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بررسی نقش میانجی نگرش به تبلیغات و برند در رابطۀ بین تبلیغات انیمیشنی و شخصیت‌های واقعی در جذب و قصد خرید مصرف‌کنندگان کالاهای ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشکدة علوم انسانی، دانشگاه آزاد اسلامی، همدان، ایران.

2 استادیار مدیریت ورزشی، دانشکدة علوم انسانی، دانشگاه آزاد اسلامی، همدان، ایران.

چکیده

امروزه شناخت عواملی که بر رفتارخرید مصرف‌کنندگان تأثیر می‌گذارند، در کانون توجه شرکت‌ها قرار گرفته‌اند. یکی از مهم‌ترین اقدامات پیش ‌روی مدیران سازمان‌ها در این زمینه، توجه ویژه به موضوع نگرش است. هدف پژوهش حاضر، مطالعه‌ تأثیر نگرش به تبلیغات و برند در رابطه‌ بین تبلیغات انیمیشنی و شخصیت‌های واقعی در جذب و قصد خرید مصرف‌کنند‌گان بود. روش تحقیق از نوع توصیفی-همبستگی و از نظر هدف، کاربردی بود. جامعه آماری پژوهش، دانشجویان تربیت‌بدنی دانشگاه‌های سطح شهر همدان بودند که 300 نفر در این مطالعه مشارکت داشتند. نتایج تحقیق نشان ‌داد که نگرش به تبلیغات در تأثیر تبلیغات از طریق شخصیت‌های واقعی و تبلیغات از طریق انیمیشن بر جذب مصرف‌کنندگان نقش میانجی دارد، اما نگرش به تبلیغات در تأثیر تبلیغات از طریق شخصیت‌های واقعی و تبلیغات از طریق انیمیشن بر قصد خرید نقش میانجی ندارد. همچنین نگرش به برند در تأثیر تبلیغات از طریق شخصیت‌های واقعی و تبلیغات از طریق انیمیشن بر قصد خرید و جذب مصرف‌کنندگان نقش میانجی ندارد. با توجه به اهمیت و محبوبیت روزافزونی که این نوع تبلیغات در سرتاسر جهان به دست آورده‌اند، شرکت‌ها باید برای افزایش جذب و قصد خرید مصرف‌کنندگان در ایجاد نگرشی مطلوب به این روش‌های تبلیغی و برند در اذهان مصرف‌کنندگان سعی کنند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Investigating the Mediating Role of Attitude towards Advertising and Brand in the Relationship between Animated Advertising and Real Personalities in Attracting and Intending to Purchase Sports Goods Consumers

نویسندگان [English]

  • ali asgar 1
  • sirous ahmadi 2
  • Azadeh alinezhad 2

1 Ph.D. Student in Sports Management, Faculty of Humanities, Islamic Azad University, Hamedan, Iran.

2 Assistant Professor in Sports Management, Faculty of Humanities, Islamic Azad University, Hamedan, Iran.

چکیده [English]

Nowadays, companies are placing a strong emphasis on understanding the factors that influence consumer buying behavior. In pursuit of this objective, managers of organizations are giving special attention to attitudes. This study aimed to investigate the impact of attitudes towards advertising and brand by comparing animated advertising with advertising featuring real characters on consumer attraction and purchase intention. The study employed a descriptive-correlational design and had an applied purpose. The statistical population of the study consisted of 300 physical education students from universities in Hamedan City. The results indicated that attitudes towards advertising mediated the impact of advertising, whether featuring real characters or animated ones, on consumer attraction, but not on purchase intention. Similarly, attitudes towards the brand did not mediate the effect of advertising, whether featuring real characters or animated ones, on purchase intention and consumer attraction. Given the increasing importance and prevalence of this type of advertising worldwide, companies should endeavor to cultivate a positive attitude towards these advertising methods and brands in the minds of consumers to enhance consumer attraction and purchase intention.

کلیدواژه‌ها [English]

  • Athlete Endorsement
  • Attitude
  • Cartoon Characters
  • Celebrities
  • Purchase Intention
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مدیریت ارتباطات در رسانه های ورزشی
دوره 11، شماره 2 - شماره پیاپی 42
دی 1402
صفحه 130-145
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سابقه مقاله
  • تاریخ دریافت: 27 اردیبهشت 1401
  • تاریخ بازنگری: 22 تیر 1401
  • تاریخ پذیرش: 07 مرداد 1401
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