مطالعات مدیریت ورزشی

بررسی نقش مزاج های چهارگانه مشتریان پوشاک ورزشی بر رفتار خرید آنی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه تربیت بدنی و علوم ورزشی، موسسه غیر انتفاعی آپادانا، شیراز، ایران

2 عضو هیات علمی دانشگاه شیراز بخش علوم ورزشی

3 دانشکده تربیت بدنی و علوم‌ورزشی، دانشگاه خوارزمی، تهران، ایران.

چکیده
هدف پژوهش حاضر بررسی نقش مزاج های چهارگانه مشتریان پوشاک ورزشی بر رفتار خرید آنی بود. روش پژوهش، توصیفی- همبستگی و ازنظر هدف، کاربردی بود که به شکل میدانی انجام و استفاده‌کنندگان از پوشاک ورزشی جامعه آماری بود. 556 نفر که به‌صورت تصادفی ساده انتخاب‌شده بودند به سؤالات پرسشنامه استاندارد شش سؤالی خرید آنی ساراح و همکاران (2021) و پرسشنامه بیست و شش سؤالی مزاج سرشتی شیخ روشندل و همکاران (2015) پاسخ دادند. روایی صوری و محتوایی به تائید چند تن از اساتید و دانشجویان دکتری مدیریت رسید. همچنین مقدار پایایی پرسشنامه مطلوب برآورد شد. نتایج تحلیل واریانس نشان داد بین مزاج های چهارگانه افراد از نظر رفتار خرید آنی تفاوت معناداری وجود دارد. با توجه به نتایج پیشنهاد می شود مدیران فروشگاه ها با مد نظر قرار دادن حالت های روحی مشتریان شانس خرید آنی آنها را افزایش دهند.

کلیدواژه‌ها

عنوان مقاله English

Investigating the role of the four temperaments of sportswear customers on Impulse purchase behavior

نویسندگان English

  • sajad gholami torkesaluye 1
  • mohammad hasan abdollahi 2
  • عبدالرضا عبودی 3
1 گروه تربیت بدنی و علوم ورزشی، موسسه غیر انتفاعی آپادانا، شیراز، ایران
2 عضو هیات علمی دانشگاه شیراز بخش علوم ورزشی
3 Faculty of physical education and sport sciences, kharazmi university,Tehran, Iran
چکیده English

The purpose of this study was to Investigating the role of the four temperaments of sportswear customers on Impulse purchase behavior. The research method was descriptive-correlational and in terms of purpose, it was an application that was performed in the field and the users of sportswear were the statistical population. 556 people who were randomly selected answered the standard six-item instant purchase questionnaire of Sarah et al (2021). And the twenty-six-item temperament questionnaire of Sheikh Roshandel et al (2015). Formal and content validity was confirmed by several professors and PhD students in management. Also, the reliability of the questionnaire was estimated to be favorable. The results of analysis of variance showed that there is a significant difference between the four temperaments of people in terms of instant buying behavior. According to the results, it is suggested that store managers increase their chances of immediate purchase by considering the mood of customers.

کلیدواژه‌ها English

  • Temperament
  • Impulse Purchase
  • Customers
  • Sportswear
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مطالعات مدیریت ورزشی
دوره 14، شماره 73 - شماره پیاپی 73
مرداد و شهریور 1401
صفحه 149-170

  • تاریخ دریافت 06 مهر 1400
  • تاریخ بازنگری 28 آذر 1400
  • تاریخ پذیرش 07 دی 1400

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