نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناسی‌ارشد مدیریت بازاریابی ورزشی، دانشگاه کردستان
2 دانشیار مدیریت ورزشی، دانشگاه کردستان
چکیده
این پژوهش با هدف بررسی اثر هویت تیمی و سازمانی بر نگرش مصرف‌کننده نسبت به بازاریابی ورزشی مرتبط با علت، در دانشجویان تربیت‌بدنی استان کردستان (تعداد=540) انجام شد. پژوهش ازنوع توصیفی- همبستگی بود که با روش نمونه‌گیری سرشماری (تعداد=400)انجام گرفت. ابزار اندازه‌گیری پژوهش، پرسش‌نامة پژوهشگرساختة وی‍ژگی‌های فردی و پرسش‌نامة استاندارد هویت تیمی، هویت سازمانی مرتبط با علت، نگرش مصرف‌کننده، تناسب ورزش و علت و قصد خرید بودند. برای تحلیل داده‌ها از آمار توصیفی (میانگین، انحراف استاندارد و غیره) و آمار استنباطی (همبستگی، تحلیل عامل تأییدی و مدل معادلات ساختاری) و نرم‌افزار اس.پی.اس.اس. نسخة 22 و آموس نسخة ۲۲ استفاده شد. یافته‌های پژوهش نشان داد که اگر بین ورزش و علت انتخاب‌شده سنخیت بالایی باشد،بر نگرش مصرف‌کننده نسبت به بازاریابی ورزشی مرتبط با علت اثر مثبت و معناداری دارد. همچنین، هویت تیمی به‌صورت مستقیم و جدا از تناسب ورزش و علت، نمی‌تواند بر نگرش مصرف‌کننده نسبت به بازاریابی ورزشی مرتبط با علت تأثیر مثبت داشته باشد؛ اما هویت سازمانی مرتبط با علت به‌تنهایی و جدا از تناسب ورزش و علت، برنگرش مصرف‌کننده اثر مثبت و معنادار دارد. به‌علاوه، تغییر مثبت نگرش مثبت مصرف‌کننده منجر به قصد خرید خواهد شد.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
The Effect of Team and Organizational Identity on Consumer’s Attitude Toward CRSM
نویسندگان [English]
- Mohamad Kazem Azami 1
- Sardar Mohammadi 2
1 M.Sc. of Sport Marketing Management, University of Kurdistan
2 Associate Professor of Sport Management, University of Kurdistan
چکیده [English]
In order to study the effect of team and organizational identification, upon the consumers’ attitude regarding cause-related sport marketing, a descriptive-correlative research based on head counting sampling) (n=400), among Physical Education students of Kurdistan Province (N=540) was done. The tool of measurement is a researcher made Questionnaire including: individual characteristics, team identification, Cause organizational identification, consumers’ attitude, sport/ cause fit and purchase intention. The analysis of the data was based upon descriptive statistics (mean, standard deviation, …) and Inferential statistics (correlation, Confirmatory factor analysis and Structural Equation Model), using SPSS software Version 22 and AMOS version 20. The findings of the study show that the above-mentioned proportion between sport and causes has a positive and meaningful effect upon Consumer attitude toward CRSM and team identification directly and regardless of sport fit and cause cannot affect Consumer attitude toward CRSM, but Cause organizational identification lonely and regardless of sport/ because fit has a positive and meaningful effect on consumers’ attitude, ultimately the positive change of consumers’ attitude leads into purchase.
کلیدواژه‌ها [English]
- Cause-Related Marketing
- Team Identification
- Organizational Identification
- Attitude
- Purchase Intention
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