نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناسی ارشد مدیریت بازاریابی ورزشی، دانشگاه کردستان
2 استاد مدیریت ورزشی، دانشگاه کردستان
3 استادیار مدیریت ورزشی، دانشگاه کردستان
چکیده
پژوهش حاضر به‌دنبال شناسایی و اولویتبندی علل ترجیح خرید کالاهای ورزشی دست‌دوم خارجی بود. فرایند انجام پژوهش در دو مرحله انجام شد. در مرحلة اول، به روش مصاحبة نیمه‌ساختاریافته با نظرخواهی از 11 خبره، شامل اساتید مدیریت بازاریابی، بازاریابی ورزشی، اقتصاد و فروشندگان مرتبط انجام شد. در این مرحله، پنج شاخص و 17 زیرشاخص شناسایی گردید. برای اطمینان از روایی شاخصهای شناسایی‌شده، از روش چک‌کردن توسط مصاحبه‌شوندگان استفاده شد. همچنین، برای اعتبار مقایسهها، نرخ ناسازگاری 09/0؛03/0؛08/0؛ 05/0 و09/0 محاسبه گردید. در مرحلة دوم، با استفاده از نرمافزار اکسپرتچویسبه وزندهی شاخصهای شناسایی‌شده پرداخته شد.نتایج پژوهش نشان داد که مهم‌ترین شاخصها به‌ترتیب عبارت‌اند از: بعد اقتصادی با وزن نسبی 39/0، برندبودن با وزن نسبی 256/0، اجتماعی با وزن نسبی 153/0، تفریحی- گردشگری با وزن نسبی 115/0 و بعد مکان فروش با وزن نسبی 086/0. همچنین، در وزندهی زیرشاخصها در معیار اقتصادی، به‌صرفه‌بودن با وزن نسبی 492/0؛ در معیار برندبودن، اطمینان به کیفیت اجناس با وزن نسبی 462/0؛ در بعد اجتماعی، مشکلات عمومی جامعه با وزن نسبی 515/0؛ در بعد تفریحی- گردشگری، تنوع‌طلبی با وزن نسبی 627/0 و در بعد مکان فروش، ارائة خدمات گسترده با وزن نسبی 56/0 در جایگاه اول قرار داشتند. با توجه به نتایج پژوهش میتوان چنین بیان کرد که بعد اقتصادی و بعد ارزش ویژة برند یا برندبودن از بااهمیتترین عوامل ترجیح خرید هستند که از به‌صرفه‌بودن و کیفیت این اجناس نزد مصرفکنندگان ناشی میشود. این عوامل نشان‌دهندة اطمینان مصرفکنندگان داخلی به صنعت خارجی است که ناشی از ضعف و ناکارآمدی صنعت پوشاک داخلی میشود.
کلیدواژه‌ها
عنوان مقاله [English]
Identification and Prioritization of Foreigners Prefer to Buy Second-Hand Sporting Goods AHP Approach
نویسندگان [English]
- Hosein Mansoori 1
- Saeed Sadeghi boroujerdi 2
- Behzad Izadi 3
1 M. Sc. Sport Marketing Management, University of Kurdistan
2 Professor of Sport Management, University of Kurdistan
3 Assistant Professor of Sport Management, University of Kurdistan
چکیده [English]
This study seeks to identify and prioritize the preferences of foreign second-hand sporting goods. The research was conducted in two stages, the first stage process using semi-structured interviews with 11 expert opinions, Management professors marketing, sports marketing, economics and vendors were set up at this stage 5 was identified indicators and 17 sub-indicators. To ensure the validity of the identified indicators, the Czech method was used by the interviewees. Compare Rates conflict as well as to the validity of 0.09, 0.03, 0.08, 0.05 and 0.09 respectively. The results showed that the most important economic indicators, respectively, after the relative weight of 0.39, 0.256 of the brand, social, 0.153, 0.115 and tourist resorts after sales locations are weighing 0.086. Also, in the sub-criteria weighting in the benchmark economically with the relative weight of 0.492; the brand standard and ensure the quality of goods weighing 0.462, 0.515 in the social dimension of public problems in tourist resorts diversity after 0.627 and in after sales locations offer extensive services in the first place was 0.560 weight. According to the results it could be stated that the economic and dimensions of brand equity or brand of the most important factors in which a shopping preference of consumers due to cost and quality of the goods in throughput. This suggests that factors external to the industry was to ensure domestic consumers, which resulted in throughput of weakness and inefficiency of the domestic garment industry.
کلیدواژه‌ها [English]
- Second Hand Goods
- Sports Brand
- Shopping Preferences
- Customer
- Analytical Hierarchy Process
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