تحلیل تأثیر رسانه ها بر نگرش مشتریان نسبت به نام تجاری و قصد خرید (مطالعه موردی: شرکت تولیدکننده پوشاک ورزشی مجید)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشگاه مازندران

2 دانشیار مدیریت ورزشی، دانشگاه مازندران

چکیده

هدف این تحقیق تأثیر رسانه­ ها بر نگرش مشتریان نسبت به نام تجاری و قصد خرید محصولات شرکت مجید است. روش انجام پژوهش حاضر از نوع توصیفی و پیمایشی و به لحاظ هدف کاربردی است و داده‌های آن به‌صورت میدانی جمع ­آوری شدند، گردآوری داده­ها با استفاده از پرسشنامه صورت گرفت که با بهره­ گیری از نمونه­ گیری در دسترس، 223 مشتری به‌عنوان نمونه انتخاب شد. به‌منظور تحلیل رابطه میان متغیرها، از مدل‌سازی معادلات ساختاری (SEM) استفاده‌شده است. برخی از یافته‌ها نشان می‌دهد که افزایش تبلیغات سنتی شرکت مجید و رسانه­ه ای اجتماعی منجر به نگرش مثبت مشتریان نسبت به برند شرکت می­شود، اما میزان تأثیرگذاری تبلیغات سنتی بیشتر از رسانه­ های اجتماعی است. به‌علاوه، نگرش نسبت به نام تجاری منجر به خرید محصولات شرکت می­شود. با توجه به اینکه یکی از روش‌های جذب مشتریان استفاده از تبلیغات در رسانه­ ها است، یافته‌های این تحقیق نشان می­دهد شرکت مجید برای تغییر نگرش مشتریان و خرید از این شرکت باید در رسانه‌های جمعی به تبلیغات بپردازد چون بیشتر موردتوجه آنان است.

کلیدواژه‌ها

عنوان مقاله [English]

Analysis of the Impact of Media on Consumer Attitudes toward the Brand and PurchaseIntention (Case Study: Sports Apparel Manufacturer Majid)

نویسندگان [English]

  • Mostafa Moghadas 1
  • Masoumeh Kalateh Seyfari 2
1 Ph.D Student of Sport Management, Mazandaran University
2 Associate Professor of Sport Management,Mazandaran University
چکیده [English]

The aim of this study was to the impact of media on consumer attitudes toward the brand and purchase intention is co-Majid. The research was a descriptive study and survey, the goal is to be applied and the data were collected in the field. Data collection for this study was conducted using a questionnaire using convenience sampling,  223 customers were chosen. To analyze the relationship between variables, from structural equation modeling (SEM) was used. Some of the findings show that increasing Majid traditional advertising and social media company, leading the positive attitude of customers towards the brand, but the effectiveness of traditional advertising than social media. In addition, the attitude toward the brand has to buy the company's products. Given that one of the ways to attract customers is through advertising in the media, the findings of this study indicate Majid company to change customers' attitudes and purchase of the company should pay the most attention in the mass media to advertise their is.

کلیدواژه‌ها [English]

  • Consumer Attitudes
  • Majid Company
  • Media
  • Purchase Intention
  • Structural Equation

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سابقه مقاله

  • تاریخ دریافت: 21 فروردین 1396
  • تاریخ بازنگری: 26 مرداد 1396
  • تاریخ پذیرش: 01 آذر 1396

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