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قائدی, علی, ایزدی, بهزاد, قاسمیان مقدم, محمدرضا. (1400). سنجش امواج مغزی، انگیختگی، لذت و تصمیم به خرید در صنعت خدمات ورزشی. , 13(2), 639-657. doi: 10.22059/jsm.2020.294673.2381
علی قائدی; بهزاد ایزدی; محمدرضا قاسمیان مقدم. "سنجش امواج مغزی، انگیختگی، لذت و تصمیم به خرید در صنعت خدمات ورزشی". , 13, 2, 1400, 639-657. doi: 10.22059/jsm.2020.294673.2381
قائدی, علی, ایزدی, بهزاد, قاسمیان مقدم, محمدرضا. (1400). 'سنجش امواج مغزی، انگیختگی، لذت و تصمیم به خرید در صنعت خدمات ورزشی', , 13(2), pp. 639-657. doi: 10.22059/jsm.2020.294673.2381
قائدی, علی, ایزدی, بهزاد, قاسمیان مقدم, محمدرضا. سنجش امواج مغزی، انگیختگی، لذت و تصمیم به خرید در صنعت خدمات ورزشی. , 1400; 13(2): 639-657. doi: 10.22059/jsm.2020.294673.2381

سنجش امواج مغزی، انگیختگی، لذت و تصمیم به خرید در صنعت خدمات ورزشی

نشریه مدیریت ورزشی
دوره 13، شماره 2، تیر 1400، صفحه 639-657    اصل مقاله (365.76 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22059/jsm.2020.294673.2381
نویسندگان
علی قائدی* 1؛ بهزاد ایزدی2؛ محمدرضا قاسمیان مقدم3
1دانشجوی دکتری مدیریت بازاریابی و رسانه در ورزش، دانشگاه کردستان، سنندج، ایران
2استادیار گروه مدیریت ورزشی، دانشگاه کردستان، سنندج، ایران
3استادیار، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه علامه طباطبائی، تهران، ایران
چکیده
هدف از تحقیق حاضر بررسی نقش امواج مغزی، انگیختگی و لذت بر تصمیم به خرید خدمات ورزشی بود. تحقیق از نظر هدف کاربردی است و به‌صورت نیمه‌تجربی انجام گرفته است. نمونة آماری تحقیق 40 نفر (20 زن و 20 مرد) از دانشجویان رشتة تربیت ‌بدنی در محدودة سنی 25 تا 35 سال بودند که داوطلب شرکت در پژوهش شدند. به‌منظور تهیة ابزار تحقیق، تصاویر متناسب با راهبردهای تحقیق تهیه و روایی محتوایی آنها توسط 10 نفر از متخصصان بازاریابی ورزشی تأیید شد. از دستگاه الکتروآنسفالوگرافی برای ثبت امواج، پرسشنامة دومقوله‌ای برای سنجش تصمیم به خرید و شکل‌های خودارزیابی، برای سنجش انگیختگی و لذت استفاده شد. به‌منظور استخراج داده‌ها از نرم‌افزار Matlab 2013 b و برای تجزیه‌وتحلیل داده‌ها از روش‌های آمار توصیفی و آمار استنباطی شامل تحلیل واریانس با اندازه‌های تکراری و رگرسیون لجستیک، با استفاده از نرم‌افزار spss 22 استفاده شد. نتایج نشان داد که بین توان موج الفا در ناحیة فرونتال مغزی در راهبردهای خیرخواهانه، صحه‌گذاری، تبلیغ و تخفیف تفاوت معنا‌داری (05/0 > P)، وجود دارد. همچنین نتایج نشان داد که پاسخ‌های عصبی روان‌شناختی درصد زیادی از تصمیم به خرید مصرف‌کننده را تبیین می‌کنند. لذا بازاریابان و محققان می‌توانند با توجه به پاسخ‌های عصبی روان‌شناختی مصرف‌کنندگان اثربخشی بیشتر فعالیت‌های ترویجی خود را فراهم آورند.
کلیدواژه‌ها
انگیختگی؛ بازاریابی عصبی؛ خدمات ورزشی؛ لذت؛ موج آلفا
عنوان مقاله [English]
Measuring Brainwaves, arousal, pleasure and decision to purchase sports service industry
نویسندگان [English]
Ali Ghaedi1؛ Behzad Izadi2؛ Mohammadreza Ghasemyan3
1PhD Student in Sport Marketing and Media, University Of Kurdistan, Sanandaj, Iran
2Assistant Professor, Sport Management Group, University of Kurdistan, Sanandaj, Iran
3Assistant professor, Faculty of physical education and sport sciences, Allameh Tabataba'i University, Tehran, Iran
چکیده [English]
The purpose of this study was to investigate the role of the brainwaves, arousal, and pleasure on the decision to purchase the sports service industry. In terms of purpose, the study was an applied one which was done Semi-experimentally. The statistical sample of this study was 40 volunteers (20 women and 20 men) from students of physical education in the age range of 25 to 35 years. In order to provide the research tool, those images which were following research strategies were prepared and their content validity was confirmed by 10 sports marketing experts. An Electroencephalography device, a two-category questionnaire, and some self-assessment Manikins were used respectively to record the waves, to measure the purchasing decision and to measure arousal and pleasure. Matlab 2013 b software was used for extracting data. By using the SPSS 22 software, the descriptive and inferential statistical methods including analysis of variance with repeated measures and logistic regression were used to analyze data. The results showed that there was a significant difference (P <0.05) between the power of alpha wave in the frontal region of the brain in charitable strategies, validation, advertising and discount. Also, it was shown that the Neuropsychological responses explain a significant percentage of a consumer purchasing decisions. Therefore, marketers and researchers can provide more effective promotional activities for consumers based on their neuropsychological responses.
کلیدواژه‌ها [English]
Alpha Wave, Arousal, Pleasure, Neuromarketing, sport services
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