نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی کارشناسی ارشد مدیریت ورزشی، دانشگاه شهید چمران اهواز
2 دانشجوی دکترای مدیریت بازرگانی گرایش بازاریابی، دانشگاه آزاد یاسوج
3 استادیار مدیریت ورزشی، دانشگاه شهید چمران اهواز
چکیده
هدف از پژوهش حاضر، بررسی تأثیر شاخص اعتماد مشتریان بر قصد خرید با میانجی‌گری تبلیغات دهان‌به‌دهان می‌باشد. جامعۀ آماری این پژوهش را مشتریانی که از تولیدی‌های ورزشی خرید می‌کردند تشکیل دادند و با استفاده از روش نمونه‌گیری در دسترس، در مجموع، 384 نفر از آنها به‌عنوان نمونۀ پژوهش انتخاب شدند. ابزار جمع‌آوری داده‌ها پرسشنامه بود. برای تجزیه و تحلیل داده‌ها از نرم افزار اس پی اس اس و لیزرل استفاده شد. ابتدا سطح مطلوبیت متغیرها و شاخص‌های آنها با استفاده از آزمون تی تک‌نمونه‌ای مورد آزمون قرار گرفته و همچنین رابطه‌ی مثبت بین متغیرها از طریق همبستگی و ضریب مسیر آزمون تی تأیید شد. سپس با استفاده از نرم افزار لیزرل و تحلیل عاملی تأییدی و معادلات ساختاری به آزمون مدل پرداخته که نهایتاً مقادیر شاخص‌های برازندگی نشان داد، مدل از برازش مناسب برخوردار است. نتایج حاصل از این پژوهش نشان می‌دهد که شاخص اعتماد، تأثیر مثبت و معناداری بر قصد خرید مشتریان و تبلیغات دهان‌به‌دهان دارد و تبلیغات دهان‌به‌دهان، اثری تعدیل‌کننده بر قصد خرید مشتریان می‌گذارد. به‌طورکلی و با توجه به یافته‌های پژوهش، ازآن‌جایی‌کهشاخص اعتماد شرکت،رفتار مشتریانرادرتعاملبا شرکت تحت‌تأثیرقرارداده و سببسودآوری بلندمدت برای شرکت‌ها و تولیدی‌های ورزشی خواهد شد، لازم است که شرکت‌ها توجهویژه‌ایبهاین مهم نمایند.
کلیدواژه‌ها
عنوان مقاله [English]
The Impact of Consumer Trust on Shopping Intention Mediated by Mouth-to-Mouth Advertising
نویسندگان [English]
- Abdolhosein Ebrahimi 1
- Atefeh Shekari 2
- Nahid Shetab Booshehri 3
1 M.Sc. in Sport Management, Shahid Chamran University of Ahvaz
2 Ph.D. Student of Business Administration, Marketing Trends, Azad University of Yasooj
3 Assistant Professor of Sport Management, Shahid Chamran University of Ahvaz
چکیده [English]
The purpose of this study was to invetigate the impact of consumer trust index on shopping intention mediated by mouth-to-mouth advertising. The statistical population of this study was the customers who bought from sports manufacturers. Through convenience sampling, 384 customers were included in statistical sample and a questionnaire was used for data collection. SPSS and LISREL softwares were used for data analysis. First, the utility of variables and parameters was tested by using t test, and the positive relationship between variables was confirmed using correlation and path coefficient of t test. Then, the model was tested by using LISREL software and confirmatory factor analysis and structural equation. Finally, suitability indices showed that the model is in a suitable fit. The results of this study showed that the confidence index has a significant and positive impact on customers' purchase intention and mouth-to-mouth advertising. Eventually, mouth-to-mouth advertising has a moderating effect on consumer purchase intention. In conclusion, since the company confidence index affects consumer behavior in interaction with the company and causes the long-term profitability for companies and sports manufacturers, companies should pay special attention to this matter.
کلیدواژه‌ها [English]
- Trust of Customers
- Purchasing
- Word of Mouth Advertising
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