Rasool Norouzi Seyed Hossini; Erfan Moradi
Abstract
Consumption Emotions from the perspective of consumers can be the basis for their mental involvement with their desired product and this mental conflict can be expected to be deeply and effective on consumers' behavioral intentions when it is linked to sport and associated phenomena such as sports symbols ...
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Consumption Emotions from the perspective of consumers can be the basis for their mental involvement with their desired product and this mental conflict can be expected to be deeply and effective on consumers' behavioral intentions when it is linked to sport and associated phenomena such as sports symbols or mascots.Therefore, the purpose of the present study is to analyze the consumption- commination`s emotions influenced by well-known sports mascots (case study: Puma brand) in explaining consumer behavioral intentions with a consideration of the gender moderating effect. The methodology of this study is descriptive-survey and by purpose, it is a type of applied study. Estimation of sample size in this study was done using SPSS Sample power software based on the objectives and assumptions of the research and using the tool considered (questionnaire)the assumptions considered in the form of statistical methods were analyzed by Smart PLS 3 software. The findings of this study indicate that consuming emotions consisting of arousal and pleasure have a positive and significant effect on the behavioral intentions of consumers affected by Puma sports mascots; On the other hand, the role and effect of gender modulation in the causal relationship between arousal on behavioral intention was rejected and the effect of pleasure on behavioral intention was confirmed; in other words, the gender variable has moderate the relationship between pleasure on behavioral intentions. It is therefore recommended to marketers and practitioners the psychological-communicational characteristics (feeling of pleasure) of different groups affected bywell-known sports mascots are increasingly taken into consideration.
Hossein Eidi; Homayoun Abbasi; Samaneh Almasi
Abstract
This study aims to investigate the mediator role of attachment to place in relation between place satisfaction and behavioral intentions (Case study: sports spectators of volleyball nations league . The sample is 367 sports spectators from the Volleyball League in 1397. The tools are standard questionnaires ...
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This study aims to investigate the mediator role of attachment to place in relation between place satisfaction and behavioral intentions (Case study: sports spectators of volleyball nations league . The sample is 367 sports spectators from the Volleyball League in 1397. The tools are standard questionnaires of attachment to place, place satisfaction and behavorial intentions. The research hypotheses were analyzed using SPSS21 and Smart PLS3. 2. 6 software. The results of the research showed that (1) the satisfaction of the place has a direct and positive effect on the behavioral goals of the spectators; (2) the satisfaction of the place has a direct and positive effect on attachment to the place; (3) attachment to the place has a direct and positive impact on spectators and finally (4) the indirect effect of satisfaction of the place on behavioral intentions through attachment to the place is positive and significant. Therefore, it is suggested to officials and sports administrators of holding sport competitions and events to facilitate the attendance of youth in sport venues considering place attachment and revenue making for sport venues by providing suitable conditions and good facilities as well as calm situation.