نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشیار مدیریت ورزشی، دانشگاه پیام‌نور شهریار
2 استادیار مدیریت ورزشی، پژوهشگاه علوم ورزشی
چکیده
هدف پژوهش حاضر، بررسی بازاریابی حسی و اعتماد به برند مشتریان فروشگاه‌های ورزشی استان مازندران بود. روش پژوهش، توصیفی- همبستگی وروش جمع‌آوری اطلاعات ازنوع میدانی بود. جامعة آماری کلیه مشتریان فروشگاه‌های ورزشی نایک، آدیداس، ریبوک، پوما و مجید در استان مازندران بودند که با توجه به حجم جامعة نامحدود، براساس فرمول کوکران تعداد 384 نفر با روش نمونه‌گیری تصادفی ساده انتخاب شدند. برای گردآوری اطلاعات از پرسش‌نامة بازاریابی حسی حسینی و پورکیانی (1394) و اعتماد مشتریان یوچارونکیت (2014) استفاده شد. روایی پرسش‌نامه‌ها به تأیید 10 نفر از اساتید تربیت‌بدنی رسید و پایایی آن‌ها براساس ضریب آلفای کرونباخ به‌ترتیب 87/0 و 88/0 به‌دست آمد. برای آزمون فرضیه‌های پژوهش از ضریب کشیدگی بهنجار شده، آزمون همبستگی پیرسون و تحلیل مسیر با نرم‍افزار اس.پی.اس.اس. وآموس استفاده شد. نتایج نشان داد که بین بازاریابی حسی و اعتماد به برند مشتریان فروشگاه‌های ورزشی استان مازندران ارتباط مثبت و معناداری وجود داشت. براساس یافته‌های پژوهش، حس بینایی، حس بویایی و حس شنوایی تأثیر معنادار و مثبتی بر اعتماد مشتریان فروشگاه‌های ورزشی استان مازندران داشتند؛ اما حس چشایی و حس لامسه تأثیر معناداری بر اعتماد مشتریان ورزشی نداشتند. همچنین، همة شاخص‌های برازش مدل نشان‌دهندة برازش مطلوب بودند. با توجه به نتایج به‌دست‌آمده می‌توان لزوم توسعه و بسط شاخصه‌های بازاریابی حسی ازجمله حس‌های بینایی، بویایی و شنوایی را بااهمیت دانست. بدیهی است که با ایجاد تجربة حسی مشتریان در فروشگاه‌های ورزشی و ایجاد رابطة عاطفی میزان اعتماد مشتریان بهبود می‌یابد.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Sensory Marketing and Brand Trust: A Case of Sports Shops Customers
نویسندگان [English]
- Hamid Ghasemi 1
- Nazanin Rasekh 2
1 Associate Professor of Sport Management, Payame Noor University, Iran
2 Assistant Professor of Sport Management, Sports Science Research Institute, Iran
چکیده [English]
The present study was conducted with the aim of study sensory marketing and brand trust among sports shops customers in the Mazandaran province. The research used a descriptive-correlational method with field survey for data collection. The statistical population consisted of all customers of the Nike, Adidas, Reebok, Puma and Majid sports shops in the Mazandaran province. Given the unlimited size of the population, 384 individuals were selected through simple random sampling. The sensory marketing questionnaire of Hosseini and Pourkiani (2015) and the questionnaire of customers’ trust of Ueacharoenkit (2014) were used for data collection. The reliability of both questionnaires was confirmed by 10 PE university teachers, and their validity was 0.87 and 0.88 respectively based on the Cronbach’s alpha coefficient. The normalized coefficient of kurtosis, the Pearson correlation test and path analysis in the SPSS software were used to test the research hypotheses. Based on the research findings, there was a significant positive relationship between sensory marketing and brand trust among sports shops customers in the Mazandaran province. It was revealed that the senses of sight, hearing, and smell had a significant positive impact on customer trust in the brand, whereas the senses of taste and touch did not. The regression analysis results showed that 61.6% of the variance in customer trust is related to sensory marketing. The results confirm the necessity of developing indicators of sensory marketing such as the senses of sight, smell, and hearing.Clearly, by creating a sensory or affective experience, customer trust could be improved among sports shops customers.
کلیدواژه‌ها [English]
- Brand Trust
- Sensory Marketing
- Sports Shops
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