تاثیر کیفیت خدمات بر رفتار مصرف¬کننده با توجه به نقش میانجی وفاداری به برند در ورزشکاران حرفه¬ای والیبال ایران با استفاده از رویکرد مدلسازی معادلات ساختاری
محورهای موضوعی : علوم ورزشی و سلامتسعید عبادی 1 , محمدرضا اسمعیلی 2 , سیده زهرا حاجی انزهایی 3
1 - دانشجوی دکتری، دانشکده تربیت بدنی و علوم ورزشی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران.
2 - دانشکده تربیت بدنی و علوم ورزشی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
3 - دانشکده تربیت بدنی و علوم ورزشی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران.
کلید واژه: رفتار مصرف کننده, وفاداری به برند, کیفیت خدمات, والیبال,
چکیده مقاله :
چکیده
توجه به برندهای معتبر و خرید آنها توسط افراد مشهور و نام آشنا به عنوان یکی از مهمترین استراتژی های بازاریابی در تمام دنیا شناخته شده است. در این میان تمایل به خرید ورزشکاران حرفه ای از برندهای ورزشی معتبر همواره مورد توجه بسیاری از طرفداران آنها است. در این راستا هدف اصلی این پژوهش تاثیر کیفیت خدمات بر رفتار مصرفکننده با توجه به نقش میانجی وفاداری به برند در ورزشکاران حرفهای والیبال ایران با استفاده از رویکرد مدلسازی معادلات ساختاری است.این پژوهش از نظر هدف كاربردي و از نظر ماهيت و روش ، پژوهشي توصيفي شمرده مي شود. همچنين از ديدگاه گردآوري اطلاعات، يك پژوهش پيمايشي است. جامعه ی آماری پژوهش ورزشکاران حرفهای والیبال ایران هستند و این افراد شامل ورزشکاران حرفه ای والیبال کشور هستند که در تیم های باشگاهی در سطح کشور و سطح استان در حال فعالیت هستند. روش نمونه گیری در این پژوهش بر اساس روش غیراحتمالی در دسترس بوده و تعداد 168 نفر به سوالات پرسشنامه پاسخ دادند. ابزار جمع آوری داده ها در این پژوهش پرسشنامه بوده که برای بررسی روایی در این پژوهش از روایی محتوا و روایی سازه استفاده گردید. برای بررسی روایی محتوا نیز از نظر برخی از اساتید رشته مدیریت ورزشی و تربیت بدنی و همچنین برخی از خبرگان ورزشی استفاده شده است. برای بررسی پایایی نیز از ضریب آلفای کرونباخ و پایایی ترکیبی استفاده گردید که مورد تایید قرار گرفت.برای بررسی فرضیه های پژوهش از روش مدلسازی معادلات ساختاری با رویکرد حداقل مربعات جزیی استفاده گردید. با توجه به نتایج بدست آمده مشخص گردید که کیفیت خدمات بر وفاداری به برند و رفتار مصرف کننده تاثیر مثبت و معناداری دارد. همچنین تاثیر مثبت و معنادار وفاداری به برند بر رفتار مصرف کننده نیز مورد تایید قرار گرفت. در نهایت در فرضیه ی انتهایی پژوهش مشخص گردید که کیفیت خدمات از طریق نقش میانجی وفاداری به برند بر رفتار مصرف کننده تاثیر مثبت و معناداری دارد.
Introduction
The theory of consumption values is one of the most extensively used models to explain consumer choices. The theory of consumption values in essence states that one’s ultimate choice is affected by the perceived value of products and services. These dimensions include functional, emotional, social, epistemic, and contingent values (Mason et al.; 2023). The theory of consumption values explains how these five consumption values predict consumer preferences for purchasing a product or service (Chakraborty and Dash; 2023). Thus, it indicates the relevance of the theory of consumption values in various contexts and provides a multidimensional view of consumption value and behavioral outcomes. Hence, marketing researchers have conducted comprehensive literature reviews to integrate existing findings and provide valuable insights into the predictive capacity of the theory of consumption values (Tanrikulu; 2021).
Methods
This study is of applied type in purpose. It is also descriptive-correlational in nature and method. The statistical population of the study included professional volleyball athletes in Iran playing in club teams at the national and provincial levels. A convenience and non-probability sampling method was used in this research. Accordingly, 175 people were selected as a sample and questionnaires were distributed among them, of which 168 questionnaires were returned to the researcher. The field method was used as the data collection method in this study. The data collection tool was a questionnaire. Content and construct validities were used to examine its validity in this study. The results of construct validity are presented in the next section. The opinions of some professors in the field of sports management and physical education and some sports experts were also used to examine the content validity. Cronbach's alpha coefficient and composite reliability coefficient were also used to examine the reliability of the questionnaire. The results of this section are also explained below.
Results
Statistical description
This section presents the central indices, dispersion indices, and distribution shape indices of the variables. The mean of the service quality variable from the respondents' viewpoints is 3.7602 with a standard deviation of 0.72072. Thus, the level of service quality is higher than the average value from the respondents' perspective. The median value is 3.84, indicating that the scores of almost half of the respondents are lower than this value. Since the data mode value is 3.92, it is concluded that most respondents gave the service quality variable a score of 3.92. The negative skewness of the variable (-0.339) indicates that the tail of the distribution is long toward the left. Additionally, the positive skewness (0.02) means that the shape of the variable distribution is longer than the normal distribution. Similarly, the lowest and highest scores given for this variable are 1.16 and 5. The average brand loyalty is 3.7455 with a standard deviation of 0.88504. Thus, from the respondents' point of view, the brand loyalty level is higher than the average value. The median value is (3.75), indicating that the scores of almost half of the respondents are less than this value. In addition, since the mode value of the data is 5, it is concluded that most respondents gave the brand loyalty variable a score of 5. The negative skewness of the variable (-0.365) indicates that the tail of the distribution is long toward the left. Moreover, the negative skewness (-0.52) means that the shape of the variable distribution is shorter than the normal distribution. Similarly, the lowest and highest scores given for this variable are 1.25 and 5, respectively. The mean of the consumer behavior variable is 3.7381 with a standard deviation of 0.70994. Thus, from the respondents' point of view, the consumer behavior level is higher than the average value. The median value is (3.857), indicating that the scores of almost half of the respondents are lower than this value. In addition, since the mode value of the data is 3.86, it is concluded that most respondents have given the consumer behavior variable a score of 3.86. The negative skewness of the variable (0.464) indicates that the tail of the distribution is long toward the left. The negative skewness (-0.08) means that the shape of the variable distribution is shorter than the normal distribution. Similarly, the lowest and highest scores given for this variable are 1.5 and 5, respectively.
Conclusion and Discussion
A growing body of literature on the subject has been explained so far to determine the scope and philosophy of marketing, in which the brand has played a key role. The brand is referred to as a symbol of the organization's reputation, to the extent that experts in this area consider a personality to it. One thinker in this regard considers brand personality the core variable in customer decision-making when making a purchase. The brand tells organizations what their position is in public opinion, the market space, and among the organization's stakeholders, and how they should develop or manage this position. Generally, it can be stated that the brand reflects the organization's activities in society. A strong brand differentiates the product from competitors' products, reduces search costs, minimizes perceived risks, and provides high quality from the customer's perspective.
In brand and consumer behavior, the factor of purchase intention has always been discussed as one of the crucial variables. Customer intention to purchase is repeated when the brand matches the consumer's personality or self-image or when the brand offers unique and needed benefits to consumers. Purchase intention refers to the desire to use a product or receive a service. When consumers believe that a product or service offers the quality or features of the actual product, they are more likely to purchase it.
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