بررسی مدل ساختاری اثر دانش محصول مصرف‌کننده بر پذیرش برند لباس‌های ورزشی بر اساس تحلیل چند گروهی در AMOS

نوع مقاله: مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت بازاریابی ورزشی

2 کارشناس ارشد گروه تربیت‌بدنی دانشگاه سما واحد کرج

چکیده

هدف پژوهش، بررسی معادلات ساختاری اثر دانش محصول مصرف­ کننده بر پذیرش توسعه برند لباس ­های ورزشی بر اساس تحلیل چند گروهی است. روش تحقیق توصیفی- پیمایشی مبتنی بر معادلات ساختاری، ازنظر هدف کاربردی و به شکل میدانی انجام‌ گرفته است. جامعه آماری پژوهش، مصرف­ کنندگان برند ورزشی مجید در شهر تهران بود. با توجه به اینکه حجم جامعه نامشخص بود با استفاده از جدول مورگان حجم نمونه 384 برآورد شد، لذا با توجه به‌احتمال ریزش نمونه ­ها 400 پرسشنامه در بین مصرف‌ کنندگان پخش که از این تعداد 380 پرسشنامه قابل‌قبول مورد تجزیه‌وتحلیل قرار گرفت. جهت گردآوری داده­ ها از پرسشنامه کلیسر و مانتل (1994)، النا دلگادو (2005) و چانگ و همکاران (2001) استفاده‌ شده است. روایی صوری و محتوایی پرسشنامه توسط چند تن از اساتید و دانشجویان دکتری مدیریت بازاریابی ورزشی بررسی و پس از اصلاحات، مورد استفاده قرار گرفت. همچنین پایایی و روایی سازه­ای با استفاده از معادلات ساختاری ارائه گردیده است. یافته ­ها نشان داد دانش مصرفی زنان و مردان بر پذیرش توسعة برند کالای ورزشی و سپس اعتماد به آن‌ها اثرگذار است. این در حالی بود که وزن رگرسیونی مسیرهای مدل نشان داد دانش محصول بر پذیرش توسعه برند در زنان نسبت به مردان اثرگذاری نسبتاً بهتری دارند.

کلیدواژه‌ها


عنوان مقاله [English]

The Structural Modeling of the Effect of Consumer Product Knowledge on the Adoption of Sporting Brand Based on Multi Group Analysis in AMOS

نویسندگان [English]

  • Rasol Moradi Hezari 1
  • Ensiye Fardi 2
  • Akbar Derakhshan 2
1 M.A. of Sport Marketing Management
2 M.A., Department of Physical Education, Sama University, Karaj Branch
چکیده [English]

The purpose of the study was to investigate the structural equation of the effect of consumer product knowledge on the adoption of sport brand clothing based on multi-group analysis. The research method of descriptive-survey based on structural equations is applied in terms of purpose and is a field research. The statistical population of this study was the consumers of Majid sports brand in Tehran. Considering the size of the community was unclear, using the Morgan table, the sample size was estimated to be 384, therefore, with regard to the probability of the loss of samples, 400 questionnaires were distributed among consumers, of which 380 acceptable questionnaires were analyzed. Data were collected by questionnaire Clariser and Mantel (1994), Elena Delgado Ballester (2005) and Chang Kim et al. (2001). The face and content validity of the questionnaire was evaluated by some of the professors and Ph.D students. Also structural validity and reliability is presented using structural equations. The findings show that the consumer knowledge of women and men would effect on accepting the promotion of sporting goods brand and trusting them respectively.However, the regression weights of model paths showed that the effect of product knowledge on brand acceptance in women is relatively better than men

کلیدواژه‌ها [English]

  • Consumer Product Knowledge
  • Sports Clothing
  • Brand Acceptance
  • Brand Trust
  • Multi-Group Analysis
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