تأثیر ارزش ادراک شده محصول ورزشی و غیر ورزشی در قصد خرید مشتریان برحسب تناسب صحه گذار
محورهای موضوعی : نوآوری در مدیریت ورزشی
کاوه میرانی
1
,
فرشاد تجاری
2
,
نگار آرازشی
3
1 - دانشجوی دکتری، گروه مدیریت ورزشی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
2 - استاد گروه مدیریت ورزشی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
3 - استادیار گروه رفتار حرکتی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
کلید واژه: ترویج, صحه گذاری, افراد مشهور ورزشی, افراد مشهور.,
چکیده مقاله :
این پژوهش با هدف تأثیر ارزش ادراک شده محصول ورزشی و غیر ورزشی در قصد خرید مشتریان برحسب تناسب صحه گذار انجام شد. روش پژوهش توصیفی- همبستگی بود، جامعه آماری شامل دو بخش: بخش اول تعیین صحه گذاران و محصولات، که علی دایی و شهربانو منصوریان به عنوان صحه گذاران مشهور ورزشی و امین حیایی و الهام حمیدی به عنوان صحه گذاران مشهور انتخاب شدند. همچنین برند مجید بهعنوان محصول ورزشی و برند نوین چرم بهعنوان محصول غیر ورزشی انتخاب گردیدند، روش نمونهگیری نیز هدفمند بود. بخش دوم مشتریان محصولات (ورزشی و غیر ورزشی) تشکیل دادند. روش نمونهگیری به صورت تصادفی طبقهای بود و حجم نمونه 420 نفر برآورد گردید. برای جمع آوری دادهها به ترتیب از سه پرسشنامه مربوط به اطلاعات شخصی، ارزش ادراک شده و قصد خرید استفاده گردید. روایی صوری و محتوایی ابزار پژوهش توسط گروهی از اساتید صاحبنظر و روایی سازه آن بهوسیله تحلیل عاملی تأییدی مبتنی بر مدل معادلات ساختاری تأیید شد. همچنین پایایی پرسشنامه ها با استفاده از ضریب آلفای کرونباخ گزارش شد. برای تجزیه وتحلیل دادهها از نرمافزارهای اس.پی.اس.اس.، ایموس و اسمارت پی.ال.اس. استفاده گردید. نتایج نشان داد که صحه گذاری افراد مشهور ورزشی بر روی محصول ورزشی و محصول غیرورزشی تأثیر بیشتری نسبت به صحهگذاری افراد مشهور بر روی محصول ورزشی و محصول غیرورزشی دارد. با توجه به نتایج پیشنهاد میشود که شرکتها و سازمانها تمرکز خود را بر ورزشکاران ستاره بگذارند؛ زیرا ورزشکاران ستاره بدون شک در کانون توجهات قرار دارند و افراد بیشتری در جامعه با آنها درگیر هستند.
This study aims to influence Perceived value Sports and non-sports products Purchase Intention Endorse Congruence Done. It is worth mentioning that this research was a descriptive and correlational study. The statistical population of this research consisted of two parts, the first part for the selection of Endorsement and products were considered, finally Ali Daei and Shahrbanu Mansoorian were chosen as famous sports endorsers and Amin Hayai and Elham Hamidi were chosen as famous endorsers. Also, the Meroj brand was selected as a sports product and the Novin Leather brand was selected as a non-sports product. The second part was formed by the customers of the products (sports and non-sports) and the sampling method was stratified random. The sample size was estimated to be420 people. To collect data, three questionnaires related to personal information, Perceived value and purchase intention were used respectively. The formal and content validity of the research tool was confirmed by a group of expert professors and its construct validity was confirmed by confirmatory factor analysis based on the structural equation model. Also, the reliability of the questionnaires was reported using Cronbach's alpha coefficient. For data analysis, SPSS, AMOS and SmartPLS software were used was used. The results showed that the endorsement of sports celebrities on sports and non-sports products has a greater effect than the endorsement of celebrities on sports and non-sports products. It is suggested that companies and organizations focus on star athletes; Because star athletes are undoubtedly in the spotlight and more people in society are involved with them.
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