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تأثیر بازاریابی خیرخواهانه و تبلیغ بر تصمیم به خرید محصولات ورزشی: رویکرد نیمه‌تجربی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازاریابی و رسانه در ورزش، دانشگاه کردستان، سنندج، ایران

2 استادیار گروه مدیریت ورزشی، دانشگاه کردستان، سنندج، ایران

3 استادیار، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه علامه طباطبائی، تهران، ایران

چکیده

پژوهش حاضر با هدف بررسی نیمه­تجربی تأثیر بازاریابی خیرخواهانه و تبلیغ بر تصمیم به خرید محصولات ورزشی انجام شد. این پژوهش از نظر هدف کاربردی بود و به­صورت نیمه­تجربی انجام گرفت. جامعۀ آماری دانشجویان رشتۀ تربیت­بدنی در محدودۀ سنی 25 تا 35 سال بودند که  40 نفر داوطلب از آن­ها (20 زن و 20 مرد) به­عنوان نمونۀ پژوهش انتخاب شدند. به­منظور تهیۀ ابزار پژوهش تصاویر متناسب با دو استراتژی خیرخواهانه و تبلیغ تهیه و روایی تصاویر به تأیید 10 نفر از متخصصان بازاریابی ورزشی رسید. از دستگاه الکتروآنسفالوگرافی Enobio، 20 کاناله برای ثبت امواج، پرسشنامه برای سنجش تصمیم به خرید و شکل­های خودارزیابی برای سنجش انگیختگی و لذت استفاده شد. با نگرش به نقش لوب فرونتال در توجه، موج آلفا و بتا در این ناحیه از مغز توسط کانال‌های F3، F4 و FZ بررسی شد. به­منظور استخراج امواج از داده‌های الکتروانسفالوگرافی کمّی از نرم‌افزار متلب b 2013 و  برای تجزیه ‌و تحلیل دادها با روش­های آمار توصیفی و آمار استنباطی شامل آزمون فریدمن و رگرسیون لجستیک دووجهی، از نرم‌افزاراس­پی­اس­اس نسخۀ 22 استفاده شد. نتایج نشان داد میزان تغییرات امواج آلفا و بتا در راهبرد خیرخواهانه بیشتر از راهبرد تبلیغ بود و این راهبرد درگیری بیشتری در ناحیۀ فرونتال ایجاد کرد. همچنین نتایج نشان داد پاسخ­های عصبی-روان­شناختی درصد درخور توجهی از تصمیم به خرید مصرف­کننده را تبیین کردند؛ بنابراین بازاریابان و پژوهشگران می­توانند با رعایت این نتایج در راهبردهای ترویجی خود زمینۀ اثربخشی هرچه­بیشتر فعالیت­های ترویجی­شان را فراهم آورند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Effect of charity and Advertising on Purchase Sports Products: Semi-experimental approach

نویسندگان [English]

  • ali ghaedi 1
  • behzad izadi 2
  • Mohammadreza Ghasemian 3

1 PhD Student in Sport Marketing and Media, University Of Kurdistan, Sanandaj, Iran

2 Assistant Professor, Sport Management Group, University of Kurdistan, Sanandaj, Iran

3 Assistant professor, Faculty of physical education and sport sciences, Allameh Tabataba'i University, Tehran, Iran

چکیده [English]

The purpose of this study was to investigate the role of charity and advertising to purchase of sports products. The research in terms of purpose was an applied and In terms of the methodology was a Semi-experimental research. The statistical population of the study was physical education student 25-35 years old and the sample was 40 volunteers (20 men and 20 women). In order to provide research tool, images were adapted by two research strategies (charity and advertising). Validity of images was confirmed by 10 sports marketing experts. Enobio electroencephalography device, 20 channels, was used to record the waves. A questionnaire was used to measure purchase decision and self-assessment manikin were used to measure arousal. By considering the role of the frontal lobe in attention, the alpha and beta waves in this area of the brain were examined by F3, F4 and FZ channels. Data were analyzed by using of SPSS 22, Matlab 2013 b and descriptive statistics and inferential statistics including Friedman test and Binary logistic regression. The results showed that the changes of alpha and beta waves in the charity strategy were higher than the advertising fit. This strategy involves the brain in frontal lobe greater than the advertising strategy. Also Neurological psychological responses explain a significant percentage of consumer buying decisions. Therefore, marketers and researchers can use this finding in their promotion strategies to make their promotional activities more effectiveness.

کلیدواژه‌ها [English]

  • Charity Marketing
  • Advertising
  • Neuromarketing
  • Pleasure
  • Arousal
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مطالعات مدیریت ورزشی
دوره 13، شماره 67
مرداد و شهریور 1400
صفحه 63-88
فایل ها
سابقه مقاله
  • تاریخ دریافت: 13 آبان 1398
  • تاریخ بازنگری: 28 بهمن 1398
  • تاریخ پذیرش: 08 فروردین 1399
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