نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، دانشگاه خوارزمی
2 دانشیار مدیریت ورزشی، دانشگاه خوارزمی
3 استادیار مدیریت ورزشی، دانشگاه خوارزمی
چکیده
این پژوهش با هدف شناسایی سبک‌های تصمیم‌گیری خرید مصرف‌کنندگان پوشاک ورزشی انجام شد. روش پژوهش از نوع مطالعات کیفی با رویکرد نظریة داده‌بنیاد بود. مصاحبه‌هایی نیمه‌ساختاریافته و عمیق با سه گروه شامل متخصصان بازاریابی و بازاریابی ورزشی، تولیدکنندگان- عرضه‌کنندگان پوشاک ورزشی و مشتریان پوشاک ورزشی انجام شد (تعداد = 56). نمونه‌گیری به‌صورت هدفمند و گلوله‌برفی تاحد اشباع نظری ادامه یافت. تحلیل داده‌ها ازطریق تکنیک تحلیل تفسیری، با استفاده از روش‌های کدگذاری باز، محوری و انتخابی انجام شد. نتایج تحلیل تفسیری مصاحبه‌ها منجر به شناسایی 93 گویه شد که در 15 مقوله طبقه‌بندی شد. این 15 مقوله به‌عنوان سبک‌های تصمیم‌گیری خرید، در قالب یک مدل کیفی ارائه شد. مدل مطالعه نشان داد که مشتریان ورزشی می‌توانند در خرید پوشاک ورزشی سبک‌های دسترسی راحت، کیفیت‌گرایی، مدگرایی، ملی‌گرایی، جست‌وجوگر، اطمینان‌طلبی، احترام‌گرا، تنوع‌گرا، حس‌گرایی، لوکس‌گرایی، لذت‌گرایی، حساس به قیمت، برندگرایی، خرید سردرگم و تأثیرپذیر را دنبال کنند. برخی از سبک‌های ارائه‌شده در پژوهش حاضر، با مطالعات پیشین در حوزه‌های مختلف مطابقت داشتند. بااین‌وجود، سبک‌هایی چون تأثیرپذیر، حس‌گرایی و لوکس‌گرایی کمتر مورداشارة پژوهش‌های گذشته بوده‌اند. به‌طورکلی، سبک‌های تصمیم‌گیری خرید مصرف‌کنندگان می‌توانند گسترده‌تر و متنوع‌تر از سبک‌های تصمیم‌گیری خرید کنونی باشند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Decision Making Styles of Sporting Wear Consumers
نویسندگان [English]
- Mehdi Falahati 1
- Alireza Elahi 2
- Hossein Akbari Yazdi 3
1 Ph.D. Student of Sport Management, Kharazmi University
2 Associate Professor of Sport Management, Kharazmi University
3 Assistant Professor of Sport Management, Kharazmi University
چکیده [English]
This study aimed to identify decision-making styles of sporting wears consumers’. The qualitative study method by Grounded Theory approach was used. For this purpose, semi-structured and non-structured interviews had done by three groups of respondents, including marketing and sports marketing professionals, Producers- Distributors and customers of sporting wears (n=56). Purposeful and Snowball sampling continued until theoretical saturation. Data analyze was done using interpretive analysis methods through open, axial and selective coding techniques. Interpretive analysis led to the identification of 93 items that were pooled in 15 categories. The 15 categories were presented as a qualitative model for consumer decisions making styles. The model showed up while purchasing sport swear customers can follow styles such as; convenient access, quality-oriented, fashion-oriented, nationalism, searcher, respect oriented, diversity-oriented, sensuality, luxury-oriented, hedonism, price sensitive, brand-oriented, confusion, and effectiveness. Some styles presented in this study correspond with previous studies in various fields. However, some of them such as effectiveness, sensuality and luxury-oriented rarely has been mentioned in previous studies. In general, consumers purchase decision making styles can be more extensive and more various than existing Consumer decision making styles.
کلیدواژه‌ها [English]
- Decision-Making Style
- Sports Wear
- consumer behavior
- Grounded Theory
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