نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناسی‌ارشد مدیریت بازاریابی ورزشی، دانشگاه کردستان
2 دانشجوی دکترای مدیریت بازاریابی ورزشی، دانشگاه کردستان
3 استاد مدیریت ورزشی، دانشگاه کردستان
چکیده
در عصر حاضر، با رشد فرهنگ مصرفی و رسانههای ارتباط جمعی، بدن اهمیت بسیاری یافته است. هدف از انجام این پژوهش، بررسی تأثیر استفاده از برندهای ورزشی خارجی لوکس بر مدیریت بدن با تأکید بر نقش میانجی غرور فیزیکی و نفوذ اجتماعی درمیان ورزشکاران بود. روششناسیپژوهشازنظرهدف،کاربردی،ازحیثنحوةگردآوریاطلاعات، میدانی و ازنوعهمبستگیاستکهمـبتنـی‌برمدل‌سازیمعادلات ساختاریبانرم‌افزار اسمارت پی.ال.اس. سه است. جامعة آماری، ورزشکاران مجموعههای ورزشی شهرداری کرج بودند. تعداد 380 نفر به روش نمونه‌گیری تصادفی انتخاب شدند. ابزار اندازهگیری پرسش‌نامه بود که چند تن از اساتید مدیریت ورزشی روایی صوری و محتوایی آن را بررسی کردند و پس از اعمال اصلاحات، از آن استفاده شد. یافتهها نشان داد که استفاده از برندهای ورزشی خارجی لوکس بر مدیریت بدن اثرگذار بود. همچنین، استفاده از برندهای لوکس با نقش میانجی غرور فیزیکی و نفوذ اجتماعی بر مدیریت بدن مؤثر بود؛ اما این اثرگذاری به‌واسطة غرور فیزیکی نسبت به نفوذ اجتماعی در سطح بالاتری قرار داشت؛ بنابراین، عواملی مانند غرور فیزیکی و نفوذ اجتماعی در گرایش ورزشکاران به مدیریت بدن و اقدام آن‌ها برای مدیریت بدن و نیز استفاده از برندهای ورزشی خارجی لوکس مؤثر هستند. آن‌ها به‌دلیل احساس نیاز به نمایش‌دادن بدن موردپسند و توجه جامعه و نیز نشان‌دادن پایگاه اجتماعی و اقتصادی خود، به مدیریت بدن و استفاده از برندهای ورزشی خارجی لوکس گرایش پیدا میکنند.
کلیدواژه‌ها
عنوان مقاله [English]
The Effect of Using Luxurious Foreign Sports Brands and Body Management, with Emphasis on Mediating Role of Vanity Physical and Social Influence among Athletes
نویسندگان [English]
- Rasol Moradi Hezari 1
- Hosein Mansoori 2
- Saeed Sadeghi Boroujerdi 3
1 M.Sc. of Sport Marketing Management, University of Kurdistan
2 Ph.D. Student of Sport Marketing Management, University of Kurdistan
3 Professor of Sport Management, University of Kurdistan
چکیده [English]
In the present age, the body has become very important with the growth of consumer culture and mass communication media. The purpose of this study was to investigate the effect of using luxury outdoor sports brands on body management, with emphasis on mediating the role of physical pride and social influence among athletes. The methodology of the research is from the perspective of the applied objective, in terms of collecting field information, and the correlation type that is based on the structural equation modeling with the smart pls3 software. The statistical population was athletes of sports complexes in Karaj Municipality. A total of 380 people was selected by random sampling. A tool for measuring the questionnaire, whose factual and content validity was examined by some of the sports management professors and after the corrections. The findings showed that the use of luxury outdoor sports brands is influential on body management. Also, the use of luxury brands with the mediator role of physical pride and social influence also influenced body management, but this effect was due to physical pride relative to social influence at a higher level. Therefore, factors such as physical grasses and social influence are effective in the attitude of athletes in the management of the body and the use of luxury outdoor sports brands. They tend to focus on the management of the body and the use of luxury outdoor sports brands because of the need to show and show the body and the community's luck and show their socio-economic status.
کلیدواژه‌ها [English]
- Acceptance of Social Identity
- Luxury Foreign Sport Brands
- Body Management
- Vanity Physical
- Social Influence
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