نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناسی ارشد مدیریت ورزشی، موسسه آموزش عالی سناباد گلبهار، ایران.
2 استادیار گروه مدیریت بازاریابی و ارتباطات ورزشی، موسسه آموزش عالی سناباد گلبهار، ایران.
3 دانشیار گروه تربیت بدنی و علوم ورزشی، واحد مشهد، دانشگاه آزاد اسلامی، مشهد، ایران.
چکیده
طراحی محیط فروشگاه یکی از عوامل موثر بر جذب و تصمیم به خرید مشتریان می باشد. هدف تحقیق حاضر شناسایی و سطح بندی عوامل موثر بر ارتقاء جذابیت محیط فروشگاهی برندهای ورزشی بود. روش تحقیق از نظر ماهیت و هدف از نوع کاربردی و از نظر روش تحلیل از نوع توصیفی و اکتشافی بود که داده ها به صورت میدانی جمع آوری شد. جامعه آماری تحقیق شامل خبرگان دانشگاهی در حوزه بازاریابی، متخصصان دکوراسیون، طراحان و معماران داخلی محیط های فروشگاهی و مشتریان وفادار فروشگاه‌های ورزشی شهر مشهد بود. روش نمونه گیری به صورت هدفمند بود و در مجموع 14 مصاحبه و پرسشنامه ماتریسی تا اشباع نظری داده ها تکمیل شد. جهت تحلیل داده ها از روش تحلیل مضمون و همچنین برای سطح بندی عوامل شناسایی شده از مدلسازی ساختاری تفسیری استفاده شد. یافته ها نشان داد که 49 گویه در 9 مفهوم و 3 مقوله کلی عوامل محیطی، اجتماعی و زیبایی شناسی در جذابیت محیط فروشگاهی برندهای ورزشی وجود دارد. سطح بندی عوامل موثر بر ارتقا جذابیت محیط فروشگاهی برندهای ورزشی نشان داد که این ابعاد در 5 سطح قرار دارند. در نتیجه گیری کلی باید متذکر شد که فروشگاه های ورزشی باید از مزیت های رقابتی با دوام در برنامه های بلندمدت فروشگاه ها استفاده کنند، به نحوی که امکان کپی برداری آن توسط رقبا کاهش یابد تا بتوانند جذابیت محیط فروشگاهی برند ورزشی خود را ارتقا دهند.
کلیدواژه‌ها
عنوان مقاله [English]
Identifying and Leveling the Effective Factors on Improving the Attractiveness of the Store Environment of Sports Brands
نویسندگان [English]
- Amir Shahriari Aliabad 1
- Ehsan Asadollahi 2
- hassan fahim davin 3
1 Master's degree in sports management, Sanabad Institute of Higher Education, Golbahar, Iran.
2 Assistant Professor of Sports Marketing and Communication Management Department, Sanabad Golbahar Higher Education Institute, Iran.
3 Associate Professor, Department of Physical Education and Sports Sciences, Mashhad Branch, Islamic Azad University, Mashhad, Iran.
چکیده [English]
The design of the store environment is one of the factor effecting in attracting and purchasing decision of customers. The purpose of the this study was to identify and level the factors effecting the promotion of the attractiveness of store environment of sports brans. In terms of nature and purpose the present research is applied research, in terme of analytical , descriptive and exploratory which was implemented in the field. The statistical population included university experts in the field of marketing, decoration specialists, interior designers and architects of store environments and loyal customers of sports stores in Mashhad. The sampling method was purposeful and all of 14 interviews and matrix questionnaires were completed until theoretical data saturation. Thematic analysis method was used to analyze the data, and interpretive structural modeling was used to leveling the identified factors. The findings of the research showed that there are 49 items in 9 concepts and 3 general categories of environmental, social and aesthetic factors in the attractiveness of sports brands’ store environment. The leveling the ptomotion of the attractiveness of store environment of sports brans showed that these aspects are in 5 levels. In general conclusion, it should be mentioned that sports stores should use durable competitive advantages in the stores' long-term plans, so that the possibility of copying is reduced by competitors to they can promotion of the attractiveness of store envitonment of sports brands
کلیدواژه‌ها [English]
- Store Environment
- Sports Brands
- Social Factors
- Aesthetic Factors
- Environmental Factors
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