مطالعات مدیریت ورزشی

تدوین الگوی آمیختۀ بازاریابی اخلاقی فروشگاه‌های آنلاین ورزشی در دوران کرونا بر مبنای رویکرد برند-مصرف‌کننده

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
  1. Achraf, A., Mataruna-Dos-Santos, L. J., & Consortium E. C. L. B. (2020). Effects of COVID-19 home confinement on eating behaviour and physical activity: Results of the ECLB-COVID19. Nutrients, (12), 1583.
  2. Amuzadeh, Z., Naderian Jahromi, M., Hoseini, M. S., & Salimi, M (2020). The effect of marketing in social media on brand process and consumer behavior in Iran superior Football League. Sport Management, 12(2), 41-50. (in Persian).
  3. Azizi, B., & Alidoust Ghahfarokhi, E. (2021). Model the relationship between environmental factors and ethical marketing and the effects of the latter on the performance of sportswear producers. Journal of Sport Management, 12(4), 929-947. (in Persian).
  4. Charkhtab Moghadam, G., & Esmailii, M. (2020). The relationship between ethical marketing and online business. Ethic in Science and Technology, 15(1), 166-171. (in Persian).
  5. Creyer, E. H. (1997). The influence of firm behavior on purchase intention: Do consumers really care about business ethics? Journal of Consumer Marketing, 14(6), 421-432.
  6. Cortez, R. M., & Johnston, W. J. (2020). The Coronavirus crisis in B2B settings: Crisis uniqueness and managerial implications based on social exchange theory, Industrial Marketing Management, 88, 125–135.
  7. Davari, A., & Reza Zadeh, A. (2016). Modeling structural equations with PLS software (3rd). Tehran: University Jihad Publications. (in Persian).
  8. Donthu, N., & Gustafsson, A. (2020). Effects of COVID-19 on business and research. Journal of business Research, (117), 284-289.
  9. Falk, T., Hammerschmidt, M., & Schepers, J. (2010). The service quality–satisfaction link revisited: Exploring asymmetries and dynamics. Journal of Academy of Marketing Science, 38, 288–302.
  10. Fazel, A., Kamalian, A. R., & Harandi, A. (2017). The relationship between ethical name and brand with increasing the credibility of companies. Ethic in Science and Technology, 12(1), 1-11. (in Persian).
  11. Freydoni, M., Kalateh Seifari, M., & Razavi, S. (2019). Designing a model of the effect of marketing mix and brand image on the pleasure and communication commitment in fans of two popular teams of Tehran (Esteghlal and Persepolis). Journal of Sport Management, 11(3), 547-560. (in Persian).
  12. Gholami Ghajari, H., & Kalateh Seifari, M. (2020). Providing a model of marketing tricks to promote sale for iranian sport manufacturers. Journal of Sport Management, 12(3), 701-720. (in Persian).
  13. Habibi, A., & Adanvar, M. (2017). Structural equation modeling and factor analysis (Lisrel software application training) (1st). Tehran: Academic Jahad Publications. (in Persian).
  14. He, H., & Harris, L. (2020). The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy. Journal of Business Research, (116), 176–182.
  15. Izadi, B., Moradi, R., & Abdollahi, Sh. (2017). Analyzing the relationship between ethics in bodybuilding clubs and athletes' behavior. Ethic in Science and Technology, 12(2), 95-105. (in Persian).
  16. Jin, C. H. (2018). The effects of creating shared value (CSV) on the consumer self-brand connection: Perspective of sustainable development. Corporate Social Responsibility and Environmental Management, (25), 1246–1257.
  17. Jin, C. H., Lee, J. Y., & Yoon, M. S. (2019). The influence of brand color identity on brand association and loyalty. Journal of Product and Brand Management, 28, 50–62.
  18. Kianpoor, A., Falahati, A., Moradi, M., & Piri, M. (2020). Predicting the relationship between ethics and business environment on Iran's economic development. Ethic in Science and Technology, 15(2), 93-100. (in Persian).
