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تأثیر پذیرش هویت اجتماعی با استفاده از برندهای معتبر ورزشی خارجی بر رفتارمصرفی مشتریان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناس ارشد مدیریت بازاریابی

2 مدرس دانشگاه سما (واحد کرج)

چکیده

هدف از این پژوهش بررسی میزان اثر هویت­ اجتماعی برندهای معتبر ورزشی خارجی بر رفتار مصرفی مشتریان بود. تحقیق حاضر ازنظر هدف کاربردی و به‌صورت توصیفی- پیمایشی انجام گرفت. جامعه آماری تحقیق نیز مشتریان برندهای معتبر ورزشی خارجی (نایک، آدیداس و پوما) در سطح شهر تهران بود و نمونه آماری به‌صورت خوشه­ ای تصادفی انتخاب شدند. ابزار اندازه ­گیری پژوهش پرسشنامه­ ی محقق ساخته بود که پس از تائید روایی صوری و محتوایی آن توسط اساتید و همچنین پایایی درونی آن با استفاده از آزمون آلفای کرونباخ (89/0) مورداستفاده قرار گرفت. در روش ­های آماری از تحلیل عاملی و تحلیل عاملی تأییدی، آزمون معادلات ساختاری و رگرسیون استفاده شد. نتایج پژوهش نشان داد که شاخص­ های برازش مطلوب و نشان‌دهنده‌ی تائید مدل می ­باشند. با توجه به نتایج می­توان گفت که هویت اجتماعی برندهای معتبر ورزشی خارجی بر رفتار مصرفی مشتریان مؤثر بود. همچنین نتایج رگرسیون نشان داد که هویت اجتماعی برند پیش ­بینی کننده ­ی مناسبی برای متغیرهای رفتار مصرف­ کننده است. یافته ­های تحقیق حاکی از آن بود که هویت اجتماعی برند از عوامل اثرگذار بر رفتار مصرفی مشتریان است و ادراک مشتری را در جهت استفاده از برند هدایت می­کند. لذا برند با هویت قوی منشا شکل‌گیری روابط بلندمدت مشتری و شرکت می­شود و بر رفتار مصرفی مشتریان خود تأثیر می­گذارد.

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Reception Social Identity by Using Valid Foreign Sports Brands on Consumer Behavior of Customers

نویسندگان [English]

  • Rasol Moradi Hezari 1
  • Ensiye Fardi 2

1 M.A. of Sport Marketing Management

2 Lecturer at Sama University (Karaj Branch)

چکیده [English]

The aim of this study was to investigate the extent of the effect of social identity, valid foreign sports brands on the consumer behavior of the customers. The present research were done in terms of the application purpose and for collection-description. Statistical research community as well as external customer's authentic sports brands (NIKE, ADIDAS & PUMA) was in Tehran and statistical samples were selected for random cluster. The questionnaire was made after the investigator also confirmed its formal validity and content by teachers as well as the reliability of its inner using cronbach's alpha (0.89) was used. On the statistical methods were used of factor analysis and factor analysis of Testaments   and structural equations testing and regression. The results showed that the optimal fit indices, and represents the approved model. According to the results of the social identity of the fitted authentic brands of consumer behavior on foreign sports customers. Regression results also showed that social identity is a good predictor of the brand to the consumer's behavior variables. The results indicate that social identity are the factors influencing on consumer behavior of customer is the perception customer's in order to use brand. Therefore, brand with strong identity, origin and formation of long-term relationships and the company's customer and consumer behavior will affect their customers.

کلیدواژه‌ها [English]

  • Social Iidentity Brand
  • Consumer Behavior
  • Sports Bran
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مدیریت ارتباطات در رسانه های ورزشی
دوره 5، شماره 3 - شماره پیاپی 19
خرداد 1397
صفحه 63-76
فایل ها
سابقه مقاله
  • تاریخ دریافت: 06 مرداد 1396
  • تاریخ بازنگری: 13 فروردین 1396
  • تاریخ پذیرش: 15 خرداد 1397
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