نوع مقاله : مقاله پژوهشی
نویسندگان
استادیار مدیریت ورزشی، دانشگاه گنبد کاووس، گنبد کاووس، ایران
چکیده
شیوع بحران ویروس کرونا همۀ بخشهای صنعت ورزش و به‌ویژه مالکان برندهای ورزشی را با چالش اساسی در بازاریابی مواجهه کرده است؛ بنابراین پژوهش حاضر با هدف تدوین مؤلفههای بازاریابی اخلاقی کسب‌وکارهای آنلاین ورزشی برمبنای رویکرد برند-مصرفکننده انجام شد. پس از شناسایی لینکهای فروش اینترنتی فروشگاههای تجهیزات ورزشی، برمبنای حداقل نمونۀ آماری مورد نیاز در تحلیل مسیر، 400 مشتری به‌صورت هدفمند به‌عنوان نمونۀ آماری پژوهش انتخاب شدند. پس از اطمینان از پایایی مطلوب ابزار پژوهش به روش آلفای کرونباخ (7/0 ≤ α(، تحلیل برازش الگوی پژوهش با استفاده از نرمافزار پی.ال.اس. سه انجام گرفت. نتایج تحلیل عاملی دادهها نشان داد که ارتقای اخلاقی محصول (دریافت‌نکردن هزینۀ اضافی برای تهیۀ سفارش) و قیمتگذاری اخلاقی (تعیین قیمت واقعی و منصفانه) بیشترین تأثیر را بر رابطۀ برند-مصرف کننده داشتند. همچنین کیفیت ادراکی محصول تأثیر مستقیمی بر الگوی رفتار خرید مشتریان داشت؛ بنابراین به عاملان فروش آنلاین محصولات ورزشی پیشنهاد میشود که با درج اطلاعات درست و واقعی محصولات و همچنین پیشبینی واحد خدمات در شبکه های مجازی برای ارائۀ مشاوره و ارائۀ خدماتی از قبیل جبران خسارت و بازپس‌گیری در صورت مطابقت‌نداشتن محصول ارسالی با محصول تبلیغ‌شده، خلأهای ناشی از ویژگی ناملموس‌بودن خرید اینترنتی را برطرف کنند.
کلیدواژه‌ها
عنوان مقاله [English]
Developing a Mixed Marketing Ethical Model for Online Sports Stores in the Corona Period Based on Brand-Consumer Approach
نویسندگان [English]
- hamidreza Ghezelsefloo
- ALI CHORI
Assistance Professor in Sport Management, Gonbad Kavous University, Gonbad Kavous, Iran
چکیده [English]
The outbreak of COVID-19 crisis faced all sectors of sport industry; especially owners of sports brands with a major marketing challenge. Therefore, the purpose of this study was developing a mixed marketing ethical model for online sports stores in the Corona based on consumer-brand approach. After identifying the online sales links of sports products stores, 400 customers were selected purposely sampling as the statistical sample of the research based on the minimum statistical sample required in the Path analysis. After optimal reliability by Cronbach alpha (α ≥ 0.7), goodness of fit of the research model was performed using PLS-3 software. The results of factor analysis of the data showed that product ethical promotion (no additional cost for ordering) and ethical pricing (actual and fair pricing) had the greatest impact on the brand-consumer relationship. In addition, the perceptual quality of the product had a direct effect on the pattern of customer buying behavior. Therefore, to fill the gaps caused by the intangible nature of online shopping, online sales agents are recommended to insert the correct and real information of products, as well as forecasting the service units in social media networks to provide advice and other services such as compensation and retrieval in case of non-compliance of the sent product with the advertised product.
کلیدواژه‌ها [English]
- COVID-19
- Customer-Brand Relationship
- Ethical Marketing
- Social Networks
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