نقش هویت برند در قصد خرید مجدد با میانجیگری خودتصمیمی مشتریان ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشگاه رازی

2 کارشناسی‌ارشد مدیریت ورزشی، دانشگاه گیلان

چکیده

این پژوهش با هدف بررسی نقش هویت برند در قصد خرید با میانجیگری خودتصمیمی مشتریان ورزشی انجام شد. روش پژوهش، توصیفی- پیمایشی و ازنظر هدف، کاربردی بود. با توجه به مشخص‌نبودن حجم جامعة آماری، حجم نمونه براساس فرمول کوکران معادل 385 نفر برآورد شد. برای جمع‌آوری داده‌ها از پرسش‌نامه‌هایی با اقتباس از پرسش‌نامة هویت برند دهدشتی شاهرخ (1391) شامل چهار سؤال، پرسش‌نامة خودتصمیمی مشتریان گیماریز (2015) شامل پنج سؤال و پرسش‌نامة قصد خرید مجدد لیم (2006) شامل هفت سؤال استفاده شد. روایی و پایایی پرسش‌نامه‌ها تائید شد. داده‌ها با استفاده از نرم‌افزار لیزرل به‌وسیلة آزمون تحلیل مسیر تجزیه‌وتحلیل شدند. ضریب تأثیری که هویت برند به‌طور غیرمستقیم و ازطریق متغیر میانجی خودتصمیمی مشتریان بر قصد خرید مجدد گذاشت، برابر با 53/0 و به‌صورت مستقیم برابر با 33/0 بود. همچنین، هویت برند به‌صورت مستقیم، برابر با 56/0 بر خودتصمیمی مشتریان اثر داشت. باتوجهبه یافته‌های پژوهش، توجه بیش‌ازپیش به مدیریت تبلیغات و بازاریابی برندهای ورزشی، خلق ارزش برای مشتریان، تداعی هویت در اذهان افراد، به‌کاربردن فرایندهای روان‌شناختی و اجتماعی و تطبیق خصوصیات برند با ویژگی‌های مشتریان پیشنهاد می‌شود.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Role of Brand Identity on the Rebuy Intention with Mediation of Sport Customers Self Determination

نویسندگان [English]

  • Javad Karimi 1
  • Leila Beirami 2
1 Ph.D. Student in Sports Management, Razi University
2 M.Sc. of Sport Management, Guilan University
چکیده [English]

The purpose of this study was to investigate the role of brand identity on rebuy intention with mediation of sport customers’ self-determination. The research method used is descriptive-survey and it is an applied research. In terms of the unlimited amount of the population, the sample size was estimated to be 385 with Cochran formula. For data collection, three adapted questionnaires were used, Dehdashti Shahrokh brand identity questionnaire (2012) which includes 4 questions, the Guimaras' customers’ Self Determination (2015) which includes 5 questions, and Lim's rebuy intention questionnaire (2006) including 7 questions. The validity and reliability of the questionnaires were confirmed. Data analysis was performed using path analysis in the LISREL software. The impact coefficient of brand identity on the rebuy intention is 0.33 and it affects brand identity indirectly and through mediation of the customer's self-determination by 0.53. Brand identity directly affects customer self-determination by 0.56. The findings of the research suggest that managers pay more attention to promotion management and sport brand marketing, value creation to the customers, brand imagination in customers’ mind, using social and psychological processes, and adapting brand features with customer features.

کلیدواژه‌ها [English]

  • Self Determination
  • Rebuy intention
  • Sport clients
  • brand identity
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