  19. Haines, K. J., & Berney, S. (2020). Physiotherapists during COVID-19: Usual business, in unusual times. Journal of Physiotherapy, 66(2), 67-69.
  20. Kozehchian, H., Sardari, M., Ehsani, M., & Amiri, M. (2021). Design and testing of ethical marketing in the sports products industry, tourism management studies.Sport Management Studies, 13(65), 179-202. (in Persian).
  21. Laczniak, G. R., Burton, R. H., & Murphy, R (2019). Sports marketing ethics in today's marketplace. Sport Marketing Quarterly, 18(4), 43-53.
  22. Lee, J. Y., & Jin, C. H. (2019). The role of ethical marketing issues in consumer-brand relationship. Sustainability Journal, (11), 36-55.
  23. Mataruna-Dos Santos, L. J. (2020). Innovating in sport management: The impact of COVID-19 on technological advancements in the sports industry. Information Technology innovations in Economics, Finance, Accounting, and Law, 19(7), 8-13.
  24. Nafei, M., Andoroja, L., & Saiednia, H. R. (2020). The paradigm model of ethical social media marketing activities with emphasis on brand value and customer response. Ethic in Science and Technology, 15(1), 151-160. (in Persian).
  25. Naghavi, M., Hoseini, S. E., Ramazaninejad, R., & Keshkar, S. (2018). Developing a behavioral model of Iranian professional athletes with a social marketing approach. New Approach in Sport Management, 6(23), 33-48. (in Persian).
  26. Nazarian, A., Hemati Nejhad Toli, M., & Benar, N. (2020). Providing a framework for systematic analysis of the production process to the consumption of Iranian sports goods. Sport Management Studies, 12(60), 125-150. (in Persian).
  27. Park, C. W., MacInnis, D. J. (2018). Introduction to the special issue: Brand relationships, emotions, and the self. Journal of the Association for Consumer Research, 3, 123–129.
  28. Rahimi, I., & Aramoon, S. S. (2018). Determining the characteristics of the human brand and its moral position in sports from the perspective of Iranian and foreign athletes. New Approach in Sport Management, 7(1), 69-75. (in Persian).
  29. Rajab Dori, H., Valilifard, H. R., Salari, H., & Amiri, A. (2020). Identify and examine the importance of ethical theories in auditing from the perspective of experts and professional activists. Ethic in Science and Technology, 15(2), 37-45. (in Persian).
  30. Ratten, V. (2020). Coronavirus disease (COVID-19) and sport entrepreneurship. International Journal of Entrepreneurial Behaviour & Research, 26(6), 1379-1388.
  31. Ritter, T., & Pedersen, C. L. (2020). Analyzing the impact of the coronavirus crisis on business models. Industrial Marketing Management, 88, 214–224.
  32. Rizvandi, A., Afroozeh, M. S., & Jalilvand, M. (2020). Identify sports businesses in the Covid 19 crisis and provide solutions. Sport Management Studies, 12(61), 17-34. (in Persian).
  33. Soleymani, M., Barani, M., Inanloo, S., & Khojasteh, A. (2020). Modeling the shopping behavior of sports shop customers during the corona virus outbreak. Sport Management Studies, 12(62), 291-314. (in Persian).
  34. The Nielsen (2020). COVID-19: Tracking the impact on FMCG, retail and media. Available a: https://www.nielsen.com/us/en/insights/article/ 2020/covid-19-trackingthe-impact-on-fmcg-and-retail.
  35. VafaiNia, S. (2020). Marketing in post COVID-19 era: A guide for marketing managers. Research Institute of Management. Available at: https://academ.escpeurope.eu/pub/IP%202020-07-EN.pdf (in Persian).
  36. Wang, Y., Hong, A., Li, X., & Gao, J. (2020). Marketing innovations during a global crisis: A study of China firms’ response to COVID-19. Journal of Business Research, (116), 214–220.
مطالعات مدیریت ورزشی
دوره 13، شماره 69
آذر و دی 1400
صفحه 293-323

  • تاریخ دریافت 14 آبان 1399
  • تاریخ بازنگری 09 اردیبهشت 1400
  • تاریخ پذیرش 30 اردیبهشت 1400

صفحه اصلی

اصول اخلاقی

ارسال مقاله

اخبار و اعلانات

اطلاعات آماری نشریه

تماس با ما