نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، دانشگاه علامه‌طباطبائی
2 استادیار مدیریت ورزشی، پژوهشگاه تربیت‌بدنی و علوم ورزشی
چکیده
هدف از پژوهش حاضر، اولویت‌بندی و رتبه‌بندی عوامل مؤثر بر صحه‌گذاری ورزشکاران مشهور بر محصولات ورزشی از دیدگاه مشتریان فروشگاه‌های ورزشی می‌باشد. جامعۀ آماری پژوهش را کلیۀ مشتریان زن و مرد فروشگاه‌های ورزشی شهر شیراز که قصد خرید پوشاک ورزشی مجید () را داشتند (که توسط علی کریمی صحه‌گذاری شده بود) تشکیل دادند؛ بنابراین، با توجه به نامعین‌بودن حجم جامعه، حجم نمونه از طریق فرمول کوکران تعیین گردید (185=N). نتایج نشان می‌دهد که در بین تمامی مؤلفه‌های صحه‌گذاری، مؤلفۀ شخصیت دوست‌داشتنی ورزشکار دارای بیشترین اهمیت می‌باشد و پس از آن مؤلفه‌های صداقت حرفه‌ای، منبع جذابیت، تیپ شخصیتی و توان ستاره‌بودن دارای کمترین اهمیت هستند؛ لذا، شناسایی عواملی که بتوانند با صحه‌گذاری و تأییدکردن محصولات از طریق ورزشکاران بر مشتریان تأثیر بگذارند، برای ورزشکاران و مدیران سازمان‌های صنعتی ضروری می‌باشد تا آن‌ها بتوانند از این طریق و به‌منظور جذب مشتری بیشتر جهت فروش محصولات خود، سرمایه‌گذاری کرده و تمرکز مناسبی بر این عوامل داشته باشند.
کلیدواژه‌ها
عنوان مقاله [English]
Prioritizing Factors Influencing Famous Athletes’ Endorsement of Sports Products
نویسندگان [English]
- Ahmad Mahmoodi 1
- Mehdi Rasooli 2
- Mohammad Hasan Motaghi Shahri 1
1 Ph.D. Student of Sport Management, Allameh Tabataba'i University
2 Assistant Professor of Sport Management, Sport Science Research Institute
چکیده [English]
The current study aimed to prioritize and rank factors affecting famous athletes’ endorsement of sports products from customers’ points of view. The statistical population of the study consisted of all female and male customers in Shiraz buying Majid’s products endorsed by Ali Karimi. Considering the infinite size of the statistical population, sample size was determined using Cochran’s formula (N=185). Data collection instrument was Braunstein & Zhang’s endorsement questionnaire (2005), face and content validity of which were already verified by Rasuli et al. (2014) and its reliability was measured using Cronbach’s alpha (α=0.927). To analyze data, we employed descriptive statistics such as mean and standard deviation as well as inferential statistics like confirmatory factor analysis using LISREL, factor analysis-Varimax rotation and Friedman test. The results showed that, of all components, likeable personality had the greatest importance, and components such as professional trustworthiness, source attractiveness, character style and the star power had the least importance. Thus, identifying factors affecting customers’ purchase intention through athletic endorsement is of paramount importance for industrial organizations’ managers and athletes to attract more customers through focusing on them.
کلیدواژه‌ها [English]
- Endorsement
- Advertisement
- Customers
- Famous Athlete
- Ali Karimi
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