نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکترای مدیریت ورزشی، دانشگاه آزاد واحد تهران مرکزی
2 استاد مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد تهران مرکزی
3 دانشیار مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد تهران مرکزی
چکیده
یک بازاریاب برای موفقیت در حوزة بازاریابی، نیازمند آگاهی از عوامل مؤثر در تصمیم‌های خرید مصرف‌کنندگان است تا راهبردهای بخش بازار را به‌طور مؤثر اجرا کند. امروزه، مصرف‌کنندگان جوان در ردة سنی دانشجویی بخش عمدة تـقسیم‌های بازار را تشکیل می‌دهند؛ بنابراین، هدف از انجام پژوهش حاضر، توسعه و اعتباریابی مقیاس ارزیابی سبک خرید براساس مدل اسپرولز و کندال (1986) بود. تعداد 377 نفر دانشجوی رشتة تربیت‌بدنی و علوم ورزشی به‌طورتصادفی، مقیاس ارزیابی سبک خرید توسعه‌یافتهشامل زیرمقیاس‌های جدید مذهب و سیاست برای محصولات ورزشی را به‌صورت داوطلبانه تکمیل کردند. یافته‌های آزمون تحلیل عاملی اکتشافی با توجه به نسبت شاخص خی‌دو به درجة آزادی و سایر شاخص‌ها، اعتبار سازة مقیاس را نشان داد. به‌طورکلی، یافته‌ها نشان داد که برخی از خریداران به‌دلیلحسعلاقه و وفاداریبهمیهنخودوبه‌دلیلکیفیت ادراک‌شدةمحصولات داخلی، ترجیحمی‌دهند محصولات ساختکشورخودراخریداریکنند. همچنین، ارزش‌های مذهبی با تأثیر بر ساختار شخصیت مصرف‌کننده، اعتقادها، ارزش‌ها و گرایش‌های رفتاری خود، بر رفتار و انتخاب مصرف‌کنندگان تأثیر می‌گذارند؛ بنابراین، می‌‌توان از این مقیاس با توجه به اهمیت زیرمقیاس‌های اضافه‌شدة مذهب و سیاست،در سنجش سبک خرید مصرف‌کنندگان محصولات ورزشیاستفاده کرد.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Development and Validation of the Scale of the Purchase Style of Sport Products in Iran
نویسندگان [English]
- Mohammad Hassan Solhjoo 1
- Farshad Tojari 2
- Ali Zarei 3
1 Ph.D. Student in Sports Management, Azad University, Central Tehran Branch
2 Professor of Sport Management, Islamic Azad University, Central Tehran Branch
3 Associate Professor of Sport Management, Islamic Azad University, Central Tehran Branch
چکیده [English]
In order to effectively carry out market-side strategies and succeed in marketing, a marketer must be aware of the factors affecting consumer purchase decision-making. Young consumers in the student age group form a major part of the market. The present paper aims at the development and validation of a purchasing style evaluation scale based on the Sporles and Kendal model (1986). To this aim, 377 physical education and sports science students randomly completed the purchasing style evaluation scale developed for sports products, which included new sub-scales for religion and politics. The validity of the scale structure was confirmed by the findings of exploratory factor analysis with respect to the ratio of the chi-square index to the degree of freedom and other indicators. Generally, the findings showed that some buyers prefer to buy products from their own country because of their sense of interest and loyalty to their homeland or because of the perceived quality of domestic products. Also, religious values affect the personality of the consumer and, therefore, their beliefs, values and attitudes tend to affect the behaviors and choices of consumers. We can use this scale in light of the importance of the sub-scales of religion and politics when assessing the purchasing style of sports products consumers.
کلیدواژه‌ها [English]
- Purchaseing Style
- Sports Products
- Consumer
- Sporles and Kendall
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