نوع مقاله : مقاله پژوهشی

نویسنده

عضو هیات علمی دانشگاه ازاد ساوه

چکیده

یکی از عوامل مؤثر بر رفتار مصرف­کنندگان ورزشی، خطر ادراک­شده می­باشد؛ لذا ­هدف از پژوهش حاضر، ارزیابی تأثیر خطر مالی ـ زمانی ادراک­شده بر مقاصد رفتاری مصرف­کنندگان ورزشی (قصد حضور، پیشنهاد به دیگران، خرید کالاهای تیم و مصرف رسانه­ای) می­باشد. این پژوهش، توصیفی ـ تحلیلی بوده و از نوع مطالعات کاربردی می­باشد. ابزار پژوهش پرسش نامه ای می باشد که روایی محتوای و سازه و پایایی آن تعیین گردید. جامعۀ آماری آن را دانشجویان پسر دانشگاه آزاد ساوه (4000 نفر) تشکیل دادند که با توجه به جدول مورگان، 359 نفر از آن­ها به عنوان نمونه پژوهش با استفاده از نرم افزار آماری لیزرل مورد بررسی قرار گرفتند. نتایج نشان می­دهد که بین خطرات مالی ـ زمانی با قصد حضور، ارتباط منفی و معناداری وجود دارد؛ اما با قصد مصرف رسانه­ای، ارتباطی مثبت و معنادار دارد. همچنین، بر مبنای یافته­ها مشخص می­شود که بین خطرات مالی ـ زمانی با پیشنهاد به دیگران و قصد مصرف کالاهای تیم ارتباط معناداری وجود ندارد. 

کلیدواژه‌ها

عنوان مقاله [English]

Impact of Time- Financial Perceived Risk on Sport Consumption Intentions

نویسنده [English]

  • khatereh jamaat

چکیده [English]

One of the effective factors on sport consumer behavior is time- financial perceived risk. Therefore, the purpose of this study is to study of relationship between time- financial perceived risk and behavioral intention of sport consumers (attendance, recommend to others, merchandise consumption, media consumption). The present study is descriptive–analytical and practical one, in which a questionnaire with approval reliability, content validity and construct validity was used. Statistical population includes 4000 of Islamic Azad University of Save that with reference to Morgan table, 359 sample was defined by LISREL software. Result indicates that time-financial perceived risk has meaningful impact on attendance and media intentions but has not got meaningful impact on recommend to others and merchandise consumption.

کلیدواژه‌ها [English]

  • Sport Consumer Behavior
  • Time-Financial Perceived Risk
  • Behavioral Intentions
1. Ajzen, I. & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood-Cliff, NJ: Prentice-Hall, 1-221
2. Beaton, A., & Funk, D. (2008). An evaluation of theoretical frameworks for studying physically active leisure. Leisure Sciences, 30(1): 1–18.
3. Budescu, D., & Wallstein, T. (1985). Consistency in interpretation of probabilistic phrases. Organizational Behavior and Human Decision Processes, 36(1): 391-405.
4. Cialdini, R., Border, R., Thorne, A., Walker, M., Freeman, S., & Sloan, L. (1976). Basking in reflected glory: Three (football) field studies. Journal of Personality and Social Psychology, 34(1): 366-75.
5. Cunningham, G., & Kwon, H. (2003). The theory of planned behavior and intentions to attend a sport event. Sport Management Review, 6(2): 127-45.
6. Eggert, A., ­& Ulaga, W. (2002). Customer perceived value: A substitute for satisfaction in business markets. Journal of Business & Industrial Marketing, 17(2/3): 107-18.
7. Fink. J., Trail, G., & Anderson, D. (2002). Environmental factors associated with spectator attendance and sport consumption behavior: Gender and team identification differences. Sport Marketing Quarterly, 11(1): 8-19.
8. Forsythe, S., ­& Shi, B. (2003). Consumer patronage and risk perceptions in internet shopping. Journal of Business Research, 56­ (11): 867-75.
9. Guseman, D. S. (1981). Risk perception and risk reduction in consumer services. American Marketing Association, 6(1): 200-4.
10. Haddock, C. (1993). Managing risks in outdoor activities. Wellington: New Zealand Mountain Safety Council, 11(1): 230-44.
11. Irvine, W., & Anderson, A. R. (2006). The effect of disaster on peripheral tourism places and the disaffection of prospective visitors. ­ Tourism, security & safety: From theory to practice. Oxford: Butterworth- Heinemann. 9(2): 169-86.
12. James, J. D., & Trail, G. T. (2008). The relationship between team identification and sport consumption intentions. International Journal of Sport Management, 9(1): 427-440.
13. Khedmatgozar, H. Hanafizade, P. Kianpor, R. (2011). The role of perceived risk dimentions of bank customers in internet bank accepting in Iran. Iran management science, 20(5): 39–68. (Persian)
14. Kwon, H. H., Trail, G. T., Anderson, D. F., & Lee, D. (2004). Three-factor model of the Point of Attachment Index (PAI): Parsimony and meaningfulness. Paper Presented at the Meeting of Sport Marketing Association conference, Memphis, Tennessee.480-573
15. Kwon, H. H., Trail, G. T., & James, J. D. (2007). The mediating role of perceived value: Team identification and purchase intention of team-licensed apparel. Journal of Sport Management, 21(1): 540-54.
16. Mollahossaini, E. Jabbarzadeh, B. (2012). The impact of risk, value and price consciousness on shopping intention of gray market product. New marketing research, 1(1): 1–22. (Persian)
17. Mitchell, V. W., & Greatorex, M. (1993). Risk perception and reduction in the purchase of consumer services. The Service Industries Journal, 13(1): 179-200.
18. Mullin, B. J., Hardy, S., & Sutton, W. A. (2007). Sport marketing (3rd ed­). Champaign, IL: Human Kinetics, 1-387
19. Murray, D., & Howat, G. (2002). The relationships among service quality, value, satisfaction and future intentions of customers at an Australian sports and leisure center. Sport Management Review, 5(1): 25-43.
20. Reiche, A., Fuchs, G., & Uriely, N. (2007). Perceived risk and the non-institutionalized tourist role: The case of Israeli student ex-backpackers. Journal of Travel Research, 46(1): 217-26.
21. Shank, M. D. (2005). Sport marketing: A strategic perspective (3rd ed­). Upper Saddle River,NJ: Prentice Hall. 1-321
22. Söderlund, M. (2006). Measuring customer loyalty with multi-item scales: A case for caution. International Journal of Service Industry Management, 17(1): 76-98.
23. Zhang, J. J., Pease, D. G., Hui, S. C., & Michaud, T. J. (1995). Variables affecting the spectator decision to attend NBA games. Sport Marketing Quarterly, 4(4): 29-39.
24. Zhao, H., & ­Li, Y. (2012). Research on the influence of perceived risk in consumer online purchasing decision. Physics Procedi, 24(1): 1304­–10.
25. Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2006). Services marketing: Integrating customer focus across the firm (4th ed.). New York: McGraw-Hill, 89-94