediation of social presence and trust”, Internet Research. 21(1), PP. 82-96
Zeithaml, V. A., Bitner, M. Y. (2003). Service marketing: integration customer focus across the firm. 2nd Edition, New York: McGraw Hill, pp: 94-110.
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Ahadi Azad, N., Rah Chamani, A. (2015). Investigating the effect of corporate social responsibility on brand reputation and special value with an emphasis on the role of brand trustworthiness and customer satisfaction, International Conference on Management and Human Sciences, Emirates-Dubai, Institute of Idea Managers, capital of Weira, 1-11. )Persian).
Bentele, G., & Nothhaft, H. (2011). Trust and credibility as the basis of corporate social responsibility: (Mass-) mediated construction of responsibility and accountability. In Ø. Ihlen, J. Bartlett, & S. May (Eds.), the handbook of communication and corporate social responsibility (pp. 208–230). Boston: Wiley
Berman, B., & Pollack, D. (2021). Strategies for the successful implementation of augmented reality. Business Horizons, 64(5), 621-630.
Chiu, C. L., Ho, H. C., Yu, T., Liu, Y., & Mo, Y. (2021). Exploring information technology success of Augmented Reality Retail Applications in retail food chain. Journal of Retailing and Consumer Services, 61, 102561.
Dadwal, S. S., & Hassan, A. (2016). The augmented reality marketing: A merger of marketing and technology in tourism. In Mobile computing and wireless networks: Concepts, methodologies, tools, and applications (pp. 63-80). IGI Global.
Faddila, S. P., Khalida, L. R., & Fauji, R. (2022). E-Service Quality and e-Trust Models in Increasing Generation Z e-Customer Satisfaction in e-Wallet Transactions with ShopeePay Application. Journal Mantik, 6(1), 210-214.
Goebert, C. (2020). Augmented reality in sport marketing: Uses and directions. Sports Innovation Journal, 1, 134-151.
Grant, R. M. (2005). The Resource-Based View of Competitive Advantage: Implication for Strategy Formulation, California Management Journal, 33, 114-134.
Hausman, A.V., Siepke,J.S. (2009). The effect of web interface features on consumer online purchaseintentions. J.Bus.Ventur.62 (1), 5–13.
Hinterhuber, A. Liozu, S. (2014). Is innovation in pricing your next source of competitive advantage? Business Horizons, 57, pp: 413-423.
Jani, D. & Han, H. (2011). Investigating the key factors affecting behavioral intentions: Evidence from a full- service restaurant setting, International Journal of marketing, Contemporary Hospitality Management, 23 (7), 1000-1018.
Jiang, Y., & Hong, F. (2021). Examining the relationship between customer-perceived value of night-time tourism and destination attachment among Generation Z tourists in China. Tourism Recreation Research, 1-14.
Jin-Hai, L., Anderson, A., & Harrison, R. (2003). The Evolution of Agile Manufacturing. Journal of Business Process Management, 170-89.
Jang, W., Byon, K. K., & Yim, B. H. (2020). Sportscape, emotion, and behavioral intention: a case of the big four US-based major sport leagues. European Sport Management Quarterly, 20(3), 321-343.
Jung, H. J., Oh, K. W., & Kim, H. M. (2021). Country differences in determinants of behavioral intention towards sustainable apparel products. Sustainability, 13(2), 558-565.
Kang, J. Y. M., Kim, J. E., Lee, J. Y., & Lin, S. H. (2023). How mobile augmented reality digitally transforms the retail sector: examining trust in augmented reality apps and online/offline store patronage intention. Journal of Fashion Marketing and Management: An International Journal, 27(1), 161-181.
Liao, T. (2015). Augmented or admented reality? The influence of marketing on augmented reality technologies. Information, Communication & Society, 18(3), 310-326.
Liu, B. (2021). The Relationship between Spectator Motivation, Constraint, Satisfaction, Team Identity and Behavioral Intention among Chinese Sport Fans. Asia Pacific Journal of Applied Sport Sciences, 2(2), 1-27.
Mo, F. (2022). Strategies to Cultivate Generation Z Talent in Marketing under the Big Data Era. Open Access Library Journal, 9(1), 1-11.
Morgan, S., Michael, S. (2007). Effect of Marketing-Manufacturing Integration on New Product Development Time and Competitive, Journal of Operations Management, 25, pp. 203-217.
Porter, C.E.,Donthu,N. (2006). Using the technology acceptance model to explain how attitudes determine Internet usage: the role of perceived access barriers and demographics.J.Bus.Res.59 (9), 999–1007.
Rauschnabel, P. A., Babin, B. J., tom Dieck, M. C., Krey, N., & Jung, T. (2022). What is augmented reality marketing? Its definition, complexity, and future. Journal of Business Research, 142, 1140-1150.
Riar, M., Korbel, J. J., Xi, N., Meywirth, S., Zarnekow, R., & Hamari, J. (2023). Augmented Reality in Interactive Marketing: The State-Of-The-Art and Emerging Trends. The Palgrave Handbook of Interactive Marketing, 301-327.
Rustagi, P., & Prakash, A. (2022). Review on consumer’s attitude & purchase behavioral intention towards green food products. Int J Health Sci (Qassim), 9257, 9273.
Shin, J. H., Lim, Y. S., & Kim, J. S. (2020). Exploring Sport Consumption Style of Generation Z that the 4th Industrial revolution paid attention to: Applying Decision Tree Analysis based on Data Mining. Journal of the Korean Applied Science and Technology, 37(5), 1208-1221.
Silveira, P. D., Galvão, S. C. B., & Marques, M. A. (2019). Comparing the in-store use of smartphones between shoppers of generations XYZ. The European Proceedings of Social & Behavioural Sciences.
Tran, K., Nguyen, T., Tran, Y., Nguyen, A., Luu, K., & Nguyen, Y. (2022). Eco-friendly fashion among generation Z: Mixed-methods study on price value image, customer fulfillment, and pro-environmental behavior. PloS one, 17(8), e0272789.
Venkatesh, V.,Davis,F.D. (2000). A theoretical extension of the technological acceptance model: four longitudinal field studies.Manag.Sci.46 (2), 186–204.
Voráček, J., & Bernardová, M. (2021). Athletes vs. bloggers: influence on purchase preferences of the Generation Z. auk kinanthropologica, 57(1), 92-108.
Wedel, M., Bigné, E., & Zhang, J. (2020). Virtual and augmented reality: Advancing research in consumer marketing. International Journal of Research in Marketing, 37(3), 443-465.
Weisberg, J., Te'eni, D. & Arman, L. (2014). “Past purchase and intention to purchase in ecommerce: The mediation of social presence and trust”, Internet Research. 21(1), PP. 82-96
Zeithaml, V. A., Bitner, M. Y. (2003). Service marketing: integration customer focus across the firm. 2nd Edition, New York: McGraw Hill, pp: 94-110.
