مطالعات مدیریت ورزشی

تأثیر پذیرش فناوری بر تمایل به استفاده از تبلیغات پیامکی در میان مصرف‌کنندگان لوازم ورزشی (مطالعة موردی شهر تهران)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار مدیریت، دانشگاه شهید باهنر کرمان

2 دکتری مدیریت بازاریابی بین‌الملل، دانشگاه سمنان

3 کارشناس ارشد مدیریت بازرگانی، دانشگاه سمنان

چکیده
هدف این پژوهش، مطالعه و بررسی نقش‌پذیرش فناوری بر تمایل به استفاده از تبلیغات پیامکی، با درنظرگرفتن نقش میانجی نگرش نسبت به پذیرش این تبلیغات بود. مطالعة حاضر براساس هدف، پژوهشی کاربردی و براساس چگونگی به‌دست‌آوردن داده‌های موردنیاز، از نوع پژوهش‌های توصیفی و همبستگی بود. مشتریان زن و مرد کالای ورزشی بالای 30 سال در شهر تهران، جامعة آماری این پژوهش بودند و برای به‌دست‌آوردن حجم نمونه از روش نمونه‌گیری در دسترس و فرمول کوکران استفاده شد. ابزار گردآوری داده‌ها پرسش‌نامة استاندارد بود. برای تجزیه‌وتحلیل داده‌های پرسش‌نامه، از مدل معادلات ساختاری استفاده شد. یافته‌ها نشان داد که سودمندی ادراک‌شده و تأثیر اجتماعی بر نگرش نسبت به پذیرش تبلیغات پیامکی تأثیر معناداری داشت. همچنین، نگرش، بر تمایل به استفاده از تبلیغات پیامکی تأثیر معناداری داشت. در مدل پذیرش فناوری نیز کاربرد آسان ادراک‌شده بر سودمندی ادراک‌شده تأثیر معناداری داشت؛ اما، کاربرد آسان ادراک‌شده بر نگرش نسبت به پذیرش تبلیغات پیامکی تأثیر معناداری نداشت. سودمندی ادراک‌شده، سازة مهمی در نگرش مشتریان کالاهای ورزشی نسبت به پذیرش تبلیغات پیامکی بود؛ بنابراین، این پژوهش بینشی درزمینة به‌کارگیری فناوری سرویس پیام‌کوتاه به‌عنوان یک رسانة تبلیغاتی، دراختیار بازاریابان لوازم ورزشی ازطریق تلفن‌همراه قرار می‌دهد.

کلیدواژه‌ها

موضوعات

عنوان مقاله English

The Impact of Technology Acceptance on the Willingness to Use SMS Advertising in Consumers of Sport Goods (Case Study Tehran City)

نویسندگان English

  • Mohammad Ali Forghani 1
  • Mahdi Dehghani Soltani 2
  • Hossein Farsizadeh 2
  • Ali Baghani 3
1 Associate Professor of Management, Shahid Bahonar University of Kerman
2 Ph.D. of International Marketing Management, Semnan University*
3 M.Sc. of Business Management, Semnan University
چکیده English

The purpose of this research is to study the impact of technology acceptance on the willingness to use SMS advertising considering the mediating role of attitude towards accepting the ads. This research is practical and on the basis of how to obtain the required data, the type of this study is descriptive and correlational. Population of this study was male and female customers of sports goods over 30 years in Tehran and available sample and the Cochran formula are used to obtain sample size. The standard questionnaire was used as the Data collection tool. Structural equation modeling has been used for data analysis. Results show that perceived usefulness and social impact has a significant impact on attitude towards acceptance of SMS advertising. Attitude also has a significant impact on acceptance of SMS advertising. Also, in the technology acceptance model, perceived ease of use has a significant impact on perceived usefulness, while it had no significant effect on attitude towards acceptance of SMS advertising. Perceived ease of use is important structures for sport in customers' attitudes towards the acceptance of SMS messages advertising. So, this study provides insight into the use of IT Sweeris SMS as an advertising medium available to marketers sporting goods through mobile phone with this.

کلیدواژه‌ها English

  • Technology Acceptance
  • Willingness
  • Attitude
  • SMS Advertising
  • Consumers of Sport Goods
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مطالعات مدیریت ورزشی
دوره 9، شماره 45
آذر و دی 1396
آذر و دی 1396
صفحه 213-230

  • تاریخ دریافت 12 اسفند 1395
  • تاریخ بازنگری 23 اردیبهشت 1396
  • تاریخ پذیرش 31 اردیبهشت 1396

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