نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار مدیریت ورزشی، گروه تربیت‌بدنی، واحد ملایر، دانشگاه آزاد اسلامی، ملایر، ایران
2 دانشجوی دکتری مدیریت ورزشیف گروه تربیت‌بدنی، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران
چکیده
پژوهش حاضر با هدف مدل سازی رفتار خرید مشتریان فروشگاه های ورزشی در زمان شیوع ویروس کرونا (پیش آیندها و پس آیندها) انجام شد. پژوهش از لحاظ هدف، کاربردی و از نظر شیوة گردآوری داده ها، توصیفی-پمایشی بود. در بخش اول (کیفی) برای انجام‌شدن مصاحبة میدانی، جامعة آماری پژوهش اساتید برجسته حوزة مدیریت ورزشی متخصص در بازاریابی ورزشی و صاحبان برجستة کسب و کارهای ورزشی بودند که این افراد در دو مرحلة اولیه و ثانویه به‌ترتیب به‌صورت هدفمند و گلوله برفی برای مصاحبه‌های کیفی دربارة موضوع پژوهش انتخاب شدند. در بخش دوم (کمّی) بعد از گردآوری اطلاعات حاصل از پژوهش کیفی، به ساخت پرسشنامه اقدام شد و این پرسشنامه (44 گویه در قالب دو مؤلفة کلی پیش آیندها و پس‌آیندهای رفتار خرید مشتریان فروشگاه های ورزشی در زمان شیوع ویروس کرونا) در بین مشتریان فروشگاه های آنلاین ورزشی (384 نفر) توزیع شد. نتایج نشان داد که مؤلفه های اثرگذار بر رفتار خرید (پیش آیندها) به‌ترتیب عبارت بودند از: علاقه به ورزش، عوامل مربوط به آمیختة بازاریابی، عوامل جمعیت‌شناختی، عوامل روانشناختی، شبکه های اجتماعی، عوامل محیطی، عوامل دانشی، ویژگی های شخصیتی و عوامل موقعیتی. همچنین پس آیندهای مثبت اولویت بیشتری در مقایسه با پس آیندهای منفی داشتند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Modeling Customer Buying Behavior Sports Stores at The Time of the Corona Virus Outbreak (Proceedings and Post-Futures)
نویسندگان [English]
- Majid Solimani 1
- Maryam Barani 2
- Sohela Inanloo 2
- Ali Khojasteh 2
1 Assistant Professor of Sport Management, Department of Physical Education, Malayer branch, Islamic Azad University, Malayer, Iran
2 Ph.D. Student in Sport Management, Department of Physical Education, Hamedan branch, Islamic Azad University, Hamedan, Iran
چکیده [English]
The aim of this study is to model the buying behavior of customers in sports stores during the outbreak of coronavirus (Antecedents and the consequences). Current study In terms of purpose is Practical, In terms of the method of collection the data were descriptive-survey. In the first part (qualitative) to conduct the field interview, the statistical population of the study, prominent professors in the field of sports management specialized in sports marketing and prominent owners of sports businesses were these people, in two primary and secondary phases, respectively, purposefully and Snowballs were selected for qualitative interviews on the research topic. In the second part (quantitative), after collecting the information obtained from qualitative research, the questionnaire was constructed and this questionnaire (44 items in the form of two general components of the Proceedings and Post-futures of customer buying behavior of sports stores at the time of virus Corona outbreak) was distributed among customers of online sports stores (384 people). The results showed that the components affecting purchasing behavior (outcomes) are: interest in sports, marketing mix factors, demographic factors, psychological factors, social networks, environmental factors, Academic factors, personality traits, and situational factors. Also, positive outcomes have a higher priority than negative outcomes.
کلیدواژه‌ها [English]
- Coronavirus
- Shopping Behavior
- Customer
- Sports Store
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