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پاسخ مصرف کنندگان محصولات ورزشی سودمند و لذت بخش به فروش سخت و نرم

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار مدیریت بازاریابی ورزشی، گروه تربیت بدنی، دانشگاه کردستان، کردستان، ایران

2 دانشجوی دکتری مدیریت بازاریابی ورزشی، گروه تربیت بدنی، دانشگاه کردستان، کردستان، ایران

3 دانشجوی کارشناسی ارشد مدیریت ورزشی، گروه تربیت بدنی، دانشگاه شهید چمران اهواز، اهواز، ایران

چکیده

هدف از تحقیق حاضر بررسی تاثیر جاذبه‌های فروش نرم و سخت بر نگرش نسبت به آگهی تبلیغاتی و قصدخرید محصولات ورزشی بود. جامعه‌ی آماری تحقیق، کلیه دانشجویان پسر کارشناسی و کارشناسی ارشد تربیت‌بدنی دانشگاه کردستان که از محصولات ورزشی استفاده می‌کردند، بودند که نمونه‌ی آماری در مجموع 180 نفر از دانشجویان انتخاب شد و از روش نمونه-گیری تصادفی ساده برای جمع‌آوری داده‌ها استفاده شد. روش پژوهش، نیمه تجربی و از نوع طرح فاکتوریل 2*2 بود. به منظور اندازه‌گیری متغیرهای نگرش نسبت به آگهی تبلیغاتی و قصد‌خرید محصولات ورزشی از پرسشنامه، و برای تحلیل داده‌ها از روشهای آمار توصیفی (فراوانی، درصد، میانگین) و استنباطی (آنووا سه راهه) استفاده شد. یافته‌های تحقیق نشان داد هر دوی آگهی‌های تبلیغاتی فروش سخت و نرم بر نگرش نسبت به آگهی تبلیغاتی و قصد‌خرید محصولات تاثیرگذار است ولی تاثیر تبلیغات فروش نرم بیشتر است. همچنین نتایج نشان داد نوع محصول در این رابطه به عنوان تعدیل‌گر عمل می-کند. بگونه‌ای که شرکت‌کنندگان آگهی تبلیغاتی فروش سخت را برای محصول سودمند، و آگهی تبلیغاتی فروش نرم را برای محصول لذت‌بخش و تفریحی مناسب‌تر دانستند. بر این اساس، پیشنهاد می‌شود مدیران بازاریابی شرکت‌ها با توجه به نوع محصولی که ارائه می‌دهند، جاذبه تبلیغاتی خاص آن محصول را انتخاب کنند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The consumer's response of the utilitarian and hedonic sports products to sell-hard and soft-hard

نویسندگان [English]

  • sardar mohammadi 1
  • mojtaba Ghasemi 2
  • Abbas jahan Tab Nejad 3

1 Associate Professor of Sports Marketing Management, Department of Physical Education, Kurdistan University, Kurdistan, Iran

2 PhD Student in Sports Marketing Management, Department of Physical Education, Kurdistan University, Kurdistan, Iran

3 Master student of sports management, Department of Physical Education, Shahid Chamran University of Ahvaz, Ahvaz, Iran

چکیده [English]

The purpose of this study was to investigated the effect of soft and hard-sell appeals on the attitude toward advertising and the purchase intention of sports products. The statistical population of the study consisted of all undergraduate and postgraduate students of Physical Education in University of Kurdistan who used sports goods. A sample of 180 students was selected and a simple random sampling method was used for collecting data. The research method was semi experimental and 2 * 2 factorial design. In order to measure the variables of attitude toward advertising and purchase intention of sports products, a questionnaire was used, and descriptive statistics (frequency, percentage, mean) and inferential statistics (Multiple ANOVA) were used for data analysis. The research findings showed that both advertising ads of hard-sell and soft-sell are influence on the attitude toward advertising and the purchase intention of products, but the effect of soft-sell advertising ad is greater. The results also showed that the product type acts as a moderator in this relationship. So that the participants known More suitable hard-sell ad for utilitarian product, and soft-sell ad for hedonic and recreational product. Based on this, it is suggested that the marketing managers of the companies choose the particular advertising appeals of the product, depending on the product type they offer.

کلیدواژه‌ها [English]

  • Soft-sell
  • hard-sell
  • sports products
  • utilitarian product
  • hedonic product
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مطالعات مدیریت ورزشی
دوره 13، شماره 65
فروردین و اردیبهشت 1400
صفحه 251-277
فایل ها
سابقه مقاله
  • تاریخ دریافت: 02 بهمن 1397
  • تاریخ بازنگری: 09 خرداد 1398
  • تاریخ پذیرش: 18 خرداد 1398
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