مطالعات مدیریت ورزشی

اعتباریابی و هنجاریابی پرسشنامۀ تبلیغات محصولات ورزشی با استفاده از رسانه های اجتماعی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشگاه آزاد اسلامی واحد کرمانشاه، کرمانشاه، ایران

2 استادیار مدیریت ورزشی، دانشگاه آزاد اسلامی واحد کرمانشاه، کرمانشاه، ایران

3 استادیار مدیریت ورزشی، پژوهشگاه تربیت بدنی و علوم ورزشی، تهران، ایران

چکیده
پژوهش حاضر با هدف اعتباریابی و هنجاریابی پرسشنامۀ تبلیغات محصولات ورزشی با استفاده از رسانه ­های اجتماعی انجام شد. روش پژوهش برمبنای هدف، کاربردی، براساس راهبرد، ترکیبی و برمبنای روش اجرا، توصیفی-پیمایشی بود. جامعه آماری پژوهش در بخش کیفی، ورزشکاران منتخب و اساتید دانشگاهی متخصص در حوزه بازاریابی ورزشی، رسانه و تبلیغات ورزشی بودند که به روش نمونه­ گیری هدفمند انتخاب شدند (15 نفر). جامعه آماری پژوهش در بخش کمّی، ورزشکاران شش رشته­ ورزشی فوتبال، فوتسال، دوچرخه­ سواری، ورزش­ های رزمی، دو و میدانی و پرورش اندام ساکن در شهر کرمانشاه (تعداد جامعه آماری = 21638) (تعداد نمونه = 385 نفر) بودند که با روش نمونه­ گیری طبقه­ ای- تصادفی بر اساس جدول روبرت کرجسی و داریل مورگان (1970) انتخاب شدند. در بخش کیفی، یافته ­های مبتنی‌بر مصاحبه از روش کدگذاری‌های باز، محوری و انتخابی تحلیل شد و در بخش کمّی، برای اعتباریابی پرسشنامه محقق‌ساخته برخاسته از بخش کیفی، از تحلیل عاملی تأییدی و  مدل­ یابی معادله ساختاری استفاده شد. به‌منظور تجزیه و تحلیل یافته ­ها و تدوین الگو، از نرم‌افزارهای اس‌پی‌اس‌اس نسخه 24، اسمارت پی‌ال­اس نسخه 0/2 و مکس‌کیودا نسخه پرو استفاده شد. نتایج نشان داد الگوی تدوین‌شده از برازش مناسب برخوردار بود. می‌توان گفت ابزار تدوین‌شده، ابزاری مناسب برای ارزیابی نقش رسانه ­های جمعی در تبلیغات محصولات ورزشی است و پیشنهاد می­‌شود به اعتباریابی این ابزار در جوامع غیرورزشی نیز اقدام شود.

کلیدواژه‌ها

موضوعات

عنوان مقاله English

study was to validate and standardize sport product advertising questionnaire using social media

نویسندگان English

  • Ali Karimi 1
  • Shahab Bahrami 2
  • Nazanin Rasekh 3
1 Ph.D. Student , Department of Sport Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran
2 Assistant Professor of Sport Management Islamic Azad University Kermanshah Branch, Kermanshah, Iran
3 Assistant Professor of Sport Management Sport Science Research Institute, ,Tehran, Iran
چکیده English

The purpose of this study was to validate and standardize sport product advertising questionnaire using social media. The research method was a descriptive correlational one which, in terms of practical purpose, exploratory in nature, and field collection method. The statistical population of this study consisted of athletes from different fields of sport (N = 1600), out of whom 311 were selected as statistical sample using Morgan table. In order to collect data, a researcher-made questionnaire, consisting of 70 questions with a 5-point Likert scale (very low to very high), with structural and creative components of advertising, information and awareness, customer relationship, customer service, factors Environmental, individual factors, usage constraints, applied constraints, branding and accreditation, customer interaction, capacity building, socio-cultural and sociological development, marketing-economic development and purchasing and competitive advantage were used. Descriptive (mean and standard deviation) and inferential statistics (exploratory and confirmatory factor analysis) were used for data analysis using SPSS software version 25 and Amos version 24 software. The face validity and content validity of the questionnaire was confirmed by sport management professors, and the reliability of the questionnaire was reported based on Cronbach's alpha coefficient of 0.7. Based on the results of factor analysis, causal indices, contextual factors, confounding factors, strategies and outcomes were identified, and the model was well-fitted.

کلیدواژه‌ها English

  • Validation
  • Tools
  • Sporting Goods and Services
  • Social Media
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مطالعات مدیریت ورزشی
دوره 14، شماره 71 - شماره پیاپی 71
فروردین و اردیبهشت 1401
صفحه 185-216

  • تاریخ دریافت 29 دی 1398
  • تاریخ بازنگری 09 شهریور 1399
  • تاریخ پذیرش 16 شهریور 1399

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