با همکاری مشترک دانشگاه پیام نور و انجمن علمی مدیریت ورزشی ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازاریابی و رسانه در ورزش، دانشگاه کردستان، سنندج، ایران

2 استادیار گروه مدیریت ورزشی، پژوهشگاه تربیت‌بدنی و علوم ورزشی، تهران، ایران

3 استادیار دانشکده تربیت‌بدنی و علوم ورزشی، دانشگاه علامه طباطبائی، تهران، ایران

4 استادیار گروه مدیریت ورزشی، دانشگاه کردستان، سنندج، ایران

چکیده

هدف از تحقیق حاضر بررسی صحه­ گذاری ورزشکاران مشهور در تصمیم به خرید محصولات ورزشی و غیرورزشی بود. تحقیق از نظر هدف کاربردی و از نظر روش یک پژوهش نیمه تجربی است. جامعه آماری تحقیق افراد محدوده سنی 30 تا 40 سال بودند که تعداد 30 نفر داوطلب (15 مرد و 15 زن) به عنوان نمونه تحقیق انتخاب گردیدند. به منظور تهیه ابزار تحقیق تصاویر متناسب با دو استراتژی تناسب بین محصول و صحه‌گذار و عدم تناسب بین محصول و صحه­ گذار تهیه و روایی تصاویر توسط 10 نفر از متخصصان بازاریابی ورزشی تأیید شد. از دستگاه الکتروآنسفالوگرافی Enobio، 20 کاناله ساخت کشور اسپانیا برای ثبت امواج، پرسش‌نامه برای سنجش تصمیم به خرید و شکل­ های خودارزیابی SAM برای سنجش انگیختگی استفاده شد. با نگرش به نقش لوب فرونتال در توجه، موج آلفا و بتا در این ناحیه از مغز توسط کانال‌های F3، F4 و FZ بررسی شد. به منظور استخراج امواج از داده‌های الکتروآنسفالوگرافی کمی از نرم‌افزار Matlab 2013 b، با نوشتن کدهای مورد نیاز و جهت تجزیه‌وتحلیل دادها با روش­ های آمار توصیفی و آمار استنباطی شامل آزمون فریدمن و رگرسیون لجستیک، از نرم‌افزار اس پی اس اس22  استفاده شد. نتایج نشان داد که میزان تغییرات توان امواج آلفا و بتا در استراتژی تناسب بین محصول و صحه­ گذار بیشتر از استراتژی عدم تناسب بین محصول و صحه­ گذار است و استراتژی تناسب بین محصول و صحه­ گذار این ناحیه از مغز را بیشتر از استراتژی عدم تناسب بین محصول و صحه­ گذار درگیر می­ نماید. لذا بازاریابان و محققین می­ توانند با رعایت این نکته در استراتژی‌های ترویجی خود زمینه اثربخشی بیشتر فعالیت­ های ترویجی خود را فراهم آورند.

کلیدواژه‌ها

عنوان مقاله [English]

Neuro -Psychological Investigation of Famous Athletes' Endorsement on Decision Purchasing Sport and Non-Sport Products

نویسندگان [English]

  • Ali Ghaedi 1
  • Mohsen Smaeili 2
  • Mohammad Reza Ghasemian Moghadam 3
  • Behzad Izadi 4

1 Ph.D. Student in Sport Marketing and Media, University of Kurdistan, Sanandaj,Iran

2 Assistant Professor in Sport Management, Sport Sciences Research Institute of Iran, Tehran, Iran

3 Assistant Professor, Faculty of Physical Education and Sport Sciences, Allameh Tabataba'i University, Tehran, Iran

4 Assistant Professor in Sport Management, University of Kurdistan, Sanandaj,Iran

چکیده [English]

The purpose of this study was to investigate the role of famous endorsement athletes on decision to purchase of sport and non-sport products. In terms of purpose, the study was an applied and In terms of the methodology it was a Semi-experimental research. The statistical population of this study was a group of 30-40 years old people from witch 30 volunteers (15 men and 15 women) were chosen as sample of the study. In order to provide the research tool, images which were adaptable with both of strategies (fit and unfit in product and endorser). Validity of images was confirmed by 10 sports marketing experts. Enobio, a spanish electroencephalography device, with 20 channels, was used to record the waves. A questionnaire was used to measure  the decision of  purchase  and self-assessment manikin were used to measure arousal. By considering the role of the frontal lobe in attention, the alpha and beta waves in this area of the brain were examined by F3, F4 and FZ channels. Data were analyzed by SPSS 22, Matlab 2013 b softwares, descriptive and  inferential  statistics including Friedman test and logistic regression were used. The results showed that alpha and beta changes in the product – endorser fit strategy were higher than the product - endorser non fit. This strategy involves the brain in frontal lobe greater than the product - endorser non fit strategy. Therefore, marketers and researchers can use this finding to make  more effectiveness their promotional  strategies.

کلیدواژه‌ها [English]

  • Endorsement
  • Neuromarketing
  • Arousal
  • Attention
  • Purchase Decision
  • Electroencephalography
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