Sport Advertising
Hossein Abdolmaleki; Ali Norouzi; Seyed Bahador Zakizadeh; Seyed Nemat Khalifeh
Abstract
The present study was applied in terms of purpose and descriptive-correlational in terms of data collection. It investigated the mediating role of enjoyable experience and e-satisfaction in the relationship between the e-services quality and the intention to repurchase electronic sports products. The ...
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The present study was applied in terms of purpose and descriptive-correlational in terms of data collection. It investigated the mediating role of enjoyable experience and e-satisfaction in the relationship between the e-services quality and the intention to repurchase electronic sports products. The statistical population of the study includes buyers of sports products from Majid website and their information was in the customer relationship management system of the company that the research tool was distributed among them (N = 635). Also, the sample size was determined according to the purpose and using PASS statistical software at an error level of 0.05, in the range of 198 to 216 people. Descriptive and inferential statistics techniques and Smart PLS and SPSS software were used for data analysis. The measuring instruments of the present study were the standard e-service quality questionnaire of Parasoramon et al. (2005), the Oliver e-satisfaction questionnaire (2007), the electronic repurchase intention questionnaire of Cronin et al. (2000) and the enjoyable electronic experience questionnaire of Hsu et al. (2017). The results showed that the quality of electronic services (P <0.01, β = 0.318), enjoyable electronic experience (P <0.01, β = 0.340) and electronic satisfaction (P <0.05, β0/150) have impact on repurchase electronic sports products. Also, the indirect beta coefficient of e-service quality on repurchase intention shows that satisfaction and enjoyable e-experience play a mediating role in the relationship between e-service quality and purchase intention.
Seyed Mohammadbagher Jafari; karim Golmohammadi; Fatemeh Javidi; Mohammad Samie
Abstract
Today, the importance of using social media and marketing has grown more widely in organizations; as such, organizations that manufacture sports products are no exception. However, the role of brand equity in sports marketing through social media has received less attention. also the necessity of research ...
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Today, the importance of using social media and marketing has grown more widely in organizations; as such, organizations that manufacture sports products are no exception. However, the role of brand equity in sports marketing through social media has received less attention. also the necessity of research in this field. The purpose of this study was to investigate the effect of social media marketing efforts on the sport products consumer response by moderating brand equity. The statistical population of this research is Kharazmi University students who use the telegram. Given that the statistical population was estimated to be 400 people, the Krejcie and Morgan table were used to obtain the sample size, which is based on the sample of 195 individuals. Structural Equation Modeling (SEM) and Smart PLS software were used to analyze the data and the effect of variables was investigated. The findings showed that social media marketing efforts affect brand equity and consumer responses, as well as brand equity has affected consumer responses, and brand equity is also moderating the effect of social media marketing efforts on consumer responses.
Vali Mohammad Darini; Hamideh Sadeghi; Ehsan Namdar
Volume 5, Issue 4 , July 2018, , Pages 63-78
Abstract
Customer satisfaction is essential for the survival of any organization, and various measures have been considered, including customer relationship management and service quality improvement. In this study, the relationship between customer satisfaction and electronic customer relationship management ...
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Customer satisfaction is essential for the survival of any organization, and various measures have been considered, including customer relationship management and service quality improvement. In this study, the relationship between customer satisfaction and electronic customer relationship management according to the role of mediator of the quality of electronic services Been paid. The research is purposeful, applied and in terms of strategy, solidarity. Therefore, a general hypothesis and three partial hypotheses are formed and all assumptions are confirmed and the relationship of the relationship is positive for all the assumptions. The statistical population in this research includes those who have had the experience of purchasing sporting goods electronically from DJ's and Bamilo sites; the distribution of questionnaires was conducted at Ferdowsi University of Mashhad. The number of societies is 26,000 and the number of Morgan table is considered equal to 382 people. Reliability and validity of the questionnaires were verified by Krone Bachel's alpha and confirmatory factor analysis (Kronbach's alpha of each questionnaire was more than 0.7 and factor load for questions above 0.5). The results show that the management of customer relationship with quantity and There is more to apply, and electronic services will be more quality, more customer satisfaction than buying sports products electronically.