شناسایی الگوهای ذهنی خبرگان دربارة مصرف کنندگان برندهای مقلد و جعلی محصولات ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار مدیریت ورزشی، دانشگاه فردوسی مشهد

2 دانشجوی دکتری مدیریت ورزشی، دانشگاه فردوسی مشهد

چکیده

امروزه تولید، توزیع و مصرف کالاهای مقلد و جعلی در ورزش یکی از روندهای جهانی است که به‌صورت هشداردهنده‏ای درحال‌افزایش است و به صنعتی درآمدزا تبدیل شده است. پژوهش حاضر با هدف شناسایی الگوهای ذهنی خبرگان دربارة مصرف‏ کنندگان برندهای مقلد و جعلی محصولات ورزشی انجام شد. روش پژوهش از نظر پارادایم، تفسیری و از حیث روش‌شناسی، کیو بود و همچنین به‌لحاظ قطعیت داده‏ ها، آمیختة اکتشافی (کیفی-کمی) بود. متخصصان بازاریابی ورزشی، اساتید دانشگاهی رشتة مدیریت و بازاریابی ورزشی و فروشندگان کالاهای ورزشی به تعداد 25 نفر، جامعة آماری این پژوهش را تشکیل دادند که به روش هدفمند انتخاب شدند. از بین مصاحبه‏ های عمیق با خبرگان و پیشینة پژوهش، مجموعة عبارات کیو در 29 عبارت شناسایی و تأیید شد. روایی صوری و محتوایی عبارات و نمودار کیو به تأیید خبرگان رسید. با تحلیل عوامل کیو شش الگوی ذهنی خبرگان شامل قیمت‏ گرایان، خدمات‏ گرایان، ظاهرگرایان، ارزش ‏گرایان،‌ تجربه ‏گرایان و‌ چالش‏ گرایان، شناسایی، اولویت‏ بندی و تفسیر شد. درنهایت، دربارة الگوهای شناسایی‌شده بحث شد و تولید محصولات اصلی با کیفیت و قیمت مناسب و همچنین طراحی حرفه ‏ای در سایة حمایت دستگاه های اجرایی، به‌عنوان پیشنهادهای کاربردی برای برون‌رفت از آسیب‏ هایی که برندهای مقلد و جعلی بر بازار داخلی وارد می‏‌کنند، ارائه شدند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Identify the Mental Patterns of Experts about Consumers of Mimicry and Fake Brands of Sports Products

نویسندگان [English]

  • Mohammad Kashtidar 1
  • Mahdi Talebpour 1
  • Masoud Darabi 2
  • Ahmad Nazari Torshizi 2
1 Associate Professor of Sport Management, Ferdowsi University of Mashhad
2 Ph.D. Student in Sport Management, Ferdowsi University of Mashhad
چکیده [English]

Today, the production, distribution, and consumption of mimicry and fake goods in sport are one of the global trends that are growing alarmingly and have become an income-generating industry. The purpose of the present study was to identify the mental patterns of experts about consumers of mimicry and fake brands of sports products. The research method was an interpretative paradigm, and in terms of data certainty, it is a combination of exploratory (qualitative-quantitative) approach and also it’s Q-methodology.The statistical population of this study consisted of sports marketing specialists, university professors of sports management and marketing, and sport goods retailers, who were selected by the purposeful method. Among the deep interviews with the experts and the research project, the set of Q's phrases was identified and endorsed in 29 phrases. Visual and conceptual narrative Q phrases and charts confirmed by the experts. By analyzing the factors, six mental patterns: price-orientation, service-oriented, figurative, value-oriented, empiricist, and challenges from experts were identified and interpreted. Finally, around the identified patterns discussed and the production of the main products with good quality and reasonable prices, as well as professional design in the shadow of the support of the operating system, as suggestions for the removal of the damages that mimicry and fake brands on the domestic market Are being introduced.

کلیدواژه‌ها [English]

  • Mental Patterns
  • Experts
  • Mimicry and Fake Brands
  • Sports Products
  • Q-methodology
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