نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار مدیریت ورزشی گروه تربیت‌بدنی و علوم ورزشی، دانشکدۀ علوم تربیتی، دانشگاه شیراز، شیراز، ایران
2 استادیار گروه مدیریت ورزشی، پژوهشگاه تربیت‌بدنی و علوم ورزشی، تهران، ایران
3 استادیار گروه تربیت‌بدنی و علوم ورزشی، مؤسسۀ آموزش عالی آپادانا، شیراز، ایران
4 کارشناس‌ارشد مدیریت ورزشی، دانشگاه شهید چمران، اهواز، ایران
چکیده
پژوهش حاضر با هدف بررسی تأثیر رسانه‌های اجتماعی و تصویر قیمتی ارائه‌شده در آن‌ها بر قصد خرید مشتریان پوشاک ورزشی در دوران پاندمی کرونا انجام شد. روش پژوهش، توصیفی-همبستگی و از نظر هدف، کاربردی بود که به شکل میدانی انجام شد. استفاده‌کنندگان از پوشاک ورزشی جامعۀ آماری پژوهش بودند. 857 نفر که به‌صورت تصادفی ساده انتخاب شده بودند، به سؤال‌های پرسشنامۀ استاندارد چهارسؤالی تصویر قیمتی (لمبرت و همکاران، 2016)، پرسشنامۀ یازده‌سؤالی رسانه‌های اجتماعی (کیم و کو، 2012) و پرسشنامۀ چهارسؤالی قصد خرید (اّل علوان، 2018) پاسخ دادند. برای روایی ترجمه از روش پیشرو-پسرو استفاده شد. روایی صوری و محتوایی پرسشنامه به تأیید 15 تن از اساتید مدیریت ورزشی رسید. همچنین مقدار پایایی پرسشنامه مطلوب برآورد شد. تحلیل نتایج به روش معادلات ساختاری با استفاده از نرم‌افزارهای لیزرل و اس.پی.اس.اس. انجام شد. نتایج نشان داد که رسانه‌های اجتماعی و همچنین تصویر قیمتی بر قصد خرید مشتریان پوشاک ورزشی در دوران پاندمی کرونا تأثیر دارند؛ ازاین‌رو پیشنهاد می‌شود فروشندگان پوشاک ورزشی با گسترش رسانه‌های اجتماعی خود و همچنین ارائۀ تصویر قیمتی مناسب و منصفانه، میزان فروش محصولات خود را افزایش دهند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Impact of Social Media and the Price Image Presented on Them on the Intention of Customers to Buy Sportswear During the Corona Pandemic
نویسندگان [English]
- Mohammad hasan Abdollah 1
- hossein zareian 2
- sajad gholami torkesaluye 3
- roya boveiri shemi 4
1 Assistant Professor in Sport Management, Department of Sports Sciences, Faculty of Education & Psychology, Shiraz University, Shiraz, Iran
2 Department of Sport Management, Sport Sciences Research Institute, Tehran, Iran
3 Assistant Professor, Department of Sport Sciences, Apadana Institute of Higher Education, Shiraz, Iran
4 Master in Sports Management, Shahid Chamran University of Ahvaz
چکیده [English]
The purpose of this study was to investigate the effect of social media and the price image presented in them on the intention of customers to buy sportswear during the Corona pandemic. The research method was descriptive-correlational and in terms of purpose, it was an applied study.In addition, the statistical population included the users of sportwear. Eighty-five randomly selected individuals answered the standard four-question Price Image Questionnaire by Lambert et al., The 11-question Kim and Koo Social Media Questionnaire, and the four-item Alalwan Purchase Questionnaire. For translation validity, the forward-backward method was used. Formal and content validity was confirmed by fifteen professors in sports management. Further, the reliability of the questionnaire was estimated to be favorable. The results were analyzed using structural equation modeling using LISREL and SPSS softwares. The results showed that social media as well as price image have an effect on the intention of customers to buy sportswear during the Corona pandemic. Therefore, it is suggested that sportswear sellers increase the sales of their products by expanding their social media and also providing a reasonable and fair price image.
کلیدواژه‌ها [English]
- Corona
- Price Image
- Shopping Intention
- Social Media
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