نوع مقاله : مقاله پژوهشی
نویسندگان
1 استاد مدیریت ورزشی، دانشگاه کردستان
2 کارشناسی‌ارشد مدیریت بازاریابی ورزشی، دانشگاه کردستان
چکیده
هدف پژوهش حاضر، تأثیر محرک‌های اجتماعی فضای فروشگاهی بر تصمیم خرید مصرف‌کنندگان پوشاک ورزشی خارجی بود. روش پژوهش، توصیفی– همبستگی، ازنظر هدف، کاربردی و به‌شکل میدانی انجام گرفت. جامعة آماری مصرف‌کنندگان برندهای پوشاک ورزشی خارجی (نایک و آدیداس) در شهر تهران بودند. حجم نمونه با استفاده از جدول مورگان 384 نفر برآورد شد که از این تعداد، 380 پرسش‌نامة قابل‌قبول تجزیه‌وتحلیل شدند. ابزار اندازه‌گیری پرسش‌نامه‌های صفرزاده و همکاران (1390) و منصوری مؤید و همکاران (1393) بود. پرسش‌نامه شامل سه شاخص محرک‌های اجتماعی با 10 گویه، تصمیم خرید با پنج گویه و شاخص‌های احساسی- ادراکی با چهار گویه بود. روایی صوری و محتوایی پرسش‌نامه به تأیید هشت تن از اساتید مدیریت ورزشی رسید و پس از انجام اصلاحات استفاده شد. همچنین، پایایی و روایی سازه‌ای با استفاده از معادلات ساختاری ارائه شده است. نتایج نشان داد که بین دیدگاه زنان و مردان تفاوت قابل‌ملاحظه‌ای در خرید اجناس ورزشی خارجی نیست. این درحالی است که وزن رگرسیونی مسیرهای مدل نشان داد که محرک‌های اجتماعی بر تصمیم خرید زنان نسبت به مردان در فضای فروشگاهی اثرگذاری بهتری دارند. به‌طورکلی، موقعی که فروشندگان از جملات و کلمات مؤدبانه و مثبت استفاده کنند، خریدار هنگام تأخیر در ارائة خدمات انعطاف‌پذیرتر و صبورتر است و همچنین، در برنامه‌های تشویقی و ترفیعی مشارکت می‌کند؛ بنابراین، صاحبان خرده‌فروشی‌ها باید با ایجاد فضای فروشگاهی مطلوب، به‌خصوص درزمینة محرک‌های اجتماعی، موجب برانگیختن رفتار خریداران و فرایند تصمیم به خرید در مصرف‌کنندگان شوند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Impact of Social Stimulus on the Decision to Purchase Foreign Sports Wearers
نویسندگان [English]
- Saeed Sadeghi Boroujerdi 1
- Meysam Sadeghi 2
- Mostafa Mmermongreh 2
1 Professor of Sport Management, University of Kurdistan
2 M.Sc. of Sport Marketing Management, University of Kurdistan
چکیده [English]
The purpose of the present study was to investigate the effect of social stimuli on the purchasing decision of foreign wearing apparel consumers. The descriptive-correlation research method was applied in the field of applied and applied purpose. The statistical population was the consumers of foreign sports clothing brands (Nike, Adidas) in Tehran. A sample size of 384 people was estimated using Morgan's table. Out of these, 380 acceptable questionnaires were analyzed. Measurement tools for the questionnaire were Mansuri Moeid etal. (2014) and Safarzadeh et al. (2011). The questionnaire consisted of three social stimulus indicators with 10 items, a decision to buy 5 items and emotional-perceptual indicators with 4 items. The faculty and content validity of the questionnaire was reviewed by eight sports management professors and after the corrections were used. Structural validity and validity were also presented using structural equations. The results showed that there was no significant difference between women's and men's views on the purchase of foreign sports goods. However, the regression weights of the model paths showed that social stimuli had a better effect on women's purchasing decisions than men in the shop floor space. In general, when vendors use polite and positive words and sentences, the buyer delivers more flexible and patient service during the service, as well as participates in incentive and promotional programs. Therefore, retail owners must create a desirable shop floor space, especially in the field of social stimuli, which stimulates buyer behavior and decision making process for consumers.
کلیدواژه‌ها [English]
- Sportswear
- Social Stimuli
- Indicators of Emotional Perception
- Multi-Group Analysis
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