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ارائه مدل تحلیل اثر خصومت بر پیچیدگی ذهنی و قصد خرید مشتریان برندهای ورزشی | ||
| نشریه مدیریت ورزشی | ||
| مقاله 14، دوره 12، شماره 1، فروردین 1399، صفحه 259-283 اصل مقاله (591.22 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jsm.2019.250995.2017 | ||
| نویسندگان | ||
| مهدی ابهری ساتلو1؛ سعید تابش* 2؛ مرتضی دوستی3؛ رسول نظری4 | ||
| 1کارشناس ارشد مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران | ||
| 2استادیار گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران | ||
| 3دانشیار گروه مدیریت ورزشی،دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران | ||
| 4دانشیار گروه مدیریت ورزشی، دانشکده علوم ورزشی دانشگاه آزاد اسلامی واحد اصفهان (خوراسگان)، اصفهان، ایران | ||
| چکیده | ||
| هدف از این پژوهش تحلیل اثر خصومت بر پیچیدگی ذهنی و قصد خرید مشتریان برندهای ورزشی خارجی(نایک و آدیداس) و داخلی (دایی و مجید) بود. جامعه آماری پژوهش مشتریان برندهای ورزشی خارجی و داخلی در استان مازندران بودند. 384 نفر بر اساس جدول مورگان، به عنوان نمونه انتخاب شدند که پس از توزیع و جمع‌آوری پرسشنامه‌ها در نهایت 380 پرسشنامه صحیح بود. برای تجزیه‌و تحلیل داده‌ها از نرم‌افزارهایSPSS و AMOS استفاده شد. یافته‌ها نشان داد که در بین مشتریان برندهای داخلی بین خصومت قومیت‌نژادی مصرف‌کننده و پیچیدگی ذهنی، قومی نژادی مصرف‌کننده و قصد خرید و همچنین بین پیچیدگی ذهنی خرید و قصد خرید رابطه مثبت معناداری وجود دارد ولی بین خصومت عمومی و قصد خرید، خصومت اقتصادی و پیچیدگی ذهنی خرید و همچنین بین خصومت اقتصادی و قصد خرید رابطه معناداری مشاهده نشد. همچنین رابطه منفی معناداری بین خصومت عمومی و پیچیدگی ذهنی خرید مشاهده شد به علاوه یافته‌ها در بین مشتریان برندهای خارجی نشان داد که بین خصومت قومی‌نژادی و پیچیدگی ذهنی، خصومت قومی‌نژادی و قصد خرید و | ||
| کلیدواژه‌ها | ||
| خصومت؛ مصرف‌کننده؛ برندهای ورزشی؛ تصمیمات خرید؛ درگیری ذهنی خرید | ||
| عنوان مقاله [English] | ||
| An analysis of the effect of hostility on subjective complexity and intention to purchase customers of sport brands | ||
| نویسندگان [English] | ||
| mahdi abhari satellu1؛ saeid tabesh2؛ Morteza Dousti3؛ Rasool Nazari4 | ||
| 1Master of Sports Management, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran | ||
| 2Assistant Professor of Sports Management Department, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran | ||
| 3Associate Professor, Department of Sports Management, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran | ||
| 4Associate Professor, Faculty of Sport Sciences, Islamic Azad University, Isfahan (Khorasgan) Branch, Isfahan, Iran | ||
| چکیده [English] | ||
| The purpose of this study was to analyze the effect animosity to purchase involvement and customer purchase intention of foreign sports brands (Nike and Adidas) and domestic (Daei and Merooj). The statistical population of this study was the customers of foreign and domestic sports brands in Mazandaran province. 384 people were selected according to the Morgan table. After distributing and collecting questionnaires, 380 completed questionnaires were completed. For data analyses were used by SPSS and AMOS. The findings about domestic sport brands showed that there is a significant positive relationship between Consumer ethnocentrism and Purchase involvement, Consumer ethnocentrism and Purchase intention and as well as between Purchase involvement and Purchase involvement. But, there wasn't a significant relationship between Public animosity and Purchase intention, economic animosity and Purchase involvement, as well as between economic animosity and Purchase intention. Also, there was a significant negative relationship between Purchase involvement and purchase intention. In addition, findings among foreign brands showed that there was a significant negative relationship between ethnic Animosity and mental complexity, also between ethnic animosity and intent to buy, as well as between general animosity and mental complexity. According to research findings, sports marketers should consider animosity in order to succeed in marketing activities and increase profitability.In addition, findings among foreign brands showed that there was a significant negative relationship between ethnic Animosity and mental complexity, | ||
| کلیدواژه‌ها [English] | ||
| Consumer Animosity, Domestic Sports, brands, Purchase intention, Purchase involvement | ||
| مراجع | ||
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