نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت بازاریابی و رسانه ورزشی، دانشگاه کردستان
2 دانشجوی دکتری مدیریت ورزشی، دانشگاه ارومیه
3 استادیار مدیریت ورزشی، دانشگاه کردستان
چکیده
هدف این پژوهش، تحلیل تأثیر شاخص‌های فروش شخصی بر رفتار خرید جوانان نسبت به کالای ورزشی بود. پژوهش حاضر ازلحاظ هدف، کاربردی و ازلحاظ جمع‌آوری داده‌ها در زمرة پژوهش‌های توصیفی پیمایشی قرار داشت. جامعة آماری همة مصرف‌کنندگان جوان در سطح کشور بودند. تعداد 232 نفر به روش نمونه‌گیری تصادفی انتخاب شدند و پرسش‌نامه به‌صورت آنلاین پخش و جمع‌آوری شد. ابزار اندازه‌گیری پرسش‌نامه اقتباس‌شده از یوسف (2016) بود که پژوهشگران اصلاحاتی را در آن انجام دادند. برای ارائة مدل، برقراری روایی همگرایی و واگرایی از نرم‌افزار اسمارت پی.ال.اس. دو استفاده شد. یافته‌ها نشان داد که ویژگی‌های شخصی، ویژگی‌های فروشگاهی، ارائة کالا و ترویج ارائه‌شده توسط فروشندگان بر رفتار خرید جوانان تأثیر معناداری دارند. به‌طورکلی، برای میزان افزایش فروش، صداقت فروشنده، مهارت و توانایی، کیفیت مناسب کالای ارائه‌شده درکنار فضای مطبوع و مناسب فروشگاه درحین فروش باید رکن اصلی فروشندگان باشند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
The Impact of Personal Sales Indicators on the Behavior of Young Consumers
نویسندگان [English]
- Hosein Mansouri 1
- Mahrokh Modiri 2
- Behzad Izadi 3
1 Ph.D. Student of Marketing Management and Sports Media, University of Kurdistan
2 Ph.D. Student of Sport Management, University of Urmia
3 Assistant Professor of Sport Management, University of Kurdistan
چکیده [English]
The purpose of this study was to analyze the indicators of personal sales on the behavior of youth shopping in sport products. The present research is purposeful and applied in terms of data collection as a descriptive survey research. The statistical population consisted of all young consumers in the country. 232 people were selected by random sampling method and the questionnaire was distributed online. The instrument for measuring the questionnaire adapted from Yousef (2016) was modified by the researchers. In order to present the model, convergence and divergence validity has been used with smart PLS2 software. The findings showed that personal characteristics, store features, product offerings and promotions provided by retailers have a significant impact on the behavior of young people. Generally, vendor's integrity, skill and ability, the quality of the goods offered alongside the favorite and fitted space of the store should be the main pillars to increase the sales.
کلیدواژه‌ها [English]
- Personal Selling
- Buying Behavior
- Store Features
- Promotions
- Sports Goods
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