تأثیر آگاهی از برند و آگاهی از مد بر تبلیغات دهان‌به‌دهان در خرید پوشاک ورزشی در بین دانشجویان تربیت‌بدنی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد مدیریت ورزشی دانشگاه کردستان

2 دانشجوی دکتری مدیریت بازاریابی ورزشی دانشگاه کردستان

3 کارشناس ارشد مدیریت ورزشی دانشگاه کردستان

چکیده

هدف پژوهش حاضر تأثیر آگاهی از برند و آگاهی از مد بر تجربه لذت‌بخش، رضایت، قصد خرید و تبلیغات دهان‌به‌دهان در خرید پوشاک ورزشی در بین دانشجویان تربیت‌بدنی بود. روش تحقیق، توصیفی-همبستگی و از نظر هدف، کاربردی بود. همه دانشجویان تربیت‌بدنی کشور جامعه آماری مطالعه حاضر را تشکیل دادند که درنهایت 367 نمونه براساس تخمین نمونه نرم‌افزار سمپل پاور گردآوری و تجزیه وتحلیل شد. ابزار اندازه‌گیری پرسش‌نامه چیلدز و همکاران (2019) در مقیاس پنج‌ارزشی لیکرت بود که خرده‌مقیاس‌های آگاهی از مد 3 سؤال، آگاهی از برند 4 سؤال، رضایت 3 سؤال، قصد خرید 3 سؤال، تبلیغات دهان‌به‌دهان 3 سؤال و تجربه لذت­بخش 3 سؤال بود. برای بررسی روایی صوری، پرسش‌نامه در اختیار 5 نفر از اساتید و دانشجویان دکتری مدیریت ورزشی قرار گرفت و پس از بررسی آن‌ها پرسش‌نامه نهایی طراحی به‌صورت آنلاین در بین جامعه آماری توزیع شد. نتایج حاکی از این بود که آگاهی از برند 50/0 و آگاهی از مد 225/0 بر تجربه لذت‌بخش اثرگذار بودند. تجربه لذت‌بخش 465/0 بر رضایت اثرگذار بود و رضایت نیز 69/0 و 45/0 در قصد خرید و تبلیغات دهان‌به‌دهان اثرگذار بودند. به‌طورکلی اگر آگاهی از برند و مد در سطح بالایی ارزیابی شود، به تجربه لذت‌بخش و رضایت مشتریان در بین مشتریان منجر می‌شود و درنتیجه تبلیغات دهان‌به‌دهان و قصد خرید مشتریان توسعه می ­یابد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Effect of Brand and Fashion Awareness on Word-of-Month Advertising in Purchasing Sports Clothed among Physical Education Students

نویسندگان [English]

  • Saeed Sadeghi Boruojerdi 1
  • Hossein Mansouri 2
  • javad bagmoradi 3
1 Prof. of Sports Management, University of Kurdistan, Iran.
2 Ph.D. Student in Sports Marketing Management, University of Kurdistan, Iran.
3 M.Sc. Student of Sports Marketing Management, University of Kurdistan, Iran
چکیده [English]

The aim of this study was the effect of brand awareness and fashion awareness on enjoyable experience, satisfaction, purchase intention and word-of-mouth advertising in buying sports clothes among physical education students. The research method was descriptive-correlation and applied in terms of purpose. The statistical population of the present study consisted of all physical education students in the country, which finally 367 samples were collected and analyzed based on sample estimates of Sample Power software. The measurement tool was Childs et al. (2019) questionnaire on a 5-point Likert scale. Brand Awareness 4; fashion Awareness 3; Satisfaction 3; Intention to buy 3; Word of mouth advertising 3; and the enjoyable experience included 3 questions. In order to check the validity of the questionnaire, 5 professors and PhD students in sports management were provided and after reviewing them, the final design questionnaire was distributed online among the statistical population. The results showed that brand awareness (0.50) and awareness fashion (0.225) had an effect on the enjoyable experience. enjoyable experience had an effect of 0.465 on satisfaction and satisfaction had an effect of 0.69 and 0.45 on the intention to buy and word of mouth advertising. In general, if brand and fashion awareness is evaluated at a high level, it will lead to a pleasant experience and customer satisfaction among customers, and as a result, word of mouth advertising and the intention to buy customers will develop.

کلیدواژه‌ها [English]

  • Brand Knowledge
  • Consumer Behavior
  • Sports Clothes
  • Enjoyable Experience
  • Word of Mouth Advertising

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مدیریت ارتباطات در رسانه های ورزشی
دوره 10، شماره 3 - شماره پیاپی 39
اردیبهشت 1402
صفحه 32-45

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  • تاریخ دریافت: 08 آذر 1399
  • تاریخ بازنگری: 24 خرداد 1400
  • تاریخ پذیرش: 19 تیر 1400

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