با همکاری مشترک دانشگاه پیام نور و انجمن علمی مدیریت ورزشی ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه علوم ورزشی، واحد یاسوج، دانشگاه آزاد اسلامی، یاسوج، ایران

2 دانش‌آموخته دکتری مدیریت ورزشی، واحد شیراز، دانشگاه آزاد اسلامی، شیراز، ایران

3 دانشجوی دکترای مدیریت ورزشی، واحد یاسوج، دانشگاه آزاد اسلامی، یاسوج، ایران

چکیده

پژوهش حاضر با هدف مقایسه تمایل به خرید برندهای ورزشی داخلی و خارجی مشتریان نسل Z با تأکید بر اینفلوئنسرهای رسانه‌های اجتماعی اجرا شد. پژوهش حاضر از نوع پژوهش­‌های پیمایشی بود. جامعه آماری تحقیق حاضر شامل تمام مشتریان نسل Z فروشگاه‌های ورزشی شهر یاسوج است که اطلاعات کاملی در خصوص تعداد آنان در دسترس نبود. با توجه به فرمول حجم نمونه کوکران در شرایط نامشخص بودن حجم جامعه تعداد 384 نفر به‌عنوان نمونه تحقیق مشخص شدند. ابزار گردآوری اطلاعات شامل پرسشنامه اینفلوئنسرهای رسانه‌های اجتماعی سون و همکاران (2021) و همچنین پرسشنامه بون و همکاران (2020) بود. به‌منظور تجزیه­‌و­تحلیل داده‌­ها از روش تی مستقل و آزمون تحلیل واریانس استفاده گردید. مطابق با نتایج، مشخص شد که بین تمایل به خرید برندهای ورزشی داخلی مشتریان نسل Z بر اساس نوع اینفلوئنسرهای رسانه‌های اجتماعی تفاوت معناداری وجود دارد (658/13=F؛ 001/0= سطح معناداری). به‌صورتی که میزان تمایل به خرید برندهای ورزشی داخلی مشتریان نسل Z در گروه دوستان و همسالان (85/2) بیشتر از سایر گروه‌ها است. مطابق با نتایج مشخص شد که بین تمایل به خرید برندهای ورزشی خارجی مشتریان نسل Z بر اساس نوع اینفلوئنسرهای رسانه‌های اجتماعی تفاوت معناداری وجود دارد (587/11=F؛ 001/0= سطح معناداری). به‌صورتی که میزان تمایل به خرید برندهای ورزشی خارجی مشتریان نسل Z در گروه تبلیغ‌کنندگان (08/4) بیشتر از سایر گروه‌ها است. به عبارتی گروه تبلیغ‌کنندگان بیشترین نفوذ بر تمایل به خرید برندهای ورزشی خارجی مشتریان نسل Z را داشتند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Comparison of Brand Purchase Intentions for Domestic and International Sports Brands Among Generation Z Consumers, with an Emphasis on Social Media Influencers

نویسندگان [English]

  • Seyed Ehsan AmirHoseni 1
  • Ayob Ameri 2
  • Ehsan Moradian 3

1 Associate prof, Department of sport science, Yasuj Branch, Islamic Azad University, Yasuj, Iran

2 Ph.D. student in sports management, Shiraz Branch, Islamic Azad University, Shiraz, Iran

3 Ph.D. student in Sports Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran.

چکیده [English]

The present study was conducted to compare the purchase intentions of Generation Z consumers regarding domestic and foreign sports brands, with an emphasis on social media influencers. This research employed a survey methodology. The statistical population included all Generation Z customers of sports stores in Yasouj city; however, their exact number was not available. Using Cochran's sample size formula, a sample of 384 participants was determined, assuming an unknown population size. Data collection tools included the social media influencer questionnaire developed by Son et al. (2021) and the questionnaire by Boon et al. (2020).
For data analysis, independent t-tests and analysis of variance (ANOVA) were used. The results indicated a significant difference in the desire to purchase domestic sports brands among Generation Z consumers based on the type of social media influencer (F=13.658; significance level=0.001). Specifically, the willingness to buy domestic sports brands in the peer and friend group (mean=2.85) was higher than in other groups.
Similarly, a significant difference was observed in the willingness to purchase foreign sports brands based on the type of social media influencer (F=11.587; significance level=0.001). In this case, the group of advertising influencers (mean=4.08) had the greatest impact on the willingness of Generation Z consumers to buy foreign sports brands, indicating that this group exerted the most influence on their purchase intentions.

کلیدواژه‌ها [English]

  • Customer Orientation
  • Sports Brand
  • Generation Z Customer
  • Social Media Influencers
